My Shop London: Lulu Guinness creative director David Hodgson on his go-to independent brands

Since assuming the role of creative director at Lulu Guinness in October 2018, David Hodgson has led the brand through a reinvention.

Since its inception in 1989, Lulu Guinness has been revered for its bags of style and personality, and with Hodgson’s help the London label has become the It Brit accessories brand to know. The proof is in the pudding: with Bella Hadid, Clara Amfo and Jessie Bush now certified Guinness fans, it seems that Hodgson’s doing something right.

Indeed, testament to the clout of Lulu Guinness under the watchful eye of Hodgson can be seen with the brand’s most recent offering, The Ruby Mini, which sold out in just 24 hours upon its launch in March.

Having previously run a consultancy advising brands from Coach to Topshop and Liberty London to Roland Mouret on their accessories collections, Hodgson knows a thing or two about building cult brands. We caught up with him to chat about lockdown, London and shopping small.

Which part of London do you call home?

Hackney, East London, right next to Victoria Park. I just love it.

What are your go-to independent business in your neighbourhood?

The Empress is my local, an independently owned pub. They always finds us a table and the food is amazing. Haus in Victoria Park is great for that special item for the house or gift for someone special and Goodhood for clothing in Shoreditch always has something I can’t leave without buying.

Which independent brands will you be buying from this summer?

I’m really into ceramics (maybe it’s an age thing) and have been lusting over anything made by Alma Berrow who started making ceramics in lockdown. I’m also into my husband’s new ceramic adventure but hopefully he won’t make me pay.

What’s the best gift you’ve ever given or received?

The best present I received recently was a custom coffee table by the ceramicist Matthew Raw, it’s this dreamy pink cube of titles, it’s just amazing but the present that just keeps giving is my dog called Peggy.

What’s the most London thing you’ve ever done?

Breakfast as The Wolseley, a day of galleries, walking along the Thames finished off with dinner at J Sheekey.

How do you treat yourself?

A duvet day feels like the total treat – with 80’s movies and popcorn. Simple things.

What’re your favourite London hotspots that you’ll be returning to ASAP?

Brat, my friend Tomos Parry opened the restaurant 3 years ago and recently went back to where he started at Climpson’s Arch. If you haven’t been.. Go!

Best kept London secret?

The number 12 bus: front seat, top deck – if you know, you know.

What do you love most of the London shopping scene?

For me, it’s the diverse selection of small independent stores and mega brands – there’s always something to spend your money on.

What lessons will you take from lockdown into normal life?

I’ve always been told, speak to people how you’d like to be spoken to, so for me it’s just be kind and maybe more importantly be kind to yourself.

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