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Take a walk down the high street in any major city around the world and you’re bound to be struck with a feeling of déjà vu. Chain shops have become common, and social media has continued to homogenise design into predictable trends that shoppers see over and over, at shopfront after shopfront. But a new breed of London shops is fighting against this, including two innovative Faire retailers who are bringing colour and quirk to their shopfronts and delighting their customers with bold, bright paper goods and unexpected, one-of-a-kind homewares.
Both Jana Starcevic, founder and owner of the Etc.Store in Copeland Park, and Rheanna Lingham, co-owner of Luna & Curious in Shoreditch, are creating a bright new standard in London’s retail scene, bringing fresh colour and a deep sense of warmth and whimsy to London’s high streets. We sat down with these two retail veterans to discover how they “Stand Against Bland”, from the products they source to the people they hire and the decor that draws shoppers in, day after day.
Jana and Rheanna share their secrets to standing out, the things they look for as they curate their shelves on Faire, and how their approach to quality and service has helped their shops succeed.
The Completist and Etc.Store: Paper goods with personality
Jana Starcevic is a Faire all-star: She began her Faire journey as a maker with her fashion-inspired stationery brand The Completist. Then, she expanded her colourful, whimsical point of view with the Etc.Store, which she opened at Studio BGC+D in Bussey Alley in October 2023.
What sets Etc.Store apart?
Colour and vibrant design: “Our store is definitely not minimal or beige,” Jana says, and that’s part of its charm. “We’ve thoughtfully sourced lifestyle goods and homewares from across the globe. Our bright and colourful pieces will make your home a bit more exciting, and the bits and bobs are just fun to have.”
While the vibe is decidedly colourful, the service is warm, approachable and neighbourly. She notes: “While we’re open 11 to 6, Thursday to Sunday, if you’re wanting to browse outside of those hours, pop over and ask, and we can let you in.”
Commitment to quality: Jana’s paper goods are made from FSC-certified paper and come in biodegradable film bags. And Etc.Store is carefully stocked with items that are made with care and built for longevity. Jana says this focus “means that we can put our money where our mouth is in terms of the kinds of products that we want to sell.”
Faire has helped us find brands that align with our tastes and values. For example, finding brands that are ethical is really, really important to us. So we stock perfume brands that are vegan and cruelty-free, and we support businesses that are women-owned and minority-owned and not on Amazon
Jana Starcevic, The Completist / Etc.store
Luna & Curious: Design and fashion for all
Rheanna Lingham opened Luna & Curious in Arnold Circus with two other creatives, Polly George and Kaoru Parry, 18 years ago. The three women were all makers of ceramics and jewellery, and they started out as a collective selling their own wares. Eventually, the shop became so successful that they were able to branch out and feature other designers too. Luna & Curious stocks everything from glamorous silk organza dresses and colourful jute baskets to coral enamel mugs and striped cardigans for toddlers, creating an immersive shopping experience that delights its customers at every turn.
What sets Luna & Curious apart?
A warm welcome: “I always want everyone to feel like they’re a guest in [my] house,” Rheanna says, “and that house is really comfortable – and they’re just chilling out and having a cup of tea on the sofa. I don’t want people to feel intimidated. I let people just enjoy the space. Obviously, it’s nice if they buy something, but if someone just wants to come in and enjoy it and be happy, that’s great too.”
Luna & Curious doesn’t focus on trends; instead, it is creatively curated. “We want products that are fun and imaginative,” says Rheanna. “We want to allow customers to be creative and add joy and colour to how they dress and fill their homes.”
Honesty and transparency: Rheanna is highly focused on craftsmanship and design, always sharing makers’ stories, the materials they use, and their processes. “They can still be a big brand, but they need to have authenticity when it comes to the making process and be very transparent,” Rheanna says. “For example, the word sustainable carries a lot of weight with us, and we’re very careful to not do any greenwashing. So we only ever say ‘sustainable’ when we know the brands are actually sustainable.” From Kate Sheridan vegetable-tanned leather bags and decorative glass bubble dishes to eccentric Tatty Devine necklaces, every item has a story and is built to last.
Authenticity and a strong point of view
Perhaps what makes these shops stand out the most among the retail monotony is that both Jana and Rheanna stock their shops according to their values. And Faire plays a big role in that.
Ultimately, both Jana and Rheanna are putting the creative agency in the lap of their shoppers: They provide the perfect environment to shop, of course, which includes a colourful palette of thoughtful, well-made wares and a warm place to peruse. Without the intimidation of a big-box shop – or the monotony of other retail shops – their clientele can simply focus on joy.
If you’re new to buying on Faire, check out our retailer’s guide to buying on Faire. It includes all the tools and tips you need to stock your shop like these passionate pros.
