About Us

A new adventure for all the family.

Having spent 10 years together in London, and after adding two little ones to our tribe, we felt the time was right to relocate and create something new for our family. So in pursuit of our dream to open up our own stationery shop we swapped South London for the south coast in August 2020, in the middle of a global pandemic!

Our hope for All Things Analogue is to create a sanctuary for stationery lovers and to share our love of analogue tools and homewares to inspire creative living. Eastbourne has long been the place for sea, sun and now stationery too! We look forward to welcoming you to All Things Analogue and sharing our passion with you.


All Things Analogue has been a dream of mine since I started out in retail many, many years ago. I have always wanted to run my own store, curate a selection of the best products that I was passionate about and display them beautifully. In 2011 I found what I was passionate about when I was hired by Foyles bookstore, on London’s famous Charing Cross road, to be their Gifts & Stationery Buyer. That passion was stationery.

I love all things stationery. (I was going to call it that but the name was taken. Grrrrrrr. Kidding.) From pens, pencils, MT tape, notebooks, inks and sharpeners to the products we keep stationery in like pencil trays and cases. But not ordinary stationery, no, no, no, the very best stationery from around the world. So I started to source this amazing stationery to show people that there is more to stationery than the Bic pens and Pukka pads that those who shall not be named were selling. It was a risk to sell stationery that people didn’t know, that was much pricier than what you could get and also in a bookshop, but credit to the people at Foyles, they trusted me and thank God it worked out. Phew!

Through those years at Foyles, my passion and knowledge of stationery grew and I met some amazing people including manufacturers, suppliers and people who ran their own stationery stores. Seeing their stores, the products they stocked and how they displayed them, I was envious. The dream of having my own store now had it’s focus - Stationery. So I started to dream of how it would look, what products I would have, what events we would hold and so much more. I loved those dreams but they stayed a dream because I was afraid that it would fail and I couldn’t have that happen now I had a family that relied on my half of the income. So it got shelved until 2020.

So 2020. What a year hey. The pandemic hit. All was up in the air. My role at Foyles was drawing to a close and jobs within the industry were scarce, if non existent. So I did what any sane person would do in a pandemic and that had a small wad of cash - I opened a stationery store. Obviously it’s not that clear cut. I had to convince my other half to go along with this mad idea, which she knew about and thankfully said yes, on the first take.

We had always planned to leave London with the kids so we started looking closer around the South East of England where she is from. (I’m from South Africa and no one likes stationery there so that was an easy one to tick off the list!) After many searches for a home for the family and premises for the store we settled on Eastbourne, where my other half is from, and the rest, as they say, is history.


My journey to our store has been quite a different one to Abel’s. No stationery related jobs, no career in retail (though I did work in the local Waitrose as a teenager back when it was Safeway - remember Safeway!? - and if you know Old Town you can probably guess my age from that nugget of personal history!

But my love of stationery started young and was nurtured through the contents of a large, knitted sock. Every Christmas there was three essentials that were ALWAYS in my stocking: chocolate coins, a satsuma and stationery. Pens, pencils, colours, notepads, rubbers and sharpeners all crammed into that colourful festive tradition.

History became my passion when I was at school and after growing up in Eastbourne my studies took me to Norwich; a wonderful city for a history student with historic buildings and pubs in equal measure. Studying allowed me to indulge my love of stationery too. Different coloured pens for different notes, an army of highlighters, different notebooks for all my classes and enough Post-its to organise a small armada (Spanish, of course!) At times my student desk looked like a pop-up stationery shop.

After a great few years in Norwich I moved to London and started my career in heritage and museum learning. My work in museums required a lot of planning, organisation... and stationery.

I’m a complete organisational addict and lover of lists. (I’ve even been known to add something to a list that I’ve already done so that I can cross it off straight away - I know there are others like me out there!) It was whilst working at the beautiful Old Royal Naval College in Greenwich that I met Abel, who introduced me to desk pads and there was no going back!

We spent a great 10 years in London and it was definitely a hard decision to leave. But once we’d decided to move our family and give the business a go, moving back to Eastbourne seamed like the best place for us and, thankfully, it was!

It’s been great returning to the coast and putting my creative skills into something new and exciting for our family. I can’t wait to open the doors of our store again and spend more time reacquainting myself with the virtues of Eastbourne.