After a successful stint as a pop-up shop in London’s Westfield Shopping Centre, a brand new ‘Mary’s Living and Giving Shop for Save the Children’ is opening in Westbourne Grove and this time it’s a permanent addition to the area’s fashionable boutiques. Eleni Sardi writes.
Under the creative guidance of Mary Portas and her communications agency Yellow Door, the Westbourne Grove shop is ready to open its doors this Saturday, on the 22nd of May. Merging the best of high fashion, charity shopping and local talent, the Living and Giving Shop will be the first of its kind in the capital with more coming throughout 2010.
Among others, the shop will also feature the donations of ethical brands Beyond Skin , Organik Rocka and The Smiley Company and the directors are trying to push a considerate shopping attitude urging customers to donate their unwanted items before they purchase any new ones.
The revolutionary concept was introduced in Scotland at the end of last year giving new meaning to the term ‘charity chic’ and creating a statement with its cool and trendy interiors in bold colours. Mary’s ‘Living & Giving’ philosophy isn’t simply about shops, regarding the collaboration of people, ideas, beliefs and values as utterly important. The concept is based on the idea of a cooperative, with community involvement at the heart of each shop, encouraging the locals to get involved either by volunteering in the shop or by donating their items.
The distinctive interiors created by Yellow Door are exemplary of the ‘Living and Giving’ philosophy. As Chris Coe, Save the Children retail director said: ‘We are the first charity to invest this heavily in design because we recognise there is a customer out there that wants to shop ethically in a stylish environment. We chose Westbourne Grove for its fashion credentials. The interior will reflect the area: sophisticated, unique and of course there is a great family atmosphere in Westbourne Grove.’
Mary’s Living and Giving Shop for Save the Children is appealing to the fashion industry to donate press samples and end of season stock for the store launch. All the money raised will help save children’s lives around the world. If you live in the area, you can also volunteer to help out in the shop or donate your ‘pre-loved’ goodies. If you’d like to learn more, please call 020 7012 6400.