Designed in Great Britain | Made in Italy
+ 44 (0) 1454 238940


After almost a decade as an independent fashion retailer, Alison Townshend had a vision: to create a ladies' brand that specialised in unique knitwear collections, combining the highest quality cashmere blend yarn with accessible prices.

Luella was born out of Alison's personal experience of running her own boutique. Listening to her customers and recognising the difficulty in finding them fresh, flattering knitwear, she set about bringing a design team together to create stylish monthly collections, designed in our Cotswolds studio and manufactured mostly in Italy.

Today the Luella and Sassy & Boo brands are synonymous with luxuriously-soft knitwear, Italian linens, beautifully patterned cotton shirts and flattering, wear-everywhere dresses. 

Inspired by uncomplicated happiness, we create bright, colourful collections that have wear-forever appeal. We know colour can change your mood and bring joy to your day, so we always design plenty of new vibrant styles and feel-good prints.

Everything we make is easy to care for, wonderfully durable and made to last. We pride ourselves on bringing colour to women everywhere, every day.


Read more about Alison in this recent interview in Boutique Magazine.


 We are delighted to share some amazing news with you all...

Luella is proud to announce that we WON the Highly Commended brand of the year 2022 Star Award. This was awarded by The Boutique Magazine.
The night was filled with laughs and celebrations, accompanied by many other successful businesses. We had the most memorable time in London, and a wonderful evening at the Mayfair Hotel. Huge congratulations to the other hard-working companies, as the competition was strong this year.
Many thanks to everyone involved and the wonderful team that we have within Luella. 

Beige Aesthetic Fashion Boutique Photo Collage Mockup Business Blog Instagram Post