If the Velvelettes did not reach the same dizzy heights that female groups like the Marvelettes, Martha & the Vandellas or the Supremes achieved, they still fared better at Motown than many others. Every artist has their own unique place in music history, and the Velvelettes edged their way into many people's lives and made a lasting impact.

US readers may be surprised to hear that the group's biggest success was in the UK, hitting the top 40 with their final American 45, "These Things Will Keep Me Loving You" in 1971, some five years after its original release. Their first two songs on Motown's VIP label,"Needle In A Haystack" and "He Was Really Saying Something" had already introduced the Velvelettes to British Motown fans, even though their popularity was not matched by chartworthy record sales.

The gals' "Bird In The Hand" 45 was actually pulled by Motown from the release schedules, and it is generally felt that the practical reason was to concentrate the company's promotional efforts on the Supremes. Today, most people believe that the Velvelettes' song should really have been a monster hit, and judging by the work that was put into achieving just the right mix, my sympathies also lie with Motown's engineers and producer. It is perhaps relevant to recall that at the time, lead singer Cal was quite young (she still, is in my book!) and her parents would only allow her to work at weekends. Clearly with so much at stake, Motown took this into account when planning the company's promotional strategy.

It is true that the Velvelettes made a much bigger mark in England than their native USA. From only four 45 UK releases, the gals managed to produce two huge (and I mean HUGE) hits on the 'Northern Soul' Scene with "Lonely Lonely Girl Am I" and "These Things Will Keep Me Loving You". For that alone, they are head and shoulders above ANY Motown group, male or female - and by a long shot. (As it happens, only Frank Wilson beats them). Further, the Velvelettes were the FIRST act to have their product re-issued by Motown UK in answer to public demand, when TMG 595 coupled the classic "Needle In A Haystack" with "He Was Really Saying Something." Surprisingly perhaps, the girls were not granted a vinyl album release at the time, even though both their released and in-the-can material was clearly up to the standard of their more fortunate fellow label-mates. Perhaps the songs were not as simple as the others' and were more challenging vocally, but they were without doubt just as high in quality.

In March 1999, the Velvelettes finally achieved recognition in the US with a Motown CD retrospective. "The Very Best of The Velvelettes" collected their complete singles output, and also had the added bonus of previously unissued tracks of similar vintage. "Let Love Live" and "Twilite Time" surprised most listeners, who found it hard to believe that these fabulous songs were never issued in the sixties. The UK edition was boosted by four additional unreleased cuts, which were again received with enthusiasm and gratitude.

Whilst the girls themselves are well aware of their place in music history, to some - particularly in the USA - their placing does not reflect the enjoyment that they gave to audiences and listeners, and in fact still do. The Velvelettes are still in demand for personal appearances and concerts, especially in the UK - a testament to the staying-power of the Motown Sound and the group's contribution to it.