Felix & Lily's And Little G.E.M.s To Collaborate In A Concept Store

Top Quote In an effort to succeed in difficult times two London based 'indies' Little GEMS (Hackney trading 2 years) and Felix & Lily's (Islington - trading 7 years) have hatched a plan to survive the trials of the small independent shop. End Quote
  • (1888PressRelease) August 17, 2013 - Parking restrictions, high street dominance by Big Bland Brands, internet shopping (1 in every 10 spent online and 'showrooming' (the practise of browsing in-store and then shopping on-line) are all combining to make survival of the independent harder and harder, especially when combined with a stagnant economy.

    So in an effort to buck the trend Little G.E.M.s and Felix & Lily's thought that working together might be the key!

    With that in mind, Little GEMS and Felix & Lily's are thrilled to announce their new collaboration and concept store based in Camden Passage, Islington, London - Opening on 2nd Sept 2013!

    Parents in Islington have regularly sought out Felix & Lily's not only for their on-trend fashion and original wooden toys and gifts, but also for their kids' hair salon.

    Little G.E.M.s is a modern stylish shop nestled in East London's Victoria Park. Specializing in footwear for baby and child with focus on 'barefoot shoes' they have created a relaxed atmosphere for their loyal clientele.

    The collaboration will see Little G.E.M.s footwear and accessories alongside Felix & Lily's fashion mix which ranges from vintage to skater, classic to cool.

    Little G.E.M.s has huge experience in fitting and advising on shoes for the under 5's. They have worked with local Paediatric Podiatrist Tracy Byrne to host drop in events for parents to get free advice on their child's feet and we see no reason why this cannot be replicated at Felix & Lily's.

    Alex (L.G.) "We've always viewed Felix & Lily's as an aspirational shop and therefore we were thrilled that they invited us to work together in this first concept store."

    Emma (F&L) : "Our clientele have been asking for and missing a children's shoe boutique and Little G.E.M.s seemed like a natural fit to us."

    Felix & Lily's and Little G.E.M.s are both run independently, each by a dynamic duo of local mums. Vonda with her music industry background and Emma who was a model booker met at NCT classes and set up Felix & Lily's when their babies were 6 months old.

    Alex came from an animation & design background and Clair left a work-life of travelling the World over to open Little G.E.M.s to enhance the range of indie boutiques in Victoria Park, Hackney where they both live.

    Vonda (F&L): "Emma and I felt that Clair and Alex were similar to us and had a similar approach to their business. This was instrumental in our decision to work with them."

    Clair (L.G.) : "Both shops have a different style and vibe, but what we do have in common is a thorough understanding of our brands, stock and clients. We hope to inject fresh footwear brands into Islington which will compliment the fashion already stocked at Felix & Lily's."

    SOFT LAUNCH DATE - 2nd Sept'13

    LAUNCH PARTY:
    Saturday 28th Sept'13 : 1-6pm

    In Store Brands
    Clothes: Footwear:
    Mini Rodini Startrite
    Beau Loves Bobux
    Monsters Baby Livie &Luca
    Their Nibs Vivobarefoot
    Organics for Kids Camper
    Emma Levine Hummel
    QE Kids Melton

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