In an old Apothecary store with a Victorian shop front, The Shopkeeper sits on Upper St Giles Street, Norwich among a row of independent shops and residential buildings. Founded by Ian Johnstone in 2013, it began as an online store before taking shape as a physical shop in 2016. “All the shop fittings and cabinets are original, which suit our pieces perfectly,” says Ian. “It was a homeopathic chemist with great energy — we like to build on that.”
Before The Shopkeeper, Ian worked in fashion buying, developing his attention to detail and construction, but wanted to create something closer to home — a shop that reflected his own way of seeing. “I always wanted to create a space that was a reflection of my personal taste,” he says. He made the leap after spending time travelling in Japan. “It was such an inspiring trip that my decision was finally made.”
Stepping inside the shop, there is a sense of ease. “It’s a place to relax, browse nice products and engage in good conversation,” Ian says. The surrounding area is mostly residential, known for its quiet character and long-standing architecture. “Our shop is situated in a very historic part of the city,” Ian explains. “Upper St Giles has some beautiful Huguenot houses. There are a lot of artists living here which gives the area a creative feel.”
From the outset, Ian knew the direction he wanted the shop to take — not just in terms of the pieces he would stock, but the manner in which they would be sourced, displayed and used. “Our concept is to offer a hand-picked collection of products from around the world with a focus on quality and craft,” he says. The shelves and rails carry items from across the world — handmade ceramics made in Japan sit alongside French workwear jackets, penknives from New Mexico and handwoven African baskets. “All are made by skilled craftspeople, and all of them have a story to tell.”
Given his affection for thoughtfully made pieces, his connection with TOAST felt easy from the start. “We definitely share the same principles and ethos,” Ian says. “ We both work with small makers and focus on pieces that you keep for a long time. Items that are designed to be worn and used everyday — then repaired, or repurposed.”
Ian selects everything himself, keeping the range narrow, which allows for more deliberate arrangement. “Everything we stock is personally selected to age beautifully and to look better with time.” It’s not just a matter of function or form — Ian is interested in the life a product takes on once it’s used. “I love the idea that after time the items you buy will become part of you, carrying the personal stories and journeys of the owner.”
Each morning, before opening the doors, he follows a set rhythm. “We light incense to create positive energy, and put on a gentle playlist to suit the seasonal mood,” he says. “The plants get watered, and then I buy a good coffee from one of our great neighbours on the street. If it's a sunny day, I’ll enjoy it, sitting on the bench outside of the shop.” Ian finds inspiration in movement — in walking, travelling, listening, observing. “Nature, travel and music. Having great conversations, meeting new people, learning new things, and exploring new places is always an inspiration,” he says.
Norwich plays a meaningful role in the way the shop has grown. “The Norwich Art School and University inspire a lot of students to study and live here,” Ian says. “This means there is a great mix of creatives living and working in the area. Being surrounded by like-minded people inspires us to grow and become part of the local community.” There is a collection of independent shops nearby that support and complement one another. “The street we are on in Norwich is all home-grown independents,” he says. “St Giles Pantry for locally sourced produce, Kofra for great coffee and natural wines. I also really love the ethos of Atwin — a consciously curated women’s store.”
Relaxed conversations with those who happen to stop by are scattered throughout the day. “Our store is a place of discovery, so introducing new products to customers is always a pleasure,” he says. “TOAST Menswear, for example, is still relatively new to our customers, so having a platform to showcase the collection is a real positive. I really enjoy meeting new people and having interesting conversations every day.”
Discover a selection of TOAST pieces at The Shopkeeper, Norwich.
Ian wears the TOAST Cotton Poplin Tapered Trousers and Loop Button Linen Shirt.
Words by Alice Simkins Vyce.
Photography by Sophie Davidson.
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