You're kind of spoilt for choice when fabric shopping around this part of Soho - they are popping up everywhere, but if you ask me Borovik is the best.
Firstly, the shop doesn't feel imposing or intimidating to enter, but neither does it feel like a chaotic heap of dirty fabric. I was quite content to wander around and browse/stroke the pretty fabrics without feeling I'll catch something, and without the staff hovering around me.
When I was ready to make a purchase the gentleman who served me was very friendly and gave me sound advice on what direction the grain in my fabric went (so that I would know which way to cut it) and he was very accommodating to my specific requests.
Also unique among the fabric shops around here, Bovorik has a decent basic haberdashery selection, with things like needles, ribbons, elastic, fabric dyes and all the other bits and pieces you might need. read more