In the vibrant world of bespoke children’s furniture, one company stands out for its unique blend of imagination, craftsmanship, and social purpose: London Square. Specializing in characterful, individual children’s wardrobes, each piece is a testament to meticulous handcrafting and painting. We recently had the pleasure of speaking with owner Hilary Green, the visionary behind London Square, to delve into her inspiring journey from a personal quest for nursery furniture to establishing a thriving business with a heart.
The Genesis of Imagination: A Mother’s Quest for Perfect Nursery Furniture
Every great idea often springs from a moment of personal need, and for Hilary Green, the inspiration behind London Square was deeply rooted in her own experience as a new mother. “The journey began when I couldn’t find anything suitable for my son, Aiden,” Hilary explains. “I desperately needed practical storage for his room, but I also craved something full of colour, with a playful, fantasy feel that would truly transform his nursery into a magical space.”
Despite not having a professional design background, Hilary’s vision was clear. She envisioned large, imaginative playhouses that would ingeniously double as wardrobes. Her deep affection for London’s residential terraces sparked the core idea. “I always loved the distinct style of London’s architecture,” she shares. “It felt most relevant and personal to our family to reproduce the charm of houses from two of my favourite local North London squares, transforming them into Aiden’s wardrobes.” This unique concept laid the foundation for what would become London Square’s signature aesthetic.
Design Philosophy: Bringing London’s Architectural Charm Indoors
Hilary’s design approach is a harmonious blend of simplicity and vibrant imagination. “The designs themselves are quite basic, which allowed for an easy simplification of the squares I chose,” Hilary modestly states, crediting the original architects for their timeless structures. “I wanted wardrobes that felt like oversized toys, bursting with colours reminiscent of a fresh box of crayons – as much fun as a wardrobe could possibly be.”
To achieve this precise balance of playfulness and structure, Hilary meticulously drew each design on graph paper, where every 5cm x 5cm square represented a segment of the wardrobe. This method imparted a beautiful symmetry and clarity to the designs. A key aesthetic choice was the consistent use of white for window and roof details. This not only pays homage to the original architectural details but also provides a striking contrast against the bright, bold colours of the wardrobes, making each hue truly “pop” and captivating the eye.
From Concept to Craftsmanship: The Evolution of a London Square Wardrobe
The journey from initial sketch to tangible furniture involved significant learning and collaboration. For Aiden’s first set of wardrobes, Hilary enlisted the help of a professional carpenter friend, who skillfully installed them into the nursery – a permanent fixture, as Hilary fondly notes! However, for London Square to become a viable business, a more scalable and transportable solution was needed.
“When I revisited the designs for London Square, I had to figure out a way for them to be flat-packed and transported more easily,” she explains. This critical step was made possible with the expertise of a highly experienced tradesman who now handles all the construction for London Square. Hilary recalls a humorous, yet insightful, attempt to tackle the finishing process herself: “I once transformed a room in my house into a temporary studio and attempted (and failed!) to prime and paint the wood for a set of wardrobes. That experience gave me a much greater appreciation for the immense skill and experience required to produce truly high-quality finishes!” This hands-on learning reinforced her commitment to professional craftsmanship, ensuring every London Square wardrobe meets exacting standards.
Recognizing a Niche: The Birth of a Bespoke Furniture Business
The realization that Aiden’s wardrobes held broader market appeal dawned quickly after his arrival in August 2018. “In the early weeks, friends came over to visit Aiden’s nursery, and their enthusiastic feedback about the wardrobes was overwhelming,” Hilary recounts. “It became obvious that I should offer them more widely for sale.” This organic response validated her initial concept, proving that her unique designs filled a genuine gap in the market for distinctive, high-quality children’s furniture. “People often say that the best ideas come from necessity, and that’s precisely what happened in my case,” Hilary reflects. “I certainly didn’t start with the intention of launching a business.” It was this undeniable demand, fueled by passion and ingenuity, that paved the way for London Square.
London Square: More Than Just Furniture – A Social Enterprise with a Purpose
While London Square as a formal company was only about two months old at the time of our interview, Hilary’s dedication to quality and purpose has been evident from the start. “London Square is my youngest baby!” she quips. “Aiden is nine months old, and London Square is about two months old. It’s truly early days.” Her initial focus was on perfecting the children’s wardrobe designs and finishes, collaborating closely with skilled tradesmen to ensure impeccable standards. “My standards for the London Square wardrobes are actually much higher than they were for the first set I had made for Aiden,” she admits with a wink, “but don’t tell him!”
