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Sometimes a move is about much more than changing address. Sometimes it marks the moment when you realise just how far you have come – and where you want to go next.
Five years ago, following the uncertainty of Covid, Croston Feather & Twigs became a limited company and we took over a small independent shop in the heart of Croston.
Coming from a corporate background in digital marketing, stepping into the world of independent retail was quite a change. There was plenty to learn – buying, merchandising, stock management, suppliers, window displays, packing online orders and all the hundreds of other things that happen behind the scenes of a small business.
What began as a shop has gradually evolved into something much more.
And now, Feather & Twigs is moving.
Our new shop gives us the opportunity to bring together everything we have learned over the past five years and create a space that better reflects what Feather & Twigs has become.
Our vision is simple:
Beautiful Homes. Thoughtful Gifts. Seasonal Living.
We want the new Feather & Twigs to feel less like somewhere you simply come to buy something and more like a place to discover, browse and be inspired.
A shop filled with pieces that make a home feel more personal. Gifts that have been chosen with thought. British-made products, independent makers and artisans whose skills and stories deserve to be shared. And collections that change naturally with the seasons.
We don't want shelves filled simply for the sake of filling shelves.
We want to choose fewer things, better.
One of the things that has become increasingly important to us is supporting the people behind the products we sell.
Many independent makers are incredibly talented at what they do, but they don't necessarily want to spend their days marketing themselves, building websites or trying to understand social media algorithms.
They want to make.
Independent shops like ours can play an important role in giving those makers somewhere for their work to be discovered.
As Feather & Twigs develops, you will see an even greater emphasis on British-made, handmade and artisan products, alongside carefully selected brands that share our approach to quality, design and thoughtful living.
We want to be able to tell you why something has been chosen, who made it and what makes it special.
The seasons have always influenced the shop, but they will become an even more important part of Feather & Twigs.
There is something comforting about allowing our homes to change gently throughout the year.
Autumn brings warmer colours, candlelight and texture. Christmas brings gathering, gifting and a little magic. Spring gives us the urge to refresh our homes, while summer is about lighter living, outdoor tables and spending time together.
That doesn't mean constantly buying new things.
Quite the opposite.
We love pieces that can be brought out year after year – the favourite Christmas decoration, the autumn garland, the beautiful vase that changes with whatever is growing in the garden.
For us, seasonal living is about noticing those small changes and enjoying them.
Our online store has grown enormously since we began, allowing a small independent shop in Croston to send parcels to customers throughout the UK.
But we still believe there is something very special about a physical shop.
You can pick something up. Feel the fabric. Smell a candle. Discover something you weren't looking for. Have a conversation. Ask where something was made or simply wander around for ten minutes and see what catches your eye.
Our new shop will become the physical home of the Feather & Twigs lifestyle, while our website allows us to share that same philosophy much further afield.
The two belong together.
Moving gives us the chance to rethink how the shop looks and feels.
There will be familiar brands and makers alongside new discoveries. Our collections will become more considered, our seasonal displays more inspiring and our focus clearer.
But we don't want to lose the personality of an independent shop.
We will still change our minds.
We will still move displays around because something doesn't quite look right.
We will still get ridiculously excited when a new delivery arrives.
And we will probably still have someone walk into a shop containing hundreds of products and ask for the one thing we don't have.
That's independent retail.
Looking back at where we started five years ago, Feather & Twigs has changed considerably.
So have we.
There have been successes, mistakes, experiments and plenty of lessons along the way. But gradually those experiences have helped us understand what we want Feather & Twigs to stand for.
Beautiful Homes. Thoughtful Gifts. Seasonal Living.
The new shop is an opportunity to bring that vision to life.
It isn't about becoming bigger for the sake of being bigger.
It's about becoming more distinctly Feather & Twigs.
More considered.
More inspiring.
More supportive of independent makers.
And more connected to the seasons, our homes and the simple pleasure of finding something beautiful.
We can't wait to open the doors and welcome you in sometime in the New Year, watch this space for more information.
Here's to the next chapter.
(AI generated proposed visual of store)
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