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The talented locals behind The Indie Store – part one!

As we gingerly step back into the real world, it's more important than ever to support local. In the first of a two-parter, we find out a bit more about the brilliance behind our Indie Store businesses.


Jo Dennis fell in love with fashion as a Saturday girl at InGear Hungerford in the 1970s. She opened Jojo Boutique in Cuckfield 12 years ago and since then has amassed a loyal following, both local and as far-flung as across Europe, Australia and New Zealand. Her philosophy is that fashion isn’t just about looking good, it’s about feeling good about yourself, boosting mental wellbeing and overall attitude to life. She’s discerning about the brands Jojo stocks – they have to look amazing, fit brilliantly, be high quality and have strong sustainability and social responsibility credentials. This is something Jo embodies herself too, through Jojo she’s raised money for heaps of local causes including breast cancer awareness, local schools and churches, anti-bullying campaigns and local charities like domestic abuse charity RISE in Brighton.



The lovely Lucy designs and makes the entire Unmentionables collection from her studio in Brighton. She rekindled her love of sewing in 2013 after university and began making bralettes and festival wear, or ‘anything I could show off whilst running round a field or nightclub.’ Our kind of girl! Today Unmentionables comprises beautiful and comfortable loungewear as well as more risque and erotic pieces in small collections or made bespoke to order. Each range is released only when inspiration strikes, and production is sustainable and as plastic-free as possible. The result is something timeless and fun that you’ll love wearing forever.



Founder Charlotte graduated from the University of Brighton with a degree in illustration and brings her quirky, playful and confident style to her range of courses and workshops from candle-making and festive decorations to nipple tassels, as well as goodies, gifts and cute stationery. As well as at her own online store, Charlotte’s designs are stocked at more than 20 retailers including indies across Brighton. Her classes and workshops are now available online. She’s inspired by travel, people and places from around the world and has lived in London, New York and France.



Founder Karin describes the ‘stuff’ she sells at her Midhurst boutique as ‘the stuff of life’. It’s all inspired by her love of modern design, vintage, boho and all things Dutch, and the curation is very much ‘stuff I love to wear, give and live with’. She opened the boutique in 2016 after two years renovating a rundown listed building and has created a beautiful space packed with fashion, interiors and homewares for all lovers of shopping – so that’s us, then!



Artist, printmaker and designer Sue has one heck of an inspiring view – her back window looks out onto the Jack and Jill windmills at Clayton. As you can imagine, the landscape of the South Downs, nature and the seasons all influence her work and her award-nominated ‘Downs View’ print has been exhibited at London’s Mall Galleries. You might recognise her style given that her textile designs have been used by IKEA, Pottery Barn and TK Maxx. You can also buy her cards at various National Trust properties. She lives in Hassocks and loves Sussex – as do we, Sue!



Here at Muddy we love the innovative Lip Lap – such a fabulous idea. Courtney and Kimberley have created an absolute haven for lovers of colour and bespoke makeup, and the sustainability and cruelty-free creds are the icing on the cake. Following a consultation, your very own shade of lipstick, lipgloss or foundation will be mixed for you – you can even choose the packaging and add a flavour if you like! Pink champagne, anyone? We thought so.



Potter Claire fell in love with ceramics whilst living in the USA with her family when she was invited to try a small class. Ten years later, she and her family are settled here in the South Downs and she works from a garden studio in the beautiful Sussex countryside. Her handmade pieces are all designed to be beautiful and functional, and she produces in small quantities. Her aim is to bring pleasure to life’s everyday rituals – as she says, ‘somehow drinking coffee from a handmade cup is that little bit more special.’



The Float Spa came about after founder Camille took solace in floating as a therapy to manage symptoms of PTSD. Juggling a seriously ill child (who fully recovered thankfully) plus a stressful job had taken its toll, and the experience of floating impressed her so much she decided to open her own spa. As well as therapies including floating, yoga and life coaching she’s also created a range of products to boost wellbeing, including Epsom salts, bath bombs and eco water bottles.


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