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Tomorrow's Store, as the name suggests, is a modern gift shop in the heart of the City - with a unique twist. It only sells products from young entrepreneurs who have received The Prince's Trust: the Prince of Wales' fund to help kick–start disadvantaged youth on the track to success. The shop is plopped strategically next to the Trust's office, and down the road from typical area residents like Hugo Boss and Maplin.
Decidedly quirkier than its neighbours, Tomorrow’s Store’s window display, featuring the striking hand-crafted ‘Skeleton Chairs’ by Sam Edkins, is likely to draw in City-types on their way home from work (or after a cheeky lunchtime pint at the pub next door). Clean, bright, and airy, with high ceilings and dangly light bulbs, at first glance the space resembles your usual arty gift shop – however, with a closer look you’ll see small cards alongside each set of products, giving a snappy introduction to the various stories of each entrepreneur.
There’s no connection between what’s for sale – aside from the association with the Trust, which gives the layout a homey finish. You’ll find home ware, art prints, chairs, scented candles and birthday cards alongside a suitcase of ties, gorgeous patterned flats by Dionne Gooding, and funky printed T-shirts by Greenthorne. Prices range from £2.50 for handmade Thank-you cards, £25 for Greenthorne’s T-shirts, to over £1000 for the aforementioned ‘Skeleton Chairs’, and there’s pretty much every price range in between. Granted, some of the products are from more recognisable start-ups that went through the Trust a while ago, like Unique by Kim’s charming children’ wear. Others, however, are new, like Gemma Zommerfield who launched her chemical-free skincare line, Union Spa, this year (we can see why it’s a big seller at the shop).
But the diversity, and yes, arbitrariness of the product is actually quite appealing. Head over to pick up a special present, or two. Just don’t forget the card - with the moving story of the entrepreneur attached, it’s bound to be a hit.
9 Eldon Street
|Opening hours:||Mon-Fri, 10am-7pm|
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