Less is more

Join me as I explore a serene boutique in Athens, sharing my love for curated retail experiences. Dive into my reflections on the evolving world of mindful shopping and the joy of finding perfect pieces that resonate personally.

As I entered this confidential space (boutique/gallery/showroom), I sensed my whole body relax. 

Was it thanks to the cool airiness of the space, its clean lines, the minimalist and harmonious display or my desperate need for air conditioning? 

Probably all of the above. My phone had informed me it would be 36 degrees outside that day in Athens, I swear it felt like 45. 

To my right, a middle-aged woman was arranging a handful of exquisite tumblers and oddly textured wine glasses into the window. 

My eyes practically popped out of my head, cartoon-character style, at the sight of the pieces.

Glassware is one of my love languages. It’s something about its transparency, light, colour, and fragility.

My friend and I oohed and ahhed at the selection, senses wide awake, as we made our way from one room to the next. 

The back of the boutique was composed of a substantial open-plan space set up to feel more gallery than shop. Bold blues and ethereal whites, striped pieces and soft long dresses were arranged on a large conceptual rectangular display, which took centre stage. My hands reached for fabrics, moving hangers lightly left and right. The preciosity of the setting invited a sense of reverence. I took my time, exploring the womenswear selection. Attractive shapes and original androgynous labels beckoned. I felt intrigued; intellectually stimulated, though not compelled to try anything on. 

A young woman, a brunette with a warm smile and open expression, handed my friend and I fresh sparkling water, served in yet another set of perfectly imperfect tumblers. 

My eyes floated across the mid-century-inspired wooden counter before landing on a minimalist selection of print magazines – six titles, maybe seven. Curated; confidential – just like this space. 

My fingers wandered over an innocuous-looking title, featuring a grey-beige exterior, with a simple list of names typed down its cover. No images but the paper was almost cotton soft to the touch.

Huh. A magazine that looks like a book. 

I picked it up and flicked it open, the tips of my fingers sending strong appreciation signals back to my brain. The heavy, high quality of the paper. The discreet and simple print. Buying it, I thought to myself. 

Books are another love language of mine (I buy and give them readily to strangers and friends alike). The tactile experience of flipping through these pages had me head over heels, before even taking in the title’s name: Growing Independent Fashion Brands. 

Again, surprise and delight. 

We left empty handed – my stomach was rumbling – but I promised the sales assistant I’d return for the book, and more. Indeed, I found my way back to this quiet corner of bustling Plaka later that afternoon. I delighted in purchasing a couple of tumblers as a gift for my good friend, as well as the magazine, and a perfectly minimalist evil-eye ring (both for me).

Ten days later, the publication sits proudly on my desk (and the ring’s on my finger). Both product and content have brought a series of glimmers to my mind. 

How lovely it is when we find something that feels like it’s just right, just for me, right now. 

I’ve heard it said that retail is dead. And that print is dead. 

I don’t think that’s true. 

Maybe what is dying is old models. 

Retailers in Athens are complaining that, although tourism is at its peak, visitors are buying less than before. It’s good news: our shopping habits have evolved. We know better than to consume carelessly. 

Intentional retailers with a belief system, a vision and a clear sense of their own values are just what we need. They inspire trust and invite a thoughtful shopping experience. 

As a friend of mine said to me: ‘Beautiful is sustainable.’

I think she has a point. 

When was the last time you had an amazing retail experience? I’d love to hear about it. Where was it? What did you get (if anything)? Feel free to drop me a line. Let’s share experiences. 

If you’d like to find out about that beautiful store I visited, called Moukimou, click this link. 

The magazine I am referring to is sold out, but you can find out more about it here. 

The design studio behind it is Oak Park Studio. And the lovely tumblers are here and here. 

Dazed Studio’s Insights Under the Influence recently reported on what they call a generational shift in purpose, noting the resurgence of physical media. Read about it here.