Spotlight: Choix Home at The Nantucket

Curator, creator, and visionary behind the e-commerce shop CHOIX, Abby Yozell, sat down with us this week to talk to us about the brand:

What was the catalyst for founding Choix Home and how long ago?

I started Choix because I thought there was a something missing in the marketplace – especially where we’re located, in Boston and environs. It seemed like all the supposedly ‘cool’ shops had pretty much the same inventory and I was curious – wasn’t there anything else out there to be had? Why, when in New York, or Paris, or London, or Milan, was shopping so much more experiential?

At the time we started (2017), curated collections were further and farther between, now they’re becoming the norm. I’m fascinated by the individuality of these collections. I love the ability to follow different people’s curation, to see how their style develops, what inspires and informs them, just as I love seeing how our own Choix evolves.

The entire point of creating Choix was really an excuse to travel with a purpose, to explore other cultures and lifestyles, find fab things, bring them back to share, mix unique finds into our overly mass produced/marketed lives… that’s how I perceive the so-called Choix lifestyle.

What are your favorite trends/styles for 2020 and 2021?

Simply put, I’m not a trend follower. Style-wise, I don’t think there’s any question we’re going to see more interesting casual wear 24/7 in 2020 and 2021. And I’m sure we’re going to see more representation of the sustainability movement.

So much of what Choix is about is discovering other cultures, textiles and patterns, how has COVID impacted your ability to continue discover!?

Well, clearly things are going to be different this year. We’re already in contact with our designers and brands, working together via Zoom. I think/hope at this point we have established working relationships that we’ll continue. We’re always finding new things regardless of travel – through recommendations from friends and customers who know what we love, Instagram, etc.

What do you look for when you are Choix-ing product virtually or in-person?

Personally, I look for things that aren’t going to be seen everywhere. Beyond that, it’s always going to be things that reflect culture or tradition. Interesting fabrics, prints, color combinations. I always defer to Esme for a second opinion. She’s a good sounding board for me – she’s grown up with my eye, she knows what I’m going to gravitate to – but she also seems to have a better sense than I how or if things will appeal. She’s also an amazing sourcer of fabulous Choix.

What are your and Esme’s favorite products in your current collection?

I think we’re both absolutely obsessed with the genius of our newest addition to the apparel collection – Yvonne S. Her gypset style combined with traditional handmade technique, ethical fabrics, and the most unusual pattern play and color mixes is incomparable! We love too our matte white resin vases from Tina Frey Designs, and of course all of our Colombian runners and placemats from Polished Coconut.

Fun or interesting fact about Choix, a product or yourselves?

Both Esme and I grew up coming to Nantucket for the entire summer, so it’s fun for us to be back on the island together for an entirely different adventure in a very familiar place.

Choix's Abby Yozell

Spotlight: Choix Home at The Nantucket

Choix's Abby Yozell

Choix's Esme Yozell

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