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Johnny Loves Rosie (JLR) London
Two brands, one story, coming back together. We have always been, and will always be, Johnny Loves Rosie (JLR) London. It's our heart and who we are. We thought our audience needed two brands to separate the shopping experience, but after a lot of consideration and your feedback, we're bringing them back together, as they should always have been. We're officially Johnny Loves Rosie (JLR) London, and that's how we'll remain.
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Build your bag
Your bag, your way
Start with the style and colour that feel most like you. Add a strap, scarf or charm (any two for £25, three for £35), then finish with your initials, free on the bag or the tag. It all goes in your cart together.
Free personalisation
Something that is just yours
Personalisation has always been free with us, and it always will be. We believe every woman deserves something that is just hers. Choose up to five letters, pick your font, then finish with a subtle blind emboss or a touch of gold.
A message from Victoria
More than a handbag brand
I created JLR London in the quiet moments between school runs and late nights, driven by a desire to be present for my children without losing a sense of self. I couldn’t find bags that honoured both worlds... pieces that were as functional as they were refined. So I designed my own: thoughtfully crafted to move effortlessly through the day, just as modern women do. JLR London is for those who carry it all, and still wish to feel composed, considered, and entirely themselves.
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Styled by you
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10% off your first order
New styles, personalisation ideas and the occasional treat. No noise.