Big name chain stores have been struggling in the wake of the pandemic however as shopping habits have changed over the past few years’ quirky independent shops and fashion boutiques are thriving.

Boutiques not only add a splash of sophistication to our towns they prevent our high streets from turning into otherwise cookie-cutter retail spaces full of the same old names.

So whether you are on the prowl for an occasion dress to turn heads or are in search of that elusive pair of perfect fitting jeans, here are 10 fashion boutiques to call on next time you get the shopping buzz in Hertfordshire.…


Find it at: 9 Holywell Hill, St Albans

Open- Monday to Saturday

C’est tres chic! this fashion boutique, nestled in the historic cathedral city of St Albans, is renowned for offering a personal and friendly service to women of all ages. The store has become a must for ladies in search of exciting brands from France at affordable prices, such as Maille demoiselle, Rendezvous and Escandelle. Customers here can create their own sense of style and enjoy a relaxed shopping experience whether they are after individual pieces or carefully coordinated separates. Simply French staff make it their business to keep abreast of the latest trends from Paris so you can be sure you the clothes here are most certainly en vogue.


Find it at: 14 Bowlers Parade, Harpenden

Open- Monday to Saturday

This family-owned, independent retailer has been a part of the Harpenden shopping scene for almost three decades and stocks a range of contemporary fashion including cosy knitwear, a range of dresses, denim, coats, and jackets as well as a growing collection of accessories including gorgeous scarves and trendy eyewear. Its ‘sustainable icons’ section includes woven belts, straight leg jeans and textured knits.


Find it at: 21 Churchyard, Hitchin

Open- Monday to Sunday

Rubarb is a friendly boutique located in picturesque Hitchin. Since opening in May 2006, it has built up a loyal and ever-growing customer base. The boutique offers lots of independent brands and its staff pride themselves on selecting the finest collections for their customers, whether they are after cute camera bags, woolly hats or elegant dresses. The motto at Rubarb is that it isn’t just a boutique it’s an experience and staff want customers to walk away feeling a million dollars.


Find it at: 23-25 Railway Street, Hertford

Open- Monday to Saturday

This boutique is based on an ethos of offering independent, quirky shopping, fun fashion and gifting in a fun and personal way. Here you’ll discover new trends, must have summer dresses, statement T-shirts and shoes, as well as some super stylish homeware. The boutique’s extensive new sandal collection is sure to be a big draw for the summer.


Where to find it: 12 High Street, St Albans

At Chloe James Lifestyle, owner Donna Nichol is all about giving customers bang for their buck. Within the walls of her stylish boutique, you’ll find everything you could want -clothing and jewellery, scented candles, skincare items and even stylish scarves and slippers. For the ultimate fashion fix, or those with little time, you can book the upstairs boutique to yourself (and up to three friends) for an hour with one of the store’s dedicated team of stylists who will be on hand to give you just as much help and advice as you want. Sounds like a plan…


Where to find it: 6-8 High Street, St Albans

Open- Monday to Sunday.

Established in 2005 by fashion expert Deryane Tadd, the store has become a multi award winning independent fashion retailer with a five-star boutique service. It has a distinct eye for up -and- coming designers and forward-thinking trends and stocks more than 100 different brands from across the globe both in store and online. Described as a ‘mini department store’ Dressing Room offers all categories for womenswear from British and Parisian labels, mixed with Scandinavian and LA collections to create the perfect chic wardrobe.


Find it at: 2 St Andrew Street, Hertford

Open- Monday to Saturday

The Women’s Society opened in Hertford back in 2006 and since then founder, Victoria Rex-Lees and her team have turned it into an award-winning fashion store. The collections are hand picked by Victoria for the boutique and the venue prides itself of offering supreme customer service and one-to-one style advice. Clothing, footwear, accessories- you’ll find it all here from jump suits to play suits to lavish evening wear to tees and tops, hats and gloves, watches, gifts and scarves. Plus, if you want to find the perfect pair of fitting jeans, this is the place to go.


Where to find it: 7 Market Place, Hertford

Open- Monday to Saturday.

Boutique owner Alison Bates has always worked in the fashion industry and her passion for clothes is evident in the way she runs her boutique in the centre of Hertford. She strives to bring something special and different to her store and is always searching for brands that give customers something unique. As one of the store’s reviews puts it: “Absolutely love GingerLillie, it’s so nice to have a shop that’s different from all the chain High Street shops.”


Find it at: 173-175 Watling Street, Radlett

Open- Monday to Friday (reopening on Saturdays soon).

Founded by sisters Erin and Cara in 2012, Elle Belle Attire offers a personalised and relaxed shopping experience in a glamourous setting. This is the store for women who love fashion and their own originality. The store focuses on sourcing brands from all over the world and include names such as Lavish Alice, Ruth Erotokritou and Prem the Label. The boutique is also rightly proud to be an all-female business.


Find it at: 72b High Street, Rickmansworth

Open: Monday to Saturday

The boutique swung open its doors in the spring of 2008 recognising that there was a desire for a premium womenswear boutique serving Rickmansworth and the surrounding areas. Here customers can be assured of a shop-full of beautiful womenswear brands including Hale Bob, 2nd Day, Hanky Panky, Hunter, Paige Denim, Rails, Day and Birger at Mikkelsen.