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Sell your design products and artwork

Products from not just a shop
Products from not just a shop
not just a shop products 2021. Photo by Yeshen Venema

not just a shop supports UAL students who want to run their own product-based businesses by teaching them about working with retailers.

Managed by UAL’s Careers and Employability team, we sell design products and artwork created by UAL students and graduates to the public. Items are sold through our shop in Holborn (Central London) as well as through our online shop

How it works

  • Students and graduates from all UAL Colleges can apply to sell their work in the shop via our open calls.
  • New items are chosen via selection panels, made up of not just a shop staff, students and industry contacts.
  • Products are purchased wholesale, so you will be paid up-front for the stock you supply.
  • Profits from the shop are reinvested back into our enterprise learning programme, which supports UAL students and graduates with their businesses.


In order to be stocked in not just a shop, you:

  • need to be a student or graduate from any of UAL’s Colleges or Institutes
  • should be studying towards or have completed a BA, MA, PHD or FdA level course
  • need to be submitting your own products (i.e. products which you have designed and made yourself, or have been outsourced for manufacturing, or been commissioned by you)
  • cannot be on a Student Route (Tier 4) study visa
  • should be applying with work that fits the categories we currently stock:
  1. Stationery
  2. Accessories
  3. Souvenirs
  4. Homeware
  5. Artworks and prints
  6. Jewellery
  7. Gifts
  8. Ceramics
  9. Games and toys
  10. Small furniture items
  11. Beauty and wellbeing
  • Works should be inclusive and ideally be suitable for use and in representation of our diverse customer base. Works shouldn’t be offensive, indecent, obscene, pornographic, menacing, abusive or defamatory.

If you are interested in selling your products or artwork in not just a shop, we strongly recommend you visit us first to see the space. Our shop staff are always happy to talk to you and can answer lots of questions you might have about our open calls process.

We particularly welcome applications from those currently underrepresented in not just a shop and more widely in high street retail. This includes students and graduates who are: disabled or have a specific learning disability; Black, Asian and Minority Ethnic; LGBTQ+; are the first in their family to attend university; or are from a low socio-economic background.

We’re committed to better representing the communities we serve.

International students

On a Student Route (Tier 4) visa? The UK government states that you cannot be self-employed, which means we are unable to sell your work through not just a shop.

You can still engage with not just a shop by:

  • applying to exhibit your artwork via the Fine art open calls section below
  • entering our competitions and live briefs – most of which are open to international students
  • coming to our business and freelancing events.

Product open call

Our spring/summer open call has now closed. To view our next deadline and find out how to apply to be sold in store, please read the information below.

Upcoming deadlines

Tuesday 4 July 2023, 10am

January 2024

How to apply

There are 2 routes to apply for our open calls, depending on what stage you are at with your business. Please read the information below and complete the route that is most relevant to you:

Route 1 (New to selling)

Apply using this route if any of the following apply to you:

  • you have not sold to retailers before via wholesale
  • you don't have any current stockists
  • you have never sold anything before, or are unsure how to price your work
  • you have sold directly to customers (for example to friends and family, via social media, markets or your own website/Etsy).

Route 2 (Wholesale experience)

Apply using this route if you have sold to retailers before via wholesale.

This route applies to you if you have:

  • existing stockist(s)
  • a good understanding of your wholesale and retail pricing.

How we review submissions

Route 1 (New to selling)

  • Your work will be reviewed by a selection panel made up on UAL staff and people from industry. The panel will consider work against the criteria listed under the 'Selection criteria' section below.
  • If your work meets the eligibility listed criteria above we will ask you to either deliver your products to the shop (via post or in person) or share additional images and information with us to be submitted to the selection panel.
  • We will respond to you a short time after the selection panel to let you know if you have been selected.

Route 2 (Wholesale experience)

  • If your work meets the eligibility criteria listed above, we will review your work digitally at our selection panel using your wholesale catalogue and price list.
  • Your work will be reviewed by a selection panel made up on UAL staff and industry representatives. The panel will consider work against the criteria listed below.
  • We will respond to you a short time after the selection panel to let you know if you have been selected.

Selection criteria

The panel will review your products against the following criteria:

  • high quality/well made
  • creative, unique and innovative
  • commercially viable, meaning:
    • wide audience appeal
    • durable
    • clear purpose and function
    • price and scope to generate profit
    • material and sustainable considerations.

Read our open calls handbook before starting your application as this will answer many of the questions you might have.

It’s important you get your prices right to ensure you attract buyers whilst also making a profit. If you’re unsure about your prices, please refer to our guide on how to cost and price your work (PDF 435KB). If you need help with pricing, make a note of this in your application and we can advise you.

