Origins & Inspiration Lucy, can you share the story behind Lovebrook & Green, where did it all begin? Lovebrook & Green grew from a lifelong fascination with beauty that doesn’t cost the earth. My journey began in journalism as a political and environmental reporter for ITN. Over twenty-five years ago, I was interviewing climate scientists who were already warning that the world was on a dangerous path. I realised then that the greatest story of our time wasn’t political, it was planetary. In 2006, I began hosting monthly gatherings at Home House in London, bringing together eco-entrepreneurs and investors to share ideas and spark collaboration. Later, when I retrained as a psychotherapist and started a family, the climate crisis followed me into the clinic. I began hearing its emotional echo: eco-anxiety, grief and young people questioning whether they even wanted to have children. It was clear to me that we needed agency to help us overcome anxiety. That conviction led me to set up Green Salon, a sustainable lifestyle consultancy helping people clear pollutants from their lives, swap out their carbon use and live more intentionally. From there, I developed a sustainability assessment with global experts and trained Oxford University students to analyse brands on it. Together, we created a directory of brands that lead with integrity. What became clear was that people want to buy ethically; they need it to be convenient and desirable.
So the directory became the soil from which Lovebrook & Green grew: a digital department store rooted in ethics, artistry and elegance – where conscious living meets true luxury.
What inspired the name and the brand’s philosophy?
The name was inspired in part by Dr. James Lovelock, whose Gaia Hypothesis proposed that the Earth is a self- regulating organism, a living system that nurtures and sustains us. That idea of deep interconnectedness sits at the heart of everything we do. I’ve always loved those lyrical old English names, like Lovejoy, Loveday, that carry warmth and humanity. Lovebrook felt right because humans, like water, have the capacity to flow around obstacles and adapt with grace. Green felt inevitable. It is, of course, the colour of renewal, and of nature itself. Together, Lovebrook & Green expresses a belief that true luxury lives in harmony: between people and planet, craft and conscience, heritage and innovation.
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