Button: Pride 2020

Hot New London Shop: Viola Brings Some Indie Buzz to Bayswater

Opening a designer boutique in the midst of a recession takes no small amount of gumption, but Sara Lauchlan, owner of the new shop Viola in London's Bayswater area, doesn't seem worried. Nor should she be, judging by the covetable, already-flying-off-the-shelves collection of small indie labels—not to mention a visit from local resident Keira Knightley in the shop's first week. With Viola, Lauchlan, a former buyer for Paul & Joe and The Cross, has fashioned an intimate and inviting two-room den boasting gorgeous hand-painted floors and vintage Michael English prints. Amidst Union Jack pillows from Lost & Found and Undergrowth's witty porcelain tableware, shoppers can discover little names with big talent: Simeon Ferrar, Rika, Jeffrey Montiero, Ambali, Yong, Betty B., and Roseanna, plus a well-edited stash of shoes from Tila March and Maloles. Talk about music to our ears.
Viola is located at 25 Connaught Street, Bayswater, London, England, +020 7262 2722
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