We are so happy to welcome Kelli Murray to the blog today to talk a little about her new business venture with her husband Sam, Lone Flag.
“We operate a small and curated retail store in Del Mar, CA called Lone Flag. It’s really a mash-up of heritage brand feel with contemporary lines including lifestyle and home goods. At it’s core, Lone Flag represents brands that have purpose and story in their goods. We don’t work with any brands that make things of poorly quality or are fast fashion focused, everything is meant to have a longer shelf life and more classic look. In March we launch the first line of Lone Flag branded outerwear available in store only and then in Fall we’ll be launching a new collection in other partner stores as well.”
“We do absolutely everything in the store so it’s a ton of work. Sam gets there early and drinks coffee and ships out online orders. We pack each one with care and a note and organize sending them out. The rest of the day is a mix between designing and working on our vertical line and interacting with customers and brands we work with. There is also a lot of quality time spent with friends since so many of them drop in throughout the day just to chat and catch up. That’s definitely the best part of it all.”
“The best display in the whole shop is actually our most photographed and instagrammed space as well. Sam scored a vintage painter’s ladder in a backyard in Cardiff and re-purposed the whole piece which now holds boots and bags on it. It’s an awesome piece and everyone comments on it. At the end of the day it was just $45 and some elbow grease. Those are always the best kinds of fixtures because they just can’t be duplicated by new ones.”
“We wanted this space to feel warm and like home when you entered but also incorporate a bit of minimalism. The space is white and uncrowded feeling which makes everything sort of feel like it has a place there and a reason to be where it’s at. Scent is a huge part of the retail experience to us so a lot of the sensory experience when you walk in is catching the coffee beans interacting with candles and soaps. It’s definitely a masculine feel and smell but also one that neutral enough for anyone. We always offer our customers a coffee or a beer as well, we want them to get the whole experience and feel like they’re just hanging out somewhere they feel comfortable, not in a sterile and confined shopping space.”
Thanks so much for sharing your space with us, Kelli! You can find more about Lone Flag on their website.
Credits // Author: Kelli Murray & Katie Shelton, Photography: Jackie Wonders and Alejandra Videl
Me too!! I was just here to ask where they’re from. Beautiful shoes.
Gorgeous pictures and beutiful family!
Come by soon <3
xx
This store looks amazing. I love everything about it and their story is heart warming. Can’t wait to check it out. I look forward to experiencing a good shop in their store.
http://thelastcleantshirt.com/2014/02/28/first-7/
I love Kelli´s blog and her job! this store is amazing, and the products! 🙂
they are from Choies.com
WHERE ARE THOSE SHOES FROM???
inspiring interior and collection 🙂
Where can I buy her shoes?!
PLEASE SOMEONE TELL US!!!!!
Wow, this shop looks amazing. I would love to go in there and have a look when the time comes for me to furnish my own house!
Sophie xxx
Excellent design. What an appealing place to look at.
Love that Lone Flag focuses on well crafted timeless pieces! I wish them all the best with their amazing shop!
what a cool space!
xxoo,
nikki
www.dreaminneon.blogspot.com
Such an adorable shop and family 🙂
Loved this! And, may I say, I’m totally in love with her outfit in the first picture…and her hair! It’s all just stunning. I love small businesses like this. You can just tell they’re filled with love and passion
Inspiring and gorgeous.
I have stopped in, and I have to say it’s one of my favorite places to bring my wife. Great items, and wonderful people- thank you!
http://unexplainedufos.blogspot.com
They are located in my neck of the woods! Gotta check them out now!
That store looks incredible! They really have a dream job 🙂
I just LOVE Kelli. She’s got such sweet style and her daughter is just beautiful. This store looks absolutely amazing and I’d definitely visit if I ever visit California! xxx
http://sarah-nunn.blogspot.co.uk