STEPPING inside this mystical little den, you're immediately struck by the elegance of the décor and spellbinding sum of clothes, shoes and collectables, coating the store from floor to ceiling.
The fragrant aroma and gentle purr of ambient music creates a timelessly glamorous vibe - everything you would expect of a boutique.
Though what sets this store apart is the enchanting Alice in Wonderland theme which runs subtly throughout, achieved by pastel hues, Disney-themed accessories and a handful of clocks. The amount of artistic planning that went into the shop is evident to any passer-by.
Owner Nicki Grainger is perched behind the till, dressed in a caramel woollen jumper, layered above a leopard print blouse, jeans, loafers and complimenting accessories – she looks every inch the business.
Looking around the store, curiosity holds no bounds and it’s hard to imagine how the creative process in building this vintage emporium would have begun.
“I like challenges,” she admits.
Nicki started her retail career in 2009 (with online vintage boutique The Cherry Closet), after graduating from Fashion Journalism at Southampton Solent University.
“After I finished university I tried interning but in a way I think that can put you off for life.
“I was able to use the skills I had gained from my degree to start in retail.”
She opened We Found Alice in 2011, after huge success with The Cherry Closet.
“I missed meeting the people wearing the clothes, with online retail you just package it up and send it away.
“I knew I wanted to build somewhere that people could come to escape from real life, a place that would look totally different each time a customer came in, an umbrella to suit loads of different people under one roof.”
So what brought her to Pokesdown?
“I thought where shall I open a shop? I considered Brighton or London but decided I wanted to be a part of something really good. I am promoting the town as a vintage area and hopefully in 5 years it will be completely buzzing.”
Local vintage shopper Anna Steele recognises Nicki’s success.
“What Alice Found is fantastic. It’s by far my favourite vintage shop. Nicki is great too; she just makes the whole experience more enjoyable.”
Nicki sounds very satisfied explaining the opportunities the shop has rewarded.
“We have recently been featured in Grazia magazine and I styled a shoot for The Daily Mail,” she said.
She also provided costumes for the theatre production of A Streetcar Named Desire by Dramatic Productions. During this project she styled leading lady and television actress Nicole Faraday.
Nicki says it was her most memorable styling experience yet.
“She came in the shop, opened a bottle of wine and took off all her clothes.”
Nicki doesn’t seem fazed at the mention of the economic crisis either.
“Every industry has suffered, but women don’t stop shopping,” explained Nicki.
She even reveals that she believes the recession is one of the reasons for the recent vintage craze in the fashion industry.
“Make do and mend is really in. You’ll get girls looking in their mum’s wardrobe for vintage.”
It is evident that Nicki is taking advantage of the vintage boom and her own boundless success when disclosing information about her latest project.
“I am soon to be opening a What Alice Found outlet in a Poole-based vintage warehouse named Molly’s Den.”
There is no doubt this venture will be yet another triumph.
by Shannon Hards
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