Susan Cottrell spent twelve years buying for a mid-size homeware chain before she got tired of ordering 10,000 units of anything. In the autumn of 2017, she cleared out the spare room above a bakery on Fenwick Lane, painted the walls a warm off-white she mixed herself, and opened with forty-three products she'd sourced over the previous eight months. The first week was quiet. The second week, a local food blogger posted a photo of the beeswax taper candles and the phone didn't stop.