Ederle- Like Minded

E D E R L E

Silk Vest Top, now £60 

www.stellaandalf.com

Spike Necklace, in sterling silver and silk, £20

Macademia Oil and Pink Clay Soap, £3.50

Orange Butter Soap, £3.50

www.ederle.co

Joanne Heckadon, founder of one of the most beautiful online boutiques I've ever come across, Ederle
 answers our questions...

P U R P O S E

Your situation, intentions and dreams. 

W H O  

A tomboy with an unending need for change, adventure and style.

W H E R E

Essex by way of Scotland, Canada and London.

W H A T 

Design.

W H Y  

It makes me who I am.  

D R E A M S

Sailing and surfing the Med with my husband in a wooden boat with a constant supply of seafood, sunshine and gin.  And owning a box at Yankee Stadium. 

S E N S E S

Sensory memories.

S I G H T  

My first ever glimpse of the New York skyline from the Queensboro Bridge ten years ago.  I never looked back.

S O U N D

There are two sonic memories I never tire of which remind me I'm alive  1)  The incessant honking of New York city cab horns at ungodly hours of the night.  2) The sound of waves gently lapping against the shore at nighttime through an open window on our honeymoon.  

T A S T E  

When I was a kid I would put salt on my KitKats and everyone thought I was mad.  To this day I believe I invented salted chocolate.  I stand by this belief.   

S M E L L 

The slightly weird fishy smell of the sea as I stepped off the horridly air conditioned train from London one evening.  Despite smelling it many times before it was the first time it made me happy and at that point I knew I had made the right decision to live where I do.  

T O U C H  

The last time I held my late Grandmother's tiny, wrinkled, butter soft hands.

F A V O U R I T E S

Treasured favourites.

B O O K  

If we're talking life changing then it has to be Billy Liar by Keith Waterhouse - I read it at school and right then and there it changed me from a dreamer to a do-er.  I owe my ambition to that book.  It's also pretty funny, even today.  If we're talking sheer enjoyment, then anything Hemingway.  Always and forever, Hemingway.  

Q U O T E

 "I knew it could be done, it had to be done, and I did it."  from my brand's namesake, Trudy Ederle upon being the first woman to swim the English Channel.    

P E R S O N

My husband.  Or a young Jack Nicholson.  

G A R M E N T

Anything masculine in style but cut for a woman's body.  Preferably in silk.      

P L A C E

Manhattan / The sea.  Repeat.  

F O O D

Seafood.

D R I N K

Water.  And gin.  What else is there? 

S O N G 

Impossible to answer!  But catch me on a good day and I'll be playing anything from Paul Simon to Joni Mitchell to Fleetwood Mac to New Order.  And then some.

S T E L L A + A L F

What draws you to us.

W H Y  

Your ethics, classic style and design ethos.  

W H A T

Love my new A line linen top.  It's timeless and modern at the same time.  I also love your silk tunics.  Perfectly minimal and utterly elegant.  

H O W

Over straight cut jeans for a low key luxe look or tucked into a pencil skirt for a classically chic silhouette.  

F U T U R E 

The most perfectly cut grey crew neck jumper.  I have a navy one from COS in a cashmere blend which I live in.  It's warm without being bulky, sits perfectly, is the ideal mix of masculine / feminine style and can be worn as dressed up or down as needed.  A mid grey one would be ideal.   

To read the Ederle story, purchase some of Joanne's gorgeous creations, or simply to take a look at this lovely brand, visit www.ederle.co