"We want Elevation North to represent the area and the lifestyle associated with it."
A new retail adventure-lifestyle business based on the nation’s love of the great outdoors has opened in the Borders.
Elevation North Ltd (known as el.North) has launched in Canongate, Jedburgh and the team behind the store and its unique concept are co-founders Angela Carrington and Jeanette Doherty who run The Bigger Picture – a successful media agency in Newcastle. The pair have a deep-seated love for the outdoors which has had a diverse influence on their choice of location, brand, and apparel.
Growing up in Papua New Guinea, Jeanette’s childhood was full of adventure and exploration, injecting a passion that has seen her mountaineering and mountain biking all her life. Angela, a keen kayaker and walker has explored the Himalayas and climbed many of the UK’s major peaks.
“We couldn’t think of a better location for our new business, “said Angela. “As well as us both having family connections nearby, the countryside around the borders has everything from big open spaces, forestry trails and hills to climb to cycle routes for all abilities. It’s a haven for the outdoor lover and we want Elevation North to represent the area and the lifestyle associated with it.”
Indeed, one of el.North’s signature designs is called 'Three Hills' and is based on the Eildon Hills, a 350-million-year-old volcanic range of hills with a striking three-peak outline. The design will be used on a variety of clothing and fashion accessories including T-shirts and beanies that celebrate the outdoors and promotes an al-fresco lifestyle.
“We’re definitely not just another outdoor shop selling technical clothing, we’re here to promote a lifestyle aimed at anyone who loves the great outdoors. People who enjoy feeling at one with nature will really get our ethos and what we’re doing here. It’s about engaging with the beautiful countryside right here on our doorstep and building up a community of people who enjoy being outside, whether that's walking, hiking mountaineering canoeing, wild swimming or cycling,” said Jeanette.
The shop itself is ingrained in history and was built in the early 1700s. Starting life as the Black Bull public house, it was the scene of an infamous murder which brought notoriety to the town. In later years, it served the community as a newsagent, a toy shop and a general store before being completely sympathetically restored and redesigned by the Elevation North team. Many of the building’s original features including a walled-up fireplace and bar accessories have been found and preserved bringing new life and interest to the shop.
As well as the retail part of the store, el.North has a take-out coffee bar with a “graffiti wall” where visitors are encouraged to video their own personal stories of the great outdoors to educate and motivate others.
“Everyone has a tale to tell, and we want our customers to share their ‘Après Adventure’ stories so that they can relive their experiences through our brand and social media channels. Our tag line is “#go higher #go further” and we believe that everyone has the ability and right to elevate themselves physically, spiritually and mentally by encompassing our beautiful countryside into their own lifestyle.” said Angela.
Elevation North is situated at 10 Canongate Jedburgh. TD8 6AJ www.el-north.co.uk
Ends Photo: Jeanette (left) and Angela at the new el.North store (The Bigger Picture Agency) Media and PR Keith@highlightspr.co.uk 07814 397951