Artichoke Is Voted Online Store Of The Year: Thank You For Helping Us Get Here

In 2025, Artichoke was voted Online Store of the Year in the Boutique Star Awards.

Being given this award by our industry peers was an amazing moment for our team, especially as like so many independent boutiques we have faced many challenges in recent years

As the news sunk in I (Sarah) realised that what mattered most however was not the trophy itself, it was the reason we had won .

And that was you, our customers.

If it had not been for the loyal support of you all since we went into Lockdown in March 2020, this small business would not have survived, let alone receive such an important accolade.

So whilst we were delighted to win, what mattered most was that the judges recognised what is so important to everyone on the team: putting personal service, expert advice and our customers first.

In a world where most online retailers offer an increasingly impersonal & automated service, it confirmed something we have always believed: your shopping online experience should be similar as possible to the one you would receive in store. It is why we call all our new customers to introduce ourselves, offer styling advice when asked & encourage you all to call us if you have any queries.

Where, How & Why Did Artichoke Start?

Artichoke started life when Sarah’s children were small as a pop up shop, long before they were a thing, initially selling clothes at county shows, horse trials & charity events. Working at first from her spare bedroom she quickly moved from there into a small warehouse, then retail premises & in December 2024 back into warehouse premises again.

Our aim has always been to sell clothes that we love to wear, to create a boutique for real women. An environment where you don’t feel either inferior or overwhelmed.

We are real women selling clothes to other real women who are just like us.

Not models. Not influencers. Not twenty-year-olds, but women with busy lives, changing bodies, careers, families and wardrobes that need to work hard for them

Over the years we have learnt that most women do not want hundreds of options. They want a carefully chosen collection of clothes that fit well, make them feel good and work together.

Today Artichoke is still a small independent business based in Norfolk, serving customers throughout the UK.

Many of our customers have been shopping with us for years & have become friends. We have watched families grow, celebrated milestones and shared life’s ups and downs together.

That sense of community is something we treasure.

Why Customers Choose Artichoke

The fashion industry has changed enormously since we opened our doors.

Large retailers have become larger. Fast fashion has become faster. Artificial intelligence can now recommend products in seconds.

Yet the questions women ask have remain the same:

Will these jeans suit me?

Am I too old to wear this?

What size should I buy?

Can I wear this if I’m petite?

Will it work for my shape?

These are not questions that can always be answered by an algorithm.

They require experience, honesty and conversation. It is why we spend time helping our customers understand not just what to buy, but how each piece will work for them.

Clothes For Real Women

Like us, our customer is typically a woman aged 35 and over.

She values quality over quantity.

She wants clothes that make her feel confident rather than being trend led.

She appreciates good quality fabrics, flattering fits and pieces that can be worn for years rather than months.

Everything we buy is chosen with this in mind.

Whether it is a pair of jeans, a linen shirt for summer or an Italian leather handbag, we ask ourselves the same question:

“Would we genuinely wear or use this?”

If the answer is no, we do not buy it.

Building Wardrobes, Not Just Selling Clothes

One of the things that makes Artichoke different  from other independent boutiques is our focus on wardrobe building.

Rather than chasing every trend, we focus on creating collections that work together.

Our Core Collection includes the pieces customers return to year after year: jeans, trousers, knitwear, t-shirts and wardrobe essentials that form the foundation of everyday dressing.

Alongside these, we introduce seasonal colour stories and limited-edition collections that add interest without making existing purchases feel outdated.

It is a slower, more thoughtful approach to fashion and judging by the loyalty of our customers, one that resonates with you all.

The Importance Of Personal Service

The judges highlighted our customer service as one of the reasons for winning Online Store of the Year.

We are incredibly proud of that.

As a small team, we know that every order represents trust.

When someone shops with Artichoke, they are not simply buying a pair of jeans or a handbag.

They are trusting us to help them spend their money wisely.

That is a responsibility we take seriously.

Whether it is advising on sizing, helping with styling or simply answering a question over the phone, we want every customer to feel looked after.

What Winning Online Store Of The Year Means

For us, this award is not a finish line.

It is encouragement to continue doing what we do best.

To remain independent.

To continue helping women find clothes that make them feel stylish comfortable & confident.

As technology continues to evolve, we are embracing the tools that help us serve our customers better.

But some things will never change.

We will still be on the end of a phone. Still spend our days twirling across your screens & still believe that shopping online should be as personal a shopping experience as if you had just stepped into our showroom.

Thank You

Finally, we would like to say thank you.

To every customer who has placed an order, watched a video, joined a Facebook Live, recommended us to a friend or simply followed our journey.

You have helped shape Artichoke into the business it is today.

We are incredibly grateful for your support and excited about what comes next.

Thank you for being part of the Artichoke story.

Frequently Asked Questions

Is Artichoke a genuine UK retailer?

Yes. Artichoke is an independent British fashion boutique founded in 2008. We operate both an online store and a showroom in Norfolk and serve customers throughout the United Kingdom.

Why was Artichoke voted Online Store of the Year?

Artichoke won Online Store of the Year in the 2025 Boutique Star Awards. The judges recognised the company’s customer service, personal styling advice, innovation and commitment to supporting women throughout their shopping journey.

Who does Artichoke specialise in dressing?

Artichoke specialises in clothing and accessories for women aged 35 and over who value quality, fit and personal service.

Does Artichoke offer styling advice?

Yes. Customers can contact the Artichoke team for advice on sizing, fit, styling and wardrobe building by phone, email or video consultation.

Where is Artichoke based?

Artichoke is based in Norfolk, England, and serves customers throughout the UK through its online boutique and showroom.

Why are you called Artichoke?

The name was dreamt up by a very dear lady, sadly no longer with us, called Rita.

A keen wordsmith she was tasked with finding a suitable name for the new business which at the time did lots of fashion shows for the Women’s Institute amongst other charities & organisations.

So Rita’s thought process began. Womens Institute led to Jerusalem & eventually to Jerusalem Artichoke.

The name has no connection with fashion however like Monsoon or Mango is distinctive, slightly different & instantly memorable

Nearly twenty years later we are so pleased we went with her choice