I’ve always dreamt of one day owning a shop. A cafe, a bookshop, selling homemade jam from a stall in my retirement; I wasn’t quite sure what this shop was going to be, but I knew it would happen some way, some how. Was this just the common desire to have a place of one’s own? Possibly, but then again, I have spent so much of my life in shops, that maybe that had something to do with it too…

I’ve always followed the philosophy that success comes from doing what you love and so, heavily supported by my family and friends, that lead me to a career in graphic design. When not drawing up magazine layouts or planning marketing campaigns, I was pursuing my love of fashion and listening to the music of my parents’ and grandparents’ generations.

I’m truly passionate about vintage clothing, and am on a mission to get more people donning the fashions of the previous decades. Like most young girls, I felt the pressure of “body perfection” throughout all of my teenage years. When I discovered vintage clothing in my late teens, I started to realise that style wasn’t about fitting into the fashion rules dictated by those around me, but instead creating tailor-made rules all for myself.

Finding an item that’s well-made, unique and has lived its own life sets the butterflies in my stomach fluttering. When I see a wiggle skirt or 70s maxi, I can’t help but imagine the parties it’s danced at or the rainstorms it’s been caught in; who knows, it may even have ended up on someone’s bedroom floor…

Although nostalgic pieces are slowly coming back into favour, many sellers hike up the price, simply because the items are old. This is not the kind of shopping I enjoy, and therefore not the type that will be promoted on my website. Vintage can be worn everyday, and I hope that Viva Soul London, through its reasonable pricing and well-thought-out selection, can make that a possibility for anyone.

So here I am, living and loving the dream. It’s taken months of online bids, thrift shop rummages and endless advice from my wide collection of expert connections, but we got there.

Let’s share the love and spread the Viva Soul ethos far and wide!

Lydia, Founder of Viva Soul London