The Twenty SS20 Issue

Brands of Tomorrow; Follow The Line

By Brittany Lane

What do a coral quartz palm paradise necklace, a Somalian frankincense sleep oil and a Fotheringhay church-inspired dining table all have in common? They share ethical sustainability with a modern renovation within the renewed British luxury industry.

Through the likes of Anatome, Anabela Chan and Matthew Cox, a divided conscientious of organic and sustainable responsibility are offered through their resources, despite their disparity of craft.  Driven by a moralistic standpoint, the brands can still offer luxury to its greatest form through more natural and environmental ways; without also hindering creativity.  

Founded by Brendan Murdock in 2018, Anatome was launched with only the consideration of kindness to the human body. With specialisation within nutrition, skincare and overall health, the company branded its botanical ingredients to support a healthy ‘Mind + Body’. Offering not only organic skincare, essential oils and dietary supplements but also nutrition and sleep appointments to encourage further internal health.

Missing an accessory to that splendour? Anabela Chan recommends just what is needed, through her ethically-conscious jewels. Circumvent to the humanitarian issues within the untraceable provenance affiliated to mining; Anabela presents her own laboratory-grown gemstones in which she, herself describes as “luxury with a touch of humbleness”.

In an ever-changing society in which unethical practices are magnified more and more, the direction of luxury is the future of the industry in which quality can be provided through principled forms. In addition, how can innovative furniture be excluded? Matthew Cox, beginning his interests within the furniture business as an antique dealer, decided to take action of his own artistry by designing his own pieces. Similarly, Anatome and Anabela Chan have a compulsory focus on purity by only using natural materials through historic practices rather than through modern technological operations. Meaning each piece is crafted by hand, with careful and detailed concentration. His mixture of futuristic designs combined with antiquated furnishing supplies brings renovation into the industry. Once again, proving that luxury can be organic.

The brands were selected amongst a fortunate few others within the Walpole, Brands of Tomorrow 2020 business programme. In which annually, a selection of up-and-coming British brands are given a 12-month programme packed with practical workshops on important business development topics, being paired with mentors who own senior leadership within the luxury sector, whilst also given access to Walpole’s established membership of over 270 of Britain’s most prestigious luxury businesses and institutions.  Since 2007, Brands of Tomorrow has helped achieve a combined revenue of £300 million, helping its brands achieve a three-fold increase in their total revenue. Helen Brocklebank, CEO of Walpole explains “British Luxury has always been driven by its creative entrepreneurs and founders, and Walpole’s Brands of tomorrow is designed to help give early-stage luxury brands the best chance of success as they build their growth.”

Walpole Brands of Tomorrow

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