London Pop-Up | The Collaborative Store

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Open until May 25, The Collaborative Store – full of passionately curated under the radar but very up-and-coming brands – is back this spring on Calvert Avenue (last year it was based at Redchurch Street). I popped in to meet co-founder Elena Todary and have a nose around…

Contemporary but with lots of surprise twists, I was familiar with some of the brands – premium knits by Genevieve Sweeney, Paper London, sunglasses by Finlay & Co, the softest PJs in handdrawn prints by Yawn – but a complete newbie to a whole range of others. Gorgeously soft Italian leather bags by London Edit, cashmere and cotton jersey by Finnish brand Arela and delicately minimal jewellery by Slovakian designer Be Part Studio as well as sports luxe by AV London(Elena is also co-partner in this brand with super talented Russian/Ukrainian Central St Martins designer Adriana Voloshchuk).

Elena loves nothing more than the story behind a brand and this is what she loves to share with her customers – a reason why popping in store is such a treat (rather than the usual buying online) as it’s so brilliant to learn about the creators behind the product. I whiled away an easy hour and popped back the next day to satisfy my shopping urges – couldn’t resist the new style Finlay & Co sunnies and a pair of stud chain earrings by Be Part.

Calvert Avenue is such a treat of a street which a lovely little selection of shops and cafés including Paper & Cup, Ally Capellino, and Wonderound so lots of reasons to wander down and check it all out. All very Instagrammable too 😉 just saying… Ps. Do keep up with my #STYLNcityguides hashtag on Instagram which I’m constantly updating with new finds.


Follow @the_collaborative_store on Instagram 

11 Calvert Avenue, London E2 | Until May 25

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The lovely Elena Todary

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Jewellery by Be Part
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Cashmere & cotton jersey by Arela, pyjamas by Yawn
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Bag by London Edit
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New style Finlay & Co in tortoiseshell I couldn’t resist!

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All shot on the Olympus Pen F by me!

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