INITIALLY LONDON

We are London-based monogramming company specialising in conversation-starting linens & accessories.

When Initially London’s founder Jane Wiest moved to London from New York in 1999, she looked unsuccessfully for American-style embroidered monogramming for bed and bath linens, table linens, tote bags and more. She launched InitIally London to take personalisation to a new level in London and is now, according to Forbes, “the most extensive monogramming company in the UK”. Initially London was Highly Commended as Independent Retailer of the Year in Kensington & Chelsea in 2018, was a finalist in the Small Awards' Bricks & Clicks Retailers category in 2019 and in the West London Business Awards' Best Small Retailer category in 2020.

The motif linens are a recent launch, offering a new way to personalise your table. In a time when reusing and reducing one-time use products is making more and more sense, linen napkins replace single use paper serviettes. Having an initial or a motif ensures that you know whose napkin is who's, allowing for repeated use before washing.