Goat & Pencil is a rather unusual shop.

We used to sell things that we thought people liked. But that didn't really work. So we changed it. We changed the name, the colours on the walls, the brand of coffee we drink.

And then we started to sell only things that we liked, that made us laugh, that we wanted for ourselves or our friends or our kids. And sales rose. Not just by a little bit, but hugely. Of course that is nice. But what is even nicer is that everyone here enjoys being at work and is probably a little bit proud to be part of it all.

To illustrate our way of doing things: we were going to take part in a 4 day exhibition but instead bought an old VW T25 van and commissioned a local artist, Vincent Talcone, to graffitti it.