Spotlight On: White Feather

The first instalment in my series of blogs revealing more about local businesses comes from Sheena Crilly, owner of White Feather, an independent boutique in one of the railway arches on Milkwood Road. I asked her a few questions about her business and Herne Hill.

How long have you and White Feather been in Herne Hill? Can you tell me a bit about yourself, the business and what made you set up here?

White Feather has been open since Summer 2011. It’s my only business so it’s unique to Herne Hill. I was always really interested in fashion, not just trends, but really well made items that were different, flattering and stylish. Running my own boutique was a dream. I looked around for a long time to find the right area, it couldn’t be too far away from home as I have three children and I wanted that village in London feel. Herne Hill seemed perfect.

Photo of Sheena by Tricia from PortrayedPhotography (part of the Herne Hill station underpass exhibition of local traders)

What IS White Feather?

I decided upon the name White Feather after visiting an exhibition of John Lennon — I don’t want to say memorabilia — but items that his son has bought over the years. He had called it White Feather and I just really liked the name. In terms of White Feather’s identity we are ‘an independent boutique specialising in bringing stylish trends to meet the needs of all women. Personal service is key to our philosophy and we get to know our clients who return time and again in the confidence that we can find the right piece whatever the occasion. We handpick key pieces from a wide range of brands not found anywhere else in South London and specialise in the super stylish Scandi brands that have taken the fashion world by storm”.

Some of Sheena’s current pieces. The shop isn’t just about clothes, but accessories for the home too
Sheena’s “pick of the season” Baum und Pferdgarten culottes

Do you have a bestselling, or favourite, product?

We don’t really have a best selling product. We have best selling brands. These would be Baum und Pferdgarten, Custommade and Gestuz. There’s always a few key pieces that are a big hit each season. At the moment culottes are really popular and we have a pair by Baum which would be my pick of the season.

How has Herne Hill changed over the years you’ve been here? Did the 2013 flood affect you at all?

Herne Hill is developing into that ‘village in London’ feel that I mentioned earlier with its selection of independent shops being well able to meet the needs of its inhabitants. Fortunately for us the flood didn’t affect us anywhere near as badly as it had the businesses on Half Moon Lane. We were affected but were able to get back up and running within a week or so. I found local people really supportive.

What other local businesses would you recommend in Herne Hill?

We have a great selection of businesses in Herne Hill, they’re all really unique and offer something different from the ‘High Street”.

Thank you Sheena, for answering my questions and revealing what’s behind White Feather, it was lovely to find out more about this beautiful shop, having been in and out over the years! They hold promotional evenings once a season and a Scandi Christmas themed Day every December, with drinks, nibbles and goody bags when items are purchased. Well worth a browse if you get a chance.

Follow White Feather on Twitter, Instagram or Facebook.