About us

James & Ivy London began with two people, one shared vision, and a lot of love.

What started as a conversation between us — a couple with a dream and a little shop in London — quickly became something neither of us could ignore: a belief that fashion should bring people together, not just dress them.

Twenty years ago, we didn't open James & Ivy to be just another boutique. We opened it because we believe that when you feel good in what you wear, something shifts. You walk a little taller. You smile more easily. You show up as the fullest version of yourself.

Every piece in our store has been chosen together — by us, as a couple — with one simple question in mind: does this make someone feel extraordinary? Not overdressed. Not uncomfortable. Just genuinely, effortlessly themselves.

We choose fabrics that feel as good as they look. Cuts that flatter without forcing. Styles made for real life — for the moments that matter and the ones that don't.

But we'll be honest with you, because you're the reason we're still here after all these years. This past while has been hard. Rising costs and a tough season for small boutiques like ours have pushed us to a place we never expected — a real moment of holding on to everything we've built together.

So our 20th Anniversary Sale is about more than celebrating. It's us turning to the people who believed in us from the very start — clearing our shelves, holding nothing back, and giving these pieces the home they deserve. Up to 80% off, for a limited time, because we'd far rather see them loved and worn by you than lost if we can't hold on.

Every order, every kind message, every photo you've sent us wearing something from our boutique — that's what has kept us going for two decades. Truly.

Our promise has never changed: to curate pieces you'll actually reach for, at prices that feel fair, from a boutique that genuinely cares about you. If you've been waiting for a reason, this is it — and after 20 years, the timing matters more than it ever has.

With all our love,
James & Ivy 🤍