The uncannily similar-sounding names, Genevieve and Guinevere, weren’t, as one might imagine, a witty jeu de mots. “The name Genevieve was already registered to another business – a nearby restaurant – and Guinevere was thought to be close,” explains her son Marc who, with his brother Kevin, joined the business in the early 1980s. “Our mother was our mentor. She showed us that good taste can’t be learnt but style is something you’re born with.” In 1988, Genevieve hired Marc’s then girlfriend, Heather, now his wife, to augment its selection of textiles. Heather added colourful, patterned Indian dhurries, African tribal throws and lampshades made of vintage fabrics to the mix.
NATHANIEL DAVIES
Genevieve’s taste evolved continuously. She also stocked French provincial furniture – a hit with American customers, which saw the business prosper greatly. She took off to India, China and Singapore on buying expeditions. In 1988, the shop annexed three neighbouring, interconnecting stores, which offered customers an enticingly labyrinthine interior occupying over 7,000 sq ft, its rooms subtly demarcated by split-levels and contrasting decors. Every item on display had been rigorously vetted for its quality.
In the 1990s a spruced-up shop front unified the exterior of this mini-empire. Bay trees fronting the shop and a forest green awning crowned by box topiary exuded a chic French air. A red carpet leading into the shop added a dash of Hollywood glamour. And in-house stylist and merchandiser Dean Robinson devised its legendary, theatrical windows, often in collaboration with Guinevere’s stellar following, who included Nina Campbell, Alidad and Veere Grenney.
“We were quite instrumental in popularising mid-century design in the 1990s too, then went back to more Classical antiques,” recalls Marc. “We began selling tapestries five years ago. We were famous for our juxtapositions of old and relatively new items which we could do in our large premises.”
Why has the shop closed? “Guinevere has been a tremendous ride and demands total commitment,” says Marc. “There came a point when we wanted to wind down. But Guinevere is 100 per cent or it’s not. The antiques business has changed dramatically, too – the cost of transport and admin of each item has shot up. Dealers now spend far too long dealing with shipping as opposed to buying and selling antiques.”
The sales mark the end of an era but the former owners won’t be severing links with the legendary emporium, confides Marc: “You’ll find me and Heather bidding at the auctions, too. We’ll be buying pieces and bringing them home.”
For more information, visit the listing on Sworders.The second auction can be previewed from February 13.
