Strolling on the seafront, caressed by a cool Mediterranean breeze, MILIKA HARIANI allows herself to be seduced by the first-ever Cannes Shopping Festival.

I arrived at Nice, en route for Cannes, at the Nice-Côte d’Azur International Airport on the sort of sparkling day that gives the Côte d’Azur its name. A frisson of excitement stirred in me because there is something so curiously seductive and indefinable about the amazing light and strikingly different atmosphere of the regions that border the indescribably blue Mediterranean. I sat contentedly sipping Evian and admiring the serene landscape of this corner of Southern France, on the 27 km drive to Cannes.

In order to liven things up during the slack period at the start of the year (though Cannes is known for its major exhibitions and trade shows and especially the International Film Festival), the Cannes Tourist Office has decided that the city will host a shopping festival every year. Special promotions and super offers are combined with wonderful events and fashion shows, complemented by very special hotel rates.

Despite the undisputed elegance of the individual stores, they seemed remarkably welcoming probably because of their compact sizes and the relaxed ambience of the area they are in. They share none of the hauteur of their Parisian counterparts but carry a narrower range although their latest offerings were prominently displayed. Chanel for instance, devoted its entire window to their baby pink range of goodies, while Chopard displayed their Happy Spirit range. Boots and stone-encrusted sandals shared shelf space as did leather trimmed knitwear and wispy chiffon tops. Many of the stores displayed special stickers that indicated they were taking part in the first ever Cannes Shopping Festival, offering from 30 to 50 per cent discounts. Almost a thousand outlets participated in the festival, including shops, hotels, restaurants and casinos.

So, if you simply cannot stand the thought of braving the crowds at Harrods or bumping into your neighbour at Harvey Nicks, yet again, here’s the answer. Go to Cannes to shop. You won’t regret it. That’s a promise.

[Regular Verve contributor, Sri Lankan born Milika Hariani wears many hats – global wanderer, wildlife watcher and avid shopper.]