Pop up shop interview: A Monozygotic Temple

We first met Tida and Lisa Finch via their entry for the BOXPARK Shoreditch “Free Pop-up Competition”. Their great photographs and unique jewelry were eye-catching at first sight. Now, about a month into their free winter pop-up, we paid Tida a visit at Finchittida Finch HQ. We are very pleased to (re)announce our pop-up shop interview:

Finchittida Finch at BOXPARK Shoreditch

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For all of us over here at We Are Pop Up HQ, it was very exciting to have a chance to spend some time with one of the very first businesses that we put into a shop. In support of the forward-thinking team at BOXPARK (@BOXPARK) we were able to give an excellent opportunity to a great brand. For Finchittida Finch (@FINCHITTIDA) Unit 7 at BOXPARK Shoreditch is the first physical space to host their line of jewelry and home wares. Tida happily shared her enthusiasm about their pop-up, so we started by discussing some of the best aspects of setting up a brand as a destination and what it’s like to be at BOXPARK.

Finchittida Finch seems to be right at home. Tida told us, “We love it, we feel like it’s our HQ. Being in Shoreditch is great and the East London line has just opened, so travel is easy.” And some of their online customers have come to visit as well, “when we had our launch party, a few customers came especially to meet us and check out our products in real life. It was really great to meet them. This shop has given us the opportunity to extend our brand and products to people who just walk by. And sharing BOXPARK’s newsletter announcements with our social media networks has been really valuable. BOXPARK has been supportive and quite a lot of people have come in from their announcements alone.”

Their winter pop-up, titled The Monozygotic Temple, has offered Finchittida Finch a new way of getting to know customers – by watching them relate and respond to their products in front of their eyes. By running the shop themselves, they have had the opportunity to answer questions, monitor their demographic and request customer feedback quickly.

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Even though they had cause to worry with the forecast of a post-Christmas slump, sales have been going well. Tida explained, “because our products are really affordable and unique it hasn’t been a problem. We have learned a lot from watching people in the shop; most are shocked at the massive [necklaces], and say  ’I love them but I couldn’t wear them.’ ” Nevertheless, the large works are intricate and beautiful, ideal for costume designers and those looking for a striking addition to their collection.

We asked whether the feedback had changed the production line at all, “It’s really important to keep the balance. The larger-scale products grab attention, but the smaller ones are affordable and fit with a variety of styles. We’ve learned a lot about how to balance our line and have realized that we need to offer a real range with every collection. This has been the kind of learning we couldn’t have achieved without being in a shop near our customers.”

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Tida and Lisa are a two person team, coordinating everything from the laser-cutting of their jewelry to promotion, as well as managing their social media accounts, running the shop, doing admin and providing customer service to both their online and offline customers. And they just recently graduated from university.

Keeping both an online and offline presence in harmony and thriving is something that even the most established and stable brands have trouble with. Tida’s solution for Finchittida Finch is to find great stockists in the UK and internationally that can help get their designs more widely distributed, while also using pop-ups to connect to new parts of London.

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“It’s been hard work, but absolutely worth it and introduced us to pop-ups. Before I never would have wanted to take a shop. But because of this opportunity, we’ve really got a taste for it.”

For us at We Are Pop Up, visualizing Finchittida Finch at BOXPARK didn’t take much effort. Their name alone was intriguing, their story unique, their products innovative and it is obvious that they care deeply about what they make – from design to development. We always feel fortunate for the opportunity to connect with the people behind an innovative brand that also manage to triumph an entrepreneurial spirit. Lisa and Tida are an inspiring duo – sticking to their roots and making their vision real.

You can find Finchittida Finch on their website, their blog, and the ASOS marketplace. And connect to them on Facebook and Twitter @FINCHITTIDA.

You can also read their December feature as one of BOXPARK’s X-mas staff pick features.