There’s something interesting going on in London. Instagrammable coffee shops are on the rise, with their perfect pink exteriors, floral interiors and beautiful cutlery and crockery to match. London is a hub of newness, excitement and trend setting. We take our café culture from Europe but with 360 days of rain out of 365 days in the year, we were always going to need something else to encourage people to sit outside in the cold and wet. Pink shop fronts started to appear with flowers garnishing the entrances and, as Londoners do, we all flocked there in our dozens to gaze upon this wondrous sight and get our photos ‘for the grid’. These cafes base their marketing around the simple fact that if they’re beautiful, provide good service and don’t disappoint, the Instagram generation will come, take pictures and post, spreading the cafe’s message across the internet like wildfire. Of course, it’s not enough now to solely have a beautiful exterior, what’s inside is just as (if not more) important. Right down to the food that’s served.
Saint Aymes is the latest of these Instagrammable hubs to pop up and they have definitely been paying attention. The café has been open just a few weeks, but has already swept across my Instagram feed and I knew it wouldn’t be long before it was so busy you couldn’t get in, so popped down there with my gorgeous friend Laura for a much needed catch up and to see if it would withstand the hype. It’s hard not to draw comparisons to Elan Café and Peggy Porschen, but Saint Aymes has taken the best of each of them and created something truly independent based on their original foundations of being a chocolate brand.
Wysteria sweeps its way around the gorgeously sophisticated duck egg green shopfront with Saint Aymes above in Gold Lettering. As soon as you walk in, the most beautiful pink cushioned dog bed greets you, which Pepi immediately took to (I didn’t ask how much they are, but might try and convince Ben to get one next time we’re there!)
Every corner of the café is beautiful. Flowers adorn the walls and frame the windows, while the tables are the perfect distance apart so that you’re not right on top of the person next to you.
We ordered two gold leaf hot chocolates with a banana and nutella crepe for me and a pain au chocolat for Laura. Saint Aymes is first and foremost a luxury chocolate company, so they’re keen to keep things sweet opting for just cakes, chocolate and pastries on the menu as well as the drinks.
For me, the fact that they are dog friendly is a huge selling point, we’ve still not been to Elan Café because of the fact they don’t allow dogs but I know I’m going to be spending a lot of time at Saint Aymes. Especially as they’ve promised they’re going to change the flowers outside every few months!
Instagrammable Coffee Shops are here to stay. Love them of loathe them, they know what they’re doing. It’s impossible to feel miserable when you’re surrounded by that much pink and perfection. Personally, I love them and may or may not have already booked in for my second visit to Saint Aymes… see you there?