The Story behind the name London & Avalon
Provided you look after your health and wellbeing, you could be lucky enough to spend approximately a third of your life in bed. That’s a long time. Having spent the early years of my career as a sleep deprived lawyer, it quickly became evident that the bed linen you slept in deserved as much attention as the clothes you wore every day. And that's one of the reasons I started London & Avalon.
A number of you have been asking about the name London & Avalon, where it comes from and what it means. It's actually a really straightforward story.
The ‘London’ element comes from our inspiration of traditional British craftsmanship, and in particular Savile Row. What really inspired us about Savile Row was the attention to detail of their suits: the cut, the way the fabric drapes and the feel of it, the quality of the weaving and the neatness of the stitching. All these little details historically built the reputation of Savile Row and were something that really mattered to us. I knew from my city days that you could find an amazing suit at Savile Row, but you couldn't find an amazing suit for your bed.
The second part is ‘Avalon’ which is a very personal inspiration. My grandmother's home in Brittany was located next to very ancient woodland named Avalon which was said to be where King Arthur used to retreat to with his knights after battle for rest and recuperation. A mythical forest of rest and repair for the body made me realise that we all need an Avalon in our lives.
We felt that these two elements were a perfect match for what we were trying to deliver to our clients. Meticulous attention to detail in everything that goes into every product we design and create, paired with a sense of nurturing and a reassuring sense of being ‘held’ by the product because it is that good. We want you to feel that someone has taken so much care to get it so right that you feel amazing when you’re lying in our bed linen. That's really what motivates us to deliver those incredible experiences.