Diagon Alley
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In J. K. Rowling's Harry Potter novels and their filmed adaptations, Diagon Alley is a road in London, comparable to a magical high street. It is accessible to witches and wizards but hidden from Muggles. However, Muggles are allowed access to it if they wish to accompany their magical children. It appears to be an economic hub of Britain's sparse Wizarding world. It is home to Ollivander's (makers of magic wands since 382 BC and likely the country's primary supplier), as well as the goblin-run Gringotts Bank and Madam Malkin's Robes For All Occasions. Other establishments include the Flourish & Blotts bookstore, Eeylops' Owl Emporium, Quality Quidditch Supplies and The Leaky Cauldron Inn. For those shopping for Hogwarts equipment, Diagon Alley serves all needs.
There are other shopping areas besides Diagon Alley: the notorious Knockturn Alley is home to mainly stores of ill repute among respectable wizards - stores such as Borgin and Burkes, which sells Dark objects and cursed items; as well as the town of Hogsmeade.
One entrance to Diagon Alley can be reached on foot by passing through the famous inn, The Leaky Cauldron. The inn, invisible to Muggles, lies somewhere along the London thoroughfare Charing Cross Road (Charing Cross Road is famous as a centre for booksellers, both new and second-hand, which might go some way towards explaining why noted bibliophile JK Rowling chose it as the enterance to her world). To reach Diagon Alley, one must walk up to a wall behind the inn, and tap the bricks with a wand in a certain order. Given the busy nature of the area, travelling to and from Diagon Alley is likely typically done by more magical means such as Apparition or by using the Floo Network. In the first film, Diagon Alley appears to be a short walk away from Leadenhall Market in the City of London.
The name is a pun on "diagonally"; evidence for that can be found in the movie version of Harry Potter and the Chamber of Secrets. The DVD of that movie includes a video "guided tour" of Diagon Alley, apparently shot on the original film sets.
- 1 Cauldron Shop, Unnamed
- 2 Daily Prophet
- 3 Eeylops Owl Emporium
- 4 Florean Fortescue's Ice Cream Parlour
- 5 Flourish & Blotts
- 6 Gambol and Japes Wizarding Joke Shop
- 7 Gringotts Wizarding Bank
- 8 The Leaky Cauldron
- 9 Madam Malkin's Robes for All Occasions
- 10 Magical Menagerie
- 11 Ollivander's
- 12 Quality Quidditch Supplies
- 13 Slug & Jiggers Apothecary
- 14 Weasleys' Wizard Wheezes
Cauldron Shop, Unnamed
- Sells: Cauldrons
- Signs: Cauldrons -- All sizes -- Copper, Brass, Pewter, Silver -- Self-Stirring -- Collapsible PS Ch.5
- Location: Very near to the Leaky CauldronPS Ch.5
Daily Prophet
- Known Staff: Rita Skeeter - a reporter; "Bozo" - a photographer that follows Rita Skeeter around.
- Descriptions: One of the offices of The Daily Prophet
- Signs: "Letters to the editor should be sent by owl to The Daily Prophet, Diagon Alley, London."
- Location: Diagon Alley
Eeylops Owl Emporium
- Founders/ Shop keepers: Unknown, probably someone named Eeylops.
- Sells: Owls and owl treats etc.
- Descriptions: A dark shop full of the soft rustling and hooting noises of owls PS Ch.5
- Signs: "Sells Tawny, Screech, Barn, Brown, and Snowy owls"
- Location: Diagon Alley
- Known Customers: Hagrid purchased a snowy owl for Harry Potter who named her Hedwig PS Ch.5
Florean Fortescue's Ice Cream Parlour
- Founders/ Shop keepers: Mr Florean Fortescue
- Sells: Ice cream, including sundaes
- Descriptions: Boarded up. According to HBP, Florean is assumed to have been "dragged away". Prior to the events of HBP, there were tables outdoors at which customers might enjoy their ice cream PA Ch.4
- Location: Diagon Alley
- Known Customers: Harry Potter, Hermione Granger, Ronald Weasley PA Ch.4; probably Rubeus Hagrid PS Ch.5
Flourish & Blotts
- Shop keepers: Unnamed bookstore manager and assistant PA Ch.4
- Sells: A great variety of books, including textbooks for Hogwarts courses PS Ch.5 and other books of general magical interest PS Ch.5 CS Ch.4 PA Ch.4
- : See: List of fictional books within the Harry Potter series
- Description: usually a display of gold-embossed spellbooks the size of paving slabs in the window, books stacked on shelves up to the ceiling PS Ch.5
- Location: Diagon Alley
- Known Customers: Harry Potter PS Ch.5; the Weasley family, Draco Malfoy and Lucius Malfoy, Hermione Granger and her parents and Hagrid CS Ch.4; Neville Longbottom PA Ch.4; probably most other Hogwarts students and families
Gambol and Japes Wizarding Joke Shop
- Sells: A wide variety of tricks and practical joke items including Dr. Filibuster's Fabulous Wet-Start, No-Heat Fireworks CS Ch.4
- Location: Diagon Alley
- Known Customers: Fred and George Weasley, Lee Jordan, Harry Potter, Ron Weasley, and Hermione Granger CS Ch.4
Gringotts Wizarding Bank
- Employees: Goblins including Griphook PS Ch.5, the only modern-age goblin known by name, and Ragnok, who may or may not be the President; Bill Weasley and Fleur Delacour
- Descriptions: This snowy-white building towers over neighbouring shops. Customers pass through a set of bronze doors and then silver ones before entering the lobby. The main floor is paved with marble and has long counters stretching along its length. The vaults are miles below, accessible through rough stone passageways and then by means of magic carts that travel speedily along their tracks. PS Ch.5
- Signs: The inscription on the front door reads:
- :Enter, stranger, but take heed
Of what awaits the sin of greed
For those who take, but do not earn,
Must pay most dearly in their turn.
