Walpole: Emma, why was it important for you to work with Molly on this project, and what was her brief?
Emma Field: Opening the brands first store was not only a vital business evolution for the brand but also hugely emotional. Yard-O-Led only began direct retail on its e-comm platform ten years ago; bricks and mortar was always an ambition but could only be realised with Nick and Giles English's investment into the brand. Through direct retail, the brand has reassured existing customers and grown a new audience — and direct sales kept the business alive over the covid period. An omnichannel retail experience has permitted our customers to enjoy a seamless experience from web to physical product which is so important for tangible luxury goods.
In the few weeks that we have been open, countless customers have commented how delighted they are to be able to see, touch and feel the products – as they should. Something from Yard-O-Led really is a piece of jewellery and best appreciated in person. The environment you do this in is curial. We knew we wanted to create a space which reflected the brand today, but we didn’t want to be a vintage curiosity store nor ignore our roots — so we needed to strike a balance between old and new.
Meeting through Walpole, Molly Mahon was a natural fit for this very aesthetic; she has built her brand for those of modern tastes who appreciate the luxury of traditional craft. Personally, having run Yard-O-Led for the past ten years, I am always keen to work with women, so all together it was a great match for the two brands.
Molly, what was it that drew you creatively to Yard-O-Led and what inspired you to select your Fern design for the space?
Molly Mahon: I was instantly drawn to Yard-O-Led’s deep reverence for craftsmanship, the way each pen is shaped, engraved and polished by hand reminded me so much of the rhythm and patience of block printing. There’s a quiet poetry in their process that deeply resonated with me.
The Fern felt like the perfect design to carry that connection. It’s a motif rooted in the natural world, symbolising growth, renewal and the beauty of repetition; qualities that reflect both our crafts. Just as a fern unfurls leaf by leaf, so too does a pattern or a piece of silver come to life through many careful, human touches.
What is your favourite part of the final design?
Emma: The pattern Molly designed has created a fantastic optical illusion of space and height to the store — the linear wallpaper lengthening the space, opening it up. It's been a phenomenal transformation.
Molly: I love how the design holds both structure and softness, the fine detailing echoing Yard-O-Led’s exquisite engraving, yet balanced with the joyful imperfection that comes from the human hand. The fern itself has a beautiful, quill-like quality to it, as though nature’s own writing tool, a fitting nod to Yard-O-Led’s world of fine pens. It feels timeless, tactile and quietly luxurious; a true meeting of our two crafts. To me, it beautifully expresses our shared belief that artistry lives in the smallest, most thoughtful details.
What has been the most rewarding aspect of the project?
Emma: Simply everyone’s reaction: the pride of the team of silversmiths who came down on the opening night; the journey we have been on to keep this brand in business to see it now in all its glory a few steps down from The Ritz; the customers who have all commented how delighted they are that there’s finally a ’proper pen shop’ in London. That feeling and experience is because of the space we’ve built together.
Molly: Discovering how two seemingly different crafts — metal engraving and block printing — can speak the same language of hand, heritage and heart. The collaboration reminded me how deeply interconnected the creative disciplines are. Seeing our two crafts come together so harmoniously has been a truly joyful experience.
What do you think are your brands’ shared values?
Emma: Our respect for traditional crafts and pursuit of modern business goals and customers. Neither of our businesses rest on the laurels of experience; instead where always looking for new innovations, be that on the marketing side to introduce our selves to new customers or on the manufacturing side to strengthen existing techniques. We’re both looking forward and open to learn and grow from each other and other brands.
Molly: We share a deep respect for craftsmanship and the human hand. Both brands believe in preserving traditional techniques while making them relevant for today’s world. We celebrate longevity over trend, and beauty that comes from authenticity. Above all, we both champion the quiet luxury of things made with care.
What is a key piece of advice you’d give to other brands looking to collaborate on a project together in the future?
Molly: Choose partners who share your values, then enter the process with openness and trust. A true collaboration allows each craft to shine, it’s not about blending into one another, but about creating a dialogue. The magic happens when both sides bring their full creativity to the table and let curiosity lead the way.
The Yard-O-Led boutique is now open Piccadilly Arcade, Mayfair, London. yard-o-led.com
