The Story Behind the Boutique…

Annabelle’s Hair & beauty salon is modelled on a young girl named Annabelle who, at the tender age of 9, showed a keen interest in hair and beauty. With 20 years hair and beauty experience and business acumen of Annabelle’s mother, supported by Annabelle’s business-minded father, the brand launched February 2020, with the aim of creating a solid business for their daughter Annabelle in years to come.

Following a successful social media campaign in Bishop’s Stortford and the surrounding areas, and the awe-inspiring excitement their signature flower window created, the launch was met with monumental support from the community. In the first two weeks of their opening all new clients were greeted, not only with exceptional customer service, but also gifts as a thank you for supporting the brands vision.

Annabelle’s launch was not met without trepidation. A month after the opening of their first boutique in Bishops Stortford, the world was hit with the pandemic of 2020 ‘Covid 19’. All sectors of the beauty and hair sector were ordered to close and not marginally. The closure continued for six long months. As other sectors were opened, the hair and beauty sector sat gripped, as their enforced closure’s continued.

Upon the Governments green light, Annabelle’s renewed focus was channelled, creating a ‘Covid safe’ environment. Face masks were made available to all, with clear stations sheltering their most vulnerable clients protected by Perspex walls and additional sanitisation.

Annabelle’s time of closure allowed the brand time.  Time to develop their enthused ideas and further expand their artistic side too. Non evasive aesthetics and the expansion of Annabelle’s beauty treatments brought a whole new dynamic to the company. This growth was a re-affirmation of the vision of Annabelle’s becoming the leading hair & beauty boutique for Bishops Stortford.