Best Shops: Straw London

Curated treasures crafted with care.

Welcome to Best Shops, Wee Birdy’s global series uncovering the most delightful, original, and beautifully curated independent stores. Today, we’re stepping into the calm, sunlit world of Straw London, the Columbia Road shop founded by stylist and vintage connoisseur Emily Attrill. Expect vintage baskets, terracotta lampshades, and a sense of tranquility that’s a balm to the bustle of the flower market outside.

A serene escape in East London

Straw London opened its doors in October 2020, right in the midst of Covid lockdowns, but its story began long before. “Straw had started back in 2018 only selling through Instagram, which led to various pop-up shops in the lead up to our now permanent store,” Emily explains. The shop is a natural evolution of her years spent styling and exploring markets around the world: “I’d always try to use my free time to explore markets and had been collecting vintage accessories for many years. It was only on a trip to California… when I kept coming across beautiful vintage baskets and I realised that that was my future.”

What started as a love affair with vintage baskets has blossomed into a lifestyle brand, now encompassing homeware, ceramics, clothing, and accessories.

The art of curation

When it comes to sourcing, Emily and her husband Hugo (who brings his own background in fashion and interiors) are guided by instinct: “Only in that we only sell things that we like or find interesting. Over the years of scouring vintage markets we've learnt to try and resist various temptations and avoid mistakes – which is easier said than done.”

Their curation is deeply personal. Emily shares a favourite memory: “One of our favourite things to source besides baskets is white ironstone crockery... I thought I had found a pile of beautiful, large platters on one very early (4am) shopping trip only to discover they were actually pink when the sun finally rose!”

Designed in-house, thoughtfully sourced

Almost everything at Straw is now designed or sourced by the couple: “We want our customers to really feel like they are entering our world and taking home something special.”

That world is reflected in the shop’s design, too. “Our little space took on quite a transformation when we took it over. When we got the keys, you couldn't see the original walls for plywood boards and the floor was painted black. It took a few weeks and a lot of man power to rip things out and sand those floors but we are very pleased with what we achieved. I'm most proud of how our space feels, we often get comments on how calm it is, especially compared to the chaos outside of the flower market on a Sunday. That is something we really aim for, we try to create a calm and gentle atmosphere where our customers can feel at home.”

Standout pieces

Emily’s personal favourite? “Our vintage baskets are always my favourite pieces but aside from that my favourite item is our wavy edge terracotta lampshades. Over the years, we've seen them used in such a range of homes and projects and it always brings me so much joy to imagine them out in the real world.”

The shop’s bestsellers reflect its unique vision: “Our wavy edge terracotta range (plant pots and lampshades), we've been making these since 2020 and they are now a Straw staple. Our 100% cotton nightdresses (which we also wear as day dresses) and Plasticana hemp clogs.

There’s always a story behind the products. “Last September we launched Straw Baby & Child, a capsule unisex baby clothing range inspired by our son who had just turned one. Each of our pieces are handmade in London from beautiful cottons and linens. We wanted to create timeless, unisex collection which could be enjoyed and handed down for years to come.”

A window on the seasons

Straw’s ever-changing window displays are a highlight for regulars. “Our window is very important to us and we love to create new displays regularly. This year saw the launch of our seasonal produce celebrations in store. Launching with DAFFODILS back in March, we wanted to showcase the beautiful homegrown varieties available. We teamed up with various flower farmers across the country to showcase the different varieties they grow. Alongside this, we created a vase to house the cut daffodils in perfectly. This series then led to PEONIES and we have a few more very exciting ones coming up this summer.”

The Wee Birdy verdict

Straw London stands out for its quietly joyful curation and a sense of calm that’s rare in the city. Every visit feels like stepping into a thoughtfully created world, where vintage treasures and original designs invite you to slow down and enjoy the beauty in everyday things

Straw London
126 Columbia Road,
London, E2 7RG
www.strawlondon.co.uk

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