After our collaboration with Delam London in Notting Hill, we really wanted to know more about this luxury brand. In this post we have the pleasure of meeting Lili, founder of one of the best cashmere clothing shops in London!

Where did the idea come from? 

The idea came to me one day as I sat on my nomadic Persian carpet and wondered why its colours spoke to me. I then started researching the antique art of natural dyes and started thinking about bringing this together with Italian high quality cashmere by creating modern and elegant knitwear.

What makes this cashmere different from others?

I would summarise why Delam cashmere stands apart from others in this way: vibrant, naturally hand-dyed colours, modern and elegant designs, ease of care (machine wash in wool program). Our luxurious pieces can be washed over and over again without losing their shape, nor bubbling (the cashmere balls that form where there is friction).

Why Notting Hill?

Notting Hill is a vibrant area, without the high street feel and with more niche boutiques. It was the perfect setting for a modern, high end brand like Delam.

Target market and why?

We target the luxury clothing market, directed at women that understand quality and craftsmanship and do not necessarily follow trends but are bold enough to set their own trend – uniqueness is what they are looking for.

Plans for the future

Delam has at its core a clear story of combining persian time honoured techniques with Italian finest quality cashmere yarns. While currently our focus is on women’s knitwear, we are developing a micro men’s line, as well as a collection of home accessories. We will continue to tell stories through colour.