The first time I came across this Dutch retail chain was in France. The things in store are colour coordinated, which was really the first factor that drew me in. The Brits call it the “posh Poundland” (Poundland is a store where everything is sold for a pound. Think Daiso from Japan.) or the “Dutch Ikea”.
Then the Evening Standard summed it up as a place that “operates on utilitarian Noord-Europese charm as opposed to austerity-driven despair” because everything is bright, colourful, cheery and actually priced surprisingly low like how they advertised themselves to be. With just a tenner, you can bag home two photo frames, a mound of stroop-waffles, candy-shaped erasers and baby socks. To me, it’s a wonderful place!
You would get me completely if you are one who has moved out of home and has the freedom (or actually bother) to decorate that space you call your own. I don’t live in a moat-surrounding castle with a budget bigger than the government’s deficits but I do love being surrounded by pretty whatnots and knickknackeries. So, Hema is a great place to be. At least, until I can afford some marble -, some gold-trimmed – , some velvet – or a Mondrian.
From pastel baking brush to star-shaped burger press, cute post-its to retro paper plates muffin cups.
It also has it’s own cafeteria like Ikea where you can pick your food canteen-style and pay whatever that is on your tray.
I like Hema because they have some really chic and very affordable designs that, given due personalisation, could turn the corner of my house into one that’s good enough to say anecdotal. This trip to Hema, I got a pineapple ice-tray and summer-y napkins … essentials for a Hyde Park/Holland Park picnic! The rest of the stuff like neon notebooks, printed candles, grey candlesticks and photo frames were some of the things I hauled from my previous visit.
I think I paid 2euro for this… I mean how irresistible is that? With some pale pink lemonade and these green-yellow pineapple ice in a jar, I’d have the most enviable summer drink.
And of course, I would attach a corner of my house – on top of the shoe rack where I throw my letters and keys… made more personal with some Hema frames.
Talk about adding a personal touch to home decor…
With love x