Ce­ram­ics, bas­kets, bags and an as­sort­ment of small craft are on dis­play at Hem­ing­ways shop­ping cen­tre

Daily Dispatch - - FRONT PAGE - MADELEINE CHAPUT MadeleineC@dis­

South African on­line cloth­ing brand My Scat­tered Heart (MSH) will now be avail­able in store for the first time at the new Toast bou­tique and home dé­cor store, open­ing at the Bea­con Bay Cross­ing in East Lon­don to­mor­row.

The vin­tage and bo­hemian in­spired cloth­ing brand started out as Reese Anderson’s small side hobby, sell­ing dresses in Cape Town, after she had her first­born, Lily, in 2012.

“My Scat­tered Heart is ac­tu­ally all be­cause of Lily. It’s some­thing I started so that I could spend time with her but still work from home,” said Anderson, who was a for­mer tex­tile buyer at South African fab­ric com­pany Her­tex.

Now based back in her home­town of East Lon­don, Anderson has built up the brand, launch­ing the web­site in 2016 and adding var­i­ous items to the on­line store, in­clud­ing the MSH swimwear range.

“I never thought MSH would be what it is to­day, but I went to my first mar­ket in 2014 and just built the brand up from there. It’s re­ceived such an amaz­ing re­sponse and fol­low­ing,” said Anderson.

The en­tre­pre­neur said the pas­sion for cloth­ing, fash­ion and cre­ativ­ity runs in her fam­ily as her mother owned a small bou­tique in Port El­iz­a­beth, called Cloud 9.

“I don’t re­mem­ber much of the store be­cause I was very young, but my mom al­ways tells sto­ries of run­ning that bou­tique while hav­ing to look after my sis­ters and me as in­fants. I think fash­ion is some­thing that’s just in my blood. It’s some­thing I’ve al­ways loved,” said Anderson, who re­mem­bers sketch­ing dress de­signs in her English text book in high school.

From build­ing the web­site to pick­ing styles, fab­rics and pat­terns, Anderson runs all as­pects of the brand, work­ing hard to ensure cus­tomers al­ways have an ar­ray of unique boho items to choose from.

“I’m con­stantly fol­low­ing the lat­est fash­ion trends and keep try­ing to find new, in­ter­est­ing pat­terns and colour com­bi­na­tions,” said Anderson.

Hav­ing re­cently launched the MSH Kids range, which will be stocked by Toast, Anderson will be re­stock­ing her rails on a weekly ba­sis, en­sur­ing that there will al­ways be some­thing new and dif­fer­ent for East Lon­don shop­pers.

“Our spring swimwear range is launch­ing in Septem­ber and we’ll def­i­nitely be stock­ing our retro-in­spired swim­suits and biki­nis at Toast,” said Anderson.

She said this year’s swim range is all about polka dots and high-waisted at­tire, and along with MSH’s win­ter cardi­gans, knit­ted jer­seys and long ki­monos, some of the web­site’s top favourites will also be avail­able at Toast.

“I’m also go­ing to be stock­ing some orig­i­nal, never-be­for­e­seen items at Toast so East Lon­don­ers will get an ex­clu­sive shop­ping ex­pe­ri­ence,” Anderson added.

“I’ve tried to keep it to an on­line store, but now that my youngest is one year old I feel like I have more time on my hands and can ac­tu­ally fo­cus on man­ag­ing some store space.

“I’m so ex­cited about this ven­ture and I re­ally hope it’s well sup­ported.”

The open­ing event will take place to­mor­row at 4pm and will see vis­i­tors en­joy a cham­pagne-in­fused shop­ping ex­pe­ri­ence. The first 10 shop­pers will re­ceive a gift bag filled with MSH good­ies.

I think fash­ion is in my blood

Pic­ture: SUP­PLIED

FASH­ION­ISTAS: My Scat­tered Heart (MSH) founder, Reese Anderson, pic­tured with her daugh­ters Ivy, 15 months, and Lily, 6. MSH will be avail­able in store for the first time at the new Toast bou­tique and home dé­cor store, open­ing at the Bea­con Bay Cross­ing in East Lon­don to­mor­row.

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