Hi Natasha, when did you decide to open your store? What was the inspiration behind it?
Opening a shop wasn’t really part of my plans. In fact, it had never really crossed my mind before October 2022. My husband was looking for a new office space and came across this wonderful building, with space downstairs and a beautiful, but petite, panelled Georgian room at the front. It had a wonderful shop window and huge potential. It had previously been a haberdashery for 30 odd years, and I can remember visiting with my mum as a child. Back then it was stuffed to the brim with fabric, floor to ceiling, and I had no idea that the wonderful wooden panels and architectural arch lived beneath. My husband was the one who suggested I open a shop, and it didn’t take me long to decide to give it a try. On the 9th December 2022, I opened the door to ‘Hidden’ for the first time.
What had you done before? Did any of these skills help?
Before being a shopkeeper, I worked in the event industry for 15 years or so. I worked in a few areas, from producing private parties and weddings to working in the production office of larger scale festivals. I was lucky enough to be part of the team on the Kate Bush show ‘Before the Dawn’ as well as part of the talent liaison team at the London Olympics.
I have a background in theatre, and I was fascinated with shows by companies such as Punchdrunk, where the audience were invited to explore a space, letting their curiosity guide their experience. This immersive, playful and theatrical element often featured in my work in the festival style events I produced and then shaped my approach when thinking about the store. I’ve always loved building spaces where stories are told, small worlds created, and people are invited to explore them unencumbered.
“I’ve always loved building spaces where stories are told, small worlds created, and people are invited to explore them unencumbered.”
How did you decide on the name?
The name came to me when I was on a phone call to my husband Dan. It was in the first week of deciding to take on the space where it was all a flurry of excited conversation and ideas. I was in the car, and we were chatting about where the shop is and how being down a little cobbled street that was slightly tucked away was “you know, quite hidden”.
It fell naturally into place to go with the location, and the idea it would be somewhere to happen upon, explore, and perhaps find treasure. I had already decided I wanted to sell a combination of handmade goods and vintage – since rifling through flea markets was always a favourite activity of mine since childhood holidays in France.
How would you describe the interior style of the store?
Ooh this is a tricky one. Some people have described the store as a ‘cabinet of curiosities’ which date back to the sixteenth century. The word used to describe these spaces was ‘Wunderkammer’ meaning ‘room of wonder’ in German which would hold a whole host of objects and antiquities. I’ve very much leant into the traditional Georgian heritage of the building but given it a slightly more modern twist. I wanted the space to feel calm and relaxing, a bit like being in someone’s living room. The colours are warm and rich, and I think of the items curated as collections, almost like a museum or art gallery. But one where you are invited to touch, see, smell and (occasionally) taste!
“The provenance and ethics of the products I have is very important to me and I only stock work from UK based makers and designers.”
Tell us about the range of products you stock. How do you go about sourcing your wares?
I am drawn to natural fibres and materials so much of the stock is formed of this; wood, linen, clay, paper, beeswax, glass. I stock a combination of vintage homeware and handmade goods such as linen napkins alongside cotton fabric, ceramics, textiles, paper goods, small batch preserves, chocolate and woven goods. The provenance and ethics of the products I have is very important to me and I only stock work from UK based makers and designers. Perhaps my favourite is the ceramics, and I work with ceramicists from all over the country to stock various items for the home. For the past year and a half, I’ve also stocked fresh British-grown flowers from the wonderful ethical florists Nice Bunch. It’s truly brilliant to be able to offer flowers grown in Somerset and to be surprised each week with the beauty and variety. I source a lot of my products from connecting with makers online on Instagram, or at markets. This year, I’ve enjoyed working with makers to create products only stocked at Hidden, and it’s been great fun to bring some designs to life.
You also run workshops in store – why is this element important to you?
I really wanted to run workshops to foster the sense of community within the store, especially after the isolating years of the pandemic. I wanted to allow others to explore their own creativity in different areas, and makers a way to connect with their audience.
