The Art of Being British: St James’s At Your Service takes place on Saturday 10 September from 12noon until 5pm with some of the finest British fashion and lifestyle brands participating in a traffic free event that is packed with eccentric Britishness, unique presentations and engaging activities.

Taking place along the full length of Jermyn Street, in the heart of St James’s, London SW1, the occasion is hosted by The Crown Estate and the Jermyn Street Association, encouraging visitors from all over the world to celebrate the superb service and craftsmanship that exudes from the many retailers, cafes, restaurants and bars that are historically established in and around Jermyn Street.

Many local businesses are showcasing unique signature trades from a purpose built “retailer stage” hosted by Robin Dutt; London’s very own dandy and leading fashion and style commentator. Entertaining the audience with various presentations by bespoke tailors, shoemakers, shirt makers, chefs and purveyors of fine goods, including food and wine; Robin will interview many of the professionals that bring character and personality to the St James’s area as well as present a talk on “Dandy’s Past and Present” at 2.30pm by the famous Beau Brummell statue on Jermyn Street.

Other attractions include a purpose built “catwalk” presenting four fashion shows throughout the day with. The “St James’s Butler and Valet Academy” will also be created where the public can learn various tricks of the trade from professional butlers and valets. Wilton's is attempting an oyster shucking Guinness world record attempt, and a line up of luxury cars from HR Owen will be displayed, so the public can take photos. Fortnum and Mason are serving afternoon tea; Floris is demonstrating the production of their fragrances. Waterstone’s is holding story telling inside their store and Paxton and Whitfield in collaboration with St James's Hotel and Club is presenting a cheese and wine demonstration in store and from the retailer’s stage. Rowley’s will be demonstrating the art of cooking steak from outside its restaurant, Franco’s will be serving an all day brunch from within its family run restaurant and The Ritz will be holding a dance class, Ritz manicure demonstration and Ritz evening hair demonstration. Representing the heart of the local community, St James's Church will be creating a mini fête area including a marmalade and cake stand and tombola with prizes donated from the local retailers. The Cavendish Hotel will be serving a charity hog roast with all donations also going to St James’s Church. Online updates about the event can be seen at

For further information please contact Rufus Stone, Special Projects Director  

T: 44 (0)20 7287 9601        


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