Citing capitalism as an inevitable force in this lifetime, the thesis of the store exists as a space to highlight creatives and their work while also compensating them for it
A biography of Ms. Costello and her Friends
Regarding the formation of Costello and Friends to being in its embryonic state, founder, and owner Nicole Costello explains it, «Costello and Friends is just me. The friends in the name are the creative individuals that I work alongside to stock items in the store». When prompted further, the owner explains a fully fleshed-out background of the ideations behind the thesis and the store’s identity.
Having always had an adoration for mathematics, Ms. Costello elucidates the period of her twenties to being lucky. This, she explains, was due to being employed by an American investment banking group, where she accrued extensive knowledge in her field of work. «I chose investment banking as a field to explore my career in as I was focused on creating a safety net for myself financially. Being young and independent at the time, I felt that it was the best thing to do, and I was rewarded handsomely for being in my role».
The pandemic lead to Costello and Friends
Having decided early on that she intended to pursue her life independently, Ms. Costello wished to make a mark of herself in the world and create something to endure her legacy. Reflecting on her career in the realm of investment banking, Ms. Costello remarks that the landscape of the field is predominantly led by white men. Having little to no diversity in the field, Ms. Costello explains that this circumstance breeds toxicity, especially for women and marginalized groups.
«Understandably, I am aware of the privilege I have as a white individual in the field. However, I am also a migrant from South Africa. Thus, I was treated differently by my British peers which deterred me at the beginning of my career». As a means to channel her frustrations into her side ventures – where she is a yoga teacher and an interior designer, Ms. Costello still remained stumped. «I wanted to create a diverse working environment, where individuals of all backgrounds were able to collaborate and achieve like-minded goals in investment banking. And that is still something I do but, everything came to a halt during the pandemic».
Having removed herself from the strenuous 9 to 5 environment had given Ms. Costello a reprieve and insight – that she had missed out on opportunities to collaborate with diverse creatives from across locations over the years. That was when the idea of Costello and Friends began to percolate in her mind. She points out the lack of confidence in marginalized creatives due to rejection from commercial spaces. Thus, the ideations of Costello and Friends rolled into motion.
A curation process that has no logic: Costello and Friends
Drawing inspiration from her years of travel around the world, Ms. Costello remarks that it was the website that first brought to life to carry on the items that she has acquired over the years. Having had no prior knowledge on coding and operating a website by herself, she enlisted the assistance of a female web developer.
During the pandemic, She explains that she refined the branding of the online store and confirmed it again once she began traveling. «When the restrictions were lifted and I began traveling once more, I began the process of cataloging the items I intended on carrying in store».
Items on Costello and Friends are cataloged entirely by its owner through a curation process of what she regards as having ‘no logic’. Traveling across locations, She receives recommendations of products from friends and acquaintances which she then considers for her store.
Her time in Porto, she explains, was one that enlightened her due to its environs. While she was traversing the city, Ms. Costello stumbled across a collection of handmade bags. She then connected herself with the designer and prompted her on the idea of stocking the bags in London, and that was how the Plaza Bag was featured on the site. This is a common occurrence when stocking items on the store’s website.
Stories from around the world: HAIK Stories and Eilid Studio
Alongside concept items, Costello and Friends stocks food items and literary goods. Another encounter, she explains to have led her to carrying food items, for instance, was while she was traveling in Sicily. Having struck up a conversation with a Palestinian woman who had arrived from Paris, Ms. Costello was suggested an artisanal hot sauce called “Matshi”.
Other similar experiences occurred to her when working out of a communal working space in Portugal, where she acquired sweaters made by two female artisans of HAIK Stories and Eilid Studio that shed light on body positivity.
«My intention is to reduce the footprint in which Costello and Friends operates. Hence, I stock items in minimal quantities, reducing the carbon footprint of both the store and the makers of the items. Once items are sold out, there is little chance that one might be able to acquire them».
Her stance in minimizing the items on sale, she states, allows the creatives she works with to explore other means of creativity and output. Literary goods that are sold in the store include periodicals like Lampoon Magazine and The Happy Reader and literary goods that live by works made by independent poets who have self-published their works. Being South African, Ms. Costello states that in the coming months, she intends one traveling to Cape Town to meet creatives of the environs and offer them a space in her store to sell their goods.
Lampoon Review: Costello and Friends
Managing her full-time position in investment banking alongside Costello and Friends was a decision that Ms. Costello found necessary. Citing capitalism as an inevitable force in this lifetime, the thesis of the store exists as a space to highlight creatives and their work while also compensating them for it.
«When I have conversations with my suppliers on the price of items, I add an incentive to the quoted price. This is not a business that I intend on profiting from. What I intend to take away from this experience is to learn how I can manage a business and relationships with suppliers».
At this point in time, Costello and Friends yield no profits, where the owner explains that even when the business does begin to gain profit sometime in the spring months of 2023, she will be donating it all to a charity of her choice – The Stephen Lawrence Foundation.
Overconsumption and ethical business practices
Taking time off during the month of December by halting sales and shipping of items, Costello and Friends is taking a stance against the capitalist-driven holiday sales that occur yearly. «Products exist here for the consumption of customers as and when they want them. I minimize sales of items as I do not intend on taking part in such a practice that encourages overconsumption».
In its near future, Costello and Friends is looking to situate itself into a physical space in Portugal. Forming a spot as a means to create a congregation area for like-minded individuals who take interest in the creative side of things, she explains that she wishes the physical space to be a breeding ground for communities to grow and foster an appreciation for works that have been created by underrepresented communities.
«It would also be a pleasant experience to meet the individuals who are fond of the store. I want people to feel welcome in Costello and Friends». The structure of the store, Ms. Costello points out will carry concept items, host a space for book events, a yoga room and a café that serves refreshments for customers who pass through. For the time being, Costello and Friends remains online, catering to serving its customers and building a relationship with its suppliers – regarding them all as friends.
Costello and Friends
Brought into life during the lockdown by founder Nicole Costello, the namesake self-proclaimed ‘grocery store’ Costello and Friends is the brainchild of Nicole Costello. Cataloguing and selling items made by women from across locations, Costello and Friends exists online in its entirety.
