Culture in Norwich: Atwin

Culture in Norwich: Atwin

Norwich is a city known for its myriad of amazing independents, not least the ones that celebrate other local makers and creatives.

And Atwin does just that. Found in the Norwich Lanes, this thoughtfully curated lifestyle store is home to handcrafted fashion, accessories, beauty and homeware made in Norfolk and the UK (including their own Atwin the Label)!

At the welcoming store’s heart is slow living, longevity, sustainability and natural fibres that feel both accessible and stylish. These are pieces you’ll treasure for years to come.

Following a move into their new space, here we speak to founder Bonnie Doonan (and the face behind sister jewellery brand Studio Adorn) about Atwin’s ethos.

Image: VisitNorwich

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For those of us unfamiliar with Atwin, tell us a little about your thoughtfully curated store.

Atwin is a space built around considered living and community.

We bring together thoughtfully chosen clothing, accessories, lifestyle pieces and self-care products, with a real emphasis on independent brands, conscious consumption and the people behind the products.

More than just a shop, we hope Atwin feels like a little community hub where people can connect, share ideas and find inspiration for living more consciously. The word Atwin comes from old Norfolk dialect for ‘Between,’ which is exactly what we want the shop to represent.

You’ve recently moved into a new space in the Norwich Lanes. Why did you choose to stay on Bridewell Alley?

I’ve always loved Bridewell Alley; it’s such a special part of the Lanes and has so much character. There are so many wonderful independents and a real sense of community.

We looked at spaces all over the city and were very lucky that the space just two doors down became available at the exact right time – it felt like fate! It also made moving a whole lot easier!

Alongside British brands like The Gather and TBCO, Atwin stocks a wonderful selection of Norwich- and Norfolk-based fashion, lifestyle and self-care brands. Why is it important for you to showcase and support local creatives?

Supporting local creatives is at the heart of what we do. There’s so much talent in Norwich and Norfolk, and I think it’s important that people have opportunities to discover and support the brilliant businesses right on their doorstep.

When you buy from an independent maker, you’re often supporting someone’s passion, livelihood and years of hard work, rather than simply buying a product. There’s also something really meaningful about knowing the story behind what you’re purchasing and being able to connect with the person who made it.

By bringing local brands into Atwin, we can introduce them to new audiences, celebrate their creativity and help strengthen the independent business community. I love the idea that customers can discover something made just down the road alongside a brand from elsewhere in the UK, and that both have a place in the same space.

Are there any names we should look out for in-store?

Obviously, my own brand, Studio Adorn has to have a mention! I started my jewellery brand 10 years ago and have loved being able to merge my two businesses together in the new space.

Sally Nencini is another Norwich native whose seasonal knits, including her infamous beanies and triangle scarves, fly off the shelves at this time of year.

We love discovering new makers and we’re always looking for exciting independent brands that share our values, particularly those doing things a little differently and putting thought into how their products are made.

You stock your own Atwin the Label too. What do you prioritise when designing and creating your clothing?

With Atwin the Label, I want to create pieces that people genuinely want to wear and return to time and time again. I think about versatility, comfort, quality and longevity. Questions I ask myself are: ‘Can I style this multiple ways?’ and ‘Can I wear this in more than one season?’.

It’s about clothing that works with what you already own, rather than something that feels relevant for just one season. I’m drawn to timeless silhouettes and considered details.

Ultimately, I want Atwin the Label to encourage people to buy less impulsively and build a wardrobe that feels considered and intentional.

And it’s not just womenswear. Is there more demand for consciously crafted unisex and menswear pieces?

There are so many great menswear stores in Norwich, and I think we are so known for our womenswear. And being a team of all women, it’s harder for us to style pieces for socials!

Menswear is definitely something we would love to push further but at the moment our focus is mainly on womenswear, which is what works best for us.

You’re also known for holding workshops and clothes swaps. Do you have anything exciting on the horizon?

We do! We have a series of ring making workshops lined up. Our pre-Christmas ones are sold out but there’s space available on our New Year dates. If you fancy trying your hand at silver jewellery making (no experience necessary!), head over to the Studio Adorn website to book.

Our flea markets were so much fun and a great way to promote circular fashion and sustainable shopping. While we don’t have the space in our new store to host them, we are looking at other ways to facilitate them in the future!

Finally, what are your tips for consuming more consciously? Where should we start?

I’d start by looking at what you already own. Spend some time getting to know your wardrobe again, rediscovering pieces you love and thinking about what you actually wear. Before buying something new, ask yourself whether you genuinely need it, whether it works with what you already have and whether you can see yourself wearing it for years to come.

When you do shop, look for quality, versatility and transparency. Explore independent brands, support local makers where you can, and take an interest in how things are made. Shopping second-hand, swapping clothes with friends, repairing items and learning to care for your clothing properly are all simple ways to extend the life of what you own.

Shop in-store at Atwin on Norwich’s Bridewell Alley. The shop is open daily, from 10am – 4pm, Monday – Saturday and 11am – 3pm, Sunday. Or head to their website to shop online.