What is our obsession with sleep
Why did we launch London and Avalon?
Stephanie, our founder, has obsessed with sleep and the need to recharge since starting her working life with a Wall Street law firm lawyer.
She loved the work, but constantly sleep deprived, Stephanie began to focus on how she could calibrate her sleep experience to maximise recovery.
This led her first to research where to find the best bed linen and then on to the accessories with which to build the layers for an exceptional sleep experience.
Inspiration originally came from her French Grandmother – Josephine – and her incredibly comfortable home on the edge of the French “Avalon” forest in the heart of Celtic Country.
Having relocated from New York to London, a love affair then began with British Craftmanship and, in particular, Savile Row.
The combination of French elegance and comfort, coupled with Savile Row craftmanship, led to the creation of Josephine Home in 2005.
From the beginning, the brand has drawn on design inspiration from the timeless elegance of Savile Row, renowned for its British craftsmanship, precision and impeccably neat stitching. The signature grosgrain detailing, reminiscent of traditional Savile Row tailoring, soon became synonymous with the brand, an expression of understated luxury, timelessness and simplicity.
Always evolving
Our Story Continues
Over the years, our collection has continued to evolve. What began with beautiful bed linen has grown into a considered world of home accessories and interiors, trusted by private clients, hotels and businesses across the globe. Yet throughout that evolution, our commitment to sustainable luxury, exceptional quality and enduring craftsmanship has remained steadfast.
In 2020, looking back on 15 years of growth, we decided to return to the cornerstones of the brand, reflecting on how far we had come since our beginnings.
It felt like the right moment to mark that evolution with a name that reflected our brand ethos and design. And so, at the beginning of 2022, Josephine Home became London & Avalon.
Our name today brings together the two enduring inspirations that have shaped us from the beginning: the refined, timeless style of London’s Savile Row tailoring and the dreamy wilds of Avalon, the mythical island of peace and serenity.
Together, these elements reflect the world we seek to create, one where craftsmanship meets comfort, elegance feels effortless, and every detail is designed to bring a sense of calm and nurturing.
