First of all, the name is derived from a Charles Eames quote, "Art resides in the quality of doing, process is not magic." which perfectly resonates with the vision behind the brand.
Not Magic is a lifestyle brand that wholeheartedly supports independent designers and small brands. We're interested in elevating everyday life with a carefully considered series of artistic experiences. That special feeling of drinking your morning coffee from a beautiful handcast mug made by a skilled craftsperson, or wearing an accessory that you know an artist poured their heart into creating - that's the feeling we want every one of our customers to experience. We believe art should be shared, art should be touched, and art should be loved. If you share these values, then you're probably in the right place!