November 24, 2020

A Day in the Life takes you into the everyday of local creatives and business owners as they show you the best of their city.

Founder of A New Tribe, Ella Jones, lives in Walthamstow, London. She let us in on what she’s missing most from pre-COVID: “Being able to hug people, chat with customers in the shop without a mask, and going out with friends in larger groups.” Now that she’s in London for the foreseeable future, we caught up with Ella regarding A New Tribe, her recent collaboration with KANA London, and her everyday locales and favourite spots in the city.

A New Tribe Backstory.

A New Tribe offers a curated selection of beautiful interior objects and textiles sourced from independent designers and small brands from around the world. Ella wanted to offer something different in London - to source brands that are harder to find in the city and that have an eclectic feel. The ultimate goal was to bring the essence of travel to the shop. Every object has been carefully considered and is loved - not only for its beauty, but also for the ethos and care that has gone into each item and brand that they stock. A New Tribe’s offering includes unique products from Morocco, Japan, India, the UK and the USA - either hand-made or small batch production. A New Tribe is also home to 'The Rug Trade', with an extensive selection of Boucherouite, Azilal, and Beni Ourain Moroccan Rugs, including rare vintage finds and newly designed rugs hand-made using the traditional techniques in Morocco.

Collaboration with KANA London

In late October, Ella launched a collaboration with @kanalondon. KANA London artist, Ana Kerin, created bespoke ceramic pairings for six rugs carried by A New Tribe. You can find all of the designs and details on A New Tribe’s IG.

Read more about Ella’s day below or skip to her itinerary