Nicky Clement, Founder of Willow & Rowe, shares the inspiration, values and her journey to create the brand.
In a world of fast fashion, fleeting trends and endless choice, Willow & Rowe has been created to stand for something more considered.
A premium online destination for gifting, homewares and lifestyle items, it is a place where beautifully made products, purposeful design and meaningful storytelling can come together. It’s rooted in a strong sense of values that I now realise became part of my DNA in my early twenties, working for Dr.Hauschka Skin Care; a marketeers gift, as one of the most authentically sustainable brands ever created.
My career has afforded me the most incredible experiences and insights. I have travelled the world, discovering the internal-workings of some truly exceptional and globally-adored luxury brands. Over the decades, my beliefs about thoughtful consumption have evolved and it's hard to believe that Willow & Rowe wasn't launched sooner!
Through Willow & Rowe I hope to create a space where people can discover products and brands that are genuine in their purpose. This isn’t a marketplace. It’s a carefully considered edit; a place where customers can shop with confidence, knowing that everything has been chosen with care and intention. I don’t want them to have to spend endless hours researching - through Willow & Rowe, our customers can effortlessly connect with the joy of giving well, finding items they will trust are made with meaning, by purpose-driven brands and people who genuinely care about every aspect of their offering.
If Willow & Rowe helps people to discover something unique and special, support an independent brand, or simply feel good about what they’re buying, then it’s doing exactly what I set out to do.
The name Willow & Rowe tells the story of the brand itself.
Willow represents creativity and craftsmanship – it’s a natural material that can be shaped into something new, beautiful and enduring. Rowe, from the Old English word for hedgerow, symbolises home and abundance. Together, they reflect everything I wanted the brand to stand for: thoughtful living, rooted in nature, craft and purpose. My intention is that smaller, independent businesses are given visibility - without losing their authenticity - alongside some carefully selected British brands that we already know and love.
While Willow & Rowe proudly supports small, independent and often female-founded brands, there will always be a select number of established British names whose values and quality align seamlessly with the Willow & Rowe ethos. Brands such as Mischief Candles, Love Cocoa and Cotton Twist sit alongside emerging makers -selected for their strong identity, thoughtful design and commitments to responsible production. Each brings its own personality and point of difference, creating a rounded offering, that feels elevated yet still approachable.
As the brand continues to grow, the purpose remains the same: to champion beautiful products, inspiring makers and a more thoughtful approach to modern retail - one that values quality, creativity and connection above all else.
Please do join us on social media, tell us what you’d love to see next, and share the brands you think deserve a place at Willow & Rowe — we’d love to hear from you.
