Pale and interesting

I have been reading various blog posts about Pale and Interesting without realising it is a UK-based business. The collection has a simple elegance, as you would expect from the owner, interiors stylist Atlanta Bartlett. I can't identify one favourite item, (although if this cabinet had deeper shelves it would meet my requirements for a linen closet), but it's the styling which especially appeals. I don't often look at lifestyle shots on online shops for inspiration, but I suspect this might become the first.