Daisy Greenwell explores the magic of Lambs Conduit Street in London, and why it was the perfect choice of location to launch Wedge...

Stumbling upon a road not smothered by these global corporations is enough to induce shrieks of surprised glee. Lambs Conduit Street in Bloomsbury is one of them, an oasis of originality and community spirit in an increasingly homogenised, anonymous London.

Which is why it was chosen as the launch pad for the fantastic, why-has-no-one-thought-of-this-before Wedge Card. Linking local, independent shops with customers and social projects, the Wedge Card aims to revive the community spirit that is lost in many neighbourhoods. Local shops are where we meet our neighbours, get to know one another and become part of our local community. Without them we become disengaged from it and each other. So, we buy the card for £10 and get brilliant discounts in local shops, and 25-50% of the price of the card goes to community projects. Independent shops get more business, the social projects get more funding, we save money, and the entire community is reengaged – yup, it's a win-win situation.

Lambs Conduit Street is also completely passionate about itself, making it a perfect reminder of why independent retailers are so important. One wintery afternoon I went to meet the local shopkeepers. First stop was Tutti's (no.68 Lambs Conduit Street), where Fred Safa and his wife run a bustling cafe. 'The coffees here aren't just the best in London, they're the best in the world,' I overheard one customer gravely telling another. Despite the round tables and chairs, this feels distinctly like Fred's living room. Everyone is greeted with the warmth of a happy host, and he tells me he plans to take a group of customers back to his native Iran for a holiday next summer.

Next door is a shop that goes by the intriguing name of Something (no.58). Owned by ex-producer Toni, it turns out to be a fragrant haven of silk upholstered boudoir chairs that are far too pretty to sit on, leather bags, vintage plates and baby clothes. Her job is every girls dream, searching out and buying new stuff to sell in the shop. 'It's the hardest work for the smallest return, I haven't taken a salary in a long time, but I just love it,' she says. Artist Maggie Owen owns French's Dairy around the corner (13 Rugby Street). Painted sky blue and with the impressive credentials of being London's oldest dairy, it's now a showroom for up and coming jewellery designers. Don't expect strings of pearls - this is verging on modern art, handmade in studios in Paris. Another artist cum shopkeeper on the street is Tony who owns Badlambs (no.37). Imagine a hairdresser where you walk in Anne Widdecombe and walk out Anna Wintour. Well, this is it. Tony has cut hair as part of art installations and in cabaret acts, and is a genius with the snippers. For a rather different kind of hairstyling, Xfolia (no.52) is the place. They have the latest intense pulsed light technology, which permanently removes hair, diminishes scars, rubs out wrinkles and heals acne. Whiter teeth, slimmer hips, smoother skin – they can do the lot.

Next on my list was Goodfellas (no.50), an old timer on the street run by Brazilian born Rossi. The vibe here is NYC style deli, with American breakfasts, a daily changing lunch menu and fresh juice cocktails. In summertime a mango and apple juice in the back garden is bliss. Bikefix (no.48) next door is renowned amongst those in the know as a king amongst bicycle shops. Owned by the human-powered-vehicle obsessed Stuart, there is a massive selection of bikes, from an unusual lime green recumbent to custom made designs. They've been tinkering with bikes here for 16 years, and give classes on how to become your own bike mechanic. Similarly captivated by his trade is Marc from Kennard's Good Foods (no.57). So involved, in fact, that I couldn't get a word out of him so busy was he discussing the intricacies of croissant pastry folding or cheese veins with customers. This passion translates into a shop overflowing with toothsome food, with fish direct from Billingsgate, and organic vegetables from a farm in Surrey . I had more luck talking to the gentlemen in Bin Ends (no.56) where the worn wooden floorboards groan under the weight of gallons of wine. They buy straight from the vineyards cutting out the middle man, which means they have a direct knowledge of every wine they sell, and are cheaper. It's the same story in the family owned The Lamb Bookshop (no.40), which is a bargain hunter's mecca. Mint condition books are sold at a fraction of the retail price, and the staff are reassuringly knowledgeable and consistently well read.

Frankie Cochrane (no.42) is the oldest hair salon on the street and emphasises international styling, using the best techniques from around the globe. Paul apprenticed with Vidal Sassoon's right hand man, and now has stylists from China to Bermuda. Fantastically, one of them is an ex-Kung Fu champion who has acted alongside Jackie Chan. The most recent addition to the area is the award-winning Aldersons print production services (17a Grt Ormond St), whose clients include Clinique and Sony. Their C.E.O Paul told me what is was like moving to the area: ‘Within a week everyone had walked in and introduced themselves. It's a fantastically friendly place. Like nowhere I've worked before.'

Each trader spoke to me proudly about the rare feeling of community on the street, hardly seeming to notice that it was of their own making. However busy and successful these shops are their independence makes their situation far more precarious than that of the multinationals - every customer counts. And with rents rising by 25-50% each year, increasingly so. They all hope Wedge Card will give people an extra incentive to shop here rather than in the superstores. Maggie at French's Dairy couldn't have summed up why it's so important better: 'I remember going to visit Gloucester and being very excited, and the disappointment was absolute. It looked like everywhere else. I feel very lucky to be amongst traders who are all pulling together to preserve what we've got. It's essential, absolutely essential, otherwise, what does the world become?'

Daisy Greenwell


You can also read Daisy's interview with John Bird.