DESIGN PROFILE Meet the family behind the much-loved homeware brand Graham & Green, known for its eclectic designs and independent spirit
Jamie and Lou Graham are the second-generation guardians of Graham & Green, the homeware brand known for its eclectic designs and independent spirit
ON EASTER MONDAY, 1974, ANTONIA GRAHAM FIRST opened up the doors to Graham & Green, her new furniture and home accessories shop on London’s Elgin Crescent in Notting Hill. At the heart of the brand was her desire to bring unique and exotic finds from travels in Europe, India and Morocco to the style-conscious British consumer. Nearly 50 years later, that same London shop is just one of the brand’s outposts and the aesthetic and attitudes behind her original vision remain true. With her son Jamie and his wife Lou (pictured above) now at the helm of the business, the couple use their intrepid ethos and curious eyes to continue sourcing beautiful products from across the globe.
‘We’re very much still a family company,’ says Jamie Graham, the brand’s creative director, ‘and it’s this heritage that sets us apart. We have the knowledge, expertise and experience from the relationships we’ve built up over generations with artisans, workshops and suppliers.’ Jamie’s wife Lou is the company’s sales director, and the couple work closely in their day-to-day roles. ‘Our bohemian, authentic and individual roots still permeate everything we do,’ she says. ‘The spirit of creativity and adventure is stitched into our DNA.’
ECLECTIC COLLECTIONS
The shelves at Graham & Green are stocked with items as diverse as a pineapple-shaped chandelier through to colourful hand-knotted rugs, and the business is known for its eclectic and beautiful products. ‘We believe in authenticity,’ says Jamie, ‘and not simply fitting a mould of what’s trendy one season.’ Bestsellers include
Moroccan pouffes and cane-backed armchairs, but the mother-of-pearl furniture is one of the jewels in their crown. ‘We’ve been making these pieces since the 1990s and they’re an important part of our business,’ says Jamie. ‘It takes our artisans in Udaipur weeks to create them, using skills passed down through generations. For our customers, they are heritage pieces that become family heirlooms.’
WARM AND CONVIVIAL HOME
In 2015, the couple left London for the West Country, heading to the Bath area. ‘Home is so much more than a shelter,’ says Lou. ‘It’s where you can be your truest self. Where you paint the walls with laughter, honour your memories and nourish your relationships.’ The couple’s home features treasures sourced on travels. ‘I’ve learned to buy things I love when I see them at markets,’ says Jamie, ‘or else I regret it. I love old furniture and antiques as they’re objects with history.’ The kitchen is their favourite room. ‘It’s such a multifunctional space for us, where anything goes,’ Jamie explains. ‘It’s messy and chaotic in all the best ways. I love things not being too tidy – to feel relaxed. Our vintage farmhouse table, for example, is covered in scuffs, glue stains and paint marks that show it has hosted countless dinner parties, our son Max’s art sessions and many good times! After all, your home should tell your story,’ he says.
A PASSION FOR NATURE
‘We take a lot of solace in the outdoors,’ says Jamie, ‘and we share a belief in protecting the earth for future generations.’ Sustainability is an important factor in Graham & Green’s outlook, too. The latest collection features pieces made using planet-friendly materials such as sustainable cork, ecofriendly jute and origin-assured mango wood.
‘Our work in India has shown us a culture of restoring, recycling and repairing,’ Jamie explains, ‘and we try to make products that will last. We’ve also worked hard to reduce packaging and cut down on our use of plastic.’ As part of its celebrations for Earth Day, the company decided to give back to the green spaces that have supported them and their colleagues over the past year by organising litter-picking in local parks.
SCANNING THE WORLD
Travel is central to the family’s story. ‘India is a second home for us,’ says Jamie. ‘It’s important to us as a business too, as that’s where lots of our items are made. The craftsmanship there is incredible.’ Fifteen years ago, the family discovered Casa Tota, a traditional house in Goa. ‘We instantly felt at home there,’ he says. ‘Within three days, we’d tracked down its owners in Bombay and arranged to buy it. It was in desperate need of care, with shutters falling off the windows, so we worked with local architect Arvind d’souza to renovate it.’ Now it’s furnished in the
signature Graham & Green style, with vibrant details, handmade quilts and pieces from the brand’s early days sitting beside antiques and other finds. ‘We relished the process of making the house shine,’ says Jamie. The building’s natural textures and botanical backdrop make it ideal for a restful retreat, and it is available to rent as a holiday home.
ON THE OPEN ROAD
As well as venturing to far-flung locations, Jamie and Lou often take trips closer to home in their vintage Volkswagen campervan named Frida. ‘We bought her on Ebay one night after a bottle of wine,’ says Lou, ‘which was very spontaneous! She’s taken us on some of our most memorable family holidays.’ For Jamie, driving a campervan is about being part of a group of fellow travellers. ‘It’s fulfilling cruising around and waving to other drivers of campervans, as you really do feel part of a community. The best thing is that we can only drive her at about fifty miles an hour, so you feel everyone is rushing past you while you’re in a time vault,’ he says.
SENSE OF COMMUNITY
From retail staff in the five Graham & Green shops to the group of designers in their head office, Jamie and Lou work with a team of about a hundred people. ‘As we’re a family business, we put more care into how we work and what we do,’ says Jamie. ‘Part of our business plan is to never get too big, as we want to keep the family feel and do something good with it, not just grow and meet sales targets,’ he says. ‘We strive to build a sense of community with our team,’ explains Lou, ‘and that’s an important part of who we are as a company.’ Working this way means the couple have to approach business challenges together. ‘The key is to keep things friendly, passionate and unprofessional in a professional world!’ says Lou.
FUTURE TREASURES
As the couple look ahead to the 50th birthday of Graham & Green in 2024, they’re feeling positive about whatever comes next. ‘Our stores are treasure troves,’ says Jamie, ‘where you’ll always be able to find expertly sourced pieces that bring joy.’ For Lou, it’s this unique identity that will ensure the brand endures. ‘There’s a lot to be said for the adventurous bohemian spirit we’ve inherited,’ she says, ‘and we very much still think of ourselves as indie rather than conformist. Our real desire is for our customers to have a home that is authentic to who they truly are, full of objects that delight and inspire, and remind them to enjoy each moment of life’s wonderful adventure.’