Donna Powell, 34, is Founder of Trapeze Kids in Sheffield
DESCRIBE THE SHOP’S LOOK AND ETHOS
We have a clean, boutique aesthetic but there is also a relaxed lived-in feeling about the space, so that kids can play with the toys and read our books while parents browse at ease. The aim was to find beautiful, design-led, playful and creative products, which are produced in a responsible way and made to last.
WHY DID YOU START TRAPEZE KIDS?
I studied fashion and textiles, and began my career in high-street buying departments, moving on to work with smaller independent childrenswear stores and brands in London and New York. Opening the shop has let me pull all that experience together and create a store environment that offers something a little different.
ANY FAMOUS CUSTOMERS?
A visit from Jessica Ennis-Hill is a personal highlight! And we’ve kitted out a couple of Arctic Monkey babies.
DO YOU BUY FROM LOCAL BRANDS?
Absolutely! We’re currently working with a new Sheffield brand called Pippins, who create their collection from vintage denim that is otherwise destined for landfill. Another is Sootie Limetree, who hand-knits the most beautiful soft-wool toys with incredible embroidery and detail.
WHAT DO YOU LOVE MOST ABOUT YOUR LOCATION?
We’re on Sharrow Vale Road, which is a lovely independent shopping street. It’s great that friendly faces are always popping in, even if it’s just for a chat or a colouring-in session!
HOW DOES THE SHOP REFLECT YOU?
I can be quite particular and uncompromising in curating the products and aesthetic that feels intuitively right. Equally, after working in fashion for over a decade, I’d started to become disillusioned by the high street fast-fashion cycle. It’s important to me that the store offers an alternative and can help work towards a more sustainable, responsible industry.
WHAT HAS BEEN YOUR PROUDEST MOMENT TO DATE?
In January we were awarded ‘Best New Store’ in the Childrenswear Buyer Magazine Independent Retail Awards. They have a panel of knowledgeable industry judges so that was a boost to start the year.
WHAT’S NEXT FOR TRAPEZE?
I’ll have to start planning for Christmas and SS19 soon, and it will be our second birthday in October. The first year went by so quickly, I didn’t get the chance to celebrate, so I think a party is on the cards.
Photography: Anchor and Dash 2018