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The Sass & Belle Story

At Sass & Belle, we believe in creating exciting and original products designed to make people happy. Our promise is to provide lovable, trend-led and affordable homeware with a quirky twist.

Our story begins way back in 1998 when our founder, Richard Stone, caught the retail bug. Armed with 1,000 juggling balls (which he had learned to hand make in Bombay, India) and a determination to sell them all, he ventured to the Edinburgh Fringe Festival and sold every single last one. His initial wholesale business, RJB Stone, was born.

In 2009 Richard opened his first store in Covent Garden (which is still open today). Realising the name RJB Stone didn’t convey the wonder of gifts and homeware decorations inside, he settled on ‘Sass & Belle’, named after his two daughters. Our brand has been growing ever since. The two birds on our logo represent Richard’s two daughters and their fun, inquisitive and lovable nature.  Our tagline ‘for the little things in life’ nods to the whimsical and irresistible nature of our products, and our goal to make our customers smile through our happy and original designs.

Today, we have four stores in the UK, three in London and one in Brighton, and we have a growing presence in Europe and beyond. Sass & Belle is fast becoming a recognised brand, loved and nurtured by a fabulous and loyal team.

We have so much more in store for you, our loyal customers and the brand, and we can’t wait to take you along on our adventure.

Sass & Belle, for the little things in life.


'Quick and easy to order. No hassles and prompt delivery.'

'Great service. We bought the hubby and wifey mugs which arrived when expected and were packed perfectly. Would definitely use this company again as their products are fun and quirky but also good good quality.'

'I love Sass & Belle! Both the products and the organisation of the shop and delivery! Amazing and lovely.'

'If unicorns were found to exist in the world and supplied endless amounts of ice cream to everybody, that would come close to my experience with Sass & Belle.'