76 LUXURY Award-winning London based retailer Lark London offers a boutique experience that’s accessible for all. Here, Founder Priya Aurora-Crowe shares more Accessible Tell us a bit about your store and how you came to open the business. The business began over 20 years ago in an attempt to help revive the high street. Dominic opened with his best friend to try a new venture in a completely unfamiliar industry. Is the location important to the success of your store? Yes of course, location is key, we aim for London villages for our target audience, but this is a personal preference, it’s not a necessity for success. What challenges were overcome when the company was starting out? Cash flow was the first challenge but Princes Trust helped us by giving us a grant to open the first shop, which was incredible for us, and without this grant we may not be where we are today. What is your customer base? What’s your USP? The USP for Lark is that our target customer base is anyone, we try to go against the typical boutique model that shopping in boutique is only for people with high disposable income. Instead we try to be inclusive to all people by including various different price points starting from £2-£150. What are your current bestselling lines? We sell so many candles, and at the moment a particularly popular product is the cowboy boot candles by Paddywax – they’re flying out the door, not only due to the novel candle vessel but the quality of scent is fantastic. Are you active on social media, and how do you use it for your business? Yes we are, we are posting reels and posts weekly. We use it to support foot traffic in stores by showing mainly new lines that have come into the stores. What brands do you stock and why? We stock over 500 brands as we love providing our customers with a lot of choice! How often do you change up your window dressings and displays? We change all displays weekly across all stores to help keep locals popping in.
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