Small is Beautiful: The Gift of Independent Shopping
It’s been an odd year – you don’t need me to tell you that. There have been some big changes; many bad, but some good too I think for the long term. One that seems scary at first is the idea that our way of life is changing – in particular the way we socialise and shop. People have been afraid of going anywhere with crowds and this has inevitably had an adverse effect on the big superstores and driven traffic online. There’s been many commercial casualties and the bigger stores have not been immune. For some retailers, the epidemic has only hastened a forgone conclusion and the last six months have just been a protracted, bittersweet, Leonard Cohen-style Swan Song. Others though are quite a wake up call. I don’t believe Debenham’s for example, had kept pace with competition or offered anything unique to its customer base so am not entirely surprised by that one. A store like Topshop however, was always ahead of the curve and held its place in the market convincingly over many years - even though ‘Sir’ Philip Green, in my opinion, is a giant, turgid, dirty, cock - so that one is more surprising.
“For some retailers, the epidemic has only hastened a forgone conclusion and the last six months have just been a protracted, bittersweet, Leonard Cohen-style Swan Song. ”
However, the drive away from bigger stores with huge economies of scale and the ability to work on smaller margins is no bad thing. It’s a journey that’s taking us, happily in my mind, back to a time when the high street was central to a community - both socially and economically. The fact that the ‘high street’ might now be at least partially virtual is a necessary, Darwinian, adaptation and one we should embrace. There are some wonderful online marketplaces that have opened the door to thousands of small businesses we’d never otherwise known existed. It also allows them, in turn, to trade with low overheads and access to a wide audience without relying exclusively on foot traffic.
“The fact that the ‘high street’ might now be at least partially virtual is a necessary, Darwinian, adaptation...”
Etsy is the obvious one but there are others too that I’m only now discovering myself. Trouva, for example, is a wonderful selection of independent boutiques under one roof and Collagerie, an expertly curated collection of products across fashion, interiors, beauty and lifestyle who quite deservedly describe themselves as a ‘shortcut to style.’ Then we get onto a site like Vestaire which is a bit like an upmarket eBay specialising in authenticated pre-owned luxury fashion – or what I call ‘nice second hand stuff.’ It’s the kind of place you’d get a pair of £400 Fiorenti + Baker biker boots - worn once - for half the price they’d be new. Of course, if you’re an out of control, impulsive and/or compulsive shopper this can be extremely dangerous territory…
This isn’t an exhaustive list but it does give a flavour of the quality and innovation currently out there. Necessity, as they say, is the mother of invention and she’s been pretty pushy lately. Of course, what these marketplaces don’t offer is the option to wander in, browse, chat, feel and buy. There’s no sensory pleasure in online shopping but, what these marketplaces lack in front-facing experience they make up for in greater product range and depth. The likelihood too is that what you find won’t be mass produced and so will be a) more desirable for its rarity and b) much more likely to be ethically/responsibly manufactured. There’s also a fighting chance it’s vintage too which ultimately means it’s recycled so it’s win, win, win. #recyclereuserelove.
“There’s no sensory pleasure in online shopping but, what these marketplaces lack in front-facing experience they make up for in greater product range and depth.”
It’s very easy to shop big: Amazon is a case in point and I am ‘guilty’ of using it because it’s invariably cheaper and, crucially, faster. Even the now ubiquitous coupling of the word ‘guilty’ with the concept of shopping with big business tells us a lot about how our collective moral compass is changing. I have felt increasingly like the decision to minimise my use of these types of shops needs to be a proactive, deliberate one rather than just a reliance on ease. I won’t pretend I’ll never shop big but I feel if I can integrate that with shopping independent too, it’s a good first step towards a more sustainable, responsible model.
“Even the now ubiquitous coupling of the word ‘guilty’ with the concept of shopping with big business tells us a lot about how our collective moral compass is changing.”
This kind of talk is very fashionable I know and I’m not usually one to jump on a fast moving band wagon; you know me, what you see is what you get and I’m normally pretty outspoken and transparent (see my earlier note on ‘Sir’ Philip Green). So I suppose I am trying to be very honest with myself about what kind of a community I’d ideally live in and I’d like to think it were one that supported the individual, the creative, the unique and the driven.
