In my bag . . .

What's in the bag feature on Sarah Simonds of Artichoke clothing in Hackford.

What's in the bag feature on Sarah Simonds of Artichoke clothing in Hackford. PHOTO BY SIMON FINLAY - Credit: Archant Norfolk

Sarah Simonds has big plans to downsize her large handbag into something smaller, more stylish and filled only with the essentials. But with two businesses and a family farm keeping her busy, it will be quite a mean feat to stick to the challenge. “Usually I lug around a large handbag full of stuff I know I don’t really need,” she laughs.

Sarah and husband Rob have a herd of Large Black pigs and as part of the farm’s diversification she set up fashion business Artichoke, focusing on stylish, casual country clothing for women over 35. “We have a pop-up shop which we take to country shows and events, and the permanent Artichoke shop as well where I can really focus on the customer, which is what I love,” she says.

Her bag is from Australian company LouenHide. “We are the only stockists in Norfolk. They are incredibly well made, the design is very classic and although they look extremely expensive they retail at under £100.”

Lancome L’Absolu Rouge lipstick, Caprice, £22.

I love red lipstick and in particular this Lancome one which I always use. For all other skincare I am a Clarins girl. My 101-year-old aunt in Switzerland has used it all her life and her skin is absolutely amazing.

Day to a page diary, from Moleskine, £12.

Although I have a smart phone, I always have a diary. You can refer to it instantly and I love the year planner because I need to see what events I have coming up.

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Gold safety pins and chalk

I am terrified of not having safety pins as they are essential at fashion shows and pop-up events. I always have a bit of chalk in my handbag as well to use on display boards.

Coco by Chanel, Eau de Toilette 50ml, £55

In my early 20s a very dear friend bought me a bottle and I have used it ever since. It smells wonderful. I like to have a couple of squirts during the day, and it is fine with my sensitive skin.

Offshore by Penelope Fitzgerald (published by Fourth Estate), £7.99.

I am an avid reader. My friends and I swap books, which is fantastic because you get things you wouldn’t always choose and it challenges you – like Offshore which I am reading now.

A little something else . . .

We sell our Scotts Field Pork to butchers throughout East Anglia, and Vanessa Scott at Strattons Hotel in Swaffham uses it in her sausage rolls. So I often bring home a couple in my bag on a Saturday for my husband and son, which I know sounds a little disgusting.

Artichoke, Units 4-5 The Garage, Norwich Road, Hackford, NR18 9HF; 01953 851458;

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