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From the very first Harrogate Fashion Week, to every season since, Sarah from Artichoke has made the journey all the way from Norfolk part of her buying ritual, and has turned meticulous planning into an art form.

We caught up with her ahead of August’s HFW to talk all things buying, strategy and style – from navigating the crowds in reverse, to celebrating timeless beauty at any age.

Why do you attend Harrogate Fashion Week?

I came to one of the first HFW with a supplier friend and since then have travelled twice a year from Norfolk to attend. I keep coming because it is now the UK’s premier show, and the brands exhibiting complement those that I buy from in Germany.

Any tips for new buyers attending in August to help them make the most out of the show?

Yes, start at the second entrance and work backwards, this way you avoid the crowds on Sunday and get to spend more time with your suppliers as you are going against the crowd.

Where is your favourite place to eat/drink in Harrogate?

I am useless at remembering names, but there are several good Italian restaurants as well as the chains.

How do you stay organised and maximise your time during the event?

On day 1, I walk each hall before visiting existing suppliers’ stands and make a note of interesting new suppliers that I can go back to see on Day 2 once my main orders have been placed.

What is one thing that HAS to be in your bag for HFW?

Definitely my phone as it is where I keep all my photos. I am a brand’s worst nightmare as I don’t place any orders until I have seen every supplier, I then sit with my spreadsheets and budgets and plan what the next season’s shop floor is going to look like, what drops and when we want for the website. Only after this do I place my orders. I can then put everything to bed & start selling the season I planned six months before.

What makes HFW different to other trade events?

Convenience, increasingly it is becoming a one stop shop in the way that MODA & PURE used to be. It is also prettier than the NEC & a lot easier to get to than Olympia.

What trend are you most excited about this summer?

I love the neutrals that are around this spring and welcome a return of navy and the nautical look, which we always do whether it is on trend or not! We have textured knitwear and have bought into more of a boho look for high summer.

Who would be your dream celebrity customer and why?

Isabella Rossellini, still a great beauty at 73. I love the untouched photo of her on the front cover of Italian Vogue at age 71, having been sacked in her 40s by Lancome for being too old. At 61 I, as well as my customers, want to see women who are ageing with grace & beauty, we are a demographic that is still largely ignored which is ironic as we have the greatest spending power.

Artichoke stock many fantastic brands, including Anna Montana; Pomodoro; Bariloche; K Design; Carmela; Pia Rossini and many more who will be exhibiting at HFW in August. Discover more about their boutique at artichokecollection.co.uk

Feeling inspired? Register to attend HFW in August now and bag yourself fast track entry to the show!