Director Shareholding

SCHEDULE 11                                  

         NOTIFICATION OF INTERESTS OF DIRECTORS AND CONNECTED PERSONS          

1. Name of company

ST IVES PLC

2. Name of director

DAME SUE TINSON

3. Please state whether notification indicates that it is in respect of holding
of the shareholder named in 2 above or in respect of a non-beneficial interest
or in the case of an individual holder if it is a holding of that person's
spouse or children under the age of 18 or in respect of an non-beneficial
interest

NOTIFICATION IN RESPECT OF DIRECTOR NAMED ABOVE

4. Name of the registered holder(s) and, if more than one holder, the number of
shares held by each of them (if notified)

AS ABOVE

5. Please state whether notification relates to a person(s) connected with the
director named in 2 above and identify the connected person(s)

N/A

6. Please state the nature of the transaction. For PEP transactions please
indicate whether general/single co PEP and if discretionary/non discretionary /
non discretionary

PURCHASE OF SHARES

7. Number of shares/amount of stock acquired

2,000

8. Percentage of issued class

<0.01%

9. Number of shares/amount of stock disposed

N/A

10. Percentage of issued class

N/A

11. Class of security

ORDINARY SHARES OF 10P EACH

12. Price per share

344.50p

13. Date of transaction

15 OCTOBER 2004

14. Date company informed

15 OCTOBER 2004

15. Total holding following this notification

2,000

16. Total percentage holding of issued class following this notification

<0.01%

If a director has been granted options by the company please complete the
following boxes.

17. Date of grant

N/A

18. Period during which or date on which exercisable

N/A

19. Total amount paid (if any) for grant of the option

N/A

20. Description of shares or debentures involved: class, number

N/A

21. Exercise price (if fixed at time of grant) or indication that price is to
be fixed at time of exercise

N/A

22. Total number of shares or debentures over which options held following this
notification

N/A

23. Any additional information

ST IVES PLC'S ISSUED SHARE CAPITAL AS AT 18 OCTOBER 2004 IS 103,310,552
ORDINARY SHARES OF 10P EACH

24. Name of contact and telephone number for queries

PHILIP HARRIS: 020 7928 8844

25. Name and signature of authorised company official responsible for making
this notification

PHILIP HARRIS, COMPANY SECRETARY, ST IVES PLC

Date of notification 18 OCTOBER 2004