Village Bicycle

When you hear the words 'socialite-owned-boutique' and 'Ledbury road' you can be forgiven for imagining a Trinny and Suzannah endorsed affair, in the vein of Heidi Klein or (shudder) The Cross. The Village Bicycle, opened by 'fashion entrepreneur' Willa Keswick (with fashion royalty Tallulah Harlech on styling duty) in June 2011, is actually nothing of the sort, despite rubbing shoulders with the likes of Diane Von Furstenburg and Brora cashmere on a very sedate street indeed. With a product selection that's much more Kate Moss than Kate Mid, there's plenty to surprise and delight even the edgiest of shoppers. Not least the prices; while it's possible to blow your trust fund on parka jackets for £1500, you can also get away with just over £100 for a pair of Louboutin style studded pumps, naughty but nice animal print lingerie from Dirty Pretty Things, or limited edition Converse that'll give you change from £40. Staff are relaxed, cool and friendly, and happy for you to lounge on the Beetle Juice style sofas, reading coffee table books and eating penny sweets. Hey - Shoreditch called - they want their shop back!