Shop Small Saturday: Aida

Take a tour of Shoreditch-based Aida, the family run boutique bringing contemporary cool and a little community spirit to East London.

Welcome to Shop Small Saturday, a weekly feature where we celebrate our community of independent boutiques, from Bath to Berlin.

Situated in the heart of the hustle and bustle that is Shoreditch in London, is family run boutique Aida.

Aida was set up with the intention of embodying family values, friendship and a strong sense of community. “Our parents had been in retail for over 20 years when my sisters and I joined the company,” co-founder Helena explains “At the time, Aida was a run down industrial warehouse, and Shoreditch was a far cry from what it is today. We named the store after our nan because we wanted that vision to filter through every element of the store.”

Housing a mix of contemporary fashion favourites such as Bellerose, Veja and Rains alongside modern lifestyle labels like Aery, Earl of East and Steamery, Aida’s curation provides a contemporary cool while staying accessible and grounded in their community. “We listen to our customers - what they like, what they want to see more of. Other than that we always keep our eyes open for anything new that inspires us.”

To celebrate Aida’s 10th birthday, we caught up with Helena to chat about a changing East London, and brands with a conscience.

“Shoreditch doesn't really wake up until around 11am so we open up then. We are on Shoreditch High Street surrounded by lots of other amazing indies. One of our favourites is our friends at Earl of East on Redchurch Street. If you haven't visited them you absolutely must. Paul and Niko are incredible, 2 of the most talented people you will meet. We also love Luna and Curious on Calvert Avenue, I never leave that store empty handed. 

I love getting out and wandering around East London. Sometimes work is so busy it feels like there's no time, but actually it's so important to do and I always come back feeling re-energised. Shoreditch is always full of energy.”

“At Aida we’re pretty chilled, the atmosphere is friendly, the staff are laid-back but attentive. You'll be greeted as you enter, our skilled barista will be ready to take your coffee order, and the rails will be fully stocked, brimming with newness.

We always look for brands with a conscience when stocking the shop; those that consider their environmental and social impact on the world. We also look for brands whose products are unique and built to last - beautiful, considered designs that people can enjoy for years to come.”

“I love our homeware brand Gone Rural. The brand was born with the aim to empower women in the most remote areas of Eswatini, using creativity and traditional handweaving artisan skills to ignite social change and provide a sustainable source of income to an incredible community of women. The products are beautiful, special pieces: placemats, baskets, coasters and trivets. I have them in my home and use them daily. 

Our other favourites in store include Kings of Indigo and Thinking MU. Both brands produce with such conscience and complete transparency, using natural materials and sustainable production methods, advocating for much slower, more mindful consumption.”

“We love holding events in store too, it's one of the things we missed the most over the pandemic. The biggest event on our calendar this year is AIDA's 10 year birthday which is coming up in September. We have some exciting things in the pipeline including product giveaways and late night shopping events later in the month.”

Shop Aida now on Trouva or follow them on Instagram. Trusted Site