Saturday 21st September 10.30am – 12.30pm


Upstairs at SMUG



Ready to take the time to reflect on where you’re really at in your creative career? Wanting to get real about where you want to be in 3, 6, 9 months? We’ll work on prioritising our individual key values and look to the future, setting goals and intentions for the last few months of 2019. You’ll leave the workshop with plans to celebrate weekly wins, new habits to nurture and of course short and long term goals set for 2019 and beyond.

The workshop will take place upstairs at SMUG, 13 Camden Passage, Islington, N1

All materials and tools will be provided.


SIDE-HUSTLE ROUTE MAP with Josephine Brooks

Saturday 28th September 10.30am – 5.30pm

Upstairs at SMUG

Early Bird £110

Regular £125


This one-day workshop gives you the head space and time to get clarity on what you want your lifestyle and business to look like and then make a route map to help you get there. Not only that but you’ll also share ideas with like-minded side-hustlers who really ‘get it’ and fill up on inspiration. 

By the end of the day you’ll have your side-hustle route map and feel ready to adjust your sails and leave the harbour.

The workshop will take place upstairs at SMUG, 13 Camden Passage, Islington, N1

All materials and tools will be provided.



Friday 18th October, 11.30am – 2.00pm

Upstairs at SMUG



Learn how Pinterest can drive traffic to your website, generate sales and work with Instagram to be your marketing secret weapon!

Pinterest is no longer just a platform to make travel wish lists and save decorating ideas. For independent shops, designers and makers selling online, It's a visual marketing platform and selling channels. With a little strategy implementation (and no pressure to like and comment) Pinterest encourages people to buy and seriously drive sales.

The workshop will take place upstairs at SMUG, 13 Camden Passage, Islington, N1


Saturday 19th October, 2pm – 3.30pm

Upstairs at SMUG



Join SMUG founder Lizzie as well as other like-minded creatives as we share together in person our musings, take-aways and insights on the Curate Your Life Book Club Book of choice. Usually non fiction and focussed on self development, business, creative and personal growth. The CYL Book Club is a safe space to enjoy the company and stories of others on similar journeys of self and creative development as we navigate together how we best curate our lives.

Book Club Book of the Summer - Your Dream Life Starts Here by Kristina Karlsson

The Book Club will take place upstairs at SMUG, 13 Camden Passage, Islington, N1

Tea and cake provided.

August 2019


Planners and bullet journalling are sweeping Instagram. But can you ‘diarise’ your way to happiness, asks Kate Wills?

Mollie Makes
May 2018

Collected and curated

When you want to embrace that tropical vibe but you're commited to the pastel aesthetic, a pink toucan coinbank is really the only logical way to go.

Pink Toucan Coinbank, £58, &Klevering

House Beautiful
April 2018


Gather friends and family around an Easter table inspired by the teal and rose-pink hues on this month's cover
Bottom Lines Plate, £39, Lenneke Wispelwey 
Pink Splatter Rectangle Cushion, £55, Lizzie for SMUG

Red Magazine
October 2017


Dark woods, bright colours, geometric prints; this season the '60s are swinging again.


Jamie Magazine 
June 2017


We're celebrating British-made, with charming homewares and delectable delights from UK producers. Jolly good show!

A stylish way to bring greenery into small spaces. Hanging planter, £15, ifeelsmug.com

91 Magazine
May 2017


Tea Bag Dish, £15, Lenneke Wispelwey
Brass Ruler, £15, Midori 
Black Scissors, £9, HAY
Brass Number Clips, £15, Midori
Charcoal Notepad, £12, 
Floral Sand Notebook, £7.50, Kartotek
Neon Pink Plant Pot XS, £3.50, Serax

Stylist - Laura Sawyer
Photographer - Richard Clatworthy

Pastel Power 
April 2016

This subtle shade packs a punch when used en masse, as seen at London restaurant The Gallery at Sketch, which features blocks of blush pink, golden trims and walls tiled with artist David Shrigley.

Stars & Stripes Cup, £29, Lenneke Wispelwey

Tick all the trend boxes by combining the two colours and anchoring with white and yellow. 
Milk and Sugar Pot Set, £190, Scholten & Baijings

House Beautiful 
March 2016


For a contemporary look, place a runner in a subtle geometric print across the width of the table at the opposite place settings. Chunky crockery in simple shapes keeps the look informal. 

Neu Pitcher, £50, Ferm Living

Teamed with soft greys and white-painted walls and floors, zingy citrus yellow can be surprisingly calming in a bedroom. Make the bed the focal point with mix-and-match graphic patterned bedlinen, cushion and throws.

- Bau Deco Notebook, U, £6.75, SMUG 

- Geometric Notebook, £8, SMUG

- Rhythm Yellow Ochre Notecard, £2.50, SMUG

House Beautiful 
March 2016


Coordinate a rainbow of pale hues with modern patterns and eye-catching details for a sophisticated scheme.  

Team Furniture and accessories in a mix of curved designs and angular shapes to keep the look contemporary. 

Framed graphic prints and cushions with modern art designs provide a striking contrast to the mutted pastel colour palette.

Introduce a variety of textures and shapes to bring layers of interest to a serene pink backdrop. 

A set of perspex clipboards keeps clutter under control and creates an artistic display in a study area. 

- Small Plate, £61, SMUG
- Canard Carafe, £169, SMUG
- Assemble Configure Cushion, £66, SMUG
- Cup, £45; Saucer, £35; SMUG
- Small Pink Plate, £61, 
- Other Plates, from £19; SMUG
- Teatowel, £19, SMUG
- Pour Darling Jug, £189, SMUG
- 1/2 Clock in Kraft, £24, SMUG
February 2016



The best holidays addresses are the homes of friends who live in other cities. They know where to find the best restaurants, parks and shops. In September I stayed with friends in London for a couple of days. One of my favourite places to shop there is SMUG. 

Stylist Magazine
February 2016



The most vibrant way to leave a written reminder: Scholten & Baijing for HAY sticky notes 

(£3, ifeelsmug.com)

House Beautiful 
February 2016


Plants are brilliant for freshening up a home, and injecting life and colour. Set against a monochrome scheme this stylish black plant stand has maximum impact. 

Plant Box, £179, Ferm Living

Homes & Gardens 
February 2016

LONDON destination 

This lifestyle boutique from graphic designer Lizzie Evans is an eclectic mix of Fifties furniture, sherbet-coloured ceramics from Dutch Designer Lenneke Wispelwey, geometric print blankets, Ferm Living's brass kitchenware and French-style notebooks from Paperways. Once you've finished browsing head down to the quirky cafe. 

13 Camden Passage, N1 8EA
020 7354 0253

The Observer Magazine 
December 2015


Darling Clementine is the Norwegian design collective responsible for this adorable Bauhaus-ey collection of ceramics, totes, washbags and stationery for children. Some might say they're too pretty to waste on the kid's pasta. Not us, but some. 

Pantomime Collection, from £3.75, ifeelsmug.com

Country & Town House
December 2015 


It will begin to feel a lot like Christmas once you've finessed the finishing touches.

Porcelain Ornament, £9, SMUG

Kitchens, Bedrooms & Bathrooms
December 2015 

From top:
Long John Vase, £49
Midilicious bowls, £29 each
Minilicious plate, £19 each

All by Lenneke Wispelwey from SMUG
Homes & Gardens
December 2015 


First impressions count, so the perfect present needs equally special wrapping. Viola Lanari has chosen a selection of chic sheets and pretty prints that will make decorating your present a piece of cake. 

