Looking back at that very first London store, there is much the same and much different to the international William Yeoward brand that stands before us today. It started out as an antiques emporium offering objets and occasional furniture, but over time, William introduced his own pieces – upholstered furniture, lighting, dinner services – as well as showcasing the bespoke commissions he had started to receive. He began to find his way and to realise what was set to become his iconic aesthetic here on his Chelsea shop floor.
Much later, in 1998, he introduced fabric and wallpaper to the collection, which would then be put on the global stage via Designer’s Guild. This creative partnership catapulted the William Yeoward name into interiors stardom and very soon, they had far outgrown the 3,000 square foot store and in 2003 expanded into a new location just a few doors’ down to house the full brand collection and to allow it room to grow as Yeoward’s ideas and team did so in direct correlation.
A book followed – Perfect Tables; 2006 – which saw such success that a further five books came in pursuit, two of which covered his great passion for hosting and entertaining, while the others focused on design and colour, adding ‘established author’ to his already impressive list of professional accolades.
Finally, rugs and cushions arrived in 2012 and two years after that his coveted assortment of handmade furniture. And the rest, is history.