In interiors, trends can change quickly. For Aria, the answer has never been to chase every new direction, but to curate products with the quality, versatility and staying power to remain relevant long after a particular look has passed.
Part of Islington's design landscape since 1989, Aria brings together established design classics, contemporary furniture, lighting, homeware and newer discoveries. Its approach combines an instinct for good design with an understanding of how products work together in real homes — and a strong emphasis on personal customer service.
For this edition of Trade Talks Tuesday, we spoke with Simon Howard about buying for longevity, spotting products that belong at Aria, the continuing role of trade fairs and what emerging design brands need to consider before approaching an established retailer.
About Aria
Aria is an independent design retailer that has been part of Islington since 1989. Its carefully curated collection spans contemporary furniture, lighting, home accessories and gifts, bringing together iconic design names with emerging designers and new launches.
Rather than following short-lived trends, Aria focuses on products that can work across different interiors and retain their relevance over time. Its room settings allow customers to experience products in context, supported by a team focused on understanding individual needs and personal style.
Website: https://www.ariashop.co.uk/
Aria has been part of Islington since 1989. What do you think has kept your point of view relevant while interiors and the way people shop for their homes have changed so much?
"Though we move with the times, many of our products have a timeless feel."
simon howard, Aria One Six Eight
Having an intrinsic feeling for what is a good product and what our customers are looking for helps us maintain relevance.
But it's also our team's willingness to go the extra mile for a customer — finding out about their needs and style, and finding something to suit them.
You bring together iconic design names with emerging designers and new launches. When you discover something new, what makes you think, "This belongs at Aria"?
"Sometimes it's a playful risk"
simon howard, Aria One Six Eight
but usually it's about imagining that product in our room settings and feeling whether it's a good fit or not.
If we like it, most of our customers will.
Trends in interiors can move incredibly quickly today. As a buyer, how do you distinguish between something that's simply having a moment and something that could become a future design classic?
A lot of what we sell are already design classics.
We tend not to get sucked into short-term trends. Unless it's for something like a Christmas gift, we try to find products that will last forever or work with numerous styles.
"Trends last a summer; style lasts forever."
simon howard, Aria One Six Eight
How do you discover new designers and brands today, and what role do trade shows and design fairs still play compared with recommendations, social media and sourcing online?
We still attend trade fairs in the UK and Europe, so they're still relevant.
We also get a lot of companies getting in touch with us, but we tend to go with new products from our current suppliers because we already know the quality, and the ordering process can be easier when trying them out.
For an emerging homeware or design brand hoping to catch the attention of a retailer like Aria, what's the one thing you'd advise them to get right before approaching a buyer?
"The product has to have something about it that's different to other brands."
simon howard, Aria One Six Eight
It's also easier to place an order when there's a collection rather than just one or two new products.
Getting the price point and trading terms right is key too, as margins are always being squeezed and keeping a bricks-and-mortar store open gets harder.
"Offering a sale-or-return first order is an easy way to get a company to try out your products."
simon howard, Aria One Six Eight
Key Takeaways
Timelessness can be more valuable than trend-led buying. Aria looks for products that can work across different interiors and remain relevant over time.
Customer knowledge informs curation. Understanding what existing customers respond to helps buyers judge whether something new belongs in the collection.
Think about products in context. Aria considers how a new piece will work within its room settings rather than evaluating it entirely in isolation.
Established supplier relationships have an advantage. Known quality and easier ordering can make testing new products from existing suppliers less risky.
Emerging brands need more than one strong product. A cohesive collection gives buyers more scope to create a commercially viable range.
Price and trading terms matter. With retail margins under pressure, commercial viability is an important part of the buying decision.
Reducing the retailer's risk can open doors. Flexible arrangements such as sale-or-return can make it easier for a buyer to test an unfamiliar brand.
Aria's approach demonstrates the value of having a clear point of view in a category where new trends appear constantly. Rather than asking simply whether something feels current, the stronger question is whether it will continue to work in different homes and alongside different styles.
For emerging designers, Simon's perspective also highlights the commercial thinking that sits behind good retail curation: be distinctive, develop a collection rather than relying on a single product, understand the retailer's margins and make that first order as easy to try as possible.
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