So if you seek beneath our floors
A treasure that was never yours,
Thief, you have been warned, beware
Of finding more than treasure there. PS Ch.5 - Location: Knockturn Alley connects to Diagon Alley near the bank. CS Ch.4
- Known Customers: James and Lily Potter (formerly), Rubeus Hagrid and Harry Potter PS Ch.5; possibly Albus Dumbledore and/or the late Nicolas Flamel; Mr. and Mrs. Granger and the Weasley family CS Ch.4; and Sirius Black (formerly) PA Ch.22
There are a number of methods to opening the vaults. Most vaults, such as Harry's, use small golden keys. Higher security vaults may have various enchantments upon the doors. For example, the door to Vault 713 needs to be stroked by a certified Gringotts goblin, which causes it to melt away. If anyone but a Gringotts goblin touches the door, the person will be sucked into the vault, which is checked for trapped thieves about once every 10 years.
While Gringotts is largely staffed by goblins, it is known that the bank does employ humans. Bill Weasley worked as a curse-breaker for Gringotts in Egypt, retrieving artifacts from ancient Egyptian tombs and pyramids.PA Ch.5 Fleur Delacour took a part time job with Gringotts after participating in the Triwizard Tournament, supposedly to improve her English.
The Gringotts Bank also offers Muggle-Wizarding currency exchange. CS Ch.4
When Harry first visited Gringotts, he was told by Hagrid that one would have to be mad to try to rob Gringotts. PS Ch.5 Goblins are extremely greedy and would protect their money and valuables at any cost, which makes them ideal guardians for the valuables of the Wizarding world.
Gringotts Vault 713 held a small grubby bag, inside of which was the Philosopher's Stone. Dumbledore sent Hagrid to retrieve it while he escorted Harry. PS Ch.5 Later that very same day Quirrell broke into the vault under orders of Voldemort; although he was unsuccessful in obtaining the Philosopher's Stone, the break-in shocked the wizarding world because the culprit was not caught. The robbery was reported in the Daily Prophet, because it was practically unheard of for Gringotts to be robbed.
According to the movie adaptations of the series, Harry's vault is number 687. Sirius Black's vault number is 711. Nicholas Flamel's Philosopher's Stone was located in vault number 713. The number of the Weasley family's vault is unknown.
See also
The Leaky Cauldron
Founder: Daisy Dodderidge (1467-1555), first landlady
Current Landlord: Tom the bartender and innkeeper
Established: The pub was built by Daisy Dodderidge around 1500 "to serve as a gateway between the non-wizarding world and Diagon Alley".
Sells: Food, drinks, rents rooms
Description: The Leaky Cauldron is an inn for wizards. As shown in the film Harry Potter and the Philosopher's Stone, the sign over the door appears to be a weather-beaten blank sign. Upon the approach of one or more magical persons, the pub's name becomes visible. There are a number of rooms available; Harry has stayed in Room 11, which has a talking mirror and windows that allow him to look out onto Charing Cross Road. The inn also has a bar, several private parlor rooms and a large dining room for guests to dine. People often stay at The Leaky Cauldron when they come up to London on shopping trips; there is no mention of other wizarding hotels or inns.
Location: The rear of The Leaky Cauldron opens onto a "chilly little courtyard" just off of Diagon Alley, but the pub faces onto Charing Cross Road. As such, it is a means of passing from between Diagon Alley and Muggle London.
