Gemma Moulton launched East London Cloth in 2020 with her grandmother’s advice in mind: “Make things that people will need.” Since then, the fabric merchant, maker, and designer has become the go-to for handmade, timeless curtains, blinds, and household linens.
Over the past few years, Gemma has steadily led the revival of the café curtain.
This autumn, in response to the increasing demand for her beautifully made, understated household linens, Gemma and her husband, Ben, have opened a shop, showroom, and workroom on Vyner Street, a historic cobbled street on Regent’s Canal, East London.
Gemma Moulton outside East London Cloth on Vyner Street. Once the epicenter of London’s rag trade, Vyner Street is now home to a thriving creative community of businesses, shops, studios, and galleries.
Initially, Gemma envisaged the front of the premises as the shop and showroom, with the workroom tucked out of sight. She soon realized that the making of each product was integral to her offering.
Counter curtains designed to fit a standard kitchen unit will soon be available to buy readymade in store.
Shelves of fabric samples, trims, sundries, and hardware provide the backdrop to the thriving workshop, where Gemma’s team of makers transform fabrics woven in the UK into practical heirlooms.
Next to launch will be a “cut and collect’”service, where café poles can be cut to size while you wait.
A personalized café curtain, embroidered in distinctive handwriting. Together they’ve created a range of personalized, hand-embroidered tablecloths, café curtains, pillow cases, and napkins.
Personalized pillow cases.
The Family Linens collection starts from £46 and will be available via East London Cloth from November 17th.