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My Shop London: creative director Oliver Proudlock on his go-to independent brands

As part of our second Shop London campaign, we asked some of our favourite Londoners which independent brands they can’t enough of

Courtesy of Oliver Proudlock
13 April 2021
Shop London

Since making his debut appearance on BAFTA-winning reality show Made in Chelsea in 2011, Oliver Proudlock has made his name as a West London devotee.

After leaving in its tenth series, Proudlock went on to establish his men’s jewellery brand Serge DeNimes, which specialises in boy bling crafted from premium sterling silver. But it’s not all work, work, work for the designer. He recently revealed that he married his long-term girlfriend Emma-Lou last year in a low-key and Covid-compliant affair.

But is it all West London for the Eton alum? Where else in London does he love? We caught up with him to chat all things shopping small and keeping it local.

Which part of London do you call home?

Home is West London.

What are your go-to independent business in your neighbourhood?

Hagen is my favourite coffee spot, the River Cafe is my favourite Italian restaurant and HG Walter is the best butchers.

Which independent brands will you be buying from this summer?

I am really looking forward to shopping in an actual stores, online shopping is great but it’s so much better seeing in person. Very excited to pay a visit to British brands like Christopher Raeburn and Oliver Spencer to name a few.

What’s the best gift you’ve ever given or received?

That’s hard to think of the absolute best gift I have ever received but if I had to pick I would say my vintage AP watch from my wife, Emma-Lou. In terms of the best gift I have ever given, not sure if this counts, but I would say the engagement ring I designed for my wife. A big gift with an even bigger meaning.

What’s the most London thing you’ve ever done?

An open top bus city tour.

How do you treat yourself?

A massage either at home or somewhere local.

What’re your favourite London hotspots that you’ll be returning to ASAP?

I will be heading to The Ivy Chelsea for a dinner in the garden, River Cafe for a long lunch eating delicious Italian food, Bob Bob Ricard for a special date night with my wife and Borough Market for a day out tasting some of London’s best food market stalls. As you can probably tell I am obsessed with food, I have it all planned out!

I also can’t wait to get back to Carnaby Street, a melting pot of my favourite brands. I am opening a pop-up there in mid May for my jewellery brand Serge DeNimes, which will make it even more special.

Best kept London secret?

A secret beach in Wapping, down Pelican Lane. My wife and I are about to launch a Rosé wine with two close friends of ours and since we couldn’t get to France, we shot images on the beach there!

What do you love most of the London shopping scene?

I love that there is something for everyone. Diversity is the key to making London’s shopping scene so great.

What lessons will you take from lockdown into normal life?

Be grateful for everything, take nothing for granted.