20 questions with Danielle Reid of Folklore

Located in the hub of Islington's Upper Street, Folklore was set up by husband and wife team Rob and Danielle Reid. They believe that 'better living is possible through design,' and source products that are made with consideration and careful craftsmanship, simplicity and over all quality. And if that wasn't enough, they also donate 15% of their profits to a different non-profit organisation every year. Keen to learn more about the people behind the brand, we subjected Danielle to the 20 Questions treatment...

1. Top interior design tip?

Fill your home with items and pieces that you love rather than trying to follow one particular trend. If you genuinely love each piece you buy, they will automatically sit well together.

2. What was the last thing you bought? 

I bought one of our new Anne Black handmade porcelain Seam Vases. I’ve been searching for a tall vase for ages and it’s perfect.

3. The Beatles or The Stones?

The Stones.

4. Interiors – dark and moody or light and airy?

Light and airy.

5. Helvetica or Arial?


6. Star sign?


7. Six fantasy dinner party guests? 

Louis Theroux, Sigmund Freud, Madonna, Bill Hicks, Steve Jobs, Amy Winehouse.

8. Cats or dogs?


9 Asterix or Tintin?


10. Introvert or extrovert? 


11. Sweet or savoury?


12. When was the last time you cried? 

Last week at a close friend’s wedding ceremony.

13. Tea or coffee?


14. Dress up or dress down? 

Dress down.

15. Library or nightclub?


16. Which song do you play when you need cheering up?

I’m Good, I’m Gone – Lykke Li.

17. Favourite book? 

The Cat in the Hat by Dr. Seuss.

18. When you were five, what did you want to be when you grew up? 

A dancer.

19. What are you afraid of?


20. And favourite colour?

Currently - white.

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Katie Treggiden, Guest Editor

View all posts by Katie Treggiden, Guest Editor