The co-founder of Rowen & Wren talks sewing seeds and growing online communities.

Lucy Uren, with her partner Graeme, is the founder of beautiful online homeware and lifestyle brand, Rowen & Wren. Formerly a textiles designer and retail consultant, it was a chance but formative conversation about their long-term dreams which led to a sudden clarity of vision: that their shared purpose and passion lay in owning a shop through which to articulate their take on the beautiful life. And so it was that in 2011, Rowen & Wren was born, its onus on craftsmanship, the handmade and the beauty found in simplicity.

And if it feels authentic, that’s because it is. From the day that the duo divined a shared readiness to spend every last penny they’d saved for their first house on an online home and a new way of life instead, a simple home-spun truth has been at its core. Evidenced in its every detail is the couple’s dedication to well-made simplicity, from the signature insistence on weighty quality to the fact that each piece is a manifestation of their shared and steadfastly adhered-to instincts. Nine years on, Rowen & Wren has become a byword for understated luxury.



Here Lucy shares her dedication to building an online community, her ever-growing passion for gardening and why kindness, in everything, is paramount.

My favourite website...


I’m a real one for collectables and love my pots and vintage sherry glasses. I often head to The Hoarde’s website for my second-hand bits as well as Etsy.

My favourite app...


It has to be Instagram. Predictable as it may be, I’m a visual person and so I feel very at home there.

My favourite blog...


I’m a novice gardener and so it’d have to be Gardenista.

My favourite podcast...


I love listening to the new podcast by The Modern House – a must-listen to anyone interested in architecture and design.

My most recent buy online...


I have to admit, I’m addicted to terracotta pots and last week ordered rather a few. They’re just beautiful – pale with very simple yet intricate Cretan markings.



Last book you downloaded or read...


Honestly? Room on the Broom. My daughter adores it.

Favourite Instagrammer...


Do I have to pick just one? I really love scrolling the feeds and watching the stories of all the young, talented gardeners out there such as @arthurparkinson, @mccormickcharlie and @thelandgardeners.

Favourite tech gadget...


I use my Alexa every day for my shopping list. I simply call out to her every time something springs to mind. So helpful!

The most useful gadget/item on your desk...


Would it be dull if I said my laptop? I don’t have a set desk you see – sometimes it’s my lap, other times the kitchen table, and even naughtily propped up in bed if it’s been one of those days and so my laptop is my only constant desk ‘gadget’.

Most useful digital resource (website/app etc) during lockdown...


We’ve really called upon Zoom in recent times. We have a full R&W team get-together on it twice a week and then use it throughout the day to catch up on a one-to-one basis. It’s been so valuable at keeping us all connected.

First thing/app you look at on your mobile when you wake up/in the morning...


It’s one of two – either Instagram so I start the day with a dose of creative inspiration or the weather app to plan what my daughter and I are likely to get up to.



Last thing you binge-watched...


I don’t get to do too much binge-watching I have to say, but I did enjoy watching Becoming recently. I loved the audio book and so it was a pleasure putting the visuals with the words.

Favourite brands have you discovered online...


Without wanting to keep harping on about gardening, I’ve found so many wonderful online seed brands that have got me through the garden centre drought! I particularly love Farmer Gracy and Picked at Dawn.

Social media allowed me to meet...


Our extended Rowen & Wren family – what a community we’re surrounded by and what a joy it is to be able to talk to them all, at ease, every day.

The best digital advice I've been given...


To truly invest the time and genuine attention in your community. We respond to every comment we receive on our social media channels and don’t believe in copying and pasting responses. If somebody has taken the time to engage with us, it is our absolute pleasure to respond warmly and honestly.



My screensaver is...


My daughter, Alma. It always is but I updated it recently to one I took on a meadow walk during lockdown. She has her little sunhat on and appears to be in a world of her own.

My standout online memory...


The launch of Rowen & Wren. I can close my eyes now and remember us huddled around the computer watching it go live. It was such a big moment for us.

My pet online hate is...


Unkindness – on and offline.

Do you have any online rules or resolutions?


It’s changed somewhat in light of the current climate. We used to keep devices away so that our daughter didn’t feel like the digital world dominated. Now though, she has to see our mobiles, our laptops and to understand that this is us working. She says: mummy work, daddy work. If we go on a walk together though, it’s phones away unless we’re taking photos together.

The Internet. On balance, a force for good or ill?


It has to be a force for good for me. Without it, Rowen & Wren simply wouldn’t be.

By Nancy Alsop
August 2020

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