Welcome back to the weekly catch-up with our London, Curated guide through the city’s hidden sustainable gems.

The first small business featured in this project is that of a talented pottery artist and actress who has been very kind to let me into her cosy studio and show me her world.

If you’ve wandered through Portobello Road Green Market recently, chances are you’ve been drawn in by the earthy tones and blue-rimmed mugs of Sally Guinness’ handmade pottery. From game-changer garlic graters to elegantly shaped candleholders, Sally’s pieces tell quiet stories of care, craftsmanship, and conscious living.

Sally isn’t just another artisan selling ceramics — she’s part of a growing movement towards slow shopping, one that invites us to reconnect with the origins of the objects we use every day. Her work embodies the essence of sustainability and functional ware together: small-batch, locally made, and built to last.

This week on Instagram and TikTok, we’ve been diving into Sally’s world — from behind-the-scenes snippets of her creative process to close-ups of her exclusive Easter collection, available at Portobello Green Market and on her Etsy shop. Today on Substack, we're wrapping it all up with something a little deeper: a conversation about her creative journey, the technical aspects of her process, and what it really means to create sustainably in today’s fast-paced world.

In this interview, we talked about how pottery making represents a form of meditation to Sally, what drives her creativity and some technicalities of the process. We also touched on the concepts of slow shopping and sustainability, explaining what she does to make her business sustainable every day and how (especially) younger generations are slowly shifting towards a more sustainable and eco-friendly form of purchasing.

Martina: How do your two jobs influence each other?
Sally: I am not sure wether they influence each other, but they surely compliment each other. You throw yourself in in a completely different way: they both represent a sort of meditation for me: they both help me clear out my mind sometimes, they’re engaging and fun in two different ways, but they work very well together.

Martina: Sally, can you share a bit about your journey into ceramics?​

Sally: Absolutely. While pottery started off as a hobby, I knew I wanted it to be more than that, so I began my journey at University of Westminster in Harrow. I did a ceramics degree there and I learned a lot from it: it put me in a position to truly understand the whole making process behind it, from start to finish. Learning about different styles was very useful and it still is visible in what my style is today. I would say that I am like a sponge: everything I’ve seen throughout life really fed back into my work.

Martina: That’s amazing. I think that is really what makes people creative, the fact that they can grasp bits from everyday life and translate them into something else. How did your interest in pottery making start and how did you realise that you wanted pottery to be more than a hobby?

Sally: I originally signed up just to do a hobby course and once I started making it I realised that it was something I really wanted to explore more and do full time.

Martina: You do a lot of functional ware at the moment, and we know your signature items are your blue-decorated mugs. Do you have a favourite piece that you like making?

Sally: I am not sure I have a favourite, honestly, but I have moods, and sometimes I like repetition in this job. I can get a lot of satisfaction out of repeating the same process for a single product, maybe with some variations sometimes. On other days, I feel like making an individual piece and I would make a large dish or go with the flow. I am pretty open to whatever I feel like doing in the moment, and I tend to go however the spirits move me. But I like all the different processes, like making the handles for example. But in general, anything I make or create is some sort of self portrait.

Martina: What techniques and materials do you use?

Sally: I originally started making most things out of porcelain, which is a beautiful material: it’s quite channelnging but I find it lovely. I gradually worked my way to a white soneware body with a very fine grog that you can throw really nice and thin. It’s a lovely material and most of my products are made with this material now.

Martina: How does sustainability play a role in what you do?

Sally: Sustainability is really important to me and I recycle all my clay: any clay that hasn’t been fired yet — if something’s gone wrong or I’ve trimmed off bits — I can reclaim it by rehydrating it and wedging it back into usable clay. I also only fire when there are items that I am sure are going to make it through the whole process. I am conscious about my water usage, too, and even though I cannot avoid using electricity for the firing, I always fire when the kiln is full. I also make small batch pieces, so I’m not mass-producing anything. It’s all handmade and made to last. Overall, there is very little waste.

Martina: What do you think is special about handcrafted ceramics products as opposed to mass-produced pieces?

Sally: To me, it has got a little bit of soul in it when something has been handmade. for example, when you make the handle, you make it so that it's going to feel good in your hand, whereas mass-produced things would be designed for fitting in a mould and maximising profit, rather than feeling good in your body. When you handmake, there is something very satisfying within the process and each piece is going to be unique and you can definitely feel that. A lot of customers come back saying that they’ve loved a mug and they feel very attached to it as they use it every day. The difference is that they know where it’s come from and who made it and that’s what they enjoy the most. It’s very satisfying knowing that there are parts of something you have done in people’s everyday lives.

Martina: What are your thoughts on slow shopping? Do you think that there is a shift happening in consumer habits towards this more sustainable practice?

Sally: Something I love that I have noticed recently is that a lot of younger people are really interested in buying handmade products and being more thoughtful about their purchases. When you buy something handcrafted, it is not going to be disregarded or thrown away; it is a more conscious choice, and while people might not buy a whole set, they might buy just one little piece, but it’s still very sustainable for the world. It is really encouraging to see the younger generation being excited about my products.

Martina: What is the most popular item at Portobello Road Market?

Sally: At the moment, I mostly sell mugs, usually the blue-decorated ones, and the espresso cups. More recently, I had a lot of popularity for garlic grater plates as well.

