THE AUSTRALIAN CONCEPT STORE STEALING HEARTS IN NOTTING HILL
We meet the two friends behind the hugely popular new concept store The Dayrooms on Westbourne Grove
You know that urge you might get to skip along the beach with the wind in your hair and the white sand between your toes? Having met in London three years ago, Aytan Mehdiyeva and Zumrud Mammadova decided that it was time something fresh came to Westbourne Grove, and that this urge was something that should be encapsulated.
Mammadova grew up in a family of business owners, has always been business minded and knew she would set up her own company. Mehdiyeva brought the fashion background to the table, so together they made a perfect team for their business proposition.
‘I graduated from Central Saint Martins doing Textiles Design in 2016,’ says Mehdiyeva. ‘I always had an interest in fashion and fabrics, and felt Australian designs were very unique to London.’
Mammadova especially was taken by the way in which the culture really shines through in the choices of fashion in Australia. ‘I did a trip to Bali and Australia around the same time,’ she says.
‘I found that everything about the Aussie culture really stood out and was reflected in their fashion styles.’
The main ethos of The Dayrooms, then, is to bring that Aussie way of life and the trends such as the cool independent boutiques and laid-back lifestyle over to London.
‘We want the visitors to come in and remember the store, and to make it more of an experience,’ explains Mehdiyeva. ‘The allure of Australian life was imprinted on us, and we want to bring that here. The design of the shop, plus the attitude we have, mirrors that of the Australians.’
So what made them choose Notting Hill as the best location for this concept? There is a laid-back vibe in the village feel of W11 after all, but it’s not quite Sydney. ‘It’s so cool and trendy here, but not pretentious at all,’ says Mammadova.
‘Everyone’s so friendly and they have been so welcoming to us in the area – it’s a great community. We chose it because women here are fashion conscious, but they want unique buys and not something that they’ve seen worn on everyone else.’
We chose Notting Hill because women here are fashion conscious, but they want unique buys and not something that they’ve seen worn on everyone else
The girls don’t want to stop at The Dayrooms simply being a shop either, and they are planning events that will let customers feel the essence of Australia, bring them together and impact their experience. They are realistic in their dreams too.
‘We want to get to know our customers better,’ explains Mehdiyeva. ‘This will affect what brands we stock and that’s why we value feedback and think in store events will help with this.’
But it doesn’t mean they don’t dream. ‘I don’t want to give too much away,’ smiles Mammadova. ‘But a few hints would be LA collaborations, yoga, coffee and flowers… I’ve said too much already!’ These two are at the heart of the craft here, and I can imagine it being here in years to come. The Aussie essence in the store is catching and I leave feeling relaxed and energised.
237 Westbourne Grove W11 2SB; 020 7205 4605; thedayrooms.com