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Laura Ashley

Laura Ashley Designer who created a legendary brand

Born:
1925-1985
Place of Birth:
Dowlais
Trivia:
The company was originally called Ashley Mountney, before Bernard realised that his wife's full name would be more marketable for their product range.
Biography:
A hugely influential designer of clothes and interior fabrics who launched a worldwide chain of Laura Ashley outlets.

Born Laura Mountney in Dowlais, Merthyr Tydfil, Laura was raised in a civil service family as a strict Baptist. Educated in London, she was evacuated to Wales in 1938 for about a year before returning to the capital. She met Bernard Ashley at a youth club in Wallington, and they married in 1949.

The seeds of their success were sown on their kitchen table in Pimlico, where scarves designed by Laura and produced using Bernard's silk screen were sold to a variety of outlets including the John Lewis department store. With other retailers taking an interest, Bernard gave up his city job to manage the new family business.

At first sold by mail order as well as in department stores, Laura used rustic, romantic fabrics with flowery patterns. They relocated from London to Kent in 1955 but almost went out of business three years later when the River Darent overflowed and flooded their premises.

Laura was keen to return to her native Wales which had provided the inspiration for much of her work. Success spread and factories were opened across north and mid Wales to cope with demand.

The first shop under the Laura Ashley name opened in Pelham Street, South Kensington, in 1968, while the company headquarters settled in Carno, near Newtown.

With a style described as a feminine reaction against the sexist fashions of the 1960s, success soon spread abroad, with some 5,000 outlets world-wide stocking her product by 1981. In that same year Laura also realised one of her ambitions by opening a store in Cardiff.

But in 1985 she died in tragic circumstances, ten days after falling downstairs in an accident at her daughter's cottage on her 60th birthday.

With the bereaved Bernard at the helm, a planned stock market floatation went ahead two months later, valuing the company at around £200 million.

However, changing styles and attitudes meant that Laura Ashley products began to fall out of favour, and manufacturing in Britain proved costly as rivals moved their production bases to the cheaper Far East.

Financial difficulties in the 1990s led to the company employing a series of executives who attempted to turn the company's fortunes around, with mixed results.

The loss-making group was bailed out in 1998 by Malayan United Industries, which took a 40% stake in the company.

Despite the recent troubled times, Laura Ashley remains a world-famous brand, with the Merthyr Tydfil designer having made a remarkable impact from her kitchen table.

Moment of Glory:
Opening the first Laura Ashley shop in South Kensington in 1968

your comments

Judith Hamilton-Sayer
I still have the Laura Ashley dress I wore for my wedding in Southern Ireland in 1975 (bought in '73'74). Unfortunately, it was used for 'dressing up' by my daughter, and the sash got lost. Any ideas where I may be able to get the material or a stray sash to match?

Suzy Harmon, Newport Beach, California, USA
Anyone looking for the vintage Laura Ashley designs from the 70's 80's can find them on ebay. I've collected probably over sixty dresses from the "old days" when she was living and her designs were gorgeous. I love my dresses and cherish them! But beware - it's addicting! I get one in the mail about once or twice a week from sellers all over, mostly England. I keep hoping that some wonderful person will come along and revamp her stores and start fresh with her old designs and perfumes. I'm sorry, but the comment from the person who said that the Laura Ashley stores need a new look and update obviously never lived in that era. It took the whole fashion world by surprise and was a huge success. Never fool around and try to improve perfection! Long live the spirit of Laura Ashley and her original designs!!!!

Sheila V Forknall, Margate, Queensland, Australia
I bought Laura Ashley dresses for my granddaughters at the Stratford on Avon store in the UK. I have a beautiful photo of them in a field of flowers in Toowoomba, Queensland. I bought a velvet jacket at LA Bluewater Greenhithe Kent when I was in the UK teaching in 2005. Every time I wear it people comment on how striking it is. I have always loved her clothes and used to teach my economics students about her business and how she ran it in Wales. I would like to find out more about the origins of the business. I wish the company every success and hope they keep the timeless designs in clothing and interior design; to me she rivals William Morris but then I am not an art student so maybe I am too enthusiastic!!

