London’s Seven Dials adds to its line-up

London’s Seven Dials in Covent Garden has announced more newcomers.
"Tihara Smith is a one-of-kind brand, inspired by real experience." : Shaftesbury
// Lifestyle brand Tihara Smith opens its very first brick and mortar store on 37 Neal Street
// Each piece from the retailer is hand-crafted in London

London’s shopping district of Seven Dials in Covent Garden has announced more newcomers.

They include the winner of the Start-Up with Seven Dials competition series by landlord Shaftesbury, lifestyle brand Tihara Smith with its very first brick and mortar store on 37 Neal Street.

Last summer, Seven Dials launched a competition giving budding entrepreneurs the chance to set up their first store and operate their lockdown-born business from one of area’s streets.

Chosen over almost 100 applicants, Tihara Smith’s new store is rooted in its Caribbean influence, featuring original stationery, accessories, gifts, and prints, alongside by a customised, made-to-order service.

Founded by designer Tihara Smith, a graduate of the University for the Creative Arts Epsom, and showing her Windrush-inspired collection at Graduate Fashion Week 2018, Smith’s pieces take inspiration from the Caribbean, with a London influence.

Each piece is hand-crafted in London, using a combination of contemporary and traditional craft techniques.

“After so much hard work in establishing my brand, the launch of Tihara Smith’s first store is a huge milestone,” said Smith.

“I have traded online with my own website and with online marketplaces such as Etsy and Jamii in the past, but this physical retail space will give me the platform to establish a stronger connection with customers and enable visitors to personally experience the spirit and story of Tihara Smith.”

Shaftesbury head of group marketing & communication Karen Baines added: “When we launched the Start-Up with Seven Dials campaign, it was important to us that we champion the brands that truly embody all the qualities that the area represents. Tihara Smith is a one-of-kind brand, inspired by real experience and one we are delighted to welcome to our seven streets.”

Another finalist of the Start Up with Seven Dials competition is biodegradable tights brand Billi London.

Last month, Seven Dials also welcomed independent fashion retailer Olubiyi Thomas and essential oils brand anatome while later this month will also see the launch of independent Scandinavian lifestyle brand White Pine.

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