HOW LONG HAS THE CHERRY CLOSET BEEN RUNNING?

The actual site launched in August 2009. But the original concept for the boutique was born a few years before that, when I first graduated from university and faced the common and rather bizarre ‘real world’ post study stage!

WHY DID YOU LAUNCH THE CHERRY CLOSET?

I have always adored fashion – especially in the areas of vintage and costume clothing, and wanted to pour my enthusiasm into a project that not only embraces the notion of eco-friendly way of shopping but encourages ladies to have a bit of fun in the way they dress. I often walk round high street stores and a feel a little ‘uninspired’, so decided to offer a funky alternative.

Where do you source your vintage items from?

All over the place! I have family who work in the movies in LA so source quite a lot from over there. I regularly visit collectors markets, go to Europe and plenty of UK charity shops too. Since the site launched, people often approach me as they have a wardrobe full of treasures and don’t know what to do with them, but want them to go to a good home!

WHAT PROBLEM YOU HAD TO OVERCOME WHEN LAUNCHING THE CHERRY CLOSET?

Stopping myself from keeping all the stock! Seriously, it’s tough! Also, there is never enough time in the day. This is my second job; I’m an editor for another website 9-5, so I sometimes wish I could clone myself for extra help!

What’s the best part about your job?

I love being surrounded by fabrics, colour, creativity and clothes that have history behind them. Best of all, is actually seeing the clothes and accessories on our models or on people who visit us at vintage fairs. They come alive, and transform themselves. There’s nothing better than a customer who squeals when they spot an item perfect for them!

WHAT ARE THE MOST POPULAR ITEMS YOU STOCK?

The first 6 months have shown us that hats are really popular; they are so versatile and can alter a whole outfit I think. This winter, we have had a surge in jacket sales too – mostly the big, warm, glamorous faux fur variety! Some customers prefer to only accessorize with vintage, rather than a whole outfit, so sunglasses and scarves are popular too.

What is your background? Did you study fashion?

After studying art, photography and literature at school I went on to study a fashion writing degree and graduated with a healthy obsession for magazines, fashion, styling and writing! I interned with a few big glossies in London for experience and have been published in a number of magazines, before channelling my skills into the world of websites. I have worked for a number of different sites, from interior design to gardening and travel. I set up the Closet to delve more into my personal passions – fashion, styling, photography and vintage.

Was it always your dream to own your own vintage boutique?

Yes, I think it has. Like most little girls I played ‘shop’ in my bedroom at home, but guess I never grew out of it! I have always had a love for dressing up, fancy dress parties, theatre costumes and ‘playing a part’. I did want to be an actress at one stage too – so owning a vintage boutique cleverly combines all these desires!

Obviously vintage has enjoyed a recent resurgence over the past few years. What makes the Cherry Closet different from all the other vintage boutiques?

I think there are plenty of great boutiques out there, but The Cherry Closet only stocks items that made me go ‘ooh!’ as soon as I saw them! Each and every piece has a creative title and a certain sense of character about it. If I can’t close my eyes and imagine seeing it in a magazine photo spread, on stage, in a film or being worn by Lady Gaga I won’t stock it! All prices are similar to the high street equivalents of modern clothing, as I think vintage fashion should still be affordable after all.

HAVE YOU ALWAYS WORN VINTAGE?

Yes!! In varying stages. As a little girl I donned my mother’s clip on 80’s earrings, or wore my grandmothers pink bed jacket from the 60’s around the house. Then in my teens the only t-shirts I wore were ex US College ones and I discovered my love for vintage handbags and boots. During university I then embraced vintage clothing fully, upon realizing that after trawling the high street for hours for ‘that’ perfect dress; I could find it in Camden, for half the price and twice the fun!  It would fit my figure better – and further more – ten other girls wouldn’t be seen in the same one!

WHO IS YOUR IDOL?

I don’t think I can pick just one – that’s too hard! I’m a huge fan of the stars of the golden screen era, Marilyn, Audrey and Brigitte Bardot. Modern icons for me include the more eccentric dressers like Maggie Gyllenhaal, Zooey Deschanel and Chloe Sevigny. I also admire the retro style of Katy Perry and Dita Von Teese. Oh, the list is endless!

IF YOU COULD OWN ANY PIECE OF VINTAGE, WHAT WOULD IT BE?

There are a couple of items I am always on the lookout for in my travels – one is a 1920’s fringed flapper dress, as I think that decade was the most rebellious and liberating for women as they said goodbye to the corset and hello to dancing ‘til they dropped! Secondly I have a secret love for fans, so pre Victorian fans always make me a little dizzy!

I see from your blog that you have a penchant for cherries, and anything cherry related. You even have a cherry tattoo. Why cherries?

Yes, I consider cherries my lucky charms! They just strike me as a positive, cheeky, fun symbol that always makes me smile. Perhaps it is the associations they hold, the cherry on the cake, or pretty please ‘with a cherry on top’, they are a bit retro and don’t take themselves too seriously! I started 2010 with getting cherries tattoo’s onto my ankle so they are with me wherever I go!

ANY OTHER PLANS FOR CHERRY?

I have been writing the Cherry Blog for over a year, and with the Cherry Closet blossoming too, they complement each other. I would love to open up an actual Cherry Boutique for more interaction with customers in the future, but we shall have to see!! Maybe I could start a Cherry empire – like Virgin – with mobiles and planes and broadband? …..Maybe not.

How do you spend your free time?

When I do have spare time, I like to paint, go to the cinema and the theatre, visit the seaside, go out with my girlfriends for cocktails, spend time with my family, read and go out exploring with my camera and a notebook in tow.

WHAT'S NEXT FOR THE CHERRY CLOSET?

The Cherry Closet is going to be establishing itself at many more vintage events. Based as a website can too often mean you don’t get to meet your customers, and I love to connect with other vintage enthusiasts!! I have had a lot of requests to expand into men’s’ clothing and to stock vintage jewellery too, so may be developing these areas.

I hope to keep the Cherry Closet evolving into a successful online source for vintage treasures and in a few years time aspire to set up shop in a small boutique alongside the website. Watch this space!!