Hot new stockist alert!
I've recently jumped on board with eclectic and innovative store called Antelope. Their selection is absolutely beautiful and I love how I can shop brands I've heard of like Fig + Yarrow, amongst labels that are completely new to me.
Ran by store owner Helene from her central London based studio, I picked my fave items and asked her a thing or two about her beautifully curated store :-)
What has been your background previous to setting up your store
Well, funny enough I have no background in the online retail. I've been a makeup artist for different brand here in London, and created my blog under the name of Lexie Blush couple of years ago to share my passion about travelling, my favourite London areas, museum, beauty products I like. So being an online business women is a new challenge for me, I keep learning everyday and I love it!
3.What is your favourite aspect of running an online store?
I would say the media/marketing side of it.
The launch of a new collection is always so satisfying, and tell people about it via the social media, communicate with customers, taking pictures of the pieces as well. I'm a little obsessed with pictures, I like a nice sharp and clean visual
4.What advice would you give to somebody looking to set up a boutique?
I would only tell him that it's need to be done with passion, if it's just for money or for the fame, forget it!
It's a lot of work and challenges, and it takes a lot of patience to make the boutique succeed. Some days are very successful, and some days not, it takes a lot of positivity as well to keep running no matter what.
But if the passion is there, I could not recommend enough to do because it's lots of fun too!
Your based in London, where do you like to shop?
I love to shop in tiny/not touristic areas where there's not too many mass market stores (not yet...).
I like Portobello Road, there are amazing jewellery little shops there, I like Shoreditch, Stock Newington, Brixton, Angel area, and I like to go to car boot sales and crafty markets once in a while, there are always a lot in London and you can usually find real wonders!