OUR STORY

Thistle & Tide is proudly owned and run by Sam and Steph, who brought their shared vision to life on Cromer’s high street. After many years working in hospitality, they took a leap of faith to create something of their own — a shop inspired by their love of the coast, gardens, and the local community.

Sam runs the shop day to day, open seven days a week, while together they carefully source beautiful, unique gifts and homeware. Their focus is on supporting small, independent businesses, often building close relationships with makers, creating bespoke lines, and celebrating the story behind each product.

Both Sam and Steph’s journeys have shaped the heart of the shop. Sam’s working life began outdoors, helping with a family garden maintenance business, while Steph started her career on Cromer seafront before both gaining years of experience across local hospitality venues and garden centres. These experiences, along with a long-held vision of opening a garden and coastal-themed shop, inspired Thistle & Tide.

They continue to pour their creativity into the business, from curating their ever-evolving collection to creating their own wax melt range in-house, as well as attending local events and pop-up stalls.

Thistle & Tide is a true reflection of Sam and Steph — full of character, creativity, and a genuine love for Cromer and its community