PRICK LDN: Boutique & Brand
Where niche meets necessity and plants meet culture
PRICK LDN started as a passion project but quickly became something much bigger. In 2016, I opened the UK’s first boutique dedicated solely to cacti and succulents, right in the heart of Dalston, East London. PRICK wasn’t just a shop, it was a statement. A space that made plants feel modern, stylish, and essential.
For eight years, it stood as a destination. Not just for plant lovers, but for people who appreciated considered design, thoughtful retail, and something a little different. It became a cult brand, attracting international press, celebrity clients, and a loyal following who saw themselves reflected in the vision.
More than a shop
What made PRICK work was intention. Every detail, from the hand-picked plants to the bespoke ceramic pots, was curated to offer more than just a product. It offered feeling, atmosphere, identity.
But the real power was in the storytelling. I didn’t just sell plants, I told stories about them. Where they came from, how to care for them, why they mattered. Each post, each newsletter, each product description carried a tone of voice that was distinctive and consistent. People didn’t just come to PRICK to buy a cactus, they came to understand it, connect with it, and be part of a wider narrative.
Online and offline, the experience was unified. I built a top-ranking e-commerce site and grew a community of over 50,000 followers on Instagram. I designed a full range of plant care products, created in-house and packaged to reflect the brand’s aesthetic and values. Everything was about making care feel cool, useful, and accessible.
A blueprint for building brands
PRICK wasn’t just a shop I ran. It was a brand I built with vision and strategy. That’s what I now offer to others.
I help brands get clear on what they stand for, who they are speaking to, and how to connect through meaningful, modern storytelling. I bring deep experience across brand building, creative direction, retail, and content, and I use all of it to help you shape a brand that feels real and relevant.
For brands ready to grow
PRICK showed what’s possible when you combine clarity with creativity and story with substance. Now, I work with founders, creatives, and businesses who want to build something that matters. Something people remember, return to, and recommend.
If you're ready to reimagine what your brand could be, I’d love to help you shape it.