This website has also given me pause for thought about who and what I recommend (and what I choose not to) because I recognise I have a large, loyal community on social media and it’s important I do my best to point you in the direction I’d like to go in myself. I’m looking into an alternative to Amazon for the links from my book recommendations for example and wanted to do the same here with some of my own recommendations for a few independent businesses I really value. I’d love you to do the same with your own favourites on my Instagram so that, as a community, we can benefit from one another’s experience and hopefully support some independent creatives at the same time. Let’s take this journey together.
@wyselondon
Loads of you have commented on my lightning sweater and this is where I got it. This is a business created by a woman called Marielle who started out wanting to design cashmere when cashmere was all just a bit twinset and pearls and she turned it on its head. A rainbow, a lightning bolt – you’ll get the idea if you look at her shop. I love it. It’s beautiful designs with a dash of humour and fun.
Recommended product: The Sophia Chunky Stripe Cardigan.
A great cardy to cheer you up on those ‘Shit, I’ve put on a stone’ mornings.’
@outlandish_creations
If you’ve seen my insta feed, you’ll already know my mug emblazoned with my favourite word so not sure I need say much more about that one. My bone china mug was a present from Trinny and I use it every day and think of her. The shop is run by the lovely Katie whose business seems to follow my own motto ‘keep your hands clean and your mind dirty’.
Recommended product: Her new bone china ‘Fuck 2020’ mug, perfectly summing up the year to date.
@victoriacator
Hands down the best and longest lasting scented candles I have ever found. The site is worth a look if only for their totally unique and engaging scent descriptions.
Recommended product: Cuir Sacré Candle. Top notes of bergamot, Verbena and undertones of amber, oud and musk. A candle for sinful, decadent evenings…..
@jumper_1_2_3_4
Started by a gang of friends, Jumper 1 2 3 4 creates what can only be described as cashmere art using sustainably produced Mongolian cashmere that’s machine bloody washable. Bingo.
Recommended Product: This beautiful new design emblazoned with what I consider to be my own personal mantra.
@sarahkdesignslondon
This is my absolute favourite website for bedlinen but EVERYTHING on here is divine.
Recommended Product: I love these washbags which can be monogrammed for a really beautiful, personal gift. I have a lot of well loved textiles and this site celebrates the traditions of hand block printing, hand embroidery and hand weaving - all of which I love.
@felt_london_jewellery
Run by Eliza Poklewski Koziell and fashion director Jayne Pickering, this is one of London’s original mini boutiques and the best independent jewellery store. Affordable diamonds and wonderful one-off vintage pieces.
Recommended Product: I love their individual, real diamond, letter charms.
@anatomelondon
A modern day apothecary created by Brendan Murdock where you can buy fantastic products but also speak to health practitioners and get advice and strategies to support your wellbeing.
Recommended product: I use their Focus + Concentration Essential Oils to help me sleep, focus and calm the fuck down.
@birdiefortescue
Full of the sorts of textiles I used to find on my travels abroad and I love the fact they make me feel a little bit of that old excitement even though I have no idea if we’ll ever be able to travel abroad again.
Recommended Product: Got a room that needs a revamp? One of these Khadi cushions goes a long way.
@beauscouting
Retro ceramics with a seriously modern twist. I expected the pieces to be earthenware thick but they are bone china fine. Heavily influenced by mid century Studio Pottery, Charlotte’s work is all about practical but beautiful, utility homeware and everything is a one off.
Recommended product: Stella stacking bowls. The perfect size for soup on a cold day. If you can get your hands on one of the plates to go with them, so much the better.
@betsyben
Brilliant personalised gifts. I love their Family Constellation Christmas Bauble and some of the things for children are beautiful. The site’s full of great bits to rummage through so you’ll be spoilt for choice.
Recommended Product: I’ve got their Family in a Box for my husband’s Christmas present but sadly it’s currently sold out so you’ll just have to wait for that one.
Move over Ugg, there’s a new kid in school.
Recommended Product: I never go for a swim without these little beauties.
Last but not least, a rather beautiful bookshop selling, in its own words, ‘Books & Other Necessities’. As soon as I go into this shop I start to panic I won’t have enough time and/or money to properly choose and purchase everything I want. I could literally stay there all day.
Recommended Product: I’ve only recently found you can buy a Year in Books as a gift and tailor it to fit the recipient. Absolutely brilliant.
I could go on forever but that’s my list…..for now. I intend to extend and update, hopefully with your help. All that remains to say is #shopindependent where you can this Christmas and don’t forget to tell me all about your best finds via my insta page - @susannahconstantine.
Fat kiss,
Susannah x
