Shopkeeper Spotlight: Rae Lifestyle

Hi Alexa, when and why did you decide to open the store?

We opened in July 2020, the idea was planned previously to lockdown times as we wanted to move out of London to the coast. We were both working in London and weirdly the lockdowns in the end helped us to make the move and changes we had dreamt up.  

What had you both done before? Did any of these skills help?

I am from a textile design fashion background, working in the high street retail industry for many years from designer to design manager. I was exposed to all aspects of the business, working for small companies with big retailers as clients. I also grew up around antiques and interiors so I decided to start a side hustle of selling vintage rustic interior objects online and at vintage fairs in London, as a hobby from my main job. 

Eduardo is from the fine art world, previously working for galleries and as studio manager to a sculptor in London. He was making his fine jewellery also as a side hustle and wanted to escape the city to make more time and energy to pursue this passion. I feel having a mixed skill set but also some naivety, helped us make the move and take a huge risk upending our lives, the security from our jobs and lifestyle in London.

How did you decide on the name?

We played around with a few options though settled on RAE as it’s our initials, including our dog, Ruby. She comes first obviously! 

How would you describe the interior style of the store?

It’s basically my personal taste! I don’t stock anything I would not live with myself and constantly want to take pieces home, though we are very good! The store is also heavily inspired by my background in design and textiles, as well as from our travels and general values of a slower pace, non seasonal approach. 

Tell us about the range of products you stock…

Vintage, one off or small collections of homewares is the main aspect of our collections. This includes Moroccan rugs from the 60’s & 70’s, vintage rust pottery, natural textiles for the home from throws, towels and cushions.This is complimented by an edited lifestyle offering of candles, hand washes and creams. Everything is either vintage or from small producers, following slower practices.
Do you make anything in-house?

Eduardo makes his fine jewellery in his studio here. He works with upcycled gold and recycled precious stones. We have a collection of his in the store and online, however, he mainly works on commissions for bespoke orders. 

What does a ‘normal’ day look like?

Everyday is different! However I am in the store for the majority of the week and work every weekend, so generally it starts early with a dog walk, look over emails and head up into Rye to open up the store. Then it’s a juggle of being customer-facing while replying to emails, getting admin jobs done and reviewing stock collections, as well as keeping the website up-to-date. We have another seasonal pop up store/cafe at Camber Landing, so Eduardo is in charge there as well as making his jewellery orders. 

What is the neighbourhood like around the store?

We are very lucky in Rye –  the high street is full of independent shops and businesses. It has really flourished since we opened with a new wave of businesses moving in and still feels like it is growing. Rye attracts a mixture of people, especially creatives, making it a lovely place to work and live. 

How do you choose your wares/ stockists?

I am very particular! I say no a lot to cold calling emails and brands reaching out. I like to discover brands or suppliers organically, to be honest. I am not interested in trade fairs or the usual routes. I like to keep it to a small selection in our store as I like to continue to support brands over the years, not chop and change with trends. 

An example is Palm of Feronia, we have stocked them since day one and continue to to this day. They are completely in line with our beliefs, approach and continue to be a best selling brand for us. 

Also many of the collections are one-off vintage pieces, hand-selected by myself on sourcing trips or a good contact list. Yonder Living is another example; I was lucky to be the first store to carry Sophia’s vintage Moroccan rugs and cushions from opening Rae and continue to work closely together, building up a strong friendship over the years. 

Which item is your bestseller? Why do you think that is?

It depends on the time of year, but I would say cushions generally overall. I feel this is as they are unusual fabrics or patterns, that you cannot get easily anywhere else. 

What items are your personal can’t-live-without?

A vintage Berber Rug! It transforms a room from being a cold, boring and generic space into a warm and unique room, adding texture, pattern and warmth instantly! 

What do you enjoy most about running the store?

That’s hard to say, retail is hard right now and to be honest I am feeling spread a little thin. My main love is sourcing and pulling the collections together. Then when a customer finds us and loves the pieces, they get it and are enthusiastic about our pieces, that makes it all worthwhile. 

What has been your career highlight so far?

That’s hard to say, I still feel like we are only just getting started after four years here. Probably the relationships we have built with our suppliers and customers overall. 

What do you enjoy doing on a day off?

A true ‘day off’ is rare, but when we get the chance a trip over to Dungeness and lunch at the Fish Shack is a favourite day off activity in the summer. 

What do you wish you’d known before opening the store? Any advice for those thinking about opening their own shop?

It’s relentless! You don’t close the door and that’s it. There’s always a million jobs to do and now with social media, it’s hard to disengage. My advice would be to set boundaries early on. Additionally to have a thick skin, you cannot please everyone, find your people early on for support when needed.

77a The Mint, Rye, East Sussex

raelifestyle.com

@rae_lifestyle