Chigwell, an urban sprawl on the eastern edge of London, has undergone a significant transformation from its origins as a quiet village to its current status as a hub for the affluent and celebrities.
From Modest Beginnings to 'Loadsamoney'
In the late 1960s, when the author's parents moved to Chigwell from East London, it was a modest village populated by lawyers, estate agents, and dentists. The author recalls a pleasant, semi-rural upbringing in the 1970s, with local amenities like a police station that closed for lunch and a newsagent featuring a slush puppy machine. The King's Head, a Tudor pub dating back to 1547, was a focal point of the village. Even in this earlier era, Chigwell had a touch of celebrity, with Rod Stewart, David Essex, and Alan Sugar residing in the area.
The 1980s marked a turning point, with Chigwell, along with much of Essex, becoming associated with the 'loadsamoney' culture, white stilettos, and a general air of conspicuous consumption. This era also saw the rise of the sitcom "Birds of a Feather," which, with characters like Sharon, Tracey, and Dorien, brought the town's evolving image to a national audience. The author notes that this period led to some residents of 'Old Chigwell' retreating, and the author herself felt embarrassed by her hometown's profile, opting to tell people she was from London.
The Ascent of New Money
Despite its moneyed reputation, Chigwell has always retained a slightly rough edge, which persists to this day. The 1990s and beyond witnessed a further increase in new wealth. Professional footballers began moving into the area, with one of the author's parents' neighbors being a temporary manager for Tottenham Hotspur. Their wives, often described as "Juicy Couture'd beauties," also became a fixture.
In 2010, Lord Alan Sugar purchased the historic King's Head pub to ensure its preservation. It was subsequently leased to Sheesh, an opulent Turkish restaurant known for its extravagant decor, including suits of armor, mock-croc seating, and large floral displays. The restaurant's car park often features luxury vehicles like Ferraris and Harley-Davidsons, and it has become a fashionable spot, particularly for those with a penchant for extravagant experiences and drinks like pornstar martinis.
A Modern Chigwell
Today, the Chigwell Parade features establishments catering to a high-end clientele, including designer dress shops, numerous hairdressers, and nail bars. A notable shift has been the downsizing of a dress shop popular with "The Only Way Is Essex" stars to make way for an aesthetic clinic specializing in Botox, reflecting the area's demographics. The author, however, expresses a fondness for the straightforward and humorous nature of Chigwell's residents, acknowledging that while much of the old village character remains, the town has firmly embraced its identity as a symbol of modern affluence.