reader profile: daisy chain


Images clockwise from top right: handmade lollies, cute children’s toys and a table of wedding gifts.


Making local lovely Daisy Chain in Cambridge is a treasure trove of little-known brands and locally-made products. By Naomi Davis


Daisy Chain is run by Alison Douglas (pictured) and Lesley Nunn, and is based in Histon, Cambridge.


Nestled in a corner of the village of Histon in Cambridge is a wonderful shop, Daisy Chain, run by two equally wonderful ladies, Alison and Lesley. The shop effuses a community spirit and a relaxed village atmosphere, yet is far from being kitsch or behind the times - a pitfall for many rural gift shops.


I


t perfects the balance of maintaining a friendly and informal ambience whilst offering products that shoppers can’t put down. This is part of what


won the shop The Greats Retail Award for Independent Gift Retailer of the Year for the London, South and South East region 2011: an achievement that Alison and Lesley have been celebrated with their patrons. “Winning the award has been great and we’ve had a lot of support and congratulations from customers!” enthuses Alison. During the brief time I visit the store, numerous


visitors come in to catch up with them and to browse the shop. It’s clear Daisy Chain and the ladies behind it play a key role within the community, and yet far from relying on the custom of family and friends, Alison says the shop draws quite a varied crowd. “We are just next to the school so we get the parents and children in. There are a lot of big businesses nearby: there’s a big science park with a lot of pharmaceutical companies, Play.com and Microsoft and employees come in to buy gifts on their lunch breaks as it’s easier than going into the city.” In fact, the village setting has turned out to be a


blessing for the business. “When we opened the shop we were a bit concerned about the location, but in fact it has worked really well and we are a lot


more successful than I think we would be in Cambridge city centre,” explains Alison. She attributes this in part to the convenient location for villagers and free parking. “When the snow hit last year we actually had our best Christmas ever; we are in easy walking distance here whereas a lot of shops in cities were impossible for shoppers to get to.” Lesley adds that the shop has built a reputation that attracts those from further afield. “Customers drive to see us, often bypassing Cambridge, which gives us a real kick!” Since taking over the premises six years ago,


Alison and Lesley have overhauled the interior, making it open plan, and have replaced the floor. Lesley explains, “We wanted to create a really inviting atmosphere, so we decided against using fixtures and instead opted for dressers, tables and side-boards - I am the Queen of remerchandising and love to keep things looking fresh so this works really well.” Alison adds, “It has been a big job to get the store to where it is now, but I am so happy every time I open up and see a new piece of stock or a new display.” The product mix is perfectly suited to the young


couples and parents that Alison says form a large part of the clientele. Mini departments blend into each other seamlessly. The beauty products are cannily placed near the entrance, greeting shoppers with a floral aroma. Bomb Cosmetics Bath Blasters and Love & Toast Hand Crèmes, Body Lotions and Lip Butters all look and smell divine. “We’re really into beauty brands that use natural ingredients and we’ve just started stocking Love & Toast which is new to the UK.” An array of cupcake soaps serves as a nod to the cupcake trend.


Gifts & Housewares 9


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