'Trees' by WRAP, £1.85 per sheet, from SMUG.
House Beautiful 
November 2015

Refresh your floors this season with a natural carpet from the House Beautiful range, available exclusively at Carpetright.

Team a textured wool carpet with soft putty walls for a fresh new season look. Choose a traditional deep-seated sofa in relaxed ecru linen and layer with cushions and a fringed throw in pale hues. A circular fresh white painted side table and a wooden chunky knitted low footstool complete the look.


Take a look at the bestselling Sophia sofa, now available in leather. 

- Kaleido Tray in Mint, £19, Blue and White Porcelain s.b 44 Mugs, £39 each, Powder Geometric Blanket, £98, all SMUG. 

STELLA Magazine
November 2015 

Which is the cutest? Just. Can't. Decide.

Brooches, from £14, Macon et Lesquoy at SMUG 
Metro Newspaper
Novemeber 2015 

Create your den for cool kids. 

Donna Wilson x SMUG Woolen Pineapple, £27.50

Sunday Times Home
November 2015 

The Dutch maker Lenneke Wispelwey uses geometric surface patterns to create texture on pastel-coloured glazed porcelain. 

Pour Darling Jug, £189 
Stars & Stripes Cup, £29 
Plate, £19

Essential Kitchen Bathroom Bedroom
October 2015 


As part of many of the designers & launches to see during London Design Festival this September, we're excited that Dutch ceramicist Lenneke Wispelwey, will be showcasing her porcelain tableware collection at Upstairs at SMUG. Coming in pretty sherbert pastels shades, the ceramicware features detailed geometric patterns to compliment any scheme. 
Living Etc
October 2015 


No prizes for guessing the theme of Plant Pot, at the North London lifestyle shop SMUG. Yup got it in one. The exhibition at Lizzie Evans' emporium, in the heart of Islington Design District, features a dozen one-off pots, each made by a different designer, from a different material and planted up with either a cactus or a succulent. Cute!

'Plants' design by Rosie Moss, exclusive to SMUG.
Homes & Gardens
October 2015 

Enjoy Simple Pleasures at SMUG

The beautiful, delicate ceramics of Dutch designer Lenneke Wispelwey are the focus of an exhibition at SMUG, the hub of Islington Design District. The shop's founder, Lizzie Evans, will host a talk with Lenneke on the 22nd of September at 6.30pm. Upstairs, a celebration of the humble plant pot features one-off pieces by the like of One We Made Earlier, Byshop, Eleanor Bolton, Rosie Moss and The Pattern Guild. 

From Left:

Minilicious Plate, £19, SMUG

Twist Bottle, £129, SMUG

L'Espresso Cup, £25, SMUG

All by Lenneke Wispelwey.

The Resident
September 2015 

With the London Design Festival returning in September, here's why Islington locals should be feeling rather smug...

The Islington Design District forms part of the London Design Festival which is headed up by Lizzie Evans.

Words by Mark Kebble

Mollie Makes Magazine 
September 2015 


Lottie Storey checks out the Dutch ceramicist's residence at SMUG for London Design Festival 2015. 

01. Canard Carafe £169, Canard Cup £29.

02. Queen Mother Vase £139, Minilicious Plate £19, Star Vase £39.

04. Twist Bottle £129, L'Espresso Cup £25, Minilicious Plate £19.

05. Pineapple Vase £79. 

Time Out Magazine 
August 2015 


There's nothing quite so depressing as returning to your desk, only to be met be the sight of the chewed biros and notepads with curling pages. These pretty bits of stationery will make your workplace a thing of beauty. 

'Light as a feather' Feather pen by HAY, £7, SMUG.
Homes & Gardens
July 2015 


A6 Notebooks in Laurel Green, £8, SMUG

A6 Geometric notebook set, £8 for set of three, SMUG

Feather Pens, £7 each at SMUG
Homes & Gardens
July 2015 


Neu Cup, £16, SMUG

Neu Pitcher, £22, SMUG

Hexagonal Pot, £32, SMUG

Spinning Top, £9, SMUG
Home & Antiques
June 2015 


The quickest way to update a room? Add a new cushion or two. Laura Slater's one-off painterly designs for Smug will be instantly noticed. Rectangle cushion, £54.

*02073540253; ifeelsmug.com
20th May 2015 

Wise Buy

This SMUG X Matt Pugh owl comes in both walnut and oak and needs a home... (£28, ifeelsmug.com)
You Magazine
17th May 2015 


Kelim Lines, £62, SMUG

Pink & Blue Cushion, £39, SMUG

Tea Towel, £19, SMUG

Brass Napkin Rings, £42, SMUG

Lidded Jar, £100, SMUG

Espresso Cup, £25, SMUG

Small Yellow Tray, £19, SMUG

Geo Notepad, £9 for three, SMUG

Mint Tray, £11, SMUG

Feather Pen, £7, SMUG

Homes & Gardens
April 2015

3 Of The Best Desk Accessories 

1. This multitasking letter opener made from brass-plated alloy not only looks good but also doubles as a 15cm ruler. 

Brass Letter Opener, £17, Izola at SMUG. www.ifeelsmug.com
Molly Makes
Issue 51

Get The Look

Want effortless cool? SMUG's the word. Get calm and collected with a kelim rug, or go for gold with a quirky guinea pig and pineapple tea towel (a Thorback & Peel exclusive). www.ifeelsmug.com

Stylist Magazine
25th February 2015

Quick Serve

You'll be wanting leaves with every meal with these stylish matt brass salad servers (£40, ifeelsmug.com)

Molly Makes
Issue 49

This Month's Wish List

Kooky lifestyle store SMUG is welcoming products from the danish design collective HAY into it's fold (yay!) - including these beautiful paper and bamboo ombre fans. www.ifeelsmug.com

Good Homes Magazine
February 2015

Squares Cup by Lenneke Wispelwey, £29.

Cantine Large Bowl in Duck Egg, £11.

Pink Plant Pot in Small, £7.

You & Your Wedding Magazine
February 2015

Fruit Fix

Keep these pineapple hankies handy for teary eyes. £19.50, Thornback & Peel at SMUG

Little London
Jan / Feb 2015

The Wonderful World of: Lizzie Evans

As a little girl Lizzie would spend her pocket money in Islington’s Camden Passage. Now she has her very own shop there. As well as designing, stocking and running SMUG, Lizzie continues to work as an interior and graphic designer; she remains one of London’s super-talented treasures. 

Can you tell us a bit about your background and how you got into the wonderful world of design? 

I’ve grown up around design so it seemed like a natural path for me. My parents are pretty cool and have always had there own style, which I’m sure has been an influence. My dad collects contemporary art and modernist chairs, so I’ve grown up around beautiful and well-made things that inspire me. My dad and brother work in the art world and have an office upstairs at SMUG so I’m still surrounded by art. 

I studied interior and special design at university in London and then spent a short time in Melbourne doing a bit of graphic design. I had already started thinking about setting up SMUG so, while still in Australia, I designed the interior of the shop and the graphics for the brand. I then returned back to the UK to manage the building project and source all of the products for when the building was ready. SMUG’s doors eventually opened in

Which artists and designers do you admire? 

I’m in the privileged position of being able to stock products and prints by some of my favourite designers and enjoy being able to help establish younger designers including Rosie Moss who is an exciting up-and-coming illustrator and textile designer that I find really inspiring. Rosie draws all of hr patterns and illustrations by hand, makes the screens herself, hand screens the fabric and then sews and rivets the individual pieces together. She’s creating truly beautiful results, using a really impressive hands-on process and I love her aesthetic. It’s wonderful to have Rosie Moss for SMUG exclusives as part of our latest collection, too.

