We opened a pop-up shop in Shoreditch!

We opened a pop-up shop in Shoreditch!

Yep, yep, you heard right. I will be stocking a selection of my prints at a beautiful boutique in Shoreditch. 

We did a little ribbon ceremony opening part on Saturday and it was the absolute best:

But let me tell you a little bit more about the pop-up:

For the last four years, The Daydreamer London has been one of the only size inclusive affordable luxury clothing brands among the many exciting new independent slow fashion brands that have been finding audiences on Instagram and TikTok. 

Now, founder Bella Longman is taking that one step further and opening a unique pop-up boutique in the heart of London’s Shoreditch shopping district.

Said Bella:

“It’s hard enough to find sustainable and ethically made clothes which still feel on-trend and like they’re providing your wardrobe with statement pieces you can build outfits around. But once you’re plus size, it’s almost impossible. There are so many cute little boutiques out there selling independent brands in London, but once you ask for a size over a 14, they have nothing to offer.

“Being a part of changing that was one of the whole reasons for starting my fashion brand back in 2020, because I believe that there’s a market out there of plus size women who want to shop ethically and invest in statement wardrobe pieces, not just boring basics.

“ Now four years on, I’m so excited to be able to move my dream on one step and open a boutique for all the other women like me who normally have to content themselves with just looking at scarves and gloves in shops like that.”

The Daydreamer Range

The Daydreamer & Friends will feature The Daydreamer London’s new spring collection of dresses and separates, party dresses, t-shirts and more, all available in sizes XS-XXL (covering UK sizes 6-26), as well as The Daydreamer Bridal, a line of affordable wedding gowns all available made to order in any dress size. Customers will also be able to order custom pieces made to order in any size, plus tall and petite.

The Daydreamer bridal range

Not just fashion: a curation of ethical luxury brands

To complement her fashion pieces, Bella has gathered a highly curated selection of other ethical luxury brands. Each of these small businesses is making a unique and exciting contribution to the emerging ethical luxury market, serving discerning customers who want something you can’t find on the high street.

Ray Makes Things is an affordable luxury jewellery line featuring jewellery made from real pearls, silver and gold, who has been featured in The Guardian.

Ray Makes Things pearl earrings

Sorrell Jewels curates vintage rings ranging from costume to fine jewellery, and founder Emily has recently curated a selection of rings for Tate Britain’s Sargeant & Fashion Exhibition. Previously Sorrell Jewels has popped up inside Selfridges.

Sorrell Jewels vintage rings

Luneta Creations creates unique upcycled jewellery from vintage beads, giving a new lease of life to these treasures in a business with sustainability at its heart.

Luneta Creations selection of vintage earrings

Ana Gallego Illustrations is an engineer turned illustrator who has turned her line drawing talents to illustrating some of London’s most interesting buildings. She has shown her art at Dulwich Artists Open House and featured in The Guardian.

Table spread including prints of Rowans Tenpin Bowl and Rosie Brain embroidery ornaments

Rosie Brain Embroidery showcases her exquisite embroideries on beautiful silk patches and decorations, as featured in The Sunday Times Style. As well as creating her own pieces, Rosie is a mender for The Seam - the fast-growing tech platform connecting makers and artisans with clients wanting luxury pieces repaired – where TikToks of her unique repairs regularly go viral.

Rosie Brain Embroidery ornaments

An ethical boutique in the heart of Shoreditch

The boutique is located at 16C Calvert Avenue, and will be open 11-5 every day (11-4 on Sundays) from the 9th-24th March 2024.

As well as the boutique shopping experience, some of the makers will also be hosting workshops and private shopping appointments to give customers additional exciting shopping experiences.

Private bridal shopping with Bella will be available from 10-11am every day, and private ring shopping with Sorrell Jewels will be available from 11am-4pm on Sunday 17th March.

Ribbon cutting ceremony at the pop-up

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