Interview by Tina Bernstein - 7
February 2013:
Souvenir – A Treasure Trove in Highgate
By now, readers of my blog know that I tend to
stumble across places. Often it’s while looking for bijoux flats, other times
it’s because I’m out and about looking for inspiration. This was the latter. I
drove past the shop window and just had to stop. In I went!
Souvenir opened its doors for the first time just
over a year ago. It’s a space showcasing the work of exciting British-based
artists and designers. You’ll find handmade products like prints and
illustrations, jewellery, textiles, homeware, stationery and gifts. There’s
also an ever-changing selection of vintage treasures.
Meet Cassie Ostwald, a graphic designer and former
set designer. I wanted to know what made Cassie open a shop so asked her a few
questions!
Portrait by Lian Hong: www.lian-hong.com
What is your background? Do you come from a creative
family?
I graduated as a graphic designer and then worked as
a set stylist before opening Souvenir. My family are all creative – my parents
met at Central St Martins and both had creative careers. My father was a
graphic designer, then moved into directing TV commercials. My mother was a
fashion designer before opening several of her own successful shops.
How did you arrive at opening a bricks and mortar
gifts boutique? Did you ever consider only online?
I’d been thinking for a while about opening a space
showcasing the work of exciting new artists and designers. Then the shop in
Highgate came free and I’d grown up in the area, so knew it well. I wanted an
actual space, rather than just selling online, so that I could create an
environment for people to step into and experience. I like being able to use
the windows to create eye-catching displays and I enjoy the process of meeting
customers and seeing their reactions to different pieces. You can’t get that
from an online shop.
How do you choose the products you want to stock?
I look for pieces that are unusual, well made and
affordable. The idea of the shop is that everything looks like an illustration,
whether it’s a cushion, an eggcup or a necklace. I like things to be functional
as well as beautiful. If it makes me smile or it’s something I haven’t seen
before, then I’m drawn to it. There’s an animal theme in the space,
particularly foxes - this wasn’t planned, but has turned out to be what most
customers respond to.
You specialize in British-based artists and
designers. This is a refreshing approach…
I decided to focus on British-based artists and
designers as we have so many talented people here. I also wanted to be able to
meet the artists whose work I showcase, and to support our economy.
What are the ups and downs of your first year of
trading?
The first year of trading has gone by so quickly. The
ups have been meeting all of the different people who step into Souvenir and
hearing their amazing feedback about the space. When people stop in their
tracks as they walk past the windows and start smiling at the pieces they’re
seeing. The amount of people who say they were driving past and had to stop and
come in. How enthusiastic everyone has been about the shop, especially local
people who are so pleased to have it in the area. Being chosen by ‘Time Out’ as
one of London’s best new shops was wonderful. The downs would have to be the
current economic climate, but we’re still doing well in spite of it, which
makes me feel positive.
Do you have a vision / dream for the future of
Souvenir?
I would like to continue to discover new and exciting artists and
designers. It would be great to eventually expand to other locations.
I’m sure you’ll agree with me that if the UK had more
shops like Souvenir, our high streets wouldn’t be in such disarray and this would
give the growing online shopping industry a run for their money. It was rather a pleasure to be there and purchase my goodies. I
certainly left with a smile on my face!
Tina Bernstein - www.colourliving.co.uk/blog
