Directors' Notification of Dealing in Shares

St. Ives PLC
1 August 2000

                       DEALINGS BY DIRECTORS


1)  NAME OF COMPANY

ST IVES PLC

2)  NAME OF DIRECTOR

MILES LOVELACE BRERETON EMLEY

3)  Please state whether notification indicates that it is in respect of
    holding of the Director named in 2 above or holding of that person's
    spouse or children under the age of 18 or in respect of a non-beneficial
    interest

HOLDING OF A DIRECTOR

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

MILES LOVELACE BRERETON EMLEY

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

EXERCISE OF SAYE OPTION

7)  Number of shares/amount of
    stock acquired

5,011

8)   (0.005% )
    of issued Class

9)  Number of shares/amount
    of stock disposed

N/A

10)  (    % )
   of issued Class

11) Class of security

ORDINARY

12) Price per share

£2.85

13) Date of transaction

01.08.2000

14) Date company informed

01.08.2000

15) Total holding following this notification

21,011

16) Total percentage holding of issued class following this notification

0.020%

     IF A DIRECTOR HAS BEEN GRANTED OPTIONS BY THE COMPANY PLEASE
                    COMPLETE THE FOLLOWING BOXES

17) Date of grant



18) Period during which or date on which exercisable



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



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



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



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



23) Any additional information

NO

24) Name of contact and telephone number for queries

FIONA RECKER - 0207 928 8844 EXT 348

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

    Date of Notification............1ST AUGUST 2000..........