Behind Camomile london
Behind Camomile London…
There is love
From day one, Camomile London has been a very personal journey for our team.
Every item, every picture, all of the specially crafted items you see in our store has been made by us for you, inspired by the every day practical, but also drawing on the beauty we see in the world around us. In an increasingly uncertain world we seek comfort in our family and in the safe sanctuary of our home.
Like many of you, our children have fallen asleep clutching one of our cherished house cushions, we have snuggled together in one of our soft Kantha quilts, and as a business we exist because of the love and inspiration of our family. It’s the perfect time to share the Camomile London story with you, our Camomile community.
Let's introduce our creators.
Meet Helen…
The low hum of a sewing machine was everyday background noise for Helen Boleto, growing up in a crowded house in North London. Helen’s Greek Cypriot mother, Agathi, was a seamstress and would often make clothes for the whole family.
One vivid memory that inspired Helen’s journey into fashion was seeing her mum hold up an Italian Milano wool jacket into the sun, where each painstakingly precious bead glistened. This jacket captivated Helen and sealed her love for beautiful craftsmanship.
Helen’s father, who worked for a time as a tailor in Savile Row, continued to inspire, often finding ways to make clothes last longer.
“My Dad turned his suit jacket inside out and restitched it for his wedding day to make it look brand new,” she recalls.
It’s no wonder Helen become a fashion designer. Well known for being ahead of her time, Helen launched successful children’s clothing brand, ‘BoBo’ before heading up design at British heritage brands, Hobbs, Jigsaw and Toast.
Out of a formidable career a new and exciting venture was forming between mother and daughter to change the landscape of homemade bedding for the entire family.
Meet Daniela...
A busy mother of two active boys, creative director and co-founder of Camomile London, Daniela Boleto knew early on her mother, Helen, was her biggest inspiration. She started designing from the age of six-years-old.
"We would draw bubble bees and trains without any pressure. It was the first time I realised you could design something on a piece of paper and then create it for other people.”
Daniela would often help her parents after school, designing outfits for the family-run children’s brand, ‘BoBo.’
"Mum would encourage our creativity, freedom of expression and she valued our opinions.”
When Daniela and Helen decided to launch Camomile London almost 10 years ago, the same values run though the company today.
Daniela began her professional career at one of the world's leading fashion houses Max Mara, before returning to the United Kingdom and creating NW3, a fresh, modern brand by Hobbs, where she once again joined forces with Helen, sharing a design studio.
It was Daniela’s motherhood journey that brought about a fundamental change that spun her and Helen onto a new path that would become Camomile London.
"Lots of my colleagues told me that fashion and motherhood just wouldn’t work, but I shrugged comments like that off.
“My Mum always managed both roles so delicately,” she adds. "Motherhood places you in a position of venerability but it also sets you on a path of power, you can take on anything."
Their love for family and for making the home beautiful is at the heart of what Camomile London stands for.