My London: Jemma Finch – CEO of Stories Behind Things

Interviews

07/07/2021

CEO and founder of online shopping destination Stories Behind Things, Jemma Finch is on a mission to help inspire people to adopt more mindful consumption habits, by providing them with a space to learn and discover of new companies who are putting sustainability at the forefront of their brand values.

Passionate to use her platform to drive forward positive change with the hopes of creating a greener future for all, the BBC Earth ambassador and Marie Claire Future Shaper, has successfully managed to create an authentic business that shares insight around activism and sustainable living, whilst encouraging their engaged community to think mindfully about the physical items we engage with.

Introducing… Stories Behind Things

Described by Eco Age as ‘one of Instagram’s leading voices in the education of more conscious consumption’ Stories Behind Things acts as a window into everything you need to know when it comes to exploring sustainability, offering a solution lead approach to how you can live in line with your values everyday.

From keeping up to date with the latest eco-innovations through to which brands you can support, our platform highlights that our daily choices really do make a difference. What to expect from the platform? Myth busting sustainability jargon, tips on how to spot greenwashing, climate news roundups, and a newly launched online store.

We caught up with Jemma Finch for the latest edition of our ‘My London’ interview series.

Favourite neighbourhood:

My go to neighbourhood is in East London – exploring the pop up stores in Shoreditch is such a joy, as I love to learn about all of the new brands that are challenging the norm when it comes to innovation and sustainability. Having recently moved to the area during lockdown, it’s a very exciting place to be as the world opens up and becomes the heart for brands who are changing the status quo.

Favourite place for brunch:

I was recently taken to the Treehouse Hotel for the first time. On the top floor of their hotel, they have their own restaurant and bar which has an amazing 360° views of the city!

Best coffee in London:

I am an absolute coffee lover and always have been, so I’m always trying new coffee spots across the city. At the moment my go-to is Grind because of their approach to coffee. They sell compostable coffee pods which is something I’ve recently made the switch to.

Favourite gallery or museum:

Without a doubt I’d have to say Tate Modern in London. I have been going there since I was a child and often walk down the South Bank from Waterloo to get there on the weekends, it holds fond memories for me and I always leave with new perspectives.

Tell us a secret:

The quote I live by, “be the change that you want to see in the world”. Cheesy I know, but it was a phrase and sentiment I found really inspiring when it came to starting up by sustainable business Stories Behind Things.

Favourite place to shop:

I’ve recently been exploring the zero waste stores in London. It’s a great way to support local produce and stores as things start to open up in London. You can see our top favourite spots on our recent round up of Zero Waste Stores In London, here.

Favourite place to find inspiration:

Away from technology. To find inspiration or gain creativity I often leave my phone and laptop behind and get into nature. Whether that’s going for a walk or a spending a weekend in the countryside, disconnecting from the digital world goes hand in hand with feeling creative and energised!

Best London destination for a date:

Silo London, the zero waste restaurant of dreams! It’s such a great spot to experience new food, and the restaurant itself is a breath of fresh air.

Favourite park:

A new discovery for me has been Victoria Park in East London. It’s where I’ve been spending many of my weekends over lockdown. It’s a great spot for running, and as the spring and summer seasons are now upon us, a sunny spot for a stroll by the lake in the centre.

Favourite food market:

Portobello Road always showcases amazing local produce and pop ups. I always discover new dishes when I’m there.

Your sanctuary in the city:

The Japanese Gardens in Holland Park – a serene place that will help to take you away from the fast paced feeling of London.

What inspires you?

The shift towards the change in mindset we need when it comes to consumption. The new wave of business shows us that things can, and should be done differently, which excites me. This is why we launched The Seasonal Shop in April, to represent emerging brands like Sheep Inc, Daye, Riley Studio, Grain and Indoi to name a few! See the full store here.

This season I’m loving:

Clashing prints and rental! I’ve gotten into rental since my friend Victoria Prew co-funded an incredible rental platform called HURR. I’m really enjoying experimenting with new pieces for the summer, the great thing about renting is you can reduce your planetary impact and get creative at the same time.