What product from SMUG would you recommend for the winter months? 

Ooh that’s tricky, but I do have some favourites. For the fruit and veg – we’re loving our pineapple hanky set collaboration with Thronback & Peel, perfect for the most stylish dads.  On geometric - our Laura Slater hand-screened linen cushions in and exclusive to SMUG colourway are really special and I love lettering, the Cinematype prints and Alphabet sets by Tom Pigeon are such a winner.

How did you come up with the name SMUG? 

The name came about because of an old illustrated dictionary that I inherited that included the definition of the word ‘smug’; it used to mean ‘to smarten yourself up’ and take pride in your appearance and home,  which I thought was great.

You’re known for your quirky guinea pig in the SMUG logo. Is this your favourite animal? 

I’d find it extremely difficult to choose a favourite animal. I’m often told I look like a puffin, so I feel quite fond of them.

And is pineapple your favourite fruit?

Yes. Definitely.

At SMUG you have something for every part of the house. What’s your favourite room in your house?

That’s a good question. My favourite place is bed, but my favourite room in the house is our kitchen diner. It’s the hub of the flat and the space where we spend most of our waking time in. It has lots of windows and a balcony and views of the park, its light and airy.

Is your home as cool as your shop? 

I share my home with my husband Daniel who works as a display manager for the fashion chain Urban Outfitters. We both adore design, so its been lovely building a house together full of all the things we love. It’s a pretty eclectic mix of mid-century furniture, contemporary design and random bits and bobs we’ve collected along the way. There are a lot of ceramic dogs and cacti.

Lastly, is there any exciting news to tell us?

Next year I want to launch my own collection, either as part of Islington design district for London Design Festival or in next year’s SMUG Christmas shop. Watch this space.
Beautiful Kitchens Magazine
January 2015

Squaring Up

Sipping a hot chocolate on a cold night is one of the best things about winter, so do it in style with one of these lovely ceramic squares cups, crafted by talented dutch designer Lenneke Wispelwey. They cost £29 each from SMUG.

December 2014 


Tactile, hand-crafted ceramics by Lenneke Wispelwey have us beating a path to Smug this month, as the hip lifestyle store has unveiled a beautiful collection of the Dutch designer's vases, cups, bowls and bottles. Defined by precise geometric shapes that contrast with a pastel palette, they're inspired by her grandmother's treasured pieces, artfully blending vintage stye with new. Shown are items from he twist range, starting from £19 each. 

Ideal Home 
December 2014 


Smug, the quirky lifestyle store in Islington's Camden Passage, has opened a dedicated Christmas department upstairs. Filled with exclusive products by contemporary designers and illustrators, such as Donna Wilson and Thornback & Peel, you'll discover imaginative gifts that follow three themes for Christmas 2014: Lettering, Geometric and Fruit & Veg.

Evening Standard
November 28th 2014

Smug : offers a smorgasbord of treats, from stocking-fillers to big pressies for under the tree; the selection includes stationary, books, homeware, knitwear and prints. 

Our pick : Orange geometric merino wool blanket, £98

Stella Magazine
23rd November 2014 

Classics For The Home

Geometric Blanket, £98, by Tina Ratzar, from SMUG (www.ifeelsmug.com)

Kitchens, Bedrooms, Bathrooms
December 2014 

New this month...

1. Ceramicist Lenneke Wispelwey has focused on texture for her porcelain tableware collection in pastel shades exclusive to Smug. The Square cups are £29 each.

Country Homes & Interiors
November 2014

SMUG Exclusive Piccalilli Circle Scarf by Hilary Grant, £87.

Brown Bunny Lambswool Scarf by Donna Wilson, £50.

Grey Bunny Lambswool Scarf by Donna Wilson, £50.

SMUG Exclusive Piccalilli Pom Scarf by Hilary Grant, £92.50.

Wooly Wood Brown Scarf by Donna Wilson, £67.50.

Enamel Tumbler in Pillarbox Red and Beige and Grey by Falcon, £6 each.

Enamel Tea Pot in Pillarbox Red by Falcon, £20.

Owl Le Cahier Journal, £20.

Moss Mini Notebooks by Rifle Paper Co., £8.75.

All available instore and online at SMUG.

Elle Decoration
November 2014


Tucked away in a quiet corner of Islington's Camden Passage, homwares store turned cafe Smug serves up delicious coffee and cake, alongside a serving of retro design classics.

Who owns it? North Londoner and creative director Lizzie Evans launched the store in 2009. Initially, she rented just one floor of the three-storey building, but has since expanded and now sells furniture as well as smaller accessories.

What else does it sell? There are stationery collections by print brand Chase & Wonder, animal-emblazoned knitted cushions by designer Donna Wilson, Scholten & Baijings' stylish ceramics range and a selection of vintage furniture that's updated regularly with new finds.

Why do shoppers love it? Evans works with her favorite designers to create exclusive ranges for the store, including prints by artist Stacie Swift, Thornback & Peel's guinea pig-inspired kitchen textiles, and a teacup, saucer and plate set created with quirky Brit ceramicist Ali Miller. 

Living Etc.
November 2014

Coffee Cups

L'espresso porcelain cup, £25; and minilicious porcelain plate, £19, Lenneke Wispelwey Ceramics at SMUG.

Times Magazine
1st November 2014 



What's the story? Lizzie Evans' Islington store sells Fifties furniture, vintage toys, quirky stationery and kitchen kit. There's also a weekend cafe. 

What's hot? Lenneke Wispelwey's contemporary porcelain tableware. From top: Twist bottle, £139; L'Espresso cup, £25; Minilicious plate, £19.

Period Homes & Interiors
October 2014

Stylist's Notebook

Guinea Pig and Pineapple apron, hand printed on 100% cotton by Thornback & Peel. £24, exclusive to SMUG.

The Telegraph Magazine
6th September 2014

Show Stopppers

Woollen Fruit by Donna Wilson (Donnawilson.com) at SMUG (ifeelsmug.com)

The Independent Magazine
6th September 2014

All Good Things 

Fruit of the lamb

To celebrate London Design Week, designer extraodinaire has created a range of lambswool fruit for Islington-based interiors store SMUG. Featuring a pineapple, banana, pear and apple - it's (almost) your complete five-a-day. From £12.50; ifeelsmug.com

Sunday Times Home
14th September 2014

100 under £100

£39 Kangan Arora's neon-bright, dynamic graphics are a delight to the eye. Her Pachikari cushion (43cm x 33cm)is screen-printed by hand on 100% cotton.

£94 Couldn't be cooler - Lenneke Wispelwey's pastel porcelain vessels, such as this geometric Pineapple vase, have geometric surface patterns. 

Sunday Telegraph Life 
14th September 2014

Things to do at the London Design Festival


What? Personalise a Matt Pugh oak or walnut owl

Where? SMUG, 13 Camden Passage, Islington N1 8EA

When? Today, 2pm - 4pm

How much? £25 

Angel Resident
August 2014


5. Islington Design District

Formed as a collaborative by nine design shops and showrooms across the borough. the Islington Design District hails a new beginning for the area's creative hub. Launching during the London Design Festival from 13-21 September, it features The Angel resident favourites Aria, Ruberg, Twentytwentyone and SMUG (pictured) amongst others. Visit the Design Districts section at londondesignfestival.com

Elle Decoration
June 2014

Nature's Bounty

1. 'Mr Right' carafe by Lenneke Wispelway, £139, Smug London (ifeelsmug.com).

