Previous Homewares

Design historian Nicola White long dreamed of having her own homewares shop and took the leap three years ago in Corsham, Wiltshire

What is your background?

From the 1980s, I was a design historian, the author of several books and a senior lecturer in cultural studies at Central St Martins College in London. In 2006, my architect husband Chris and I plus our two children, Tilda and Kit, left London for North Wiltshire in search of more space and fresh air.

Why did you open Previous?

The nascent dream of Previous Homewares had been on the back burner for years but the financial crash set plans back. I continued teaching part-time at Chelsea College and built my retail business slowly, starting with a small but expanding space selling vintage at what is now Domestic Science in Tetbury. In 2015 I began the search for a suitable standalone store in my local town of Corsham and in October that year we opened on the High Street and haven’t looked back. We have a wonderful customer base (local and visiting) and in July 2018 moved across the road to 51-53 High Street, 10 times bigger and on two floors, which has allowed us to expand our ranges. We have just opened our in-store cafe.

What do you sell?

We aim to have something for everyone, from womenswear and stationery to books and cool vintage pieces. One of my favourite items was a pair of gorgeous 1950s green velvet cocktail armchairs sourced from a Sicilian palazzo. I’m also particularly fond of Impressionistic mid-century oil paintings. Prices range from 50p to £500ish.

What do you love?

I think my natural home, in design historical terms, is the 1950s. It was my specialist area as a historian and it features strongly in our home – the shapes are so sculptural and clean, the quality is good and the approach so forward-looking and optimistic. I rate Balenciaga for his architectural, groundbreaking fashion designs and I do love an Ernest Race chair!