LovEdu, An Ethical Interior And Lifestyle Brand
Stepping into the white bricked wall room, decorated with African inspired masks, home furniture and art, transported me back to a time when I was young and living in the wonderful francophone country of Cote D’Ivoire (Ivory Coast). Surrounded by pieces of art, everyday household items that played a big part in my childhood as well as in my knowledge of different countries in West and East Africa, I was consumed by happiness, reminded and introduced to the talents of African artists.
Walking around the room, with my camera in my hand, talking to Anna (the owner of the store), I moved from item to item guessing (most of the time accurately) the countries from which the products originated. Admiring, feeling by touch and even going as far as smelling some of the items as if I were trying to inhale back into my soul the essence of the continent that gave birth to my being, is an experience I invite you to try.
Founded in 2013, Lov’edu is an ethical interior decoration concept store, located in the heart of Camden Market (The Stables). The store boasts vibrant, eclectic collections of exceptional, handmade pieces of interior decoration from fashion, furniture, accessories and more. Although the majority of the items are sourced and crafted by talented artists in various regions in African (predominantly West and East), the store also houses items from Ibiza and beyond.
Ranging from contemporary urban pieces from Nairobi's artisans and Ibicencan lifestyle articles to traditional Dogan carvings, all items are made from natural, often recycled or up-cycled materials.
Each and every piece in Lov'edu has been hand picked, purchased, commissioned or designed by Lov'edu's founder and director, Anna Boettcher, guaranteeing each item to have been sourced responsibly, traded fairly and produced sustainably.
The store is based on the belief that an object can only be beautiful where it has been created and traded in a joyful and generous spirit. The aim is to support talent and creativity and showcasing products that have not only been a process of careful labour, but have returned something to the community and environment that produced it.
Lov’edu wishes to further promote that positive impact by giving 10% of its profits towards projects related to protecting the environment, furthering children’s and young people’s education, and creating economic opportunities for women.