Eilidh Fraser and Katrine Camillo Co-Founded Niddle Noddle in London’s Crouch End
DESCRIBE THE LOOK AND ETHOS OF NIDDLE NODDLE
We started Niddle Noddle eight years ago as we both love children’s design. We felt there were so many beautiful things out there but always struggled to find them in one place. We set out to curate a beautiful collection of toys, clothes and books that could be passed down to future generations. We still have brands we’ve been stocking from the very start, such as French clothes brand Petit Lucas du Tertre, Gyo Fujikawa Books and nostalgic tin toys from our secret supplier in Europe.
HOW DID THE SHOP EVOLVE FROM BEING ONLINE TO A PHYSICAL STORE?
We started online when our daughters began nursery and we suddenly had extra time on our hands. We’ve always done markets and we quickly realised that our collection really caught people’s eye – our stall was always a bonanza of colour and nostalgia. Next came a pop-up shop that was a great success and so we started looking for more permanent premises.
HOW DOES THE STORE REFLECT YOU?
We love things that remind us of our own childhood and have essentially decorated the shop as the bedroom we would have loved. Also, we try very hard to have a welcoming space where people can chat and children can play, either on our little play table or on our big yellow slide!
WHAT’S SPECIAL ABOUT YOUR LOCATION?
Crouch End is our local neighbourhood. It’s a buzzing place with lots of independent shops and cafes. It’s definitely made a huge difference that we ourselves are Crouch Enders as people have been so supportive.
WHAT DID YOU WANT TO DO WHEN YOU WERE LITTLE?
Eilidh trained to be an actress and had a full acting career until her daughter was born and her priorities changed. And I’m originally from Denmark – I always dreamed of working with children in one way or another.
HOW DO YOU COMBINE WORK AND FAMILY LIFE?
Our daughters, who are now 11, have always come first. It has been a huge benefit that there are two of us to share the workload. We usually work mornings until school pick-up and then have help in the shop to cover the afternoons. We are lucky to have amazing staff who have been with us from the start.
WHAT’S YOUR HOTTEST ITEM FOR SUMMER?
Salt-Water Sandals. We stock a wide range for adults and kids, and every year, we team up with Salt-Water to create a very limited run of our own personal style – the Niddle Noddle Mash-Up!