Caro Somerset


Recently featured in Elle Decoration and a regular in nationwide ‘top reasons to visit’ lists, Caro must be doing something right. Founder Natalie Jones tells us more…

Words by Gemma Exley
Photography by Kasia Fiszer

Caro Somerset owner, Natalie Jones

Caro Somerset owner, Natalie Jones


The Details 

  • Est 2015
  • 18-20 High Street, Bruton, BA10 OAA
  • Tue – Sat 10:00 to 17:00


For those not in the know, describe Caro for us…
Caro is a lifestyle brand and events host with a shop that offers objects for life and home sourced from around the globe.

What’s your design philosophy?

Caro curates goods that bring utility and beauty to daily life; objects and homewares that are pleasing to use and celebrate the everyday. We also believe passionately in friendly and welcoming service.

What’s your background?
My first job was in window display before I started to do an MA in graphic design research. I then went into the world of trend forecasting, which was really dynamic and fast paced, before moving over to Winkreative working on branding projects such as luxury cashmere company Begg & Co. and an architectural brief with Marcio Kogan. 

What’s your own favourite brand?
I love our womenswear brand, Sideline. Their designs have beautiful details, which make the pieces really unique. The fabrics are luxurious and feel great to wear but have a feeling of everyday to them so the clothes don’t sit in your wardrobe waiting for special occasions.


How do you find new designers? 
I’m always looking out for interesting design. I love finding something new and fun that changes the whole dynamic of the shop. We currently have a beautiful tableware collection inspired by the Nordic Sea. I’m really lucky in that makers and brands get in touch with me as well though.

What next for Caro ?
Caro is starting to work more on bespoke events, which is exciting. I’m looking forward to working to brief and bringing someone else’s vision to life.

What do you enjoy most about running your own business?
The flexibility to work to my own schedule. I can choose to work all day and night or I can take some time out to be with my little boy or head to a yoga class. It’s so liberating.