Niwaki

Nestled on the charming Chiltern Street in Marylebone, Niwaki’s London outpost stands as a testament to a brand that marries the essence of Japan with a discerning British clientele. Chiltern Street, a stone’s throw from the bustling Oxford Street, offers a haven far removed from chain stores and tourist crowds. It’s the abode of British boutique brands that cater to the most discerning tastes. Monocle boasts a shop and café next door, while Perfumer H and Sunspel grace the opposite side of the street. These elite British brands prioritize quality over quantity, appealing to those who value the exceptional over the mundane.

The Niwaki journey, from its inception to the heart of Chiltern Street, is a captivating narrative, lovingly recounted by Darren, one of the two faces behind the London store.

Niwaki, although renowned for its collection of Japanese treasures for the kitchen, garden, sheds, and woods, has its roots deeply embedded in the world of pruning. The word “Niwaki” itself encapsulates the Japanese art of pruning trees, akin to bonsai but within the garden, where trees remain firmly rooted in the earth.

Founded by the cloud pruning virtuoso, Jake Hobson, the genesis of Niwaki can be traced back to Jake’s time in Japan. After completing an art degree, he succumbed to the allure of Japan’s cherry blossom season. What was intended as a brief visit turned into a lifelong journey. There, he met Keiko, his future wife, taught English, and spent two transformative years at a traditional plant nursery in rural Osaka. It was within those hallowed grounds that he forged a deep-seated passion for pruning, tree training, and root balling.

The inception of the business was marked by humble beginnings when Jake and Keiko returned from Japan with a shipment of Japanese tripod ladders and secateurs, thoughtfully provided by Jake’s brother-in-law. The reactions of friends and acquaintances back home were super positive, and thus the journey of Niwaki, the brand commenced, ultimately finding its home on Chiltern Street.

What sets Niwaki apart is its unwavering commitment to authentic Japanese craftsmanship. The brand’s website features meticulously produced videos showcasing the creation of these tools in small Japanese workshops, reminiscent of the artistry involved in crafting samurai swords. These are not mere products; they are premium items with premium price tags, and they evoke a cult-like devotion among users. I witnessed this firsthand as a lady in the store passionately extolled the virtues of a pair of secateurs she was replacing, declaring she would never buy anything else.

From an initial focus on pruning equipment, Niwaki has evolved into what can rightfully be called a ‘lifestyle’ brand. Their offerings now encompass Niwaki denim trousers and jackets, some in collaboration with fashion designer Oliver Sweeney, along with kitchen knives and Japanese floristry equipment for Ikebana (the art of Japanese flower arranging), among other items. Remarkably, none of these expansions feel contrived; each product is carefully conceived and crafted, maintaining a strong connection to its origin and authenticity, all stemming from Jake’s original passion.

As Darren poignantly remarks, “it’s all about the stories and connections to people and how that creates the bigger picture. It’s not just about acquiring a pair of secateurs; it’s about how they are made, who crafts them, and what purpose they serve.”

Towards the back of the store, large windows offer a glimpse into a miniature Japanese garden. Japanese Maple, Cryptomeria Japonica, a meticulously pruned fir tree, and sweet-smelling Jasmine provide the perfect backdrop, serving as a living testament to Niwaki’s Japanese heritage.

This year, Niwaki made its presence felt at the Chelsea Flower Show, and as Darren confides, “I hadn’t realized how significant the brand is to people in that world. It’s deeply respected, and Jake is revered for his achievements and the books he’s penned. We had people queuing up; we couldn’t keep up with demand. We welcomed gardeners from Kew, professionals in their field, alongside fair-weather gardeners and enthusiasts enjoying these tools at home. Even Monty Don, a renowned advocate, stands behind our brand.”

The Niwaki journey exemplifies how a brand can evolve from a simple passion, rooted in authenticity, into something truly extraordinary. In the heart of Chiltern Street, it’s a testament to the enduring allure of craftsmanship and the stories that bind us to the things we cherish.