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
WE ARE BUTTERFLY MARK CERTIFIED
We are proud to have been the first Bed Linen company awarded with the prestigious Butterfly Mark by Positive Luxury.
This mark signals the next stage of our journey to bettering our sustainability excellence and is a symbol that we are committed to higher and higher standards for people and nature.
Sustainability is no longer a choice. Positive change starts with us. We’re part of a global movement transforming luxury.
OVERALL BUTTERFLY MARK SCORE 62%
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.
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Environment
64%
Areas of excellence:
77% Standards & Accreditations
83% Waste and Pollution
80% Energy
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Governance
63%
Areas of excellence:
83% Transparency
60% Sustainable Development Goals
82% Purpose
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Social
56%
Areas of excellence:
82% Diversity, Equality and Inclusion
79% Employee Welfare
68% Fair Pay and Conditions
PlanetaryX & London & Avalon - Protecting Nature
Nature provides approximately $44 trillion of ecosystem services every year, for free.
As a responsible corporate citizen, we confidently champion nature by purchasing Biodiversity Resilience Assets.
Through purchasing these assets, we are simply investing in our common future.
London & Avalon purchases assets from PlanetaryX for each order.
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.
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.
Longevity
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.