The House of Yardley comes into existence when young William Yardley acquires concession rights from King Charles 1st to manufacture and sell Lavender soaps in London. Sadly, this enterprise’s particulars were lost in the Great Fire of London in 1666 except one important detail – Yardley soaps were perfumed by Lavender.
Yardley uses advertising and publicity techniques way ahead of it’s time, by adopting Francis Wheatley’s Flower-Sellers group painting as it’s trademark, which is one of the 14 known “Cries of London”. Yellow primroses sold in baskets were replaced by lavender becoming synonymous with Yardley.
John H.Seager is commissioned to scour the globe for the most sought after Lavender. It leads to discovery of Lavandula Angustifolia – specially grown for Yardley in South of England and forms the basis of Yardley’s signature Lavender.
Yardley creates the signature “London Look” of the 60’s and is a symbol of “Swinging London” associated with the British youth culture. British model Twiggy becomes the face of Yardley cosmetics and fronts Yardley’s advertising campaign.
Wipro acquires UK and Europe rights. Today, Yardley London embodies this rich and wonderful heritage with pride. It continues to create exquisite luxury items for discerning customers the world over, carrying on a tradition and lineage that other perfumery houses can only aspire to.