About us

How It All Started

It began, as most good things do, at a kitchen table.

Twenty years ago, the three of us sat together in Catherine's kitchen in Islington with nothing more than a shared love of fashion, a pot of tea, and a belief that something was missing in the market. Women like us, women in their forties, fifties, and sixties, were being overlooked. The high street was full of options for younger women, but where were the timeless, elegant pieces for women who had lived a little? Women who knew their own minds, their own style, and exactly what made them feel good?

We decided to do something about it.

What We Built

We started small. Eleanor handled the buying, travelling to find pieces that were genuinely beautiful and well made. Catherine managed the business side, keeping everything running with the quiet efficiency that has always been her gift. Rose had the eye for styling and the instinct for what our customers would love before they even knew it themselves.

What began as a modest collection quickly grew into something we never anticipated. Women from across the United Kingdom found us and kept coming back. They wrote to us about the dress they wore to their daughter's wedding, the blouse that made them feel like themselves again, the jumpsuit that finally fitted properly.

Those letters and messages are the reason we are still here twenty years later.

Our Milestone

We have recently reached 15,000 orders. When we packed that very first order in Catherine's kitchen all those years ago, we could never have imagined reaching this number. But what moves us most is not the figure itself. It is what it represents. Fifteen thousand women who trusted us. Fifteen thousand moments where someone opened a parcel and smiled.

This milestone does not belong to us. It belongs to every woman who has ever placed an order with us, shared us with a friend, or simply taken a moment to write and tell us how a piece made her feel. You built this with us, and we are deeply grateful.

What We Stand For

We believe that fashion should feel personal, not prescriptive. We believe that quality matters more than quantity, and that a well-chosen piece will serve you far better than a wardrobe full of things you never quite feel right in.

We curate every single item in our collection ourselves. If Eleanor, Catherine, or Rose would not wear it, it does not make it onto our rails. That has always been our standard, and it always will be.

We also believe that the women who shop with us deserve to be treated with respect and warmth. Not as a demographic or a market segment, but as individuals with their own stories, their own style, and their own sense of who they are.

Our Promise to You

Every piece in our collection is chosen with care. Every order is packed with pride. And every woman who shops with us matters to us personally.

We are not a faceless corporation. We are three sisters who started something at a kitchen table in Islington and have spent twenty years trying to do right by the women who support us.

Thank you for being here. Thank you for choosing us. And thank you for being part of something that means more to us than we could ever properly put into words.

With love, Eleanor, Catherine & Rose Ashford The Ashford Sisters, London