Shrewsbury is swiftly establishing itself as a key destination for vintage fashion, with Pretty in Pink, a vintage clothing shop, playing a pivotal role in this burgeoning scene. Since its launch on the August Bank Holiday in 2024, Pretty in Pink has made a significant impact on the town's award-winning High Street. Less than a year after opening, the shop is expanding substantially by taking over the neighbouring premises, previously occupied by O'Donnell Moonshine, and converting the underground bank vaults into additional retail space.
Owner Graham Holbrook expressed his surprise at how quickly the business has grown. Speaking to My Shrewsbury, he said, “We’re growing really fast — it’s been beyond expectations. We’re now selling over 1,000 items a month, and each week just gets better and better.” He also noted that customers are pleased not to have to travel to larger cities like London, Manchester, and Liverpool to access quality vintage clothing, adding that prices in Shrewsbury are more affordable compared to those cities.
The store has created a vibrant atmosphere, particularly on Saturdays, when shoppers can enjoy free Prosecco as they browse through a varied collection of colourful vintage jackets, dresses, and upcycled originals. “I’ve always loved music,” Holbrook commented. “It just changes the vibe completely. On a Saturday afternoon, it’s nuts.” The lively environment has contributed to Pretty in Pink’s popularity.
The rise of Pretty in Pink reflects a broader trend of increasing demand for vintage fashion, especially among younger consumers seeking sustainable and unique clothing options as an alternative to fast fashion. Holbrook highlighted that vintage retail remains largely independent rather than dominated by large chains, making Shrewsbury an ideal location.
This vintage momentum is not confined to Pretty in Pink alone. Shrewsbury is home to other vintage retailers such as Stone Age Fashion, The Wardrobe, Greta Rae, Maggie Mae’s Vintage, and Steady’s in the indoor market. Additionally, vintage kilo sales at St Mary’s Church are attracting enthusiasts. Holbrook has observed a steady influx of customers visiting from outside the local area, including tourists who discover Pretty in Pink online or through word of mouth. “It’s ridiculous how many people are coming into town all through the week,” he remarked. “They’re staying overnight, they’re here for events, and they’re leaving with something special — a jacket, a bag, something with soul.”
Looking ahead, Pretty in Pink plans to broaden its offering further. The new space and cellar conversion will accommodate a wider variety of categories, including accessories, occasion wear, reworked pieces, and sportswear. Holbrook noted growing demand for jackets and occasion wear, such as garments for weddings, cruises, festivals, and parties. He emphasised the value of one-of-a-kind items in meeting this demand.
Pretty in Pink has also developed a clothing line called ‘By Pretty in Pink’, featuring upcycled pieces crafted in collaboration with seamstresses formerly employed by Turtle Doves, a local ethical cashmere company. These creations include flared jeans with lace embellishments and shirts made from vintage ties and denim. Holbrook commented, “There’s a real buzz around our own ‘By Pretty in Pink’ range. They’re statement pieces which look fantastic and are selling really well.”
Introduced a few months ago, the shop’s ‘soft’ cash for clothes scheme has quickly gained popularity. The scheme accepts well-made clothing items that are at least 10 to 20 years old, particularly dresses, jackets, and Nike sportswear. Holbrook outlined his intention to maintain strong connections with the wider vintage community and is inspired by experiences in London’s Brick Lane vintage scene. “You’ve got to know your audience. Here in Shrewsbury, it’s a mix of tourists and locals — people looking for something fun, different, and personal. So we want to be that one-stop shop for anything — except knickers!”
Plans are underway to host a fashion show, potentially in the new cellar space, and to collaborate with other local vintage retailers to highlight Shrewsbury’s growing reputation as a vintage shopping hub. Holbrook shared his enthusiasm, stating, “I’m excited to be contributing to Shrewsbury’s reputation as a vintage shopping destination. It feels like we’ve hit the right High Street, with the right offering, at the right time.”
The vibrant and inviting atmosphere at Pretty in Pink, characterised by music, colourful collections, and social shopping experiences, continues to draw a diverse clientele. Pretty in Pink welcomes visitors seven days a week at 6 High Street, Shrewsbury SY1 1SP, with further details available on their website at www.prettyinpinkvintage.co.uk.
Source: Noah Wire Services