Carol Marano, USA
Laura's spirit is timeless. Laura Ashley designs will return, it is inevitable... the more they leave us, the more, they will keep returning, like a circle, never ending. Laura, you are always in our hearts.

Suzy Harmon Newport Beach, Claifornia
I agree with some of the other comments. The original Laura Ashley designs were fabulous. So perfectly perfect! Fortunately, I bought some of her patterns from the era when her designs were romantic, beautiful and feminine, so I can still sew one up and feel safe and secure in my LA world. Now, if I could just get some Emma perfume and No.1 again. Since her death the store became just another JCPenny's or Sears Robuck Co. Yuck! I let them know quite often what a disgrace they are to her name. I have an idea. Let's all band together and breathe the spirit of LA back in to a clothing line that echos all of her styles from the past! Cotton pinafores, white victorian blouses, petticoats under a dress, big rompers you can actually move around in. Let's do it ladies! All Hail to the Queen~ Laura Ashley!

Judy Diamond, Toronto, Ontario
How my sister and I loved to go to Bayview Village in North York where there was a Laura Ashley store. Those wonderful white cotton blouses with the lovely ruffles around the neck. So pretty under a sweater. And she floral patterns that are timeless as well. Laura Ashley drapes have been such a favourite of mine.

Anne Blackhall from Folkestone, UK
I remember in 1978 with great fondness when my older sister Jane and I went up to the Laura Ashley shop in Kensington, London, and as only a 16 year old with no money, my sibling kindly bought me a bright blue LA corduroy pinafore dress, with a tiny dark blue flower all over print on it-I wore it to death, and when I had my own little girl Lucy may years later,( I also had three boys-thank goodness for a girl!!) I took delight in dressing her in LA dresses-how sweet that was!! The old style LA will always be remembered with great love by all LA fans-bring back the old fashioned styles, they will always be popular. Laura Ashley fulfilled all our dreams with her pretty, pretty dresses and fabrics and wallpaper.

MS from the south west of England.
I agree with Becki from Powys. I used to work for LA - the change was dramatic after Laura Ashley's death. The whole business changed image and the 'new boys' in charge were ruthless in their approach. The 'family' country roses feel went out through the window and the shops lost their individual look. This change happened so quickly that I do not believe it was down to customer preferences/market changes as there were too many complaints from customers at the time about the change in design/look etc. The downward spiral in sales and popularity was ultimately the result of 'new brooms' who had no idea how to 'sweep'!

Kathryn and John Allen, Northville, MI, USA
John and I, both 28, summered in Chelsea/South Kensington, London, 1972, and we remember the huge black and white photos in Laura Ashley's store on Fulham Road, of classically lovely women dressed with elegant simplicity, holding milk cans and pails in rustic settings. Soon women around us were dressed in the same way, myself as well, exchanging knowing smiles on the street, now walking with a different gait and demeanor. John sat with the other young men in Laura's shop near Sloane Square, on upholstered couches, smiling as the lassies came forward in timeless beauty to greet them, having left their jeans behind. Only on King's Road, Chelsea, did women still parade in outdated jarring fashions. Dante, in his Divine Comedy, Canto XV, captures what change Laura wrought: Cacciaguida, Dante's great-great-grandfather, speaks: "'Florence...abode aforetime, peaceful, temperate, chaste....There were no dames bedizened, no bright girdle to catch the eye and shine the wearer down....Bert's lady quit her mirror with no paint upon her face. I've seen...wives in homespun thread from their own distaffs, and content with it....One, watching by the cradle, would amuse and soothe her infant, crooning o'er and o'er the baby-talk young parents love to use; one, with her spindle dancing on the floor, her children round her, would spin yarns enow of...Fiesole of yore....this good way of life for decent men, this dear, this tranquil homestead undefiled, friended with many a loyal citizen...'" (Paradise, Dorothy Sayers translation, ll. 97 ff.). Long live simplicity yet!

Kelli Jenkel from Colorado
I like the Laura Ashley's garden print dresses that she sold in the late 1980s - early 1990s. They were simple, pretty and comfortable. I wish I were able to buy them again. The dresses currently for sale under the Laura Ashley name do not reflect the old time country designs and beautiful floral prints she was known for. What a shame!

