Carl and Roberta Jacklin

Agatha Designer Boutique · October 2026

Second in the Pillars of Lincoln series, we pose 10 questions to Carl and Roberta Jacklin from Agatha, who this year celebrate 30 years of their boutique on Lincoln High Street.

Not just a cornerstone store of Lincoln's independent retailers, but also passionate about the growth of the city. It's clear from their interview that they still get immense joy from delighting their customers with fabulous clothes; it's truly no surprise the business continues to have such a loyal client base.

Photo by: @OhHeyService

How did the two of you come to open a shop on Lincoln's High Street, and did you ever imagine you'd still be behind the counter together 30 years later?
Carl (C) - It was just by chance! We'd been in Menswear for at least 10 years and Roberta wanted somewhere to shop! She felt she was too young for one type of shop and not old enough for another, not ready for twinset and pearls!
Roberta (R) - And two - no we definitely didn’t think we’d be behind the till still 30 years later!!
What do you each remember about the day you first opened the doors?
C - I don’t remember a lot about opening the doors but I do remember our first customer!
R - I can remember opening the doors, it was really quiet and had some music playing and then someone just walked in and we were like ‘oh!’ The excitement of just opening the doors and hoping someone walked in!
Both - it was joyful but scary at the same time.
What's the biggest change you've seen in how people shop since you started, and what hasn't changed at all?
C - The biggest change has been social media and the internet changing shopping habits. What hasn’t changed is that people still enjoy and want the experience of coming into the store and having that level of customer service.
R - We still have some of our lovely customers who have been shopping with us for years, the stories that come with the customers and why they’ve chosen to shop with us.
How has Lincoln changed around you in that time? Is there a street, a building or a business that sums it up for you?
C - Lincoln has changed immensely, primarily because of the university. The other parts of the high street that has been regenerated have also improved the city, we get more tourists now and they come back as it’s a destination - they come from further afield now.
R - People are enjoying finding Lincoln and exploring it, new hotels and hospitality and they happen to find us, too!
C - We’re lucky people still call the shop iconic and love looking at the windows.
Who does what in the shop, and has that changed over the years?
C - We tend to do most things as a team, Roberta has and continues to do the merchandising and then I do all the paperwork.
R - I’m not allowed in the office! Things have changed as we used to handwrite everything, all appointments made by phone and things were more personal and took a little longer but it was great! I still titivate!
What's the secret to working alongside each other for 30 years?
R - Don’t know!
C - Me doing as I'm told...
R - I wish!
What's the moment you're proudest of?
C - Being voted one of Britains Best Boutiques by British Vogue 2010.
R - Mine is, well there’s lots. One of them was definitely Wednesday.
C - That’s true, the 30th celebrations were definitely one of the proudest moments.
R - I also just feel proud seeing our pink carrier bags walking round town.
What's the one thing customers never realise about running a shop?
C - The amount of things that go on in the background, the shop floor is really the tip of the iceberg.
R - That we do literally everything!
What's kept you both doing it all these years?
C - It’s the passion of it for me
R - I can’t imagine doing anything else!
If you could send one piece of advice back to yourselves on that first day, what would it be?
R - Just trust yourself...
C - and believe in yourself.