A little girl was born in Chocolate Rain. Her name is Fatina, which in Italian means ‘an angel who likes daydreaming’. This little daydreamer, I’m told, particularly enjoys doing so in the rain.

For those unfamiliar with Chocolate Rain, the quaint little corner store nestled into SoHo Junction has gained something of a cult following thanks to its uniquely eye-catching accessories and the iconic Fatina items available throughout.

Sister store, D.I.Why pushes the already quirky Chocolate Rain environment to surreal new heights, found just a little way up peel street from SoHo Junction. The conspicuous storefront provides a likely sign of things to come- a vibrant array of toys and trinkets towering high over the threshold drawing me into a wonderland that would see both Lewis Carroll and Tim Burton swollen with pride.

Stepping in, Fatina dolls, buttons, books and bags immediately clamour for my attention, whether propped up or dangling from custom made hooks and coloured string, they adorn the walls, floor, ceiling and even the space between. An unusually large skylight spanning the depth of this charming 2storey setup provides a warm, natural ambiance on all but the most overcast of days.

D.I.Why is an adorable shop. That’s not to say crushed pinks and sunburst yellows are to be expected at every turn . This is an adorability that appeals to the Michel Gondry fan in me, the part that, like Fatina, wants to occasionally escape the humdrum world that I left at the door. Poring over the wares on display it’s easy to see that D.I.Why is a labour of love. The creative minds behind it, unfettered by the confines of a desk job have gone rampant, producing an intoxicating wealth of material.

With enough variety to put the most extensive of jumble sales to shame, this cornucopia of bits and pieces manages to maintain an unexpectedly singular theme. A cardboard colour palate boasts subdued browns and greys with dashes of warm pastel colours breathing life into each item. Nothing feels out of place and more importantly, not a thing looks rushed or thrown together - an impressive feat considering the amount of recycled material that is obviously being put to use.

After the best part of an hour had passed without thought or concern a quick glance at my timepiece found my heart sinking, knowing full well that I’d already outstayed my allotted time. Cutting for the door, I made a point of enquiring about what looked to be an art installation in a secluded loft area. The staff member, enthusiastic and quirky as one might expect spoke in turn about the art workshops and installation builds that frequently occur in the elevated white room. Were it not for my tight time constraints I would have taken up her offer of a brief introduction. Instead I took my leave, grinning like a Cheshire cat and sidling towards the door.

In place of a business card, my moleskin is adorned with a new and informative sticker whilst my book collection is now the proud home to a fresh and imaginative novella about a daydreaming girl that was born in the rain.