What is it?

Hidden away on a cobbled back street in London’s Islington, Smug is a brilliantly edited lifestyle shop-cum-café. The brainchild of interiors stylist, Lizzie Evans, here you'll find a carefully curated edit of brands and designers – from Scandi favourites Hay and Ferm Living, to UK designers Donna Wilson and Thornback & Peel. Throw in a few vintage finds and you'll see why Smug is named so.

What’s the style?

Retro meets contemporary with a pared-back scandi flavour.

Why do we love it?

From gifts to home accessories and jewellery, the array of goodies is impossible to resist, whether you’re browsing in the delightfully laid out store or online. Thanks to Lizzie’s well-trained stylist’s eye and knack for finding the most interesting products out there, you’ll always find something special. Plus, there's an array of exclusive products that you won't find anywhere else.

And it features a guinea pig as its logo – say no more.

On that note, our favourite products have to be the exclusive Guinea Pig & Pineapple kitchen textiles by print studio Thornback & Peel (above, from £13.79).


Check out our other Friday Faves: Pedlars, Decorator's Notebook and Home Shopping Spy.