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    Miss Selfridge

    3.8 (4 reviews)
    PriceyWomen's Clothing

    Miss Selfridge Photos

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    17 years ago

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    Helen Rochfert

    Helen Rochfert

    5.0(1 review)
    4.6 mi

    If you always wanted to be Alice in Wonderland, YOU MUST MEET / GO TO the Helen Rochfert store. I…read morehad been living in Hitchin for over a month, and I saw this super cute, colorful store front being built, and, like a little kid, I kept pressing my face to the window (if you have ever seen the movie Chocolate, it was kinda like that). Finally, it was OPEN! I ran inside. There was a life size woman, who, literally WAS ALICE! She was totally beautiful, with rosy cheeks, long blond hair, huge eyes, a curvy figure, bright tights and an equally charming personality. She apologized for being a bit down (?), but explained the store's grand opening had been the night before, and she was a wee bit under the weather. Everything in the store reflected her glowing colorfulness. Hot pink bags, big enough to fit my records AND my lap top, cool clutches that even my picky lesbian cousins thought were cool (i just HAD to mention that, since my cousins buy stuff for me based upon if they think it is ugly- if they think it's hideous, they know I will like it. Helen's stuff is the first and LAST time we have ever agreed on ANY fashion item!!). Funky necklaces of baby deers, earrings of coke bottles- I wanted everything! Helen is super inspiring, since she makes her own bags herself, so by purchasing her stuff, you are actually supporting an indie artist, not some random "made in China by a poor under nourished child." She is so cool, you want to hang with her all day long. I ended up buying a big bag with a cupcake on the side, and a fab purse with fish / newspapers backed with chips (this is the piece my aforementioned cousins and I agree is HOT). Helen is totally worth a visit to Hitchin, I swear!

    Miss Selfridge - womenscloth - Updated May 2026

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