Q&A: The Abahna collection
Wednesday, 14th June 2017 | Written By The EAST Team
A Q&A with Claire Croft, one half of the duo behind the Abahna collection, now stocked in select EAST stores.
WHAT INSPIRED THE ABAHNA COLLECTION?
The spas and many varied bathing ceremonies of the far east, Indonesia and India inspired our collection. The aesthetics, presentation, meticulous attention to detail and overall focus on wellbeing too - we wanted to try and encapsulate those elements.
HOW DO YOU MAKE SURE YOU DEVELOP THE PERFECT PRODUCT FOR YOUR CUSTOMERS?
We strive for perfection - whether we’ll ever achieve that is another matter, but we listen to our customers likes and dislikes and have tried to evolve the range that way. Whether it be new fragrance suggestions or product categories, we always come away with a plan to create something new in direct response to all of our customer interaction.
HOW WOULD YOU DESCRIBE YOUR DESIGN AESTHETIC?
Eclectic, classic with a modern twist.
AND YOUR CUSTOMER?
Discerning and loyal.
AT EAST WE SUPPORT ARTISAN MAKERS AT EVERY OPPORTUNITY, HOW WOULD YOU DESCRIBE OUR COMPANY VALUES?
Abahna is a small but growing business and many of our key suppliers are small and family run with whom we have built excellent relationships over the years. We look after our suppliers in the same way as our customers and believe that is the best way to create a successful, sustainable business. All of our candles are hand poured and our bathing products are made in small batches and packaged by hand.
WHY CHOOSE TO COLLABORATE WITH EAST?
It feels like a very natural fit, a good brand match and we think that our businesses share a very similar customer.
WHAT IS ON YOUR CURRENT WISHLIST FROM EAST?
Your kaftans, I love them!
Find the Abahna collection at the following EAST stores: Covent Garden, Cambridge, Guildford, Cheltenham, Dorchester, Norwich, Harrogate, Kingston, Bury St Edmunds, Reigate, Bath, Stratford Upon Avon, Market Harborough, Stamford, Salisbury, Truro, Leamington Spa, Henley, Oxford and Durham.