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Our story

Let us introduce ourselves 

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

From juggling balls to gifts & homeware

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.

Lovingly designed

Lovingly designed in-house

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

The joy in trends

Sass & Belle is fast becoming an internationally recognised brand, spreading our whimsical and irresistible nature to Europe and beyond. Creating a little something for all types of customers, our passionate and imaginative 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 joy, style and all lovingly designed in London.


The joy in trends


To become a globally recognised British Brand in trend-led, affordable lifestyle products and lovingly designed gifts. A Brand that cares about people and the world we live in. 


To ensure all our products reflect our brand and to help differentiate us from the rest, we follow three key ideas known as our Brand Attributes.

Brand 1
Brand 2
Brand 3