Application outcomes and feedback

There are three possible outcomes to your application:

  1. Your work is selected, we discuss any queries via email or an online meeting and we place an order with you
  2. The panel like your work but have recommended areas for development to ensure products are retail ready for not just a shop. If you agree to these, we work with you over period of three months and support with two one-to-one appointments and a small allocation of funding to make changes (optional).
  3. You are not selected this time and provided with feedback on request. Feedback will include an action or next step for your products or business.

Application support for students


Current UAL student? Need advice on applying for our open calls? You can register for a 20-minute online one-to-one with the not just a shop team for advice on how to submit your best application.

Whether you're a new business, never sold work before or just need to chat through the form, we can help you with the application process.

We can provide advice and feedback on:

  • pricing your work
  • retail expectations (such as quality, function, durability, final presentation, unique selling point, packaging)
  • manufacturing options (for example handmade, print on demand, outsourced)
  • quantity of products needed for application and sale
  • photography of your products
  • application questions and queries
  • selecting and editing your products for application
  • which route you should apply to.

The next one-to-ones will be scheduled in June 2023 and will be booked on a first come first serve basis. Priority will be given to students, particularly those from diverse backgrounds and under-represented groups, however you are welcome to request a one-to-one if you are a graduate. The link for these will be available soon in the meantime you can email to be put on a waiting list and be the first to receive the link.

Our selection panel

A portrait of Samantha Newall

Samantha Newell, Co-Founder and COO at YARD + PARISH

Samantha Newell is Co-Founder and COO at YARD + PARISH, an eco-luxury retail platform featuring the work of Black creators. The concept store curates innovative lifestyle brands and has been featured in Vogue, Glamour, and GUAP.  Samantha is a 2021 Black British Business Awards finalist and speaks publicly about sustainability, diversity, and entrepreneurship.

Lewis Campbell

Lewis Campbell, Employability Practitioner at UAL

Lewis Campbell is Employability Practitioner for CCW and has been a part of the Careers and Employability team for 5 years. Lewis’s role is to embed employability and enterprise education into the UAL curriculum. Lewis is passionate about equality, inclusivity, and diversity in the arts, ensuring this is addressed in all areas of his employability and enterprise practice.

A portrait of Zeena Shah

Zeena Shah

Zeena Shah is an Art Director, Stylist, Designer and TV Presenter, based in East London. Her name has become synonymous with a love of colour which she shares alongside her interiors addiction on her Instagram channels; @heartzeena and @heartzeenahome. A textile designer by training, having studied at Chelsea School of Art and Design, Zeena’s love of surface pattern continues with her series of DIY craft tutorials and Sunday Crafternoons. Her book How to Print Fabric and illustrated colouring book, Scandia encouraged the masses to get creative and her latest book, Marbling sets to bring back this much-loved craft. Zeena is on a mission to spread the craft love with her colourful and creative style.

A profile image of Sophia Nasif

Sophia Nasif, LCC College Officer at Arts SU

My background is in creative production in film and TV. I have a BA in Illustration and Animation from Kingston University, where I was a panellist for their own shop, Not My Beautiful House. I came to UAL to study for an MA in Photojournalism and Documentary Photography and now work as one of the 6 Sabbatical Officers.

Fine art open call

Due to shop closures in 2020/2021 caused by the Covid-19 pandemic, fine art applications are currently on-hold. We will reopen our fine art open calls as soon as we have reviewed our application process.

Meet the team

Natalie Stevens. Photo by James Hopkirk.
Natalie Stevens. Photo by James Hopkirk.

Natalie Stevens, not just a shop Manager

I oversee not just a shop’s retail operations including buying, visual merchandising, staffing and management of the space. I also run student engagement projects such as competitions, internships, open call applications, product commissions, external pop-up shops and special projects. Contact me at

Clio Delcour-Min. Photo by James Hopkirk.
Clio Delcour-Min. Photo by James Hopkirk.

Clio Delcour-Min, Retail and Student Engagement Coordinator

I’m responsible for the day-to-day running of not just a shop, including taking sales, stock control, and maintaining and updating displays. I also support student facing opportunities such as competitions, live briefs and open calls, and provide support to our current sellers. Contact me at

Eleanor Binns. Photo by James Hopkirk.
Eleanor Binns. Photo by James Hopkirk.

Eleanor Binns, E-commerce Coordinator

My role centres around managing our online shop. This includes adding new products, updating images, writing content and shipping orders. You’ll also find me helping out in our shop in High Holborn during the week. Contact me at