Seekology’s fresh approach to retail

Our Editor Marja-Leena visited Rebecca Saunders, the founder of Seekology, to find out what lies behind her bright and beautiful Richmond pop-up store.

“I know that customers are seeking out unusual products but don’t always know where to turn, particularly in beauty which is dominated by big, international players. Yet simultaneously there is a huge amount of innovation in these categories, especially with sustainability, natural products and small batch production. Seekology marries these needs, from customers and brands, bringing together a thoughtfully curated assortment under one roof.

How do you choose the brands that you feature? We have already supported over 50 independent brands from skincare to socks to stationery. I set a high bar, since the Seekology customer – whilst interested in sustainability and provenance – won’t compromise on style or quality. One exciting aspect of launching Seekology launching a brand and some much needed meditation in the store.

has been discovering inspiring local entrepreneurs. These include Abbie from skincare brand Freya + Bailey, Naomi - who trained with Neal’s Yard and runs Heka Aromatherapy – and Natalie from Avenue Richmond; I met her when she walked into the store and we are now her first ever stockist!

Why is Seekology different? We rotate our products every few weeks; it’s a flexible business model for our partners and keeps things fresh for customers. It sounds obvious, but many retailers can’t be this agile, whereas we were able to focus on gift sets in the run up to Christmas and yoga and aromatherapy for Spring. We also tell the stories behind our brands through the shopfloor environment, our well-trained team and a regular events programme: recent topics included veganuary, sustainability, Why did you choose Richmond? I’m local (from St Margarets), and I wanted to create something to support a nearby high street. Richmond has a fantastic, vibrant community of independent retailers and Seekology complements these perfectly. Where possible I’ve also worked with other local businesses for everything from store design to product photography.

What’s next for Seekology? We will soon close the doors on our Richmond pop up and are planning some exciting events and collaborations (details on social media and our website shortly). We have also just launched a transactional website offering customers the opportunity to shop in their own time, as well as reaching more people beyond Richmond. And I hope to have another store by next Christmas!

No.5 George Street, Richmond TW9 1JY seekology.co

HEADER (FUTURA PT LIGHT 10PT / 90% K) U K ' s 1 s t S o u t h A f r i c a n f r o z e n f o o d s t o r e - w e a l s o d e l i v e r t o y o u r h o m e o r o f f i c e !

FINE WINES & CHOCOLATE EGGS FOR EASTER A true taste of Italian deli foods to eat-in or take-away. We stock the best selection of fine Italian wines in Kingston!

Home style cooked foods, ready for your freezer Curries, desserts and more Gluten free where possible, vegan & vegeterian too Our gluten free curry powders available Deliveries now available throughout the UK. See our website for details.

169 South Lane, New Malden KT3 5ES durbanstreetfood.co.uk | 0208 942 4623

SPECIAL OFFER until end of April 10% off for a case of six bottles of wine (includes mixes cases)