'A real recognition': Horsforth concept store shortlisted for regional award just months after opening
‘The support has meant everything’
A vibrant concept store in Leeds has been shortlisted for a regional award just months after opening.
Knottinger, a contemporary concept store founded by designer Fayral Aslam, has quickly established itself in Horsforth.
The New Road Side store, which champions more than 40 independent makers, grew from Aslam’s own creative journey. Knottinger began in 2020 when she started producing “contemporary, colourful textile accessories”, a project that introduced her to the world of handmade design and shaped the brand’s direction.
“From the very beginning, it’s always been a dream of mine to open a concept store that brings together colourful, handmade brands I genuinely love,” she told the Yorkshire Evening Post.
That vision has now taken physical form in Horsforth - a location she says felt like the obvious choice.
“There’s such a strong sense of community here, and people really support independent businesses,” she said. “It’s the kind of place where people slow down, browse and connect,” she added, noting that opening the store in the town she calls home felt like “the most natural way to give something back”.
Inside, Knottinger is calm, colourful and intentionally design-led. Aslam describes the space as “thoughtfully curated so each piece stands out on its own, while still creating a strong sense of scent, colour, texture and personality throughout”.
The aim, she says, is to create an experience that feels “considered and inspiring, but also warm and inviting”.
The brands stocked in the shop are discovered through a mix of open calls and Aslam’s own research. She looks for “strong craftsmanship, a clear identity, and pieces that feel colourful, unique and aligned with Knottinger’s overall aesthetic”.
Each maker must contribute to the wider feel of the store, not just stand out individually - an approach, she says, that customers have responded strongly to.
“People often say it feels uplifting and different, and that they enjoy discovering brands they wouldn’t come across elsewhere,” she said. “That sense of warmth, colour and individuality seems to really resonate.”
But the first few months have not been without challenges. Introducing a concept store model meant helping people understand something “a little different”, while also learning what customers respond to.
“The first few months have definitely been a learning curve,” she said. She spent time refining the layout, evolving the product mix and “really paying attention to how people experience the space.”
What has made the biggest difference, she says, is the support from Horsforth itself.
“Honestly, the support has meant everything,” she said. “Seeing people come back regularly, bring friends, stop for a chat and really engage with the space has been so special.”
That community backing has helped Knottinger reach the finals of the Muddy Stilettos Awards, where it is shortlisted in the Best Fashion & Interiors category.
“It feels like real recognition of what makes Knottinger Concept Store special,” she said. “It’s also a reflection of the talent and craftsmanship of the independent makers we champion.”
Looking ahead, Aslam hopes to grow Knottinger’s community, expand collaborations and develop more in-house collections.
For now, she says every vote “really does mean a lot”.
“For a small independent like Knottinger, every vote counts because it helps us reach more people and grow our presence,” she said.
Readers can vote for Knottinger in the Muddy Stilettos Awards by clicking the link here.