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March 09

Tales of Retail: ANTHOM

By Ella Miista
We all know the feeling of finding our new favourite shop where everything is wonderful. "I'll have this, this and that, please. And maybe these as well?" Then reality hits and you remember your overdraft is for emergencies only. Real emergencies, like a broken boiler. A £1200 purse won't mean a thing if you have to involve a kettle in your morning shower ritual. But even if you don't spend your lunch break putting together outfits you can't afford on Net-a-Porter, most of us want quality. That's not something you can always find on the high street. Ashley, Carla and Marshall get that. Their backgrounds may be different (model/lawyer, fashion blogger/scientist and artist/finance wiz respectively) but hanging out in the DC creative scene they quickly bonded over their shared loves. Powered by their wide range of interests and experiences, the trio launched ANTHOM. It was a natural response to the gaping hole in a market where the words affordable and quality don't often pair. It started out as a curated online boutique but great quality with different price tags couldn't be contained online only. They now have two brick and mortar shops - their first at the super cool Mosaic District in Fairfax, VA and now also in Chelsea, NYC. We got in touch with Ashley Turchin to get the scoop on the world of ANTHOM. Job role: Co-founder, but we still have our hands in everything. Style icon: I look more to brands than people - I love the overall aesthetic of Yune Ho, House of Sunny and a few other brands we carry at ANTHOM. Guilty pleasure: Cocktails Favourite blog: Always looking for inspiration from places like Love Aesthetics, Miss Moss, Sartorialist Morning coffee: I have a few cups a day so I always switch it up, the options are endless in NYC! Sometimes from the bodega, or Joes, Underline, Starbucks, Blue Bottle. Song stuck in your head: Staple in your wardrobe: Cropped trousers Going back to the beginning, how was the store born? ANTHOM was born quite naturally - not only did we want to create something we love but we also wanted to fill a hole in the market: high quality, special pieces at affordable prices that are also wearable and practical. If you weren’t doing ANTHOM, what would you be doing instead? I can't imagine anything else, which is probably why ANTHOM was born:) Running your own business is never an easy thing per se – what kind of crash courses have you experienced? What are the highs of doing your own thing? Everything has been a crash course - we're faced with new obstacles daily and learning how to figure things out is something that makes you an entrepreneur. It is very scary but also very rewarding to create something out of nothing. Every time someone mentions how much they love ANTHOM I feel a tickle. Your social is on spot – by the looks of it you have a dedicated team of content creators working with you. What’s Team ANTHOM really like? We're glad you think that! We're a small but very dedicated team. Who is the woman that shops with you? The ANTHOM woman exudes confidence just by being her. She is smart, independent and likes to make a statement with her clothing, but also loves being effortless and practical. What kind of brands do you carry at the shop? Who are the bestsellers? Miista is probably one of the bigger labels at the store - and one of the bestsellers. We specialise in carrying new and emerging designers - some designers on the floor right now include Yune Ho, Tabula Rasa, Achro and Veja. What’s your buying process like? When you walk into a showroom, what’s the tell tale sign this is the thing that will sell out in a week and will cause a social media uproar? ANTHOM definitely has its own aesthetic and its easy to tell if something fits or not. Besides that, the item has to be special, well-made and comfortable. We want to be a brand people live in. You can shop Miista at ANTHOM and check them on Instagram. DSC_9227 DSC_9232 DSC_9231 DSC_9247 DSC_9248 DSC_9252 DSC_9255 DSC_9258 DSC_9276 DSC_9263
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