‘It’s The Curated Older Sister’: Nine Crows Founder Emma Fraser Has Launched A New Store

“When we were facing into the second lockdown I decided that if I had to close my stores again, I would use the time to focus on bringing Reverie to life. We had 6 weeks of no stores and no distractions and I was able to put all of my focus and energy into this new brand.” 

11 years after founding the uber successful Nine Crows brand, Emma Fraser has launched her second vintage store. One which she believes signifies the growth of the Nine Crows customer, as well as being the one-stop-shop for the newbie vintage hunter, on the lookout for incredible investment pieces.

Launching in November 2020, Reverie’s website comes to life on specific dates which are announced on Instagram and through the shop’s mailing list – giving customers a specific date and time to browse the handpicked collection of vintage items, and nab a beautiful find.

Over the past couple of months, Reverie has sold vintage pieces spanning from brands like Missoni and Jil Sander to Prada and Gucci.

 

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Explaining the birth of the store, Emma says:

“About 18months ago I started to collect pieces that I would come across on buying trips that I thought were beautiful but were not necessarily for a Nine Crows customer. As the collection grew I knew I was going to have to find a home and customer for them. Reverie is really the evolution of Nine Crows for me, It is for the customers who used to shop with me back when had our first store on Crow Street, we have all grown up together.

“Through the development of Reverie I also wanted to create something that was easily accessible to the new vintage customer, the woman who is interested in quality and sustainability but might not have previously shopped in vintage stores, I wanted to make it easy for people to make ethical style choices without having to rummage through rails of clothes to find a vintage gem.”

Using the second lockdown as her push to get the store up and running, Emma took the opportunity to focus on bringing Reverie to life and that she did. Although it’s not all plain sailing, with lockdown and restrictions, Emma said that when it comes to picking her vintage finds, it now has to be done digitally which can prove tedious.

“It is definitely more challenging to find items digitally. I am really missing my buying trips. I like to be able to handle the clothing and check the quality before I buy. Right now I do a lot of facetime calls with suppliers and handpick the clothing this way,” she explains.

With everyone being a lot more conscious of the clothes they wear these days, especially when we see the devastating effects that fast fashion has on our planet, Emma hopes that this new store will provide even more scope for those looking to add to their wardrobe ethically.

 

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And aside from the vintage finds, Emma is also set to launch Studio Reverie, which will start off as reworked vintage items. “We are currently working on a dreamy collection of vintage bustiers that we have redesigned,” explains Emma.

Well, we’ll certainly watch this space. You can shop Reverie’s next drop on Friday 15th at 6pm.

• Reverie
• Vintage