The Art of Sleep and Sustainability: How Stephanie Betts Built a Luxury British Brand
When London & Avalon’s French-born founder, Stephanie, relocated from New York to London, a love story ensued with the British tradition of craftsmanship.
A lawyer by day and often by night, Stephanie understood that quality sleep was vital to recharging and facing a new day of challenges.
With her grandmother Josephine as her source of inspiration, Stephanie founded Josephine Home (rebranded as London & Avalon in 2022) and began her pursuit of the finest fabrics that would always give that soothing feeling of sinking into exquisite bedding at the end of a long day.
Drawing from the timeless elegance of Savile Row, renowned for its British craftsmanship and impeccably neat stitching, Josephine Home launched its first Bed Linen Collection with its signature grosgrain ribbon trim detailing - reminiscent of Savile Row tailoring. This refined design has become synonymous with the brand, embodying timelessness, simplicity and quiet luxury.
Since then, the range of products on offer has evolved, but the commitment to sustainable luxury, unwavering quality, and enduring craftsmanship has remained steadfast, shaping every aspect of the company ethos.
The effortless elegance of the brand's bed linen and bath linen is now the favourite amongst Hollywood circles, exclusive Interior Designers & Luxury Hoteliers, and new ranges such as Scents and Accessories are carefully developed to guarantee they meet the high quality of craftsmanship that is synonymous with the brand.
Watch Stephanie describe in her own words how she brought life to the London & Avalon brand.