Inside the London Store Selling the World’s Most Delightful Festive Ornaments

In the heart of London’s historic Covent Garden, where cobblestone streets echo with tales from centuries past, lies a treasure trove for those in pursuit of unique festive ornaments. Julia Jeuvell, at the helm of Choosing Keeping, has turned her shop into an annual sanctuary for holiday spirit and creativity.

The Enchanting Christmas Window Display

Each year as November’s chill takes hold, Jeuvell unveils a mesmerizing window display that captures the imagination. This year, the theme pays homage to Marie-Antoinette with exquisite craftsmanship that transports viewers to the opulence of 18th-century French courts.

• Themes and Collaborations: Working alongside paper artist Beth Scanlon and decorative painter Magda Gordon, Jeuvell merges history with artistry, creating a visual spectacle that celebrates bookbinding techniques and the versatility of fine papers from around the globe.
• Unique Collections: From delicate embroidered ribbons to handcrafted ornaments, each piece tells its own story—reflecting both rich tradition and whimsical charm. These creations are not just decorations; they’re artifacts of cultural expression and craftsmanship.

A Catalogue of Handmade Ornaments

The store’s annual catalog, a much-anticipated newsprint booklet, features an array of 72 handcrafted ornaments. Each piece meets stringent criteria for originality and quality—a testament to the creativity and dedication behind their creation.

• Categories: The “deli counter” category alone showcases whimsical items like glass butter biscuits and sparkling pickles, while traditional baubles such as “snow babies” are crafted with meticulous attention to detail using cotton wadding and scrap embossed papers.
• Craftsmanship Meets Humor: Jeuvell’s approach ensures that each ornament balances fine craftsmanship with a sense of humor, embodying the joy and levity essential to the holiday spirit.

The Story Behind Choosing Keeping

Juivell’s personal history is as eclectic as her store. Moving across countries in childhood instilled in her an appreciation for objects that offer continuity and grounding—values reflected in every curated piece at Choosing Keeping.

• A Journey Through Art: After working in commercial art galleries, Jeuvell’s first venture into retail was inspired by her love for museum labels—a passion evident in the store’s presentation of items collected from her cycling adventures around Sweden.
• Inspiration and Influence: Stores like New York’s Kiosk and Parisian specialty shops have influenced Choosing Keeping’s ethos, making it a destination where integrity and craftsmanship are paramount.

A Message Against Consumerism

The holiday season often fuels rampant consumerism, but Jeuvell’s store stands as a reminder of the value in mindful purchasing. “It’s not what we buy that matters. It’s what we don’t buy that matters,” she asserts—a sentiment increasingly relevant today.

Unique Gift Ideas

This festive season, one standout offering is an Italian box designed with Japanese paper, holding German chocolate ornaments wrapped in beautiful foil. It encapsulates the global collaboration and attention to detail that defines Choosing Keeping’s philosophy: preserve culture through thoughtful creation and keepership.

Conclusion

Juivell’s passion for storytelling through objects is not only a celebration of cultural heritage but also an invitation to rethink our relationship with possessions. As the holiday season approaches, Choosing Keeping offers more than just ornaments—it provides an experience that fosters appreciation and cherishment for the artistry in each piece.