I just love the idea of big store initiatives that embrace local artisan craftsmanship. Take for example West Elm's plan to join forces with Etsy in the company's first Australian pop-up stores in the Sydney and Melbourne outlets on June 21st, between 1-6pm. The event will give West Elm customers the chance to scoop up one-of-a-kind pieces from the likes of Sydney screen print label Pom by Pomegranate, and ceramics made by Koa by Kaitlin in Melbourne, and of course many more.
As the trend in interior design is to mix statement pieces with novel items, a collaboration such as this offers West Elm customers the chance to buy both in one store. They also get to purchase some of the unique 'props' stylists often use in catalog shoots to individualise the look of a collection of furniture and homewares. For Etsy online makers, the in-store experience allows them to connect to the customer base of a bricks and mortar retail outlet where their products can be styled in situ with larger pieces of high-end furniture and furnishings. Check out West Elm FB events for more information.