Tell us a brief history of your brand – how it all began, what you do and your plans for the future. 

I started my interior design company Joanna Trading in 1980 and opened the Joanna Wood shop in 1985. Our plan for the future is onwards and upwards! We’ve got some wonderful projects on the go and a design partnership.

How long have you been based in Belgravia? 

I’ve been a resident since the late 1970s! Both my design practice and the shop were based on the Pimlico Road until 2017 when we moved to a wonderful new site on Elizabeth Street. I love the village feel that Elizabeth Street has.

What is your favourite memory/anecdote in/about Belgravia? 

My favourite memories of Belgravia are around The RHS Chelsea Flower Show and the buzz it creates; I really missed that this year. Belgravia in Bloom is when the area looks its most beautiful.


Talk us through your ideal day in Belgravia, where would you visit, eat, drink, shop, workout, relax? 

My ideal day in Belgravia would start with breakfast with my husband and daughter at Baker and Spice- they have the best coffee in London. Then I would head into the office and catch up with my team. For lunch I would meet friends and go somewhere local- Olivomare, Mosimann’s or Chucs. My evening would consist of a cocktail at The Orange and I can’t wait to try the new Japanese restaurant at the Pantechnicon so that would be a great way to end my ideal Belgravia day.

Where is your favourite spot in Belgravia? 

I do love the bench outside my shop front. In the summer we have a floral arch around the shopfront and so it’s always a photo opportunity for passers-by and I’m a shameless people watcher.




What is it that makes Belgravia so unique? 

It’s such a pretty part of London. The ivory stucco buildings, original Cubitt architecture and garden squares really create the village atmosphere that I love so much. The shopping streets are friendly and there are a lot of independent retailers rather than big chains or department stores. It’s really its own little pocket of London.

Keep up to date with Find Your Belgravia @Belgravia_LDN and find out more about Joanna Wood here.