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Artichoke, Swaffham

Muddy Says: Stocking a range of great designer clothing from James Lakeland to Pomodoro – Artichoke is a fab independent fashion find in the heart of The Brecks.

clothes shop window mannequins

Owner Sarah has a great eye for detail when it comes to clothing aimed at women who like to be both stylish and comfortable. They’re certainly not mutually exclusive and I was completely sold on the Stehmann trousers (£52.00) with their vintage beatnik cut and wanted to buy a pair in every colour!

The shop is situated in the pretty market town of Swaffham, in the heart of the Brecklands. Often overlooked en route to the North Norfolk Coast, Swaffham is a great stop off point and well worth the detour for great retail finds such as Artichoke and Bam & Arrow!

For an independent boutique, Artichoke is not expensive with prices ranging from £50 – £100 for most items of clothing and shoes – great value when you think about the benefits that come with shopping (supporting) locally, such as ….

Individuality – the owners have travelled far and wide to find items of clothing unique to their store. In Artichoke’s case they source from all over Europe and only stock a limited number of pieces, so it’s unlikely you’ll bump into someone wearing the same dress or coat!

Personal shopping – staff in small boutiques have the time to really help you find the perfect outfit. I don’t mind a bit of impartial advice as long as it’s done gently and was happy to receive Sarah’s expert guidance. Plus I loved the way she looked to maximise an item’s wear and advocated ‘less is more’ with the perfect capsule wardrobe.

If you’re over the border in Cambridgeshire you can also find an Artichoke in the beautiful town of Ely.




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The Urban Guide to the Countryside - Norfolk