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Shaftesbury opens first retailer at ‘Start Up With Seven Dials’ pop-up incubator initiative

Tom Shearsmith
27 May 2021

Shaftesbury has officially announced the opening of Olive Jennings at 35-37 Monmouth Street in Seven Dials, marking the first retailer to launch as part of the ‘Start Up With Seven Dials’ pop-up incubator initiative.

Olive Jennings, a curated lifestyle brand founded by designer Amy Harrison-Mason and named after her grandmother, is one of four female-led brands to be selected from a pool of 30 entrants following a comprehensive judging process with a panel of industry experts.

The four selected brands were awarded the opportunity to trade from Seven Dials for a limited time, with a ‘black canvas’ retail space provided and full operational support from Shaftesbury.

The newly-opened Olive Jennings store is offering the brand’s full range of eco-friendly homewares and décor, including hand-made dried flower arrangements and fragrant room mists, all of which are produced with a focus on quality and sustainability.

The space is also set to house a series of craft workshops, facilitated by Amy, for visitors to learn the art of hand-tied bouquets and fragrance creation.

Olive Jennings also provides a creative studio service for product and lifestyle photography, elements of which form part of the in-store experience for visitors.

Samantha Bain Mollison, Retail Director at Shaftesbury, commented on the launch: “Olive Jennings stood out to us immediately for its gorgeous product range and well-considered approach to production and quality, all of which align with Seven Dials as a destination. Amy has brought this Monmouth Street space to life beautifully and is actively showcasing how much value a physical retail presence can bring to an emerging, digital-native brand.”

Amy Harrison-Mason, Founder of Olive Jennings added: “Having our first store has long been a dream of mine, and I couldn't think of anywhere better for that to become a reality than Seven Dials.

“This location is one of the first places in London that I fell in love with when I moved here - it’s home to so many exciting new businesses, and also maintains the history and culture of the area which I think is really special. I can’t wait to be a part of it, especially at such an important time for retail.”

The launch of Olive Jennings in Seven Dials precedes other initiative winners, Tihara Smith, Billy London and KATI KAIA, all of which will open individual retail pop-up spaces in Seven Dials in the coming months.

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