Martina: Could you walk us through your process? How do you go from the initial idea to the final product?

Sally: I have two different ways of working. Sometimes I start with an idea in my head — sometimes it’s quite vague, sometimes it’s a bit clearer. I don’t necessarily start with the design, as I go with the flow quite a lot. I tend to go on a whim: I often begin by just diving in and playing with the clay, and I come up with the designs as I go. The process always includes wedging — which is the step when you make sure there is no air in the clay — as well as throwing a base of the shape on the wheel. What’s left is called leather hard and it is when the clay has dried up enough to be held without misshaping it. This is when I attach the handle. After that, it needs to dry completely, and then go in for the first firing, which is the bisque firing. This is when I apply the colours and design my pottery with oxides and a mixture of glazes. I generally have a quite simple colour palette: blues and greens, matte black and a bit of pink sometimes. Then they go in the kiln for the last firing. So yeah, it’s a long process. You need a lot of patience.

Martina: Is there something you’ve been working on lately?

Sally: For Easter and the spring season in general, I make these little egg cups and lemon squeeers as well, which have been selling out already. The egg cups have soft glazes, some with a bit of speckle: they’re going to be at the market this weekend, so hopefully people will come by and see them.

Sally’s work is more than just ceramics — it’s an invitation to slow down, to notice the beauty in small things, and to make choices that honour craftsmanship and care. From the peaceful rhythm of her wheel to the joy of glazing an Easter egg cup, every step she takes reflects the values of slow shopping and sustainable living.

Whether you’re a collector of handmade wares, a Sunday market wanderer, or someone curious about living a little more consciously, Sally’s pieces are a perfect reminder that meaningful things take time — and that the most cherished items are often the ones made by hand, with heart.

If you’re in London, don’t miss the chance to visit her stall at Portobello Road Market this weekend and discover her exclusive Easter drop in person. You can also explore more of her work on Instagram at @sallyguinnessceramics.

And for the video interview, head over to @curatedldnproject and TikTok @curatedldnproject on Instagram or TikTok — and stay tuned for more stories from London’s most inspiring small businesses.

Thanks for reading,
Martina 🌿

London, Curated—also known as @curatedldnproject on social media—isn’t your typical London shopping guide. You won’t find recommendations for the high-end boutiques of Chelsea, nor will I be selling you the (in)famous Oxford Street as the ultimate shopping paradise. Let’s be real—do we really need another guide telling us that the best (and most expensive) fashion finds are in overcrowded, mainstream streets lined with overpriced t-shirts and mass-produced bags? Most of which, let’s face it, aren’t exactly sustainable. As the legendary Vivienne Westwood once said: “Buy less, choose well, and make it last.” And while quality often comes with a price tag, that doesn’t mean sustainability is out of reach. What if I told you that hidden across London are countless independent businesses offering beautifully crafted, one-of-a-kind pieces—ones that tell a story, that support artisans, and that don’t come at the cost of our planet?

But before we dive deeper, let me introduce myself. My name is Martina, I’m 24 years old, and I come from Italy—a country where craftsmanship, fashion, and attention to detail are deeply rooted in culture. Now based in London, I’m currently pursuing a Master’s in Advertising and Public Relations, a field that I believe perfectly aligns with my love for storytelling and creative strategy.

My passion for sustainability and independent brands grew over the years as I became more aware of the impact of fast fashion. Moving to London, I discovered an entire world of hidden gems—small businesses run by talented artisans who pour their hearts into their work. That’s what inspired me to create London, Curated—a project dedicated to uncovering these unique spaces and encouraging a more mindful approach to shopping.

In a world dominated by fast fashion and mass consumerism, it’s easy to forget the magic of discovering a one-of-a-kind piece in a tucked-away boutique or meeting the artisan behind a handcrafted creation. London, Curated exists to shine a light on the hidden gems of this city—sustainable brands, independent designers, and local businesses that embody quality, creativity, and authenticity.

This digital media campaign invites you to experience shopping in a way that feels intentional, immersive, and deeply connected to the city’s creative landscape. This isn’t just about fashion or lifestyle—it’s about a mindset shift, a movement that celebrates small businesses, ethical craftsmanship, and the art of slow shopping.

The project unfolds through three different platforms: Instagram, TikTok and Substack. Each media will play a vital role in bringing the idea to life: while you can expect aesthetic carousels and behind-the-scenes reels and interviews with small business owners on TikTok and Instagram, here on Substack I will offer you a more intimate moment with the artisans themselves, diving into their stories, inspirations, creative processes and craftsmanship. Through long-form blog posts like this one and weekly newsletters, the aim is to foster a genuine connection between you and the featured businesses.

This campaign is more than just a shopping guide; it’s an opportunity to rethink our approach to consumption and celebrate the businesses that deserve to be seen and supported. I hope that by following along, you will truly appreciate the beauty of shopping as an art form in this fantastic city.

I want this to be a space where small businesses, artisans, and mindful consumers come together to support a more sustainable way of living. If you know of a brand that deserves to be featured—or if you’re a small business owner yourself—reach out! Let’s make slow shopping the future of London’s retail scene.

Follow along:
📌 Instagram: [@curatedldnproject]
📌 TikTok: [@curatedldnproject]
📌 Subscribe on Substack for exclusive content!

Yours truly,

Martina🤍