A look inside Anthropologie - a shop celebrating ‘the pretty and the unique'

Being surrounded by so many colours and textures feels quite energising and I take my time to work my way around. I have a look at some of the Boho hippy chic clothing. I’m intrigued by the jumpsuits, I haven’t worn one since the late eighties, it might be wise not to go there again! I admire the unique kimonos, trendy footwear and cosy but stylish knitwear. I spot a beautiful golden sleeveless top that would look perfect worn with some velvet black jeans.

I try on a grey leopard print beret, look in the mirror and realize that I’d have to work a little harder if I wanted to look like a Parisian! The hair accessories and vintage-looking jewellery seem a little overpriced, so I would probably wait until the online discounts take effect. In fact, I suspect that much of the merchandise will need to be discounted if Anthropologie is to ride the coming global recession.

The books are bold and bright, embracing self-expression. I get lost in a book ‘Conscious Creativity’ filled with inspirational images, fresh ideas and practical exercises, encouraging the reader to observe their surroundings in experimental ways and promoting an innate sense of visual creativity whether you’re an artist, photographer or interior designer. I love the flamboyant design on the Christian Lacroix notebooks and pop one into my basket.

There is something for everybody. I admire the wide selection of original artworks in support of the National Young Arts Foundation. I could spend hours both in store and online. First opened in 1992 in the US and now with over 200 stores worldwide, Anthropologie describes itself as ‘a portal of discovery…a lifestyle brand catered for creative, educated and affluent thirty to forty-five-year-old women.

I have a look at their website and am inundated with the social and environmental missions they support. Anthropologie is part of URBN, a large portfolio of global consumer brands comprising of a number of other retailers including Urban Outfitters, Nuuly, Free people and BHLDN Wedding store. Anthropologie partners with artists and designers from around the world to create limited collections in apparel, accessories and homewares.’ Customers are encouraged to indulge their creative side and enjoy the creativity of product design. Anthropologie offers their customer ‘a shopping destination with a well-curated mix of signature products that reflect her personal style and individual passions.’

I walk up the antique wooden stairs of this spacious seventeenth century Grade II listed property on the corner of Market Place, a hugely historical and totally prime location! The tall coloured stained-glass windows are adorned with the City’s heraldic shields, celebrating the city’s heritage. As I climb the stairs and approach the top of the grand staircase, I turn right and admire a wire tree display decorated in a carnival of colour with unique Christmas decorations. My favourites are a red roller skate, the sparkly pink ring doughnut and a leopard-skin tree topper. The Homewares and gifts are neatly arranged on round shelving units. I love the unique curtain tie backs in the form of two feminine golden hands along with an array of colourful crystal doorknobs, coasters and tea pots.

I take a few steps down towards the back of the first floor and discover more from its fashion collection. The originality of elegant clothing design is impressive. I try on a well-tailored tweed coat and consider buying my daughter a long-pleated skirt in blended camouflage green colours and an amazing pair of flared black trousers with lots of buttons going down the front.

I chat with the team. Mariella has been living in St Albans for a few years but is actually from Bolivia! I practice my Spanish and she tells me about how Urban Outfitters which opened in London back in 1998 is part of the same parent company and is altogether more ‘rock chick,’ and ‘edgy’ with its exposed brick wall interior and internal scaffolding. Although by the end of the conversation, we appear to be talking about how amazing Bolivian cuisine is!

Over in the far-left corner of this floor resides a small leafy jungle brimming with a mix of lush healthy plants. I stand and stare, admiring it all then discover that two pop up shops have been set up here for a few weeks. I meet Sarah Gerrard, ‘The Plant Rescuer.’ “Hi, my name’s Sarah and I rescue plants.” Wow! I smile really impressed. “What a wonderful gift to have!” I reply. “An ability to nurture growth and heal houseplants instead of destroying them!” She has a gift I could never dream of having as any plant I touch doesn’t survive for long.

Sarah Gerrard

Sarah is an ‘ecological activist’ and manages to bring unwanted unloved plants back to life. Many have been thrown out and are on the brink of death. Sarah discovered that 90% of the time these plants can be nursed back to health and actually recover. We start chatting and Sarah soon works out that the fundamental (and very common) problem that I have is over-watering my plants. Since lockdown Sarah’s Instagram followers have hugely increased and now with over 90,000, I congratulate her on landing a book deal!

Sarah is standing alongside Emily from Happy House Plants. Her knowledge of plants is vast. I overhear her chatting with a customer educating him on the wide range of houseplants they stock and on the importance of light and humidity and many other factors. He ends up buying a couple. I am curious about the huge variety of plants they stock from Calatheas to Fig leaves. I’m particularly drawn to a ‘Monstera’ plant and Emily explains that it is a tropical breed and that it has evolved with holes in the leaves in the South American jungle to let the daylight into it. Her enthusiasm is infectious and by the time our conversation is over, I look forward to having a look at her store online and might have another go at bringing more plants into my home.

I head back downstairs to make my purchases and have a chat with Katrina. I mention that the wide variety of stock makes it a stimulating retail experience, but it also feels tempting to maybe buy things you don’t need and get lost in a sea of pretty things. She explains, “True, but there is something for everybody here. You can buy gifts all under one roof and for totally different people.” I must admit she makes a very good point and as I look down at my basket, I see I have just bought myself a notebook, chosen the perfect birthday card for my somewhat particular sister and a wonderfully encouraging ‘mum-to-be book’ for my pregnant niece.

The 21st Century shopping experience needs to be sophisticated and aim to be more entertaining and memorable to get people into the store. The company describes itself as ‘a one-of-a-kind destination.’ However, there are so many ethical factors to consider like the environmental impact and supporting communities around the world.

Nowadays, the importance of giving back is just as important as generating business. Many companies such as Anthropologie do support all sorts of charitable initiatives and are highly philanthropic. I can see on the website that they support ‘Every Mother Counts’ and ‘Living Beyond Breast Cancer ‘among other charities.

As we navigate through these uncertain times, holding companies accountable for their actions has never been more important. Although Anthropologie scores quite favourably on the Fashion Transparency Index (an annual report that ranks brands according to their social and environmental policies, practices and impacts), it still needs to reduce its climate impact further and use more eco-friendly materials. Like many companies it nevertheless does attempt to make amends by prioritising its impact on people, planet and animals instead of solely on profit.

Millennials are among the most savvy shoppers and are educating the world on the importance of finding out how things are sourced and produced. Their message nowadays is progressively becoming ‘Buy less, buy better quality, buy vintage, mend clothes and recycle.’

As I walk back downstairs, I stand at the top of the staircase taking in the fun and lively ambience. This afternoon has been a celebration of ‘the pretty and the unique.’ I’ll probably shop here regularly picking up little items here and there. It has been a process of self-discovery, very interesting to see which products I have surprisingly been drawn to. American writer Marcelene Cox may have been right when she said, “The quickest was to know a woman is to go shopping with her.”

Marisa Laycock moved to St Albans in 2000. She enjoys sharing her experiences of living in the city. These columns are also available as podcasts from 92.6FM Radio Verulam at www.radioverulam.com/smallcitylife.