The first iteration of stationery shop Choosing Keeping was a charming store on London's popular Columbia Road known for its Sunday flower market. Founded in 2012 the East London shop was small, somewhat rustic and blended beautifully in its environment. In 2018 owner Julia Jeuvell moved Choosing Keeping to a larger premises in Covent Garden. The new space is exquisitely outfitted with finely-crafted cabinetry, fixtures, and displays showcasing Choosing Keeping's selection of writing tools, paper, notebooks, paints, inks and more.

There are "exhibitions" four times a year highlighting elements of the stationery spectrum of goods, and the Christmas windows and offerings are eagerly awaited by customers every November. For anyone curious about the shop's name, "It’s simple, really: we wish for our customers to be considerate and discerning in their choices, and to honour and care for their purchases for years to come, thus choosing and keeping them."

"Many are often curious about the name of our shop - why “Choosing Keeping”? It’s simple, really: we wish for our customers to be considerate and discerning in their choices, and to honour and care for their purchases for years to come, thus choosing and keeping them."