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This on-trend e-store is a site for sore eyes

The online shop that’s an ideal blend of efficiency and aesthetics

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This on-trend e-store is a site for sore eyes

August 02 2011
Charlotte Abrahams

Efficiency is a pre-requisite for any e-store, but good aesthetics are vital too – especially if the site is selling decorative home accessories of the kind on offer by Catherine Hammerton. Fortunately, Ms Hammerton’s site is one of the prettiest I’ve seen in a long while. Designed to resemble an artist’s sketchbook, it features drawings of birds, artful ink splashes and section headers in a rather lovely old typewriter font.

Not only does all this make the online shopping experience a happy one, it also ensures that you’re with the Catherine Hammerton look before you’ve even begun to peruse the three departments. And what a very on-trend look it is too – think 1940s influences (Flight Cushions, from £40), floral patchwork (Bottle Garden washbag, from £24) and three-dimensional, textured wallpaper (Flutter wallpaper, second picture, £200 per linear metre).

Naturally, I was tempted by all of it, but the piece that finally made it into my basket was the Collection tablecloth (first picture, from £110). Made from 100 per cent Egyptian cotton, decorated with hand-printed letters and finished with a floral patchwork trim, it is the perfect picnic accessory for the late-summer season.