Pops of colour, floral touches and Indian influences have created an enticing, luxury space
Fashion brand Beulah London has opened a new flagship store on Elizabeth Street in Belgravia with interiors as captivating as the clothes themselves.
Designed by Rebecca Hughes Interiors, the new space takes inspiration from India, the country which sparked the imagination of Beulah’s founders Lady Natasha Rufus Isaacs and Lavinia Brennan, both in terms of their designs and their charitable work.
Beulah was founded after the co-founders embarked on a volunteer mission to Delhi in 2010. Following that, the company set up the Beulah London Trust to help reintegrate women back into society who have been victims of human trafficking and the sex trade, and provide them with a sustainable livelihood. Beulah’s vision is that each of their products will support and empower women. And so, every piece in the store has been handpainted and embroidered in India – and every purchase directly contributes to funding the charitable Beulah Trust.
“We took a great deal of inspiration from India when coming up with the design of the store,” explains designer Rebecca Hughes. “From the prints to the decor, we wanted to reflect the significance of the country to the brand, as well as support their ongoing charity projects.”
The interior has been styled using delicate designs in feminine tones, with pops of colour and floral touches, and there’s a gorgeous mural on the back wall that’s also been inspired by visits to India.
Hughes’ aim was also to create an environment which feels closer to a dressing room or bedroom than a department store. With this in mind, the interiors include lots of gorgeous soft furnishings and homey touches to create a relaxed atmosphere. The result is an aesthetic that is both luxurious and intimate.
These soft furnishings are all upholstered in the latest prints and patterns and will be updated seasonally to showcase each collection’s latest designs.
The decor carries through to the outside of the shop; Beulah’s signature white and navy floral print adorns the facade.
“Beulah has so many wonderful patterns and prints that we couldn’t resist incorporating them into the design itself. It was also important to us and the owners that we reflected the company’s mission and dedication to their charity, so we made sure to include artwork and decor which echoes this”, explains Hughes.
Rebecca Hughes Interiors has also collaborated with Beulah to produce a homeware collection of gorgeous cushions, stools, lampshades and ottomans, all upholstered in Beulah’s signature prints.