The SG Brand Turns 10

What does TWG Tea do? Show the Eng­lish how we do tea with its first sa­lons and bou­tiques in Knights­bridge and Le­ices­ter Square.

Herworld (Singapore) - - INSPIRATION - - HIY

Taha Bouqdib, 48, French, and Maranda Barnes, 42, Amer­i­can, the hus­band-and­wife duo be­hind TWG Tea, first met – ap­pro­pri­ately enough – in a teashop in Paris. And the brand they started to­gether has grown into a lux­ury tea com­pany with 70 lo­ca­tions world­wide. Their lat­est mile­stone: two stand­alone spa­ces in Lon­don.

The flag­ship (pic­tured above), in the 1920s-era Com­mu­ni­ca­tions House in Le­ices­ter Square, has been trans­formed into a part re­tail bou­tique, part patis­serie, part 120-seat tea sa­lon.

Barnes de­scribes the aes­thetic as a com­bi­na­tion of “mod­ern re­fine­ment and time­less ap­peal” with Asian touches in the one-of-a-kind hand­painted silk wall­pa­per and an­tique Chi­nese screens with chi­nois­erie mo­tifs that em­bel­lish the stair­way balustrade.

It’s also the home of TWG Tea’s first tea mu­seum, which fea­tures rare vin­tage arte­facts and an­tique teaware. Among them are more than 50 Im­pe­rial Rus­sian samovars, hun­dreds of enamel teapots, tea cad­dies, sil­ver tea ac­cou­trements, and porce­lain teaware and ac­ces­sories.

The se­cond lo­ca­tion is in a three­storey, 18th-cen­tury ter­raced house in Knights­bridge. Nes­tled on the ground floor and first floor are an in­ti­mate tea sa­lon and tea bar bathed in nat­u­ral light­ing from a sky­light.

Both places show­case the com­pany’s vast se­lec­tion of more than 800 teas – heav­ily in­flu­enced by Asia and pack­aged in vi­brant colours in­spired by Sin­ga­pore.

“Our long­stand­ing and exclusive re­la­tion­ships with tea planters al­low us to in­tro­duce some of the most rare and ex­quis­ite teas, such as Sen­cha Nou­veau from Ja­pan and First Flush Dar­jeel­ing har­vests from In­dia,” says Barnes.

Now, let’s see if TWG Tea can tempt the Queen away from her Twin­ings Eng­lish Break­fast Tea in the morn­ing.

TWG Tea’s sin­gle-es­tate, fine-har­vest teas and exclusive blends also come from more un­ex­pected places like Ar­gentina, New Zealand, Hawaii and Malawi. And in­stead of paper teabags, its loose teas are in hand-sewn, 100 per cent cot­ton fil­ters which do not ab­sorb the flavour of the tea, so you get the full fra­grance in ev­ery cuppa.

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