Indie of the Week #2: Quill London

Christmas card season is upon us... so what better time to celebrate an independent store dedicated to stationery. Quill London is an online-only endeavour that has quickly gained a cult following (it only launched this year) among fans of pen and paper, of which it turns out there are many. 
Who are you? Lucy Edmonds. I run Quill London.
Where can we find you?; @QuillLondon;
Describe your store in five words: Super stylish stationery & paper goods. Is that cheating?!
What makes you different? I started Quill because I felt there was a big gap between high street stationers and super high-end brands. Quill offers something in between: style-led pieces mostly from small studios and independent brands, offering good quality without the Bond Street prices.
How you decide what makes the cut? I would be lying if I said I didn't choose things I personally love. That's a pretty important test. I try to source from designers that don't have much representation in the UK so that we offer something British customers may not have discovered before. 
What were you doing before you did this? I used to work at a small start-up business that produced swedish-designed homeware, and wholesaled to some great UK retailers. I learnt so much during my four years there, and particularly from the company's owners - two remarkable businesswomen - and it gave me the know-how to start something for myself.
If you were starting again what advice would you give yourself? Do it sooner. I spent a little too long procrastinating and suffering crises of confidence. It wasted so much time! 
What are you most proud of? I am proud of our logo. It was created by James Bowskill, a wonderful designer who is based in Tokyo. He created something I would never have come up with myself but that I absolutely love and will never get bored of. It always gets commented on when I give people my card.
Do you have a favourite thing in the store right now? So many! Our calendar print called 'The Sun, It Shines' by Spring Once More is striking and so cleverly designed. I adore everything that Sarah and Juliette at Brown Paper create. I can't help but love the PS'Ikat notebook by Christian Lacroix Papier with a secret crazy skeleton hidden inside the pages. I also love the Maison Martin Margiela quill biros: the perfect gift for someone that has everything.
What's hot for 2013? I think as we come into the spring time, our handmade tissue paper pompoms will really come into their own. They're great for adding a bit of colour and frivolity to interiors, parties, weddings, picnics - anything, really!