A LIFESTYLE BRAND
Today let’s talk to…
EARL OF EAST LONDON
Founders: Paul Firmin and Niko Dafkos
Location: Hackney, London, UK
Earl of East London is a lifestyle brand based in London. They combine a love for mid-century and future heritage products and carry a variety of vintage collectables, home decor items and personal accessories. As part of their own creative exploration they have recently developed their own range of interior fragrances inspired by their travels and memories.
How did you come to set up Earl of East? What inspired you to create your brand?
Earl of East was originally a blog about the local area but it quickly became our creative outlet for us as a couple and following trips to the US where lifestyle stores and brands have a bigger presence we knew we wanted to create something similar here in London. We are inspired by our travels and memories and as part of the wanderlust generation we are keen to explore and share our finds with others.
How would you describe your brand philosophy?
Our lifestyle brand of which our candles our first own brand line is made up of 4 main pillars, Curate, Create, Collaborate and Community. Everything we do is related to one of these pillars, whether that is the curation events, or brands for our store, the creation of own branded products, including scented soy candles or the collaboration with other independent artisans to produce items together, all of them have one important element which is community. We want to develop a brand that promotes a hands on lifestyle and showcases creativity and knowledge as life’s biggest luxury.
Where do you source your ingredients from?
We source our fragrance and essential oils from a range of different suppliers both here in the UK and further afield to ensure the highest quality fragrance.
Favourite thing about your job?
We learn something new every single day and have the opportunity to shape our own future.
If you had to use only one product from your range, what would it be?
The Smoke & Musk candle, its inspired by the great outdoors and our trips to the west coast of the USA.
What is your most treasured wellness secret?
Do what you love and work with people who inspire you.
What is your approach to nutrition? How do you keep healthy?
Its a hard balance, working constantly means treats often sneak in to the diet and exercise isn’t as often as it used to be. Best advice is everything in moderation.
Fave kitchen staple:
Courgette should be in every kitchen, from cakes to courgetti it always tastes amazing and its good for you.
Can’t live without:
Your healthiest passion:
For the mind I would say growing this business, it’s incredibly inspiring. We both also love to run although don’t seem to do it as often as we used to.
What do you do to relax?
Watch a movie or listen to music.
Your current mantra?
Nourish, Learn, Share.