Based in the heart of Hackney’s lively Chatsworth Road, A New Tribe sits in good company among many other independent stores and creative businesses.
Founded by Ella Jones, the store is a curated mix of interior objects, textiles and rare vintage finds from around the world. Jones sources all products herself from places such as Morocco, Japan, India, the UK and the USA. Ensuring that her customers are buying something special and unique, Jones selects only products by independent designers and small brands always with a focus on quality, hand craft and small batch production. “I aim to source products which you can’t find easily elsewhere, and my rule of thumb is to only stock products that I would put in my home – I would never stock something that I don’t love or feel passionate about.”
Inspired by her many visits to Morocco and developing a passion for Berber rugs the store is also home to her own textiles brand, The Rug Trade. The collection, designed in London, is produced in collaboration with artisans in Morocco who make each design by hand using traditional techniques.
Jones encourages customers to visit A New Tribe for “a browse accompanied by good tunes playing, or for the full Moroccan rug buying experience!”