Randa, from Palestine now in Dubai
I have been a fan of Laura Ashley ever since I searched many stores and decorating books to find the prettiest bedrooms. The Laura Ashley bedrooms definitely stood out. It's very sad that the store closed, but I hope it reopens very soon.

Jo Davies, Southend on Sea
All credit to the designers, as every piece is a masterpiece and the legend Laura Ashley lives on and shall always be admired and dreamed to aspired to afford one day! Thank you for such beauty.

Oritha from Jerusalem
I am looking for original Laura Ashley romantic dressesand underskirts from the 70s and early 80s. I am a long-time fan. Can somebody help?

Hazel Brownlee, Lisburn, N Ireland
I have a collection of Laura Ashley clothes from the 70's. Can you advise if there is an official museum to which I could donate them?

Molly Whitcomb from Oregon, USA
I have been such a Laura Ashley fan over the years that people have been known to accidentally call me Laura. I haven't had a store-bought dress since they got rid of the classic Laura Ashley fashions. I had enought of the patterns to keep me going, and now even the store is gone. I would like it all to come back. This summer I am wallpapering my kitchen in "Rectory Garden", which I've been saving for years.

Catherine Jane from Belfast
Yes, bring back some of the original designs! Simple, timeless, well-made. Talking of made, why are all clothes made abroad now? I think Laura Ashley clothes used to be made in Wales or at one point in Ireland?

Kirsty England from Bridgend
Thanks to you my class is doing a project and it is really fun.

Annajeanm Cervantes from Philippines
I love Laura Ashley a lot - I have lots of items from Laura and some of my friends were asking where I bought them, and of course I told them from Laura.

Sophie Hopton from Pontardawe
My class is doing a project on Laura Ashley, thanks for your help.

Veronica Clare from London
Bring back some of the original designs - you will be surprised at how fast they will sell. They were made for all ages, shapes and sizes. You could dress them up or wear it to work. There was never a problem in finding something to suit an occasion, with shoes and hat to match. I see all the styles from the 60's and 70's in the shops again - why not Laura Ashley originals!!

Jonas Therkelsen from Norway
I am doing a huge project in my Arts and Crafts lessons. And I'm working on some of Laura Ashley's pieces. I found this page very useful;) Thanks

Sophie, Leicester
Laura Ashley was a very talented woman and I believe has been a great inspiration to many people. She has probably revolated one of the most remarkable fashion and home wear stores ever. I also wondered whether there is a website based on her, that i could visit?

Kamal Santini, from Lebanon now in Kuwait
I was with Laura Ashley as a home stylist. I like the Ashley style so much and I like to work with the Ashley group. In August 1998 I had a certificate from Laura Ashley UK.

Anna Kashdan
I simply loved the dresses that Laura Ashley designed. They were timeless and took all the most delightful and truly flattering and feminine attributes for women to wear. I still have a couple of dresses that will remain with me and be worn by me for always I really enjoy wearing them. Thank you Laura! Wish I knew where to get pictures or patterns of her early designs.

Pam & Norma from Glasgow
We worked for Laura Ashley many years ago and were just catching up on old times today on how much fun we had. Norma remembers the luncheon vouchers and 'Nick and David' popping into the Glasgow shop in Byres Road. Norma echoes Becki's comment that the company was never the same after Laura Ashley died, and we both certainly remember the day of the funeral when the shop was closed for a few hours as a mark of respect.

Gabi from London
Hi, I like what you have written about Laura Ashley, is there a web page with her original dress designs, from when she started right up until her death, in photographs and drawing of her collections? I am trying to do a write up on her for my C & G Fashion wear course, as I have always liked her use of natural fabrics and femanine prints. I do agree I feel since she died the quality of the design & fabrics have changed.

Gemma Kirby, Manchester
I think Laura Ashley stands for beautiful, feminine shapes and fabrics, with good-quality workmanship (my mother is very fond of the linings!). I think M&S could learn a lot from them about how to appeal to the 'romantic' market. I'm in my early twenties but would love to own more Laura Ashley items - the amount I already wear is becoming a standing joke in my boyfriend's family...

