by Lauren Purnell, Community Manager

Our friends and partners at Símo Collective have set up shop in the newly launched lifestyle concept store, ‘A Luxe Story’. The Pop-Up, which features carefully selected and expertly curated brands and products, was developed with the desire of supporting and collaborating with other independent designers. Having recently partnered with Símo through Palm & Co, our entrepreneurial incubator programme, we similarly understand the unique challenges and opportunities faced by start-ups. As such, we recently attended the store’s launch event in Hampstead to show our support and to experience the clothing and concept first-hand.

Ideally located along Rosslyn Hill in Hampstead Village, ‘A Luxe Story’ looks right at home surrounded by other luxury retailers, beautiful boutiques and charming local eateries. For the next two weeks, shoppers and passers-by can pop in to the shop for a taste of the Símo world and a closer look at Símo’s current collection.

While the promise of gorgeous garments is incentive enough, rumour has it that neighbouring café ‘Roni’s bakery’ is not only a well-kept secret among locals, but also serves up some of the area’s best breakfast fare! So – why not grab a friend, a coffee, and make it a date? We certainly will be.