Known Customers: Harry Potter, Hagrid, the Weasley family, Hermione Granger, former Hogwarts professor Quirrell, Doris Crockford, Dedalus Diggle, and other members of the wizarding community
Madam Malkin's Robes for All Occasions
- Founders/ Shop keepers: Madam Malkin - a 'squat' witch, known to wear mauve robes.
- Sells: Robes for all occasions
- Location: Next to Flourish and Blotts
- Known Customers: Harry Potter, Draco Malfoy, Ron Weasley, Hermione Granger, and probably most other Hogwarts students and families
Magical Menagerie
- Shop keepers: A witch wearing heavy black spectacles is an assistant
- Sells: Pets
- Descriptions: The walls are covered with cages and the place is noisy with the sounds of all the animals.
- Known customers: Hermione who purchased Crookshanks and Ron who purchased rat tonic for Scabbers
Ollivander's
- Founders/ Shop keepers: Mr Ollivander
- Founded in: 382 B.C.
- Sells: Magic wands
- Descriptions: Narrow and shabby, sign with peeling gold letters over the door, a single wand lying on a purple cushion in the dusty window; inside - thousands of narrow boxes piled neatly right up to the ceiling.
- Signs: Ollivander's: Makers of Fine Wands since 382 BC
- Known Customers: Harry Potter, James and Lily Potter, Ron Weasley, Tom Riddle, Rubeus Hagrid, Neville Longbottom, Cedric Diggory, and probably most wizards in Britain.
Harry Potter tried a great many wands before he found one suited to his magical personality. Harry Potter's phoenix-feather holly wand, Hermione Granger's dragon-heartstring vine wood wand, and Ron Weasley's unicorn-hair willow wand unite all three Ollivander wand cores.[link]
Wands known to have been purchased here include:
- Harry Potter: holly, 11", supple, single phoenix tail feather (from Fawkes)
- Ron Weasley: First wand: (Used by Ron from August '91 to 1st September '92, originally a hand-me-down from Charlie Weasley) Ash, unicorn tail hair
- :Second Wand: (31st August '93) Willow, 14", unicorn tail hair
- Hermione Granger: Vine, dragon heartstring
- James Potter: Mahoghany, 11", pliable, excellent for transfiguration
- Lily Evans: Willow, 10 1/4", swishy, nice wand for charm work
- Rubeus Hagrid: Oak, 16", rather bendy
- Tom Riddle: Yew, 13 1/2", single phoenix tail feather (from Fawkes)
- Cedric Diggory: 12 1/4", single unicorn hair from the tail of a particularly fine male unicorn
- Neville Longbottom: First Wand: (Used by Neville from September '91 to June '96 - it was his father's old wand)
- :Second Wand: (From July '96) Cherry, unicorn hair
Although Harry Potter has a symbolically heroic[link] holly wand and Lord Voldemort has a symbolically deadly yew wand, their wands have the same core: a feather each from Albus Dumbledore's phoenix, Fawkes. The magical effects of the twin cores later allowed Harry Potter to successfully ward off Voldemort in a graveyard.
The shop closed when Ollivander went missing on 31 July, 1996 in mysterious circumstances, strongly suspected to be linked with rising Death Eater activity. One of Ollivander's last customers was Neville Longbottom.
See also
- Mr Ollivander
- Wand
External link
- [Alivan's (formerly called Alivander's) Magic Wands site] - An entertaining web store that echos Ollivander's store in Diagon Alley
References
- [HP1]
- [HP4]
- [1] ["FAQ: What is the core of Hermione’s wand?"] from the [J.K.Rowling Official Site]
- [2] ["Extra Stuff: Wands"] from the [J.K.Rowling Official Site]
Quality Quidditch Supplies
- Sells: broomsticks, Quidditch-related items. (e.g. Quidditch balls, brooms, robes, broom polisher kits, etc.)
- Location: next to a stationer's
- Known Customers: Harry Potter, Sirius Black, Hermione Granger (she bought Harry a broom polisher kit) and the Weasley family
Slug & Jiggers Apothecary
- Sells: Potion ingredients
- Descriptions: The whole place smells very bad, a mixture of bad eggs and rotten cabbage.
Weasleys' Wizard Wheezes
- Founders/Shopkeepers: Fred and George Weasley, and an assistant called Verity
- Founded in: around 1994 or previous
- Started selling in: 1995 Summer (at least advertising)
- Opened own premises in: 1996 Summer
- Sells: Jokes, trick items, useful novelties and Defence Against the Dark Arts items
- Descriptions: The store is large, colourful, and filled with amazing things;
- Signs:
- :Why Are You Worrying About You-Know-Who?
