Style Insider

Lucy Ward, Creative Brand Director at Trouva, on the importance of independents

I’m Trouva’s Creative Brand Director, which means I lead the editorial team in creating campaigns to spread the word about Trouva’s unique products from our community of 650 independent boutiques in the UK and Europe.

On any given day I can be working on ambassador campaigns, like our recent collaboration with Pandora Sykes, approving moodboards or concepts for photoshoots; a!ending trade shows; or meeting interiors or fashion journalists.

I’ve always loved the interiors world and exploring independent shops around the globe, so working at Trouva combines the two. I feel passionately that independents are at the heart of our high streets, and I feel proud that the work we do at Trouva helps these shops to thrive. I’m always ! nding new products on Trouva that I love, whether they’re from brands like Ferm Living and Madam Stoltz, or more unique items from independent shop Freight in Lewes, which makes all of its own collection itself in small batches.

Fake plants and dried "owers are one of the trends that we’ve already seen a huge demand for from our shoppers. They’re loving the so" look of dried #owers and the no-maintenance nature of fake plants, which were historically seen as a major interiors faux pas. I live in east London in a 1950s- style block of # ats. My place was previously owned by an architect so it’s small, but really well designed. There are wooden #oors throughout, with a concrete $ replace in the living room. My favourite space is my bedroom, which is painted in Farrow & Ball’s Hague Blue. I’ve paired it with ochre and gold home accessories, such as my bedspread, cushions, lighting and gilded mirror. 020 7193 6444; trouva.com