Since the lockdown years, having my own children in amongst this I felt quite disconnected from the part of myself that yearned to create, and so selfishly this was also for me to be able to flex my own curiosity and try some new things! I love hosting workshops in the store as we’ve had such a variety, from silver clay jewellery, Sashiko, quilting, glass painting and more.
What does a ‘normal’ day look like?
I am usually in the store three days a week, as I still have one child not yet at school, so my weeks are juggling childcare around work.
After school drop off, I try and squeeze in some movement before getting to the shop around 10-10:30am. Some weeks I manage… some I don’t! Once I’m at the shop I pack any online orders, reset the shop after the weekend and give it a ‘zhuzh’. I tend to change the display every couple of weeks and sometimes you’ll catch me mid-flow changing the display in the store well into opening time – once I get into it I find it hard to stop!
On Thursdays we have our flower deliveries, and there are regularly new deliveries of stock to unpack, price up and find space for. It’s a lot of housekeeping, managing storage and arranging/cleaning the space. During the day, in between customers, I will also spend a little time chatting, plotting and scheming with my new shop-neighbour Lucy of The River Mouse. We have really enjoyed working together on some collaborative events in store with different artists and makers.
After closing up at 4pm I head to pick up my children and then am often working on my computer into the evenings, especially when there’s been a new seasonal launch.
Which item is your bestseller? Why do you think that is?
It’s honestly a little difficult to pinpoint a bestseller, as I tend to order in collections and do so guided by the season, so each quarter looks a little different in the shop.
One of the very first people I contacted when I wanted to open the shop was the wonderful Julie of Lolas Leads; beautiful extension leads in a rainbow of different colours, and these have been in the store since the start. I first came across them when buying for my auntie who is very chic and does a lot of travelling and working in professional spaces. The beauty and practicality of the leads are the perfect marriage and make a great gift for even the hardest to buy for. Pretty much all the ceramics I stock don’t hang around for long, and the floral tea infusion lollies have most recently very, very popular.
What has been your career highlight (so far!)?
Making it to three years has been my career highlight so far! I hope I can make it many more.
What is the neighbourhood like around the store? Tell us about other local independent stores nearby.
Our little cobbled street is home to three wonderful independent stores. Just behind Hidden, in the same building you’ll find The River Mouse – a tucked-away children’s lifestyle store which opened just before Christmas 2025 – and shares the same ethos as Hidden, celebrating British-made products for children 0-5 years.
You’ll also find the brilliant Wool, which is knitting institution! Established in 2010 to cater for the needs of every knitter, inside you’ll find a treasure trove of yarns for all fibre crafters. A sweet shop of colour and texture with a please-do-touch attitude. We are just around the corner from the beautiful Abbey Green which is home to Sally Lunn’s (home of the famous Bath Bun) and several lovely independent cafes.
Sadly, we are regularly seeing indie shops closing their doors these days, have you got any thoughts on how to keep an independent store thriving during these difficult times?
I’m not sure I’m well equipped to answer this one, as I still feel so new to the industry. Answering as a customer I would say trying to focus on the experiences in store is an important factor. As we move deeper into a culture of shopping online and convenience, I think customers need a reason to physically be in spaces and have more of a reason to visit a store, as they would art gallery or attraction.
Collaboration is also really important. Working together with your fellow independents to create unique events or pop-ups will only strengthen the independent scene in your community, and we are better working together. It’s also about listening to what your customers want and adapting as you need.
What do you think the future is for independent retail?
I think independent retail will survive, but it will require more resilience from business owners and support from the general public. I have definitely noticed a drive for supporting independents more so in the last year, and actually last Christmas seemed to be positive for a lot of independent retailers.
What do you wish you’d known before opening the store? Any advice for those thinking about opening their own shop?
I wish I’d understood that it’s not linear – that it will rise and fall and sometimes you won’t really know why. I think you have to be willing to pivot, to let go of certain things and be resilient. Also to always trust your gut!
2 Pierrepont Place, Bath BA1 1JX
Photography by Natasha Whiting / Portraits by Helena Miscioscia
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