Brimming with a stunning range of decorative products, Sassali Interiors is bringing chic, interior inspiration and great gifts to The Broadway in Wimbledon. The store opened during a turbulent period of Covid-19 restrictions in December, taking the place of the unit which was previously Wimbledon Party Shop.
Being a true example of a small, unique, independent business that adds character to our town centre, we chatted with the owner of the store, Saija Constantinou, to find out what the store has to offer to Wimbledon.
Tell us about Sassali.
Sassali is a privately owned, interior design boutique store that offers a collection of statement pieces, gifts and homewares to suit any budget. Taking the name from a beautifully sparse rural village situated in northern Finland, our inspiration and design language are drawn from Nordic sentiment and the aesthetic tone of contemporary minimalism.
We curate a range of stunning items that will complement any space, ranging from a collection of opulent scented diffusers and candles that awaken the senses and create subtle fragrance zones around the home, to dramatic glassware, ceramics and metals that bring those much-needed key accents to neutral pallets and spaces.
From natural materials such as woods, cork and marble to more contemporary textures such as distressed copper, bronze and micro cement, our stock is deliberately restricted and kept to low volumes, with new items arriving every couple of weeks. Every home and interior is personal and I believe you should reflect yourself in the essence of that design. It’s hard to make your space feel truly yours if you know thousands of other people have got exactly the same item. So if you see something that speaks to you, it might be worth getting it before its gone. Even our most popular repeat items have slight variations, which make them truly unique.
Do you find that Wimbledon has a ‘style’?
What I really love about this area is that it has such a huge range of architectural styles, rich history and collections of buildings spanning from different periods. This is all infused and layered with the constant design tensions of integrating the modern with the classic. Georgian, Edwardian and Victorian houses now with uber modern, almost industrial design aesthetic in look, glass and metal extensions strutting out of the side, or complete interior remodels that have rebuilt everything but the outer walls.
There is this certain feel about Wimbledon, a modernity if you will, that flows through the town. Steeped in history, regimented and almost slightly pompous in its stereotype, yet always feels it has this undercurrent of style, rebellion, and diversity.
The village obviously has some of the grandest and beautiful homes in SW19 and I’m always thrilled to see when some of my customers share their pictures with me. Pieces they have selected within the store and displayed as intended within their beautiful homes.
But interior design shouldn’t be exclusive to those certain few, I believe everybody should have the opportunity for a little guidance and inspiration. Traditional interior design services can feel a little daunting and a lot of people are put off by the uncertainty of their budget levels. Although we don’t offer a full interior design service at the moment, I love to help clients curate items to complement their space, advise on colour palettes or suggest areas for unexpected features and interesting vignettes.
Our boutique isn’t that large so we can’t keep a lot of items at once and so most of our bigger items are ordered on demand, but please come in for a chat and let us know your requirements and we are happy to source some inspiring options for you to browse.
What are your top tips and picks for summer entertaining?
It’s got to be all about outside dining and entertaining during the summer months! A huge part of our Finnish culture is the long warm days and that means looking at the most neglected designed areas in your home – often, the outside space. For those who are lucky enough to have an outdoor area, no matter what size, my tip would be to find those small accessories that can transform the ambiance. We have a range of cushions and blankets that are great for seated areas, as well as a large selection of candle holders and glassware that can be used to create beautiful mood lighting, that will complement any evening soiree.
We’ve even got a selection of wine glasses and champagne flutes for your dining requirements. We believe that just because you’re outside, it shouldn’t mean plastic!
What are you most excited about coming into your shop?
The people! It’s always a pleasure to meet and get to know my customers, many of who live in and around the area. I truly believe that choosing any interior item is a tactile experience, which can’t just be viewed and chosen online. This is why I encourage my customers to pop in at any time to browse new stock, or discuss with me what they are after. Everyone missed the experience of being allowed to go shopping, due to Covid, and I really want the community to experience friendly, helpful and personalised service that will inspire them to make their homes into a truly beautiful personal space.
Sassali Interiors is located at 270a The Broadway, Wimbledon, SW19 1SB.
Remember that when you #ShopLocal from stores like this, you are supporting the local economy, as your money goes into the pockets of your neighbours in the community. By shopping locally at our independent businesses, you are also helping to keep the personality and diversity of our town centre alive, plus you receive great customer service which enhances our community spirit!