London loves Luella

The Luella store is now open! It opened on Monday (cor they kept that quiet) and it’s looking rather good. In my five-minute recce I spied lots of dark wood (including reclaimed floorboards from the 17th century I’m told), painted carved horses heads, the obligatory freebie stickers and badges (um, I presume they’re free, I certainly nabbed a handful) and some gorgeous Luella-tastic clothes.

My favourites: pink cashmere knits, ‘Love, love, love’ T-shirts, bib-front shirts, metallic heart purses and – of course – handbags aplenty.

The shop is next to Jo Malone on Brook Street (off New Bond Street) but you really can’t miss it, it has a giant lit-up heart in the window.