Style | E-cquisitions

An online rhapsody in navy blue

A small but perfectly curated online store with a very strict colour code

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An online rhapsody in navy blue

Image: Oliver Penman

December 15 2011
Charlotte Abrahams

Nothing But Navy Shop is a tiny e-store selling a carefully edited selection of home accessories, clothing, jewellery and stationery in – you guessed it – nothing but navy blue. As shop concepts go, this does sounds a little rarefied, but when you enter the store, what strikes you is the supreme elegance, rather than the navy blueness, of the products on show.

What also strikes you is that there are very few products to choose from – just eight when I visited. There are plans to expand the range, but I think this minimalist approach to online shopping has much to recommend it, especially in these final few shopping days before Christmas. After all, what we need when time is short and there are stockings to be filled is not endless choice but a handful of simple, chic and vaguely useful crowd pleasers.

I still need gifts for friends of various ages and both sexes so I shall be ordering a Bridget Harvey wooden ring (first picture, £17 each), the rather artistic Oliver Penman cotton T-shirt (£17), a pair of stripy Armor Lux socks (second picture, £6.50), and a set of Moleskine notebooks (third picture, from £5 for three). And I shall be doing it right now as the last date for guaranteed delivery in the UK is Monday December 19.