2. 'Bottom Lines' light-blue plate by Lenneke Wispelwey, £42, Smug London (ifeelsmug.com).

3. 'Midilicious Bowl' by Lenneke Wispelwey, £31, Smug London (ifeelsmug.com).
Homes & Gardens
May 2014

Playful pieces with a sense of the exotic

1. Screen-printed fun for the kitchen. Guinea Pig and Pineapple tea towel, 70x50 cm, £13.75, Thornback & Peel at Smug, 020 7354 0253, ifeelsmug.com
House & Garden
May 2014

Diana Henry creates a fresh, modern menu inspired by the flavours of Turkey

Porcelain plates, by Scholten & Baijings, £61 each, and tumbler, £45; all at Smug. 020 7354 0253; www.ifeelsmug.com
Frankie Issue 59
April 2014

What you see here is a collaboration between the owner of London's SMUG shop - Lizzie Evans - and printed homewares aficionados Thornback & Peel. It's a tea towel. With guinea pigs and pineapples. And we have five of them - worth about 25 dollar each - to give away. Are you a bit excited? To win, email your details to giveawaya@frankie.com.au with Guinea Pig in the header and we'll see what we can do. Or you can pop past ifeelsmug.com to see more cool stuff.
The Angel Resident
March 2014

My Angel
Five this year, SMUG is a very popular destination along Camden Passage and is the brainchild of Lizzie Evans. An Islington resident her whole life, she remembers shopping in Camden Passage as a child and always harboured ambitions of opening a shop there. Here she tells mark Kebble about her many local loves and what's to come at SMUG. 

This spring at SMUG...  we’re now running workshops upstairs at SMUG every Sunday. Designers, tutors and friends of SMUG are running classes on book binding, screen printing, origami, millinery, flower arranging and more. It’s a great way to learn a new skill.

I have been based in Camden Passage for... coming up to 5 years. SMUG will be 5 in June. My plan has always been to launch my own collection of homeware for SMUG’s 5th year so I’d better get on with that!

The history of Camden Passage... makes it special and the antiques markets bring the history back to life. Also the people. I have found it to be a lovely and welcoming area - shopkeepers, stallholders and locals alike. I enjoy being part of something a bit more independent that the chains of Upper Street.

I am an Islington girl... through and through. I’ve lived in Islington my whole life, went to school here, go to church here, my family’s here, it’s my home. I know it and live it and it’s always best to work with/in what you know.

I like a walk and a shop... along Stoke Newington Church Street. Nook for gifts, Hub for womenswear, random alleyways and garages for vintage furniture. This mix of my favourite things, combined with meat from Meat, fresh bread from Spence and a bunch of flowers from one of the many florists make a perfect Sunday.

My favorite restaurant is... Ottolenghi every day of the week. Sometimes literally. If I’m just popping in for a sweet treat I don’t even need to order, they know what I’m after.

If I am out for an evening of culture... the Screen on the Green for an 80s classic or maybe the Union Chapel for a gig. There’s now a Gallery downstairs at The Place ran by my father so soirees there are always a nice evening. My husband and I probably now spend most of time entertaining in our newly decorated art deco flat next to Clissold Park.

13 Camden Passage N1 8EA; 020 7354 0253; ifeelsmug.com
Kitchens, Bedrooms and Bathrooms
March 2014

Sunny Side Up

Yellow geometric merino wool blanket, £96 from SMUG. 

Yellow wooden owl in oak by Matt Pugh, £28 from SMUG.

13 Camden Passage N1 8EA; 020 7354 0253; ifeelsmug.com
Living Etc
February 2014

Lemon Zest

Pineapple linen tea towel in Mustard, £13.75, Thorback & Peel for SMUG

13 Camden Passage N1 8EA; 020 7354 0253; ifeelsmug.com
House Beautiful
February 2014

Desktop Essentials

23. Steel scissors with leather case, £13.75, SMUG. 

24. Manual desk stapler, £9.50. SMUG

13 Camden Passage N1 8EA; 020 7354 0253; ifeelsmug.com
The Angel Resident
February 2014

Angel's Finest Buys

We love this coloured porcelain range from Scholten & Baijings, which looks great in our kitchen, and SMUG is the only shop in London stocking it. Prices range from £33-£320.

13 Camden Passage N1 8EA; 020 7354 0253; ifeelsmug.com
The Angel Resident
December 2013

Angel's Festive Buys

We adore this Guinea Pig & Pineapple Napkin Box Set, £40, hand screened by Thornbakc & Peel exclusively for SMUG. You are always guaranteed to find a unique gift here.

13 Camden Passage N1 8EA; 020 7354 0253; ifeelsmug.com
Time Out
December 2013

Buys in the hood


The West End has its charms, but for a more peaceful way to wrap up Christmas, go to local. Five indie boutique owners walk us down London’s best independent shopping streets


Isington local Lizzie Evans – owner of lifestyle store Smug – explains why Camden Passage in Angel is the perfect north London Christmas shopping destination


‘I’m a local Islington girl and have always loved Camden Passage… 

I remember spending my pocket money in the antiques market here when I was young. It still seems the perfect place to avoid Upper Street’s chains.’


‘Camden passage is great at Christmas… 

because it offers the original savvy shopper everything they could wish for. There are design shops  like Hexagon and Odyssey where you can pick up something well made, useful and beautiful, and there’s Paul A Young’s gorgeous chocolate shop, and cheese store Pistachio & Pickle. There is also to-die-for vintage clothing at Fat Faced Cat and Annie’s.’


‘When I need a pick-me-up… 

I go to CoffeeWorks at the top of Camden Passage. It has the best coffee and rather fabulous brownies.’


‘My shop s especially festive this year… 

there’s a Smug Christmas shop on the second floor which is full of work by new designers – all under £20. There are geometric paper tree decorations, hand-screened hankies, handmade stationary and coasters with drawings of dogs on them!’


‘People don’t always know its there… 

but Present & Correct is a hidden gem. It’s a lovely boutique on Arlington Way (around he corner from my shop) which sells beautiful stationary, both old and new.’


‘To pick up cheap gifts… 

Come to Camden passage on market days (that’s Wednesday, Saturday and Sunday), when antiques dealers line the streets and sell lovely old brooches, letterpress stamps, kitchen linens, ceramic ornaments, tins, and lots, lots more.’


‘And when you’ve really had enough retail… the nearby St Mary’s Church on Upper Street is open every day for a little sit-down, some reflection and a moments peace amid all the Christmas chaos.’

Observer Food Monthly
December 2013


Christmas Gift Guide - Gifts Under £50

Pub crawl tea towels
Dry your dishes on The Ten Bells or The Royal Oak
ifeelsmug.com, £12.50
Absolutely Magazine
July 2013

Fancy a cuppa?

We heart this cute little 'Hampstead Heath' cup and saucer set from Ali Miller. It's made of fine bone china  with 24-carat gold detailing. Pinkies up... £27.50. Available at ifeelsmug.com

13 Camden Passage N1 8EA; 020 7354 0253; ifeelsmug.com
Spring 2013

SMUG can be found in the interior design & style pages of estate agent Felicity J Lord's new issue of Locate magazine.

