Sass & Belle

Here at Sass & Belle, we lovingly design all kinds of wonderful products at perfect prices for your pocket. We’re all about the joy of home sprucing and the love in gift-giving, adding a dash of happiness and a sprinkle of smiles to each of our collections.

It all sparked in 1998 when our founder, Richard Stone, caught the retail bug. Back from working in Bombay and carrying one thousand homemade juggling balls, he ventured to the Edinburgh Fringe Festival and sold every single one. Inspired by this success, the business RJB Stone was born.

Sass And Belle Covent Garden Hi Res (5)
Sass And Belle Covent Garden Hi Res (2)

Over a decade of designs later, our beloved Sass & Belle brand bloomed in 2009. With more collections being lovingly designed in-house and a flourish in our style and identity, there was a natural need for a new brand name. The perfect fit, named after Richard's two eldest daughters, Saskia and Alma Belle, with the two little birds representing their winsome nature.

Sass & Belle is fast becoming an internationally adored brand. Our passionate design team is at the heart of everything we do. Inspired by the latest trends, they are always busy dreaming up new ideas full of style and joy.

Our Covent Garden store has been a long-standing member of the Market Building, offering a wonderful and wide selection of gifts and homeware, it's the perfect destination to discover the latest interior trends and joyful designs. Tucked away on the lower ground floor of the market, our beloved shop underwent its biggest glow up to date in 2021. The cosy cottage-like space is now even more inspirational for you to discover the cutest mugs, prettiest planters, softest cushions and much more.