New gift shop in Norwich is a little treasure trove

Owner Paige Mitchell in her shop Elm, in Norwich (Photo: Paige Mitchell)

Owner Paige Mitchell in her shop Elm, in Norwich (Photo: Paige Mitchell) - Credit: Archant

A local entrepreneur has used her personal savings to open an independent gifts and lifestyle shop in the Norwich lanes as part of a 'now or never' business venture.

Elm is located on Dove Street, Norwich (Photo: Paige Mitchell)

Elm is located on Dove Street, Norwich (Photo: Paige Mitchell) - Credit: Archant

Paige Mitchell, 23, officially opened Elm on Dove Street late last month and hasn't looked back.

The kooky gift shop boasts a wide stock-list with products ranging from greetings cards and stationary to ceramics and soft furnishings.

All items in store have been expertly sourced from local makers and craftspeople in various European countries and are meticulously selected for their contemporary, unique and quality designs.

Greetings card and stationary can be found in Elm (Photo: Paige Mitchell)

Greetings card and stationary can be found in Elm (Photo: Paige Mitchell) - Credit: Archant

Paige is adamant that anything shoppers find in Elm cannot be found anywhere else in Norwich as she regularly deals with the independent suppliers directly.


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Paige used her personal savings to open the store and credits her life-long entrepreneurial spirit as being able to achieve her dream at such a young age.

'I have always had an entrepreneurial spark and took part in all of the sales based activities in school,' she said.

Paige creates all the ceramics in Elm in her studio above the shop (Photo: Paige Mitchell)

Paige creates all the ceramics in Elm in her studio above the shop (Photo: Paige Mitchell) - Credit: Archant

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At a time when many young people have to turn to the unstable and daunting prospect of large loans, Paige has recognised the importance of saving.

She continued: 'I think taking a loan would have always been a struggle for me to get past, with the worry that I maybe wouldn't be able to pay it back one month or I would end up getting myself into large amounts of debt.

'Having money to start the business off my own back has meant that I don't have that worry [about a loan] which is a bonus in this economic climate,' she added.

Some of the products on display in Elm (Photo: Paige Mitchell)

Some of the products on display in Elm (Photo: Paige Mitchell) - Credit: Archant

Elm is also home to Paige's personal pottery studio which is situated upstairs. It is here Paige creates all the store's ceramics and where she hopes to run pottery workshops in future.

For a glimpse at what Elm sells, check out their Instagram page here.

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