A pivotal moment in the company’s evolution was the establishment of a charitable partnership. “Once I’d found my charitable partner, The Childhood Trust, and committed a portion of our profits to them to help improve the lives of children living in poverty, London Square truly took on a profound sense of social responsibility and consequence,” Hilary explains. “I’d probably say that commitment was the real starting point for the business, imbuing it with a purpose beyond just creating beautiful furniture.” This deep-seated commitment to making a positive impact sets London Square apart, making every purchase a contribution to a brighter future for children in need.
The Art of Creation: Meticulous Craftsmanship Behind Every Piece
Creating a London Square wardrobe is a labor of love, demanding precision and patience. The journey begins with the careful cutting of the wood, a process that typically spans about two days. “The doors are particularly time-consuming,” Hilary notes, “as the windows need to be cut out with great accuracy, and the roof detail on the De Beauvoir style, in particular, is quite tricky.” The small, intricate white window and roof details also require meticulous attention, adding to the crafting time.
However, it is the priming and painting that truly defines the extensive handcrafting process. “Each individual piece, including all the intricate roof and window details, needs to be fully primed and then painted no less than three times,” Hilary emphasizes. This multi-layered approach is essential to achieve the vibrant, deep colours and the exceptionally high-quality finish that London Square is renowned for. Following the paint, a light varnish is applied, ensuring the wardrobes are not only beautiful but also hard-wearing and easy to clean, designed to withstand the rigours of a child’s room for years to come. This intensive, multi-stage process underscores the bespoke quality and enduring value built into every London Square wardrobe, truly making each piece a work of art.
Vision for the Future: Expanding the London Square Universe
With such a unique and beloved concept, it’s no surprise that Hilary’s mind is constantly buzzing with new ideas. “I’m ALWAYS thinking about this!” she exclaims. While the possibilities seem endless – from castles and cottages to grand manor houses – Hilary is focused on strategic growth. “I’d really like to explore creating some smaller, complementary pieces that could fit inside the wardrobes or stand beautifully on their own, like charming storage boxes for clothes and toys, perhaps in the image of mews houses.” However, for the foreseeable future, the core focus remains firmly on perfecting and expanding the distinctive range of bespoke children’s wardrobes, ensuring each new design upholds London Square’s commitment to quality and imaginative design.
Customer Resonance: The Enduring Appeal of Bespoke Design
The feedback for London Square has been overwhelmingly positive, highlighting several key aspects that truly resonate with parents. “People seem to genuinely love the colours and the fact that these wardrobes offer such a fun and interesting alternative to standard nursery furniture,” Hilary shares. In a market often saturated with generic options, London Square’s designs provide a breath of fresh air, injecting personality and playfulness into children’s spaces.
Beyond aesthetics, customers deeply appreciate the longevity and adaptability of these pieces. “People also value that these are pieces designed to evolve with your children, intended to be used for years and years,” Hilary explains. This focus on enduring quality stands in stark contrast to the prevalent trend of disposable furniture. “So much of what is available to buy these days is disposable and not intended for long-term use, but I believe there’s a growing movement away from that, and I certainly hope so.” London Square offers an investment in quality, sustainability, and lasting charm, providing furniture that becomes a cherished part of a family’s home for generations.
Balancing Act: The Entrepreneurial Journey and Motherhood
Launching and running a bespoke furniture business while raising a young child presents a unique set of challenges, as Hilary candidly shares. “For me, the hardest bit has been remembering to pace myself,” she admits. “There’s only so much I can get done in a day, especially with a baby who takes priority.” Coming from a demanding career in sales and marketing, Hilary initially approached London Square with the same high expectations and relentless drive she applied to her former corporate roles. “I’ve since had to significantly adjust those expectations to align with what’s realistic now that I’m a mother. I’m still constantly reminding myself of that and actively striving to find a balance.”
Despite the hurdles, the rewards are immense. The joy of creating unique, meaningful products, seeing customers’ delight, and contributing to a worthy cause like The Childhood Trust provides immeasurable satisfaction. If she could offer advice to her former self before embarking on this entrepreneurial journey, Hilary would emphasize the importance of self-compassion and setting realistic goals. “Motherhood and running a startup business is all about balance,” she reflects thoughtfully. “I’m told it can be achieved, and I’m dedicated to finding that sweet spot.” Her journey is an inspiring testament to the power of passion, adaptability, and the unwavering dedication of a mother building a dream.
London Square wardrobes are priced at £1,200 each, reflecting their bespoke craftsmanship and enduring quality. To discover more about these enchanting and unique children’s wardrobes, or to explore how they can bring character and charm to your child’s room, visit www.londonsquare.co.