We are proud to have been awarded the Butterfly Mark by Positive Luxury. Signaling the next stage of our journey to be better, the Butterfly Mark is a symbol that we are committed to higher and higher standards for people and nature. We’re part of a global movement transforming luxury.

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Sustainability is no longer a choice. Positive change starts with us.


We’ve been working closely with Positive Luxury to improve our performance in all areas of sustainability, and we will continue to do this until we re-certify in two years, and again after that.

We will never stop trying to improve.

View our score
  • Environment


    Areas of excellence:

    77% Standards & Accreditations

    83% Waste and Pollution

    80% Energy

  • Governance


    Areas of excellence:

    83% Transparency

    60% Sustainable Development Goals

    82% Purpose

  • Social


    Areas of excellence:

    82% Diversity, Equality and Inclusion

    79% Employee Welfare

    68% Fair Pay and Conditions

Sustainable from the start

"From the outset, we have intended to create products with as little obsolescence as possible. Products you can enjoy and love for much longer (if not for life) so we can all play an active role in safeguarding our planet, and our lives, from the very real threat of climate change.

When I founded London & Avalon (formerly Josephine Home), sustainability was simply at the heart of our brand. My grandmother, Josephine, was a messenger of all good things ‘as they were meant to be’: using natural fibres and going back to traditional processes, honed over the centuries, which together carried a reassuring message of stability, longevity and safety. She taught us: “Take from nature sparingly and she will give back bountifully.”

Thank you for joining us on this journey, as we continually seek new ways to improve our processes, while reducing our impact on our planet’s resources."

Stephanie Betts - Founder

Watch the Journey of Our Bedlinen

Talk with Trace - Sustainable Luxury Podcast.

Stephanie Betts is a founder, lawyer, entrepreneur, textile homeware expert & sustainability advocate!

Stephanie spent almost 20 years working for the biggest companies in the world including JP Morgan, Wall Street & Citi Bank and now heads up climate initiatives within Banking & Finance.

In 2003 she decided to switch lanes and create homeware's company "Josephine Home" (Now London & Avalon).

Stephanie talks with Trace about sustainability, where its really going, about her textiles company and the "why" behind it all.

Listen now

What are we doing?

Integrity of our products, service and sustainability. To always do the right thing and deliver our customers and clients the very best.
We are totally customer centric & planet minded in everything we do.

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Sustainable Accreditation

London & Avalon were awarded the renowned Butterfly mark accreditation from Positive Luxury in 2023 - a hugely proud moment for us and a true sign of our commitment to this planet.


Our products are made to last. Longevity is acheived through exceptional fabric quality, trims and manufacturer. We are generous with our fabric and thread, to ensure our products last a lifetime.

Can I recycle my linen?

Indeed! We are teaming up with innovative new companies whose sole purpose is to recycle linens to be made into new products, such as Pyjamas to keep enjoying our fabric for many years to come.