Described as Exeter’s ‘hidden gem’, Exeter Quayside means many things to different people. Whether that’s kayaking along the river, climbing at Clip n Climb, grabbing a dustbin lid-sized pizza, or walking the dog, this area of the city boasts a brilliant blend of shops, restaurants, and activities. What might not have popped into your mind though is knitting.
Until now.
Lauren Aston Designs (aka LAD) has physically burst onto the Quayside taking over the old Pitman Training premises. The company is an independent knitting studio and shop led by Lauren Aston, and her nine-strong female team. This colour popping, cosy knits brand had previously been based at Topsham Railway Station, although its soaring popularity in recent years meant that larger studio premises were needed, and Lauren and the team soon set about looking for a new home.
The Quayside building fits the bill perfectly, and the team did everything themselves to get the store and studio ready on July 1 to welcome customers, something that they only rarely did at their Topsham base due to the limited space available.
Lauren says that as soon as they saw the new premises, they knew that it would offer something a little different from most shopping experiences.
She says: ‘We’d initially based our studio search on larger premises, without necessarily thinking about a shop space. But when we saw this gorgeous building, we just knew that it would work for us. Not only would it store all our chunky wool which takes up a lot of space, it would also enable us to set up shop and spend time with our brilliant customers who we generally only speak to virtually.’
Having been an online business for so long, opening a shop was a daunting prospect, but Lauren says that the support from customers, and from other creative businesses in Exeter, has been a great help. Not to mention the fact that she says the Quay has long been her favourite place in Exeter.
‘I’ve always loved coming to The Quay, so am really excited to base the business here. The building has so much character and we have loved figuring out how to put our own stamp on it whilst also maintaining its beautiful historic features. We’ve used local businesses to help us, but have been here ourselves pulling up carpets, painting walls and putting up shelves for the past four months. To have a break from DIY is a relief!’
Described by Lauren as a place for ‘knitting, chatting, shopping and drinking coffee’, the studio and shop features an entire wall of the brightest and cosiest yarn, the comfiest armchairs, ready-made products together with ‘have-a-go’ knit kits, and the space offers a sanctuary for experienced knitters as well as those who have never picked up a pair of needles in their life.
Lauren says: ‘Above all, I wanted to create a beautiful space for people to come to, filled with colour, warmth, and things that make us happy. This isn’t just about knitting for us, but also offering people a place to switch off, and to have a moment to enjoy something just for them. Knitting is such a brilliant mindful activity.’
But let’s take it back a step. It’s an unusual career choice, so just how did a career in wool come about for Lauren?
It was whilst being looked after as a young child one day by a beloved grandmother that she was taught to knit, although Lauren says it wasn’t love at first purl. With a bit of perseverance, as a teenager Lauren chose a fashion degree specialising in knitwear at Winchester School of Art, and it was after graduating and moving to Devon that the LAD dream was born.
Lauren set about sourcing UK-based sustainable wool providers that could manufacture a yarn suitable for the products that she wanted to try. Initially this included chunky, cosy blankets, cushions and lampshades, but the range has since grown to include products made from different weights of wool, DIY knit kits, LAD advent calendars, and a clothing range, as well as home accessories including most recently, a bath mat, designed by LAD team member and fellow knitting enthusiast, Helen.
Lauren maintains that customers need not be experienced knitters, or have even picked up a pair of needles, to enjoy a visit to the store. There is something for everyone, and whilst the bright, colourful yarn wall really needs to be seen to be believed, there is so much more to a visit here, including workshops aimed at experienced and brand-new knitters alike. Lauren is planning a host of events aimed at bringing people together, which are likely to include yoga and mindfulness, as well as knitting and other craft-related activities to try.
Past collaborations with Elizabeth Arden, commissions from celebrities (most of whom remain a secret to tight lipped Lauren but including Victoria Beckham who shared a picture of LAD Christmas stockings on the Beckham family fireplace), and a broad product range, mean that this brand is continuing to grow, despite economic uncertainty for so many.
So, what was it that encouraged Lauren that now could be a good time for a move such as this one, especially in what many would describe as a difficult time for independent creative businesses?
‘It’s most definitely a leap of faith for us,’ she says. ‘But our business had been growing steadily online since we started, and sales during the lockdown period proved to us that when faced with difficulty and uncertainty, people valued the opportunity to learn a new skill and to create beautiful things from scratch.
‘Over the years, we’ve got to know our customers at a digital level. They often share their knits and send us pictures of how they’d got on, maybe send us a message when they found something hard. But I have always maintained that the LAD ethos is about promoting community, and whilst we still plan to operate the majority of our business online, this space will also give us the chance to build in real life relationships with existing and new customers, together with the wonderfully creative community that exists in Exeter, Devon and the South West.
‘It’s more important now than ever before, to look after our communities and to protect creativity in whichever form it comes.’
Lauren Aston Designs can be found at 27 Commercial Road, Exeter or at laurenastondesigns.com