Elaine Snow, Alabama, USA
Laura Ashley became popular right as I was beginning to bear my children and create a home. I lived in a little brick cottage then, in an older section of Birmingham called, oddly enough, Mayfair. We did the whole place in English country and it fit like a glove. Alas, I only had boys (three), and so couldn't sew all the beautiful Laura Ashley designs for children, but I did for myself! I've JUST bought a lovely, empire-waisted LA dress at a very upscale consignment shop and was glad to find it. Like the previous writer, I think Laura Ashley designs, as we know them, will come back into favor -if they ever really fell out.

Gina Bella - Bath UK
I really want to create an empire of beautiful designs and interiors like Laura Ashley did, does any one know how it can happen on a low budget and a kitchen table these days?

Gwen Fearnley Bolton, USA
I was so sorry to see the local shop here close and to learn that we only have one store here in the states in NYC? I couldn't always afford the lovely clothes for my children. It was always so lovely to walk into the shop and feel like I was stepping into another world. I disagree that it is out of step with todays fashions, instead I think that we will see a resurgence of classic fashions as this world becomes becomes more hostile and unrefined. Thank God for lovely ladies like Laura Ashley who have passed that on to future generations through her designs. More children here are attending private schools and even have public schools in uniforms since they find that they behave more mannerly in proper apparel. Bring on the Laura Ashley if that's what it takes!!!!

Anna Luks
Call me old fashion, but I think Laura Ashley's designs are timeless and unique for all ages. I am currently doing a project on her. She is indeed my inspriration to my designs.

susan brochstein
I bought many things from her shops and am sorry the do not exist anymore. The other day I was at Marshalls dept. stoe in houston, texas they carried a few of her dishes. Can you give me the name of a storde I can contact to fine more of her dishes? They are so darling i have always loved her fabric. I did my daughters first dorm room with the wildflowers on one side in blue then the otherside a multi with pink floral. We had bedspreads curtains, rug, sheets I made drapes and any other items we could find. It was the greatest dorm room I have ever seen. Thanks for the familys creative styles, they bring a peacefulness and a warmth to me.

susan b
there is much to say about,laura Ashley.can one put in words,all the beautiful colors,and charm,that old home feeling of being cozy by the fire place,surrounded with laura Ashley fabics.Yes I have to there is only one of her, and all the others that try to copy.

Josephine Williams (ne Foley) Perth WA
We love her designs and furnishings here in Perth. Coming from Merthyr myself i feel very proud.

Rebecca, Leeds, England.
I think you can use Laura Ashley's designs in the modern world today. i feel it screams opulence, with its lavish materials, furniture and accessories. Fair enough, it needs to be used sparingly in a loft appartment but in a country cottage or estate it fits beautifully.

Matilda
I love Laura Ashley. shes my saviour, she gets me through the dark age. Her ghost comes to visit me at night. Shes my best friend. I love her designs. I will stay with her forever. She is always in my heart

Gemma from Cardiff
I am doing a university project about Laura Ashley at the moment. I am trying to update the Laura Ashley image. I think Laura Ashley needs a new lease of life.

Priscilla Moncus, USA
I like Laura Ashley bed linen very much. It's like sleeping on a bed of flowers under the stars.

Sarah, Dubai
I am a great fan of Laura Ashley designs. For me the word Laura Ashley holds a unique meaning: classical, unique, and versatile British designs. Laura Ashley designs can be worn with pride by all the fashion lovers. I hope fashion company goes back to producing original and unique styles. Wishing the company the best for the future.

C. Anderson-John from Porthcawl
People don't realise or fully appreciate what Laura Ashley has done for British interior decorating. Her absolutely brilliant patterns, designs and use of colour are such powerful contributors to feelings of harmony, tranquility and general well-being in the home and even in the garden. She definitely deserved to be knighted. She is one of Britain's top assets, and I hope the company will get on its feet again and flourish as it once did. There is absolutely no need for change or to adapt to the times. She is the quintessence of traditional British good taste and style, and has a huge following in many countries. Long live Laura Ashley!

Becki Pritchard from Powys
I think that once Laura Ashley died - the company went down hill. All the inspiration and enthusiasm died too.

Merthyr Life

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