Talking shop with Kind & Conscious
When Marita opened Kind & Conscious in 2022, she had a vision to create a retail space with a strong sense of place and purpose. We talked to her to find out more about her retail story.
For 10 years, Marita held on to a dream to open her own shop. She had a vision to bring together the brands, ideas and objects she’s passionate about and share them with people. It was a leisurely walk on a day off in the Cornish village of Charlestown on the fringes of St Austell that helped turn the daydreaming into a reality.
“I’ve always worked in retail and always worked in Cornwall and absolutely love it. Some things happen in life that make you realise that life is short, and I felt like giving it a go finally!” she says.
“I’d been looking at commercial property for a few weeks, just to inform myself of the process, not really to do it. But when I saw the space and it just seemed to be too good to be true. I was walking to the vintage and antiques emporium to find something I would never need but might never see again. As I was walking back, I saw this shop empty and there happened to be a lady around who happened to tell me more about it. And I found my little shop.”
Marita’s little shop Kind & Conscious is based in Charlestown’s Old Workshop, converted from an old gunpowder store built in 1800. She shares the listed building with a handful of other independent outlets, each offering visitors a piece of the region to take home with them, whether that’s art, crafts or vintage jewellery.
“People visit Cornwall to feel something.”
“Charlestown attracts a varied mix of customers. It’s a world heritage site, so a lot of people visit for the setting. I think anybody who is visiting or lives in Cornwall has an admiration for the outdoors and a community spirit. For me it’s a way of life. So, whether you’re here for a weekend or your whole life, there’s kind of similarities within people’s personalities that makes them drawn to Cornwall,” says Marita.
“I wanted to create a shop that encourages people to connect with those things that drew them here. I think that’s really important. You can go to these huge shops, but they don’t make you feel anything, it’s just rows and rows of stuff. That’s fine and it has its place, but people visit Cornwall to feel something and there are so many fantastic independent shops and cafes and delis here which offer that.”
Kind & Conscious is a member of 1% for the Planet, a global network of businesses, individuals and organisations committed to tackling environmental issues. So not surprisingly, it focuses on curating brands and products that foster a connection with nature, with a focus on charities, B Corp businesses or ethically minded brands who take accountability for their impact on the planet. Marita’s selections help communicate her values and fulfil her retail objectives. Bestsellers for Kind & Conscious include Wild Swimming Walks Cornwall, The Wildwater Women and Almost Wild Camping. Children’s books emphasise kindness and diversity and outdoors and nature are not surprisingly important themes.
“A book gives you an experience.”
“I love books so always wanted to stock some. I had worked with Bookspeed before, while working for a different retailer, so I knew how efficient the service was. The speed of the deliveries is fantastic. That’s so helpful,” says Marita.
“Books are a physical product that are so often lost in our now tech-heavy world. It’s a physical thing that offers so much. A book gives you an experience. The books have been really well received and I feel like I could almost turn into a bookshop but there are too many other things I love and want to show people as well!”
“I hope that I’ve inspired people to buy better.”
For Marita, retail is best experienced in person, although a website for Kind & Conscious will be launched in a few months to help her visiting customers continue to sample the Cornish lifestyle when they return home and provide easy access for locals who are perhaps not as close to Charlestown but who like to support small independent businesses. Her passion for retail comes from a joy in meeting people in person and showcasing the right products for them.
“Retail is more than just buying a product, it’s an interaction with someone - having a conversation, sparking a memory. I think since Covid, people have been slightly more reluctant to be close to people but at the end of the day we still need each other. It’s so important to have that connection to community and to other people,” she says.
“I love every customer. I love everyone who walks through the door. I hope that I’ve inspired people to buy better and reminded people that we don’t want to live in a world where we can only shop online and the only physical space we have is a supermarket. I want people to have a positive experience and hopefully they walk out having made their day a bit better.”
Be inspired by Kind & Conscious
Get in touch
If you are thinking of opening a shop, online or bricks and mortar, and would like to sell books. Get in touch. We can help.
- 0131 467 8100
- sales@bookspeed.com
