Chigwell, a town in Essex often associated with new money, celebrity residents, and a prominent role in popular culture, has undergone a significant transformation from its origins as a quiet village. The town, part of the 'Golden Triangle' which includes Buckhurst Hill and Loughton, is now characterized by its modern mansions, aesthetic clinics, and a vibrant social scene.
In the late 1960s, when the author's parents moved to Chigwell from London's East End, it was described as a pleasant, semi-rural village. It was home to professionals such as lawyers, estate agents, and dentists. The Chigwell Parade featured essential local amenities, and the King's Head, a historic Tudor pub dating back to 1547, was a central landmark. Even then, the town had a touch of celebrity allure, with figures like Rod Stewart and David Essex living nearby, alongside Alan Sugar, then founder of Amstrad.
The Rise of 'Loadsamoney'
The 1980s marked a shift, as Chigwell, with its convenient access to London's financial district, became associated with the 'loadsamoney' culture. This era also saw the rise of the popular 90s sitcom "Birds of a Feather," which, with its characters Sharon, Tracey, and Dorien, became emblematic of the Essex stereotype. The author recalls feeling embarrassed by her Chigwell roots during this period, opting to tell people she was from London.
New Money and Celebrity Culture
The 1990s and onwards witnessed a further increase in wealth and a distinct shift towards 'new money.' The town attracted London's club footballers and their families. The King William IV pub became a gathering spot for these new residents. In 2010, Lord Alan Sugar purchased the historic King's Head pub to ensure its preservation, eventually leasing it to Sheesh, a high-end Turkish restaurant that has become a symbol of Chigwell's flamboyant image. The restaurant is known for its lavish decor and the presence of luxury cars, including Ferraris and Harley-Davidsons, in its car park.
Sheesh is described as a 'Facey' establishment, a local term for showy. The town's commercial strip, the Parade, now features upscale dress shops, numerous hairdressers, and nail salons, reflecting its demographic shift. A former dress shop favored by "The Only Way Is Essex" (TOWIE) stars has reportedly downsized to accommodate an aesthetic and botox clinic.
Despite its reputation for ostentation, the author expresses affection for the people of Chigwell, describing them as straightforward, humorous, and resilient. The town's location on the Central Line of the London Underground facilitates its connection to the city, though for many residents, Chigwell has become a destination in its own right, embodying a specific lifestyle.