Elm Hill Craft Shop has been trading since 1936 from its corner site on the beautiful cobbled street of Elm Hill in Norwich's historic Lanes. The shop is run by Lucy, who took over a couple of years ago from her mother, Christina Morris, after 42 years at the helm. Following the launch of our new Children's Collection, we paid Lucy a visit to see our products in the shop and to find out a little more about Elm Hill Craft Shop.
As a children's author and illustrator yourself, what do you look for when choosing products for your children's range?
My children's section of the shop is absolutely steeped in nostalgia. I constantly look for items that have a certain simplicity or play value that resonates with my own childhood. I also love anything that will spark imagination for children. Items need to be beautifully designed and packaged to find a place on my shelves. My work as a writer and illustrator means I have a strong visual sense and so my decision making often feels intuitive.
Do you think customers' tastes have changed much when it comes to children's gifts and stationery over the years? You stock such a wonderful mix of contemporary and more traditional products – does the popularity of each tend to ebb and flow?
In terms of children's stock, customers seem delighted to find toys and items that they remember from their own childhood and, if anything, this affection seems to have increased over the past few years. With reference to stationery, there has been a huge increase in the design and use of well-made pens, notebooks and paper goods. So, I would say stationery has increased in popularity a great deal in the past few years. And there is a constant flow of customers wanting beautiful and unusual greetings cards – which is why Art Angels fits in so perfectly.
How did you first come across Art Angels, and what made you decide to stock our cards and paper products?
Elm Hill Craft Shop has been stocking Art Angels cards from the time when Art Angels first began! My Mum was the owner of the shop at that time and was so thrilled to find a local company producing beautifully printed, carefully selected art cards and notecards. This love for Art Angels has never faltered and we are always thrilled when new ranges arrive and we can add to our stock.
Norwich has such a strong creative community. What do you enjoy most about being part of it?
It has been wonderful to introduce some carefully chosen art materials into the shop and see a surge in students from Norwich Art College and local artists buying from this range. I love to talk about anything art-related and often end up drawing when I'm working in a quiet moment. So, the shop has become an extension of my own artistic practice and feels very much a place to celebrate and encourage creativity.
Your collection is beautifully curated, from writing instruments, jewellery and stationery to doll's house furniture and vintage toys. Is there a particular product – or perhaps a category – that has a special place in your heart?
There are really too many to mention and it changes almost daily, but the one thing I love so much is the pack of three small Silvine red notebooks. They fit in the palm of your hand, are still hand-stitched on a Singer sewing machine and have stood the test of time due to excellent design. Emily Sutton's pop-up shop cards from Art Angels are a firm favourite from our card range.
If someone was visiting Norwich for the first time, where else would you encourage them to explore after a visit to Elm Hill Craft Shop?
There are several wonderful places to visit in Norwich. In terms of shopping, I would suggest Atwin and The Shopkeeper. If you are an artist, then Norwich Art Supplies has a wide range of wonderful materials. The Cathedral is breathtaking and only minutes from the shop.
There are too many cafés to mention, but The Britons Arms over the road from us and The Bicycle Shop are two favourites. Also, Bridewell Museum and Strangers' Hall are certainly worth a visit.
Is there anything you're particularly excited about in the shop at the moment, or anything customers should keep an eye out for over the coming months?
I have just had a delivery of lovely little boxed games from France and tiny jigsaw puzzles too.
New-stock wise, we have a new selection of breathtaking hand-blown German Christmas decorations coming this year, so I can't wait to show them off a little later.
You'll find the Elm Hill Craft shop at 12 Elm Hill, Norwich NR3 1HN or visit their website.