SHOP WATCH - Feeling Smug

Smug is a vision of homeware loveliness, the perfect fix for anyone in search of well-designed products to enhance their décor. No surprise proprietor Lizzie Evans is also a graphic and interior designer, offering the Smug brand as an appealing mix of the bold and gently eccentric, from vintage furniture to natty stationery, with each room in the home lovingly catered for. Lizzie champions British designers and maintains a regular rotation of craft and print works, all housed within her perfectly located Camden Passage store.

Smug, 13 Camden Passage N1 020 7354 0253 ifeelsmug.com

December 2012

Just a quick note to say that COMPANY seem to have slightly gotten the wrong end of the stick and think we're a pop up shop closing at the end of January. I wanted to clarify that we're definitely permanent but are very grateful for their kind words.

feeling smug?
Whether you're seeking out Christmas gifts or just treating yourself, the oh-so-cute & quirky SMUG (www.ifeelsmug.com) is our store of choice. Opening in north London (and online) this month, til the end of Jan, this brainchild of interior and graphic designers Lizzie Evans is a den of amazing finds - from bizarre prints, retro watches, adorable toys to quaint teacups and even a hairy guinea pig. Leave thoroughly pleased with your plethora of new purchases.


The Angel Resident
December 2012

Stylish Home Buys

Smug Makassar and Peach Candle, £8.50
13 Camden Passage, n1 8EA; 020 7354 0253; ifeelsmug.com

Smug Random Wool Blankets, £28 each
13 Camden Passage, n1 8EA; 020 7354 0253; ifeelsmug.com


The Financial Times Weekend Magazine
November 2012

The line-up: Art for children

A-Z print by Charlotte Trounce at Smug

Smug’s tiny boutique in Islington’s Camden Passage has an eye for the knowingly and humorously bourgeois, as you would expect from its name. It has some witty prints suitable for a child’s bedroom, including this limited edition, by illustrator Charlotte Trounce, of old-school gymnasts contorted into the alphabet, £25.

www.ifeelsmug.com; charlottetrounce.tumblr.com


The Angel Resident
October 2012

Stylish Home Buys

Smug Jeeves Cup and Saucer by Ali Miller, £27.50
13 Camden Passage, n1 8EA; 020 7354 0253; ifeelsmug.com


Good Homes Magazine
September 2012

Sarah's Style File

‘I have three favourite shops. Bookseller Crow on the Hill in Crystal Palace has a great choice of books. Doopodoopo in Forest Hill has a variety of art and design wares. Last but not least, Smug in Islington sells an eclectic range of homewares and accessories – the blanket on the bed is from there.’ Smug, 13 Camden Passage, Islington London N1 8EA, 020 7354 0253, ifeelsmug.com.


Homes & Gardens
July 2012

Born and bred in London’s Islington, graphic and interior designer Lizzie Evans chose the buzzy area as the natural location for her dream shop, Smug. Combining original shop fittings and modern design elements, the store is filled with vintage kitchenware, handmade toys, ceramics, and stationery. To celebrate Smug’s third birthday this month, Thornback & Peel has created an exclusive range of kitchen textiles with a guinea pig motif. Lizzie has also collaborated with other designers and is always on the lookout for emerging talent. 

Frankie Newsletter
June 2012

Lizzie Evans runs a shop in the UK called Smug. We did a little feature on her and Smug in the SPACES book back in 2012, and today she brings us some exciting news: Lizzie now ships to Australia, and we couldn't be happier! With stationery, toys, home-related treats and clothing, Smug is a little slice of England, delivered straight to your doorstep.
Angel Magazine
February 2012

Feeling Smug – Catherine McCabe falls in love with a Camden Passage favourite 

Enter the Smug emporium on Camden Passage and you will find a world that makes Steptoe’s house look as plain as a doctor’s waiting room. A place where startled wooden owls peer down from the roof, and stuffed chickens pop out of a tarnished antique drawers. Islingtonite and SMUG founder Lizzie Evans was born to run this design hub. An eclectic mix of glassware, kitchen fodder, 50s furniture and handmade toys, it’s the perfect place for the ‘thinking couple’s’ Valentine’s shopping. It’s a department store, without the departments (or the soulless consumerism).

As I wind up the three floors to Lizzie’s office, each level demands my attention. At first glance, the basement could be the haven of a Stepford wife, but the sly ‘blahblahblah’ scrawled on the cushions tells another story. The second floor is Bedknobs and Broomsticks with style. Between the primary coloured spatulas sit toys made from Christmas jumpers. The third invites us to peruse the print work of London’s greatest young designers. It is known as ‘the pop up print shop’, designed like a 60s record store to let shoppers flick through affordable art at their leisure. The shop displays works from the Lodeveans’ Collection, an enterprise run by Lizzie’s Father and brother.

Concept boutique?

Sitting at her oversized wooden desk, surrounded by trinkets, Lizzie looks as though she’s jumped through the pages of a Puffin book. It’s quite fitting, then, that it was children’s story Mrs. Wobble the Waitress that led her to a life of interior design. "I remember the character wobbling and getting the sack, then her children and her husband saying, ‘well lets turn your house into a restaurant’. When they did it all up, I was very excited about it, even when I was six-years-old. I wanted to do up spaces and turn them into something different,” she says. "I found that I wasn’t as good at drawing as I wanted to be. So I ended up making things – lots of sewing and crafting things out of wood.”

Growing up in Canonbury, Lizzie was just a stroll away from Camden Passage, and as even as a teenager she spent fistfuls of pocket money on unusual furniture and design pieces.  As she explains, renting a shop on the famed throughway happened almost by accident: "I was brought in to design the building and ended up renting three floors!”

Having lived her whole life in the Islington area, Lizzie is a seasoned expert on the local boutiques. "I have always loved Twentytwentyone (in Angel), and Peanut Vendor, which is a home wares store on Newington Green. We’re also friends with the vintage clothes shop Fat Faced Cat (Camden Passage). Its nice growing up here, it’s like a little village.”

At just 27, she has already carved out a multifaceted career, hopping from interior architecture to graphic designer to specialist retailer. But as owner of SMUG, she has become a new breed of philanthropist, cheerleading talented young designers like Matthew Pugh and Donna Wilson, by providing an accessible outlet for London creatives. "I try not to pick too many of one thing,” she says. "I like to pick and choose. I try to get designers that aren’t at all established yet, but a lot aren’t at the stage where they can sell wholesale. We feel quite strongly that we don’t ever want customers to pay more to get (their products) from SMUG.”

As a store, SMUG is nearly impossible to pigeonhole. Decorated with retro toys and furniture that spans decades, it’s something of an unpretentious misfit. "We’ve been called a ‘concept boutique’,” says Lizzie, "but all that really is, is a department store, and we’re quite small.” SMUG is maybe a muddle of modern, vintage and childlike quirk, but its far removed from the bric a brac gift shops that crowd the West End. Every corner of the building is carefully considered, right down the rusty manhole covers on the shop floor. So what inspires her style? "I do like animals, and all of the woodland-like, hiking and winter inspired stuff. And I’ve always liked owls, so there are lots and lots of owls! Things that are classic, but with a twist.” Lizzie put 50s chic into a blender with animal kitsch and contemporary art, throws the mixture on the walls and watches it mould into a cosy dough. Or, as she describes it, "I just never like to have a row of the same thing!”

This February, SMUG will be trumping the usual Valentine’s ‘lingerie’ with a range cosy, eco-sleepwear. And for the domesticated lovebirds, there will be a series of ‘his and hers’ guinea pig tea towels. Lizzie also plans to design a bespoke collection for London Design Festival (aka "Fashion Week for Designers”), should she ever find the time.

