Dar Leone: North London’s African-inspired treasure trove
Nestled in Islington’s Cross Street amongst a thriving community of other small, independent businesses, you’ll find Dar Leone, a veritable treasure trove of unique, African-inspired homeware, textiles, jewellery, objets d’art and accessories.
Founded in 2015 by Sierra Leonean-American designer Isatu Funna, the luxury homeware and jewellery brand was inspired by memories of her West African childhood in Freetown, as well as her travels around the globe.
You’ll find a wealth of unique, African-influenced delights inside, from ancient Nomoli soapstone figures to hand-woven Ghanaian baskets, beaded Cameroonian stools and a wide range of vibrant-coloured textiles. Dar Leone reimagines traditional West African designs alongside global influences to create colourful, distinctive products ranging from jewellery, objets d’art and lampshades to furniture, cushions and wallpaper.
Isatu’s inspiration to start the brand came when setting up a new home in London. After she couldn’t find the West African designs she remembered from her childhood, she decided it was time to create her own, but with an original vision that blends old and new. “When I started decorating my own home, I wanted to see a representation of my cultural heritage,” Isatu explains. “Our designs are not what you’d typically find with West African print. I’ve tried to harken back to my vision of older, traditional West African textiles.”
With both its bricks-and-mortar retail and online businesses thriving, Dar Leone has gone from strength to strength since 2015. It now boasts a stylish, larger shop that opened three years ago, a beautifully designed website and social media channels, more collections, more styles and more customers. Thanks to Isatu’s savvy marketing and design flair, Dar Leone regularly features in prestigious publications like Homes & Gardens, Livingetc and the national press.
Dar Leone has accepted American Express since the business started and recommends that other small businesses do the same, for lots of reasons. “We owe it to customers to offer every payment option,” she says. “Plus, the average Amex Cardmember spends a bit more. They tend to be sophisticated, pretty cosmopolitan and well-travelled.”
Dar Leone and Shop Small – a perfect fit
Isatu is delighted that Dar Leone is part of this winter’s American Express Shop Small campaign from 3 December to 12 December, and is expecting a jump in sales from customers keen to take advantage of the ‘spend £15, get £5 back’ offer (for up to five times).
“We see a 15% increase in sales during Shop Small because it incentivises people to come into the store,” she explains. “It’s like getting free money back.” The timing of the campaign is important too, just as holiday
season shopping begins in earnest: “Christmas is when people are heading out to buy gifts, so it’s the perfect time.”
But that’s not the only benefit. The campaign also helps put Dar Leone on the map, literally. The Shop Small Map makes it easy for American Express Cardmembers ® to discover and support small businesses in
their local area who are participating in the Offer.
Why not inject some colour into your life by visiting Dar Leone at 42 Cross Street, London N1 2BA or browsing the Dar Leone website.
Interested in accepting American Express in your small business or want to learn more about the benefits of accepting our Cards? Find out more.