You SHOULD be Worrying About
U-NO-POO -
the Constipation Sensation That's Gripping the Nation! - Location: 93, Diagon Alley, London
- Known Customers:
- *Ginny Weasley - a Pygmy Puff called Arnold
- *Draco Malfoy - Peruvian Instant Darkness Powder
- *Ronald Weasley - Extendable Ears
- *Romilda Vane - Love potions
- *Ministry of Magic - Five hundred Shield Hats
Weasleys' Wizard Wheezes was conceptualized by Fred and George Weasley, who started using the name in Harry Potter and the Goblet of Fire for mail orders. To run their own joke shop had always been their life's ambition, and this ambition was finally realized when Harry Potter, a trusted friend of theirs, gave them his Triwizard Tournament winnings of a thousand Galleons.
After departing Hogwarts in Phoenix, the two Weasleys set up their shop in Diagon Alley which quickly became very successful. In Harry Potter and the Half-Blood Prince, Argus Filch has a blanket ban on any joke products purchased from Weasleys' Wizard Wheezes. However, like most warnings and prohibitions posted by Filch, these are largely ignored by students. In any case, Fred and George deliver products to the castle as part of their Owl Order Service - and all WWW products are disguised as cough syrups or perfumes.
Items Developed or Sold
Skiving Snackbox
A Skiving Snackbox is a range of sweets to make the user ill. The user develops strange symptoms depending on the type of snack eaten. The purpose of these was to make a student appear unable to stay in class. Most came in two colour-coded parts: one that would cause the malady, and one that would heal the pupil once they had left class.They include: Fainting Fancies, Fever Fudge, Nosebleed Nougat, Puking Pastilles
Weasleys' Wildfire Whizbangs
Unstoppable fireworks. Multiply at any attempt to vanish them. They include shocking-pink Catherine wheels, sparkling, fire-breathing dragons, sparklers that spell out profanity, rockets with long tails of silver stars, and firecrackers. When any two types collide, they make new kinds. Include Basic Blaze Box and Deflagration Deluxe.Background History: In Fred and Georges final year, they used these fireworks as a protest against the Defense against the Dark Arts teacher, Professor Umbridge.
Other Items Developed or Sold
Note: this is not a complete list.
- Canary Creams, temporarily transfigures the user into a canary
- Ton-Tongue Toffees (used on Dudley Dursley in Harry Potter and the Goblet of Fire). When eaten, they cause the tongue to rapidly swell and turn purple.
- Decoy Detonators, when dropped they run away and explode out of sight, giving the person a diversion if necessary.
- Edible Dark Marks - "They'll make anyone sick!"
- Extendable Ears, used to hear voices at the other end of the ear.
- Guaranteed Ten-Second Pimple Vanisher, excellent on everything from boils to blackheads.
- Headless Hats, make the wearer's head invisible (along with the hat itself).
- Muggle magic tricks
- Patented Daydream Charms, virtually undetectable highly realistic 30-minute daydreams. (side-effects can be: slight drooling and a dazed expression)
- Peruvian Instant Darkness Powder (which is used by Draco Malfoy against the members of the DA while smuggling Death Eaters into Hogwarts).
- Portable Swamp, creates a swamp when used.
- Pygmy Puffs, miniature puffskeins
- Quills (in Self-Inking, Spell-Checking and Smart-Answer varieties)
- Punching Telescopes which, when squeezed, give the user a black eye which is almost impossible to remove (Hermione Granger is a victim of one in the Half-Blood Prince).
- Reusable Hangman - "Spell It Or He'll Swing".
- Shield Hats, used by the Ministry of Magic for defence against enemy forces, using a shield charm.
- : (expanded into a range of Shield Cloaks, Shield Gloves, and so on)
- Trick wands that turn into a variety of unexpected things when waved.
- U-No-Poo, a costive product with a name meant to parody "You-Know-Who".
- WonderWitch products, a range of love potions.
Minor Shops
WhizzHard Books
- Sells: Books - a publishing house
- Location: 129b, Diagon Alley
Terrortours
- Descriptions: Probably a travel agency.
Twilfitt and Tatting's
- Sells: Probably robes
- Descriptions: An upscale clothing shop
- Location: Unknown
- Known Customers: Probably Draco Malfoy and/or Narcissa Malfoy.
Obscurus Books
- Employee: Mr Augustus Worme
- Sells: Books - a publishing house
- Location: 18a Diagon Alley
Junk shop
- Sells: Nothing but broken and old goods.
- Known Customers: Probably Percy Weasley - a book called Prefects Who Gained Power
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