SMUG is the Islington’s interior niche, a shop of curiosity with Lizzie at the heart of it. "I found an old, end of year thing from my sixth form recently,” she says, "one where we were supposed to say what you wanted to be doing in five years time, and I’d written I wanted to have a shop, with a little shop dog.” She may not have the little shop dog just yet, but for Lizzie Evans, it looks like all the owls, aprons and knitted ducks have fallen into place. 

Red Hot House: 

Fire up your home this February with a selection of red tone interiors

1. Guinea pig tea towels, £13.50 each, hand printed by Thornback and Peel for SMUG interiors.

Living Etc
January 2012

Flock wave
Prints for all tastes and pockets can be found at the pop-up shop at Smug, Camden Passage, N1. Even the much-maligned London pigeon gets a nod, with this pensive birdy starting at just £6. (020 7354 0253, ifeelsmug.com)
January 2012

Stella Loves...

These delightful, 5cm alphabet brooches by House of Ismay are hand-made from old maps. We think they'd make a quirky addition pinned to a handbag. £9 each, from ifeelsmug.com

Timeout London's Best Shops
October 2011

13 Camden Passage, N1 8EA (73540253, www.ifeelsmug.com). Angel tube.
Open 11am-6pm Wed, Fri, Sat; noon-7pm Thur; noon-5pm Sun.

Graphic designer Lizzie Evans has decked out this lovely lifestyle boutique with all her favourite things; the result is a space that’s a labour of love as well as a canny commercial move. With its well-edited selection of home accessories, such as owl ceramic candlesticks and gorgeous teacups and saucers, as well as vintage homewares such as Welsh blankets and 1950s and ‘60s furniture (of the Formica and Maid Server ilk) you can see why she might be proud of it. Pixi makeup, rainbow kitchen accessories, homemade brooches, old fashioned notebooks, retro and knitted toys, stylish watches and clocks, colourful cushions and a range of tea towels and men’s T-shirts emblazoned with cool graphic print are further draws, and various Smug exclusives are available. 

Evening Standard
October 2011

SUPER-charged with boutiques, bars, good-quality pubs and even a couple of theatres, Islington's Upper Street is full of life and packed with handsome homeware hits.

Smug (13 Camden Passage, N1; 020 7354 0253; ifeelsmug.com) gets its name from the 18th-century term for "fitting up a room nicely" and is very nicely filled by designer Lizzie Evans with hand-picked home treasures. 

Love: its pop-up print shop, opening Saturday, prices from £6 to £45.
London Design Guide
September 2011


Billed as a ‘concept boutique’, Smug opened on this quaint passage in 2009 and is curated by the cheerful graphic and interior designer Lizzie Evans. Expanding over three floors of a rickety, old terrace house, the narrow premises were totally reworked and now feel like a welcoming and somewhat retro home. In case you’re wondering, the name refers to the 18th century definition of ‘smug’, which meant ‘to smarter up’ – it’s a far cry from today’s connotation.

Evans introduces a treasure trove of new and vintage homewares, with a distinct bias for anything midcentury. An intriguing window lures you into a ground floor displayed with unusual accessories, prints, cards, stationery and toys, many of which are ideal for gifts or impulse purchases. In the light filled basement, melamine and vintage kitchenware prevails, with colourful glassware, muted ceramics and some candy coloured accessories in abundance. The top floor is dedicated to ‘living’, its texture-rich scrap-wood floor a warm, earth complement to cushions, woven textiles, vintage furniture and artwork. Evan’s Top Ten Gift Ideas is an ever-changing display of her favourite finds.

Evan’s passion is clearly the force behind Smug’s sass. She supports young designers and niche producers and is true to her conviction that her wares should be affordable and, as often as possible, unique to the shop. 

How To Spend It Magazine
July 2011



Lizzie Evans has every reason to feel smug. At just 27, she presides over three floors of Islington retail that have been breathing fresh air into the area’s interiors offerings for the past two years. In fact, the store’s name alludes to an "old dictionary definition that defines it as smartening up one’s self or a room – basically, interior design”.


Smug came into being after Evans, who studied interior architecture, redesigned the Camden Passage space owned by her family. "I ended up renting it,” she says.


"I didn’t realize I wanted a shop, then it just happened.” Though not without a few detours: struggling to open by Christmas 2008, Smug popped up elsewhere – in the kitchen of Evans’s parents’ nearby home. Apparently, they were thrilled: "We were living out of a little space in the kitchen and had endless microwave meals.”


The store now exudes a similarly homey feel. "I didn’t want it fitted out white with glass shelves,” says Evans. "I wanted the stock on vintage furniture. But I wasn’t planning on selling the furniture… The first weekend we were open, people asked, ‘How much is the table?’ It’s now a big part of what we do.”


On the ground floor are the more quick-fire purchases. A stationery selection included neat notebooks (from £2.50) and chic laminated rulers by Offcut (£11), laid out on the Smug-standard vintage Formica tables (from £90) alongside a selection of cards, such as Stacie Swift’s quirky animal illustrations (£2.75). The counter is filled with crafty jewellery and retro Casio watches (from £28), soft toys made from old jumpers (rabbits £35) spill out of drawers, and there’s a stack of recycled "random wool” picnic blankets (£28), which "sell like hot cakes”.


Downstairs is dedicated to kitchen – and homewares, from the bestselling melamine teaspoons (£6 for six) and vintage Poole teacups (£55 for six) to Lisa Stickley’s printed oven mitts (£14) – and more Formica.


Upstairs, you’ll step onto a reclaimed wood floor that is in fact an artwork by Henry Krokatsis, owned by Evans’ father and brother, who run a contemporary art business one floor further up. Art makes its way onto the walls here too, as with the current exhibition by Argentinian Cesar Paternosto, while lined out on a low sideboard is the Smug Top 10 – a handy barometer for gifts that often features the exclusive rustic bowls of French ceramicist Natalie Colombel (£32).


Exclusives are something Evans is keen to expand on, so there’s a special yellow version of Matt Pugh’s stylized oak and walnut owl ornament (£28) and a Smug-only Bunny cushion form the now-well-known Donna Wilson (£68). After all, "It’s nice to have something other people don’t.”

Victoria Woodcock

Alex Loves
March 2011


Alex Vanthournout writes, "It has been a long time since I've done something for my Alex Loves Angel section, my one-woman-challenge to put the amazing independent shops in my beloved Angel on the map. It's not for lack of great shops in the area, I just got distracted. But, like all good things in my life these days, a 'meeting' on Twitter got me in touch with Lizzie Evans, the owner of Smug, one of my favourite quirky design boutiques ever - not just in Angel.

When Smug opened on Camden Passage 2 years ago, it was a little out of the ordinary nestled between the vintage stalls and shops. It dared to be different, so obviously I loved it. From top to bottom it is filled with gorgeous unique and quirky things, ranging from scarves to stuffed animals to vintage 50s furniture to makeup. When you walk in, you quite literally don't know where to look first.

Everything in store is a real credit to Lizzie, who not only designed the shop herself, but handpicks every little item from designers all over the world. It's clearly a passion project for her, and it really shows: she works closely with a lot of her designers, who often make exclusive items just for her shop. Stabo made an exclusive scarf with the Smug bullfinch and guinea pig logo, whilst designer Matt Pugh will be making one of his wooden owls in yellow for Smug's 2nd birthday in June.

