Julia Jeuvell opened Choosing Keeping in 2012 as a small stationery shop on Columbia Road in east London, before moving the business to larger premises on Tower Street, Covent Garden, in 2018. The shop deals in paper, pens, ink and desk objects gathered from small manufacturers abroad, including silkscreen-printed paper from Kyoto, glass dip pens made in Germany, and paints produced in the English countryside. Stock changes with what Jeuvell finds on her travels rather than following a standard stationery range. It occupies one site only, with no second branch or concession, and Jeuvell continues to select and buy every product line herself. The Covent Garden shop trades six days a week from dark green shelving arranged around a single counter.
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