An initial suspicion of trendiness is confirmed by a list of the shop's best-sellers, which include those aluminium clamp-on lights pretentiously called New York Loft Lamps, and the new Vitamin C wonder EmergenC - the alleged favourite of super-model Cindy Crawford. The whole thing turns into farce with Carmex, a lip salve mixed by a nonagenarian in upstate New York according to a formula he first perfected in the 1930s Depression.
But do not mock. WSJ has flourished and is now opening a second branch. But then one of the partners in the emporium is Sophie Conran, daughter of the redoubtable Sir Terence, who has clearly inherited her father's flair for profitable trend-anticipation.