The shop is set up like a little home: there's a kitchen area in the basement, with all the kitchen/dining items down there. On the ground floor you'll find smaller items, like cards and scarves and stuffed animals and books and candles and umbrellas and... Perfect for those who just casually wander in. Upstairs there's the larger furniture, a wall with "Smug's TOP TEN gift ideas', and regularly changing collaborations with artists - almost like a small gallery. In a dream world, I'd walk through the doors of Smug one day, lock them behind me and just move in. It's pretty much perfect.

I ended up leaving with a big handmade stuffed pig for my newborn godson - although I secretly want it for myself... I think this is a time when we should all support our independent shops a little more, so when it comes to gifts, this is now my go-to place: individual, unique, and there's most definitely something for everyone. Mother's day gifts, anyone? For the time being, you can preview a lot of the items online, but you can't buy them just yet. But Lizzie told me that's all about to change soon with a real online shop... hold on to your wallets!"
Living Etc
February 2011

Bedtime Story
Malm bed with unit, £159; Sultan Skien mattress, £449; both Ikea. Tree bedding set, £159 (double duvet cover and two pillowcases), Nordic Elements at Not On The High Street. Santorini white pillowcases, £16 each, The White Company. Handmade bottle vases, £30 each, Smug. Black pendant light, £8,225.50, Atelier Areti. Replay rug, £3,235, Allegra Hicks at The Rug Company.
Islington Tribune
January 2011

The Islington Tribune very kindly offered us a last minute advert for free in their weekly newspaper as they like the shop so much. Thanks again guys!

Red Magazine
January 2011

My, doesn't he have big feet?! Bit a of a funny one
but press all the same. Red Magazine used SMUG's vintage blankets and eiderdowns to style this article in their January 2011 issue.

Vintage Welsh Tapestry Blanket in pink with yellow, white and green (middle).
Late 40s Paisley Eiderdown also in pinks, yellows and greens (top).

frankie magazine

December 2010


"Lizzie Evans lives in the renovated top floor of her parents' townhouse, London UK and works as an interior architect and owner of homewares shop SMUG."

Frankie Magazine Australia have published this fantastic book about designers live/work spaces from across the globe. We're really pleased to be part of it. Come see us in store for a look at the full 10 page spread about Lizzie's live and work spaces.

Independent London Store Guide
November 2010

We're proud to have been included in the new Independent London Store Guide. It's a great little book and at £9.99 makes a lovely gift. We sell it in store so pop in for your copy.
Timeout London
October 2010


Tucked away between the ubiquitous antique shops of Islington's Camden Passage, new comer Smug may be bijou, but it stocks a neat range of 1950s homeware that sits perfectly with current designers such as Donna Wilson and Lisa Stickley. Best finds include some vintage sugar shakers and gorgeous Welsh wool blankets.

13 Camden Passage, N1 8EA(73540253/www.ifeelsmug.com). Angel tube, 11am-6pm Wed; noon-7pm Thur; 11am-6pm Fri, Sat; noon-5pm Sun.

Ceramic Owl Candlestick Holder, £12.

Boutique of the Week
October 2010

Helen Costello writes "There are certain shops you wish were yours and I so wish Smug were mine. The creative mind behind this gorgeous lifestyle boutique is interior and graphic designer Lizzie Evans, who has filled her North London shop with all her favourite things. We had a quick word to find out what inspires her."

Click below for the whole article.


Emilie Taylor at SMUG
October 2010

Each pot is hand coiled, slip decorated and then for the final firing embellished with line drawings that endeavour to capture different identities through illustrating the objects we choose to define ourselves. Pets and cars feature alongside caravans, picket fences and trainers. Post War Architecture held dear the premise that nothing could be too good for the common man - but who is he? This question preoccupies the English, and is a question Emilie has asked herself and others since childhood when moving between the localities of different family members in Sheffield and experiencing the complex snobbery prevalent throughout British society. What are we trying to identify, or contain?

Timeout London Shopping Guide
August 2010

Smug has been featured in the new Timout London Shopping Guide. It's a fantastic book and we're really proud to be mentioned four times in it - including the interview with Lizzie pictured left.

13 Camden Passage, N1 8EA (73540253, www.ifeelsmug.com). Angel tube.
Open 11am-6pm Wed, Fri, Sat; noon-7pm Thur; noon-5pm Sun.

Graphic designer Lizzie Evans has decked out this new lifestyle boutique with all her favourite things; the result is a space that's a labour of love as well as a  canny commercial move. With its rainbow kitchen accessories, Lisa Stickley wash bags, vintage-inspired soft toys and 1950s and '60s furniture (of the Formica and Maid Server ilk), you can see why she might be proud of it. Pixi make-up, retro brooches, old-fashioned notebooks, stylish alarm clocks, colourful cushions and a cute range of aprons and tea towels are further draws. The old school Casio watches for men and women, displayed in the glass-top counter, are particularly popular purchases.

This book is available at SMUG for £9.99

Smug is now also listed in the shopping chapter of the
Timeout London Guidebook.
The London Magazine
August 2010

The Great Little Shop Awards

Smug is happy to announce that we've made it into The London Magazine's shortlist of London's best independent interiors and collectables shops.
Check out our listing by clicking the link above.

Smug, 13 Camden Passage, N1 8EA (020 7354 0253 of ifeelsmug.com)

Packed to the rafters with an expertly curated selection of retro furniture, melamine kitchenware, textiles and kooky accessories.
The Independent
June 2010

Elle Japan
June 2010

Vintage inspired throws and beautiful glassware, mixed together with bright and popping colours; this is the brainchild of a talented young designer.

Vintage and the new co-exist in harmony in this stylish shop.

Smug – nestled in the well-known and popular antique market of Camden passage – is a new and exciting boutique where you can find an eclectic mix of new and vintage homewares. Lizzie, the store owner, has had a soft spot for antiques since she was a young girl. Now, not only is she a graphic designer but also collects and sells antique items and supports young, talented designers by stocking their creations. On the ground floor you can find items such as cosmetics and stationary and in the basement, kitchenware. The first floor looks as if it could be a window into Lizzie’s own home, filled with more homeware such as furniture and graphic prints. Everything you’d need to decorate your space with can be found in Lizzie’s boutique; it’s the dream home that everyone hopes to achieve.

Translation by Roxana Mirshahi

Pig Magazine
May 2010

Hello Lizzie, what is your role at SMUG? I guess I'm the creator, curator and custodian of SMUG. I designed the building, managed the building project, designed the brand identity including the website www.ifeelsmug.com, source all of the stock, style the space, and I even do the accounts with a little help from my uncle!

When did you open the store? The store was opened in June 2009 on two floors. In November of the same year we introduced a 3rd floor of homewares which opens at the weekends.

What was the original idea or concept? I wanted to create a 'home'-like space where people could really get a sense of what a 50s Formica table, anglepoise lamp, Donna Wilson cushion or contemporary artwork might look like in their home. I always wanted SMUG to be, not the way people saw me, but they way they felt when they found something just perfect for them in a friendly little shop in Camden Passage. Like they'd been let into a secret and become part the SMUG family.   

You have spoken about a division of three floors. What type of products are on each floor? The lower ground floor is full of kitchenware, vintage and new. 1930s heavy pressed glass jugs sit along side enamel pots and pans and brightly coloured melamine cups. Hand screened and locally sourced tea towels hang over the backs of 50s kitchen chairs and dustpan and brushes made from oiled beech and horsehair hang from the walls.
The ground floor is filled with quirky stationary from vintage looking exercise books to rulers made from reclaimed hardwoods and laminates. We also carry the exquisite make up range 'Pixi' which sits on a yellow vintage dressing table. There are also trunks full of toys handmade from vintage jumpers and monkeys made from furnishing fabrics as well as the jewellery by young London based designers laid under glass in the cash desk.
The 1st floor houses Stag sideboards, vintage floral Eiderdowns, welsh wool blankets both new and vintage, cushions by Donna Wilson and Emma Loves Retro and 40s mirrors and contemporary Italian clocks line the walls.

