12/08/2013 11:49 BST | Updated 22/05/2015 06:12 BST

'It's A Naughty Sweet Shop For Adults': Willa Keswick On The Village Bicycle

Our fave new fashion haunt? The Village Bicycle. The London boutique has moved digs from Notting Hill to Brick Lane and owner Willa Keswick has made sure it's still all quirky designer rails and shelves of kooky one-off pieces. MyDaily met her to find out what's next for the cult store.

The vibe at The Village Bicycle is...?
Naughty sweet shop for adults. It's a one-stop shop for fashion, beauty and art - we're also going to have a pop-up nail bar in store. I wanted to create a destination like Frog Hollow, my friends and I used to live for that place when we were at school.

Why did you decide to make the move from West to East?
To follow my cliental (16 to 35s). I think that Village Bicycle had too much shock factor for the yummy mummies of Notting Hill. When I lived there 12 years ago it was a different story.

Where do you source all your pieces?
I'll travel to Hong Kong, China and Mexico to trawl through markets for amazing finds. I'm going to LA in October to start working on my Spring collection for next year - I'll be shadowing designer Supra too because I want to focus on street wear. I'm a sucker for jackets, jeans and crazy gifts (like the papier-mache skulls we have here!)

What does it take for you to stock an item, what do you look for?
Things that stop you in your tracks. Anything a bit unique or fantasy that won't break the bank. It's got to be quality - I don't want to stock throwaway fashion pieces and it's also got to be affordable. There's nothing here over £600.

Who would you most like to style?
The Made in Chelsea girls - all of them.

What music do you have playing in store?
One of Mary Charteris' playlist - otherwise anything from dance to disco and hip hop.

Fave film?
Baz Luhrmann's Romeo + Juliet

Who inspires you?
My dad (Simon Keswick). He's an amazing business man but he's patient and completely hilarious. He loves it here. Also Patricia Field. And social media - I LOVE instagram, it really intoxicates me.

Labels at The Village Bicycle?
W.I.A (really awesome and popular with Rita Ora), Mink Pink, Filles a Papa, Lucy in Disguise, Karl Hopkins (grad student whose accessories are amazing - Nick Knight really rates him too).

Interested? Visit The Village Bicycle's website here.