Queensmith Loves | SMUG

Nestled away in Islington’s Camden Passage, SMUG is London’s go-to for all things sweet and small. From loveable trinkets to interior accessories, each piece created and curated by founder Lizzie Evans is design-conscious, through and through.

Busy Lizzie

Having worked in design roles for 10 years, Lizzie decided to launch the design-led lifestyle store in 2009, in the heart of what is fast becoming known as Islington Design District. The creative entrepreneur has proved her prowess with a range of contemporary prints and patterns, to produce collections exclusive to the SMUG store. In between designing products, sourcing and running the shop, Lizzie hosts the highly rated podcast ‘How To Curate Your Life’, discussing with guests the secret of work-life balance for today’s entrepreneurs and creatives. SMUG is a labour of Lizzie’s love, as TimeOut say, the boutique is filled with ‘all her favourite things’ - and we don’t blame her.




We Feel Smug

The store celebrates contemporary shapes and the occasional bold colour through each beautifully designed product, from stationery and kitchen accessories to tote bags and ceramics: you won’t want to shop for gifts anywhere else after a trip to SMUG. The majority of products are minimalist and work to a neutral palette: clean and striking accessories for any contemporary interior, with a splash of fun via such whimsical products as the Pink Toucan Coinbank and Pineapple Cushion. The fun continues into the weekends, when a cafe opens downstairs for shoppers to unwind with a coffee, and workshops are frequently held exploring interiors, creativity and design. We’d love to try out the London Terrariums workshop, where guests create their own ecosystem of succulents and miniature plants in a little glass bottle - cute!

Important Info 

The opening times of SMUG change throughout the week, so make sure to double check when you can drop in, otherwise enjoy exploring all they have to offer on their online shop. And don't forget about the weekend cafe!

13 Camden Passage, London N1 8EA


020 7354 0253

GuidesSam Nobes