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Introducing... Folklore

I've had my eye on Folklore since the holding page for their online shop appeared over the winter, and offered a tantalising glimpse of some beautiful furniture and homewares to come, selected by its co-owner, Danielle Reid. 

Finally, they came – last month, the shop was fully up and open for business. The Folklore look is clean, calming, unfussily stylish and – beautifully – designed to last. The shop is pretty much the diametric opposite of my own home style – which starts with intentions of coming over all grown-up, but quickly gets hijacked by my hoarding habit, inability to resist lots of colour and a trail of things I haven't quite got around to finishing. So I am in awe of Folklore and wanted to find out more about the shop's style and how to create it. Over to Danielle...


What is Folklore and who are you? Folklore is a new independent home and lifestyle store in Islington [and online] started by myself and my husband Rob. We curate mindful design for home and life. We stock a selection of homewares, furniture, lighting, art and lifestyle goods that are created with care and made to last.

Sum up the Folklore look Our product range is a mix of handmade or antique pieces or items made from recycled or found materials. Others are easily recyclable at the end of their life or made in an environmentally mindful way. Our aesthetic reflects this and is clean, modern, simple and natural.



Tell us about a couple of the designers you sell The work of Naomi Paul is stunning. She uses recycled, upcycled, organic, industry waste and British luxury material to create unique and intelligent textiles. We stock her GL√úCK pendants (below), £399 which are just beautiful.


David Shillinglaw is an artist who immediately stood out to us. His work combines street with studio ranging from small handmade books to canvases and from reclaimed materials to large scale wall murals. We’re very excited to have collaborated with him on the first of our own in-house range. Backgammon (below) and Domino cushions, £80 each, are made from vintage linen and are screen-printed using David’s designs. They are available exclusively from Folklore.


Hendzel + Hunt are a creative studio based in Peckham in south London. We collaborated with them to make The Cabinet (below), £2950 – the first of a series of storage pieces currently being designed and produced. Their work is outstanding but even more so when you consider they use only salvaged and reclaimed materials to construct their pieces from.


[Scroll down for my pick of Folklore's more affordable goodies]

Where do you like to shop? There’s a little boutique in Paris that sells beautiful handmade ceramics called Le Petit Atelier de Paris which is really special. Closer to home, Anthropologie is one of my favourite stores. 


Who/what are your style inspirations? Anything that catches my eye really! We have a Pinterest page which is brilliant for keeping hold of beautiful imagery that I come across all the time. 

What are your interiors commandments? 
Craftsmanship, quality, simplicity and durability. This is reflected in the interior design of our store where we chose a simple colour scheme with raw, natural and reclaimed materials. For example, the hanging shelving (above) is made from reclaimed scaffolding planks. We sanded them back and left the wood untreated to allow the natural beauty of the wood to come through. The wall cladding is Victorian floorboards which we left bare.

Thanks Danielle. Now here is my pick of some of Folklore's smaller items... 

From left to right: Large Wooden Horse, £48; Cardboard Trophy, £50-65Ceramic Dip Cup, £29

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