‘Best thing we have ever done’ – Retro-chic fashion shop moves into heart of Ipswich
PUBLISHED: 16:02 31 October 2020 | UPDATED: 17:24 31 October 2020
POCKET WATCH & PETTICOATS
The owner of a popular fashion company which celebrates styles from the 40s and 50s has moved into a new store in the heart of Ipswich – saying it is the “best thing” they have ever done.
Pocket Watch & Petticoats, which opened upstairs in Twist ‘N’ Shout more than five years ago, has moved into the former Ohh Deer store in The Thoroughfare, which closed after citing a “decline in retail”.
MORE: Ohh Deer Ipswich shop to close due to ‘decline in retail’
Sophia Taylor-Norris, 35, opened the new location for Pocket Watch & Petticoats last Saturday and said the first week has been “fantastic”.
She said coronavirus was the reason for her move as she wanted to be more visible and new it was vital she found a site with a higher footfall.
She said: “I was down by the old BHS originally, but when that closed I noticed that a lot of footfall went.
“It is great that this is now our own store, it has got six windows and is in a fantastic location. The move is the best thing we have ever done.
“Our first week has been unbelievable and has exceeded all of our expectations.”
The popular ladies fashion shop showcases trends from the 40s and 50s and has a loyal following, with Mrs Taylor-Norris classing her customers as family.
New to the Ipswich store is the baby clothing range – called The Adventures of Baby Bloom after her youngest son – which Mrs Taylor-Norris says fills a gap in the market with the loss of Mothercare.
She also has two other stores, one in Bury St Edmunds and one in Cambridge and prides herself on her teams customer service.
“There is something magical about coming into a store to really try on the clothes, which you can’t find at your normal high street stores,” she said.
“It’s evocative of the 40s and 50s era, where ladies would be dressed like ladies and the clothing shows off all the curves in all the right areas.
“We are all about embracing the feminine form and remembering how it feels to feel fantastic. That is something we really encourage in store.”
Mrs Taylor-Norris had never had a website before Covid-19 as she wanted ladies to come in and have the experience. But, during lockdown she set up her website and was blown away by the support, sending out hundreds of parcels every week to ladies across the country.
Speaking of the potential second lockdown, she said: “I would much rather stay open but it just means I have to step up.
“I would encourage people to continue to support independent boutiques and your high street sellers as we do need it. Please remember the guys who make your town special, as we want to still be here after this.”
To visit Pocket Watch & Petticoats website, see here.
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