Beautifully designed objects, sourced with knowledge, attention and care, fill Natalie Jones’ lifestyle store and coffee house
Tell us a bit about your background.
I’ve been lucky enough to have a varied working life. I started my career in trend forecasting, working with both small independent companies and huge brands on their strategies. Later, I moved to the creative agency Winkreative, where I was constantly inspired by the design talent of my peers. I’ve never been a good graphic designer, but I’ve always surrounded myself with great design.
What made you want to set up shop in this area?
Bruton is a picturesque town with a great pool of creative people who live and work in it. It was a huge pull for me to move from London to a countryside area with a wealth of culture. I have the best of both worlds here: I often get to visit a contemporary gallery after a long walk in the woods where I haven’t come across a single soul.
Where do you source the products that you sell?
Caro offers a collection of items from all around the globe, from Australia and Japan to Denmark and the UK. I love the research involved in discovering new products.
What are some of your favourite brands?
I love Kinto, a Japanese brand that crafts simple and elegant products which combine aesthetic and utility, while encouraging a slower way of life. And Haeckels, based in Margate, is another favourite – it’s one of just two companies in England licensed to farm seaweed.
Its skincare range is exquisitely crafted and smells gorgeous.
Can you tell us about Outland?
This is a special collection of objects sold through Caro, which are all crafted in remote regions of the UK. The range includes Japanese-inspired porcelain by Elisabeth Barry, luxurious lambswool throws by Begg & Co and wooden structures by Denman & Gould. Each of the designs means something dear to me and each maker is a person I’ve shared the journey of Caro with.
What else can visitors expect to find in your store?
We have a new space opening later in the year for larger, more experimental events, which we’re really excited about. Visitors should also keep an eye out for The Bakemonger, our in-house baker. We’re also launching a set of Caro chocolate bars this Christmas with flavours inspired by the countryside. I can’t wait to share them.
The shop offers a curated selection of everyday items, such as tote bags, £17 each, alongside distinctive pieces, including goldbrushed vases, from £30 each.
Caro Somerset, 9 Quaperlake Street, Bruton, Somerset BA10 0HF, 01749 813931,