Angel Magazine
March 2010

House proud
Lizzie Evans is a Camden Passage store owner and interior designer with a bowerbird's approach to style. She tells Anna McCooe how her vision takes flight

Smug - the sensation - has gotten a bad rap. Fortunately, Smug - the Camden Passage lifestyle store - is enjoying quite the contrary reputation. Since August 2009, when interior designer Lizzie Evans opened the doors of the store she refurbished herself, the space is fast becoming one of London's go-to interiors destinations and is a firm favourite for stylists and designers. Smug, for most, would be putting it lightly, but the warmth behind Lizzie's expression as she shows me around is more ardent than self-satisfied.

Why the name for the store then? "Smug is the way I want people to feel when they find something in the store they really love, as though they'd been let in on a little secret," she says. "Besides, being house proud isn't so bad, but it's about how your surroundings make you feel rather than impressing other people."

As moments in time go, August 2009 wasn't exactly optimum for opening a lifestyle store. Thankfully, this interior designer knows exactly how to work a silver lining. "Since the housing market crashed, people are putting themselves into their homes more. They are less dictated by fashion, it's okay to be interesting and if nobody else has something, all the better," she says. Opening in a recession did mean Lizzie's product sourcing had to be spot on. Every carefully selected item in the store - be it a 1950s telephone table, a hand-stitched soft toy or a contemporary artwork - is utterly unique. "The things I sell aren't cheap - I don't like anything mass-produced or disposable - and so they had to be irresistible," she says. "I have regular customers who save up each month to buy one thing."

As an interior architect Lizzie may be at the helm, but Smug is a family business. Together her family refurbished the historic Camden Passage site, restoring the waxed boards and tarnished manhole covers, and introducing more glass for greater light. The store now also moonlights as a gallery space for Lizzie's father and brother's contemporary art business, Lodeveans Collection. "My family is too creative to take orders and so we had to be entrepreneurs," she jokes.

The refurbishment of the site and now the upscale lifestyle store is just one chapter in the changing face of Camden Passage. The born-and-bred Islingtonian, who would spend her pocket money at the antiques market, is thrilled to play her part. "I could feel a change coming a few years ago. The area was always charming, but not many people were buying things in the shops. Now it is starting to thrive."

So yes, the renovate and profit dream may have burned out, for now, but with a renewed pride in individual style burning in the embers, Lizzie is happy adding fuel to the fire. The question begs to be asked: what's so wrong with being smug anyway?

To visit Smug head to 13 Camden Passage, N1 8EA; 020 7354 0253

Daily Candy
March 2010


Your place is filled with cool, quirky objects. Your art collection is amazing. And friends love the gifts you give.


Not you: we're talking about Lizzie Evans's delectable new boutique. The interior and graphic designer spent her youth splashing pocket money on bric-a-brac around Camden Passage and now puts her aesthetics to work at Smug.

The refined retail space retains the rusty old features of the building but contrasts them with modern fixtures and contemporary art. And because the shop is packed to the rafters with an expertly curated selection of retro furniture, handmade toys, melamine kitchenware, textiles and kooky accessories, you might even call it a microcosm of cool.

And we know how Evans'll feel about that.

Smug, 13 Camden Passage, N1 8EA (020 7354 0253 of ifeelsmug.com)

Living Etc
March 2010

Colour code your shoes for easy identification
Get the look: Plastic shoe boxes (L30.4 x D18.4 x H9.5 cm), £28 for five, A Place For Everything, Kubrik storage unit, £130, Habitat. Button Badge picture £175, Brigitte Herrod at Rockett St George. Ivory glaze IC71 porcelain vase, £650, Vivienne Foley. Owl candleholder, £12, Smug. Archi fireside chair, £1, 492, Ligne Roset. Painter’s Smock cushion, £485, Paul Smith at The Rug Company. Coat hanger, £19 for two, Toast. Necklace, stylist’s own.

Upcycle a vintage or reclaimed piece
Get the look: Fifties storage unit, £1,250, Elemental. New Hadley runner in Mandarin,  £98.50 per linear m, Roger Oates. Orange storm lantern, £29, Toast. Desk lamp, £145, Smug. Barbie chair, £375, DesignShop UK.




February 2010


Local Islington girl, Lizzie Evans, is one of those types that are so often referred to as, 'annoyingly talented', it's a turn of phrase that's terribly easy to use in these circumstances, especially given the name of her shop.... the 'annoying' fact is, however, that interior and graphic designer Lizzie has every right to be....'Smug', her Camden Passage boutique is a wonderfully retro hotpot of inspiration that just oozes class. Kitchenware, glassware, clothing, ceramics and handmade toys are just some of the terribly cool and retro bits and bobs on display alongside retro furniture, artworks, accessories and textiles... as fabulously curated as it is designed, Lizzie's little emporium of cool would make any of us feel infinitely smug!
Elle Decoration
January 2010

Good vintage
Lizzie Evans has every right to feel self-satisfied. Her north London shop Smug is chock full of lust-worthy accessories, clothes and furniture including rare 1960s pieces, which she sources herself. It's the sort of store we dream of opening. 13 Camden Passage, N1 (ifeelsmug.com)

New York Times Magazine
December 2009

Smug Lizzie Evans new lifestyle shop sells everything from glass and tableware to hand-painted enamel brooches. Standouts include adorable silk-screened throw pillows and stuffed animals made from vintage sweaters.

Above right:No. 13; 011-44-20-7354-0253; ifeelsmug.com
Time Out Essential Guide to Islington
October 2009

Collectable homewares and accessories. Closed Mon, Tue.
13 Camden Passage,
N1 8EA (ifeelsmug.com)


Time Out London
September 2009

One stop shop Camden Passage, N1
Against the gentle backdrop of antique bric-a-brac, the chicest passageway in town continues to spawn quality independents.


Graphic designer Lizzie Evans has decked out this new concept shop with all her favourite things. With its rainbow kitchen accessories and pixie make-up bags, you can see why she might be proud of it.

13 Camden Passage, N1 8EA (ifeelsmug.com)

Wharf Magazine
August 2009


Just off the beaten track that is Upper Street lies a great little shop. Situated on Camden Passage right by the antiques market is Smug the lifestyle store. Lizzie Evans, owner ad interior designer, has filled the space with bright melamine kitchenware, retro glassware, handmade toys and chic ceramics. The look is young, fun and eccentric and works well with the one off pieces of 1960s furniture that she has collected over the past few years. there are a few really special pieces of art on the walls too. The store is definitely worth a visit.

Figaro Magazine
June 2010

Bright and beautiful; so alluring you’ll want it all.

Whether they’re from decades past or by an unknown designer, Lizzie, a graphic designer, collects all of her favourite things to deck out in her boutique. In the basement you’ll find anything from rainbow coloured melamine cups to Parisian antiques, while the ground floor is filled with goods by the likes of Donna Wilson. The first floor gallery captures what Smug is all about – feeling good.

Left - Smug opened in the lively market of Angel two years ago.

Below - £5 kitsch goods. The displays are so inviting they draw you inside.

Translation by Roxana Mirshahi