brand focus - blooming

Almost exclusive to Artichoke in the UK, this is the second season that we have stocked this beautiful brand which has already become a firm favourite with our customers.

“Founded in 2012 in Amsterdam, Bloomings is an European fashion brand that creates desirable yet affordable pieces for the elegant and confident woman. ” 


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Anna Montana Angelika Magic Stretch Jeans

⭐️⭐️⭐️⭐️ featured by mark heyes on lorraine four times ⭐️⭐️⭐️⭐️

The Angelika Magic Stretch Jean from Anna Montana is a best seller at Artichoke & has been featured by stylist Mark Heyes in his Jeans Masterclass on Lorraine four times, he calls them the straight leg skinny. ‘They are lovely. I am not frightened of that skinny jean’ Lorraine Kelly ‘They are amazing, they’re called magic, they’re magic’ model Jane Russell Artichoke has built a reputation for fitting & supplying jeans to women of all shapes & sizes. At the last count we had ten styles to chose from so are confident we can find one to suit you. Call us now for your telephone or video fitting.

see our best selling jeans

Get Shirty at artichoke

All our own label shirts are designed in the UK & Made on The Med.

Finding the perfect shirt is like discovering the perfect pair of jeans. You want to look great but also feel comfortable in it, so once you have found it, why move off message if you can keep buying the perfect shape each season in different styles & fabrics?

We offer four basic cuts in a growing collection of prints, fabrics & styles & will help you find the shirt that suits you best. Each season we introduce limited editions in either a new pattern, fabric or style offering you an exclusive piece at a price that won’t break the bank.

We also stock a great range of tops & T shirts from well known European brands from British based Pomodoro to Danish stars By Basics & Signature.

Shop our shirts

get dressed at artcihoke

We have just the dress for you. Our Limited Edition dress collection is sourced from brands all over Europe. We buy a limited number of pieces from Independent brands, some are well known like Pomodoro, others like SMF, Base Level & K-design are less well known in the UK market. 

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Award Winning boutique

We are proud to announce that we were shortlisted in two categories for this years industry awards hosted by Boutique Magazine.

We have were nominated for both Fashion Independent of The Year as well as Social Media Strategy of The Year which we find pretty amazing for three technically challenged women who play dressing up twice a week!

If you are new to Artichoke & want to know what all the fuss is about but can’t pop into our Swaffham shop as well as having a look at our online collection which is curated each season by Sarah – hop over to the magazine section of the website & look at a few of our styling videos.

stehmann trousers

Stehmann is a family run company based in Germany that has an international reputation for making fabulous fitting trousers at a fair price. All their production is in Europe & we are proud to have been one of their first UK stockists.

We also stock Danish brand Brandtex, also famous for their trousers & where we find a gap produce a small selection of our own label garments which are designed in the UK & made in an eco factory near The Med from cloth sourced in Europe.

Shop stehmann Trousers
Artichoke Girls

join the artichoke girls

Artichoke started life as a pop up shop long before they were a thing.

From the early noughties founder Sarah Simonds packed up her transit van with jeans, gilets & jumpers & took it with her small children to horse trials & county shows for several years before opening her first shop in 2008.

For nearly twenty years Sarah has curated a collection of independent brands each season to help you, her customer build a cohesive wardrobe full of clothes that you love & will wear for years to come. Since 2019 we have been developing our own Artichoke brand.

Today both our boutique & online shop are based in the Norfolk market town of Swaffham. We are a small team that has, we think, a unique approach to online shopping. We call all new customers to introduce ourselves & always encourage you to get in touch if you have any queries before or after your purchase to enable us to offer you the best service possible.

“We are a shop with a website, not the other way round”

Actually Artichoke is more than a shop, it is a growing community. We work with other women led businesses who help us all to be the best that we can, whether it is advice from award winning makeup artist Ariane Poole or The online magazine, Annabel & Grace’s latest travel tips.  These are enjoyed by our fabulous customers, lots of whom also share styling tips & photos on our Facebook group, Artichoke Girls where both real & virtual friendships are made

become an artichoke girl
Vanity & Me Try On Haul
The Liz & Jo Show

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From The Magazine


We are passionate. We love what we do. We love the clothes that we sell & the women we serve. Laughter is often an added extra when you pop into our Swaffham shop

We love strong independent women – like us. Shopping at Artichoke is not about following the crowd. We work hard to source items from all over Europe to ensure that we are not only different from the High Street but also other independent stores.

We want our customers to feel fabulous without breaking the bank. To reflect this we keep to a mid range pricing strategy & are developing our own label pieces to ensure great quality as well as exclusivity.

Please feel free to pop in and browse.  If you need help, we offer a warm and friendly service.  If you prefer to shop alone, we promise to let you do so.

Shopping Online We want to offer you the same level of service that you would receive if you came into our shop. We call all new customers to ensure you confident with the sizing of the items you have bought & encourage everyone who shops with us to get in touch with any queries that you might have.

Telephone Orders If you like to look online but buy from a human being please give us a call on 01760 724948. We will be happy to answer questions & arrange for payment & delivery over the phone