Based at Spitalfields, my customer was the city type during the week, while on a Sunday I got all the media types. The one thing they had in common was that they all bought baby clothes, so I developed my range to cater to this demand.

A lot of designers and buyers go to Spitalfields for inspiration - that's where Selfridges and Shoon picked up my designs. And I now stock the products of some of the people I met there in my shop.

You are taken on a journey by the people you meet - becoming a designer and retailer was a happy accident - I had no idea what would happen when I joined the Spitalfields community, but I am very happy with the way things have turned out.

Carry Me Home was already a successful range available in Selfridges wasn't it? When did you open the doors on Carry Me Home and why?

Yes I had a range of my slogan babygros in there and it was very successful, but after a while I decided I could be more profitable and have more creative freedom if I went it alone. An opportunity came up for a shop in Kingly Court and I thought - "I can do this". I had an idea of how I wanted the shop to look and what I wanted to stock it with. I don't have any children of my own yet, so I look at it from a gift perspective - I design and source products that I would like to buy for people.

Briefly describe your store and customer base?

I design clothes and I have people who design clothes, gifts and accessories for me. The shop has grown; I have grown. Carry Me Home is very eclectic, offering a nice mix - some things in here are 'one-off designs' exclusive only to us. I have a lot of loyal and new customers all looking for something extra special. People often think that as a shop in the centre of London I will be very expensive, but I cater for all price points. I don't want my shop to have the look or feel of an expensive boutique - I want it to look inviting, not imposing.

How do you source products, what are your criteria?

While I always look for something different, I know my customer so I always try to find something that will fit in with what they have already got. I cater to their tastes, offering something individual every time.

What other services do you provide?

I offer a very popular personalising service - painting Babygros by hand with words or little pictures, enabling my customers to make a more exclusive purchase. I only charge a little bit more for this - it's £19 to have one personalised, £15 as standard. I have someone else who can do calligraphy on mirrors, pigs, or plaques.

Do you think you will ever branch out into other nursery sectors, or are clothing, accessories and gifts successful enough in their own right?

I can't see myself going into bedding and furniture, but never-say-never. If I go for a bigger shop I might look at such areas.

You have a great website, with a very personal feel. How successful is your blog in terms of revenue?

I am in the middle of talks about how we could make better use of the website. Steven, who works for me, writes our blog, which is popular. Revenue is mainly generated from the shop; but we are getting more and more sales from the web now too.

www.carrymehome.co.uk

Printer friendly version

Email this article to a friend

Bookmark this

---