Hey there! I'm Alexandra,

the founder of SMYLI LONDON. I'm excited to share my journey with you and invite you into the world of SMYLI LONDON.

Embroidering Happiness in Hackney

SMYLI LONDON is more than just a brand; it's a labor of love that began right here in Hackney. As the founder and owner, I pour my heart into every SMYLI creation, embroidering each one with love and care.

You can find me at my stall at Broadway Market in Hackney every Saturday, where I've been exclusively selling since 2021. If you're in the area, drop by and say hello!

Once upon a time…

…in the colourful world of SMYLI LONDON, the story began here in Hackney with a heartfelt mission to make a one-of-a-kind gift for my sister. I wanted to craft a jumper that not only looked fantastic but also felt really comfortable. It had to radiate vibrant colours and, most importantly, carry a positive message. And voilà, the very first SMYLI jumper was born! From that spark, the SMYLI LONDON range has exploded into a kaleidoscope of unique and playful color combinations. In these challenging times, we hope that SMYLI LONDON can sprinkle a little extra brightness and cheer into everyone's lives. 


Spreading Happiness

At the heart of SMYLI LONDON is the mission to spread happiness. We want to welcome everyone, which is why our adult collection is unisex. And because it's never too early to start spreading joy, we also have a baby and kids' collection. SMYLI LONDON aims to bring people together and create a vibrant, inclusive community centered around spreading happiness.


High-Quality Craftsmanship

Quality is non-negotiable at SMYLI LONDON. Each garment is meticulously embroidered for you with a whole lot of love right here in Hackney. When you wear SMYLI, you're not just wearing a piece of clothing; you're wearing a piece of art that's been crafted just for you.


Celebrate Your Uniqueness

At SMYLI LONDON, we embrace the beautiful diversity of our world. That's why we offer a wide array of unique color combinations to ensure that there's a SMYLI for everyone. Whether you're bold, understated, or somewhere in between, there's a SMYLI waiting for you to discover and make your own.


Thank you for taking the time to get to know me and the story behind SMYLI LONDON. I look forward to spreading happiness with you, one SMYLI at a time. Come and find your perfect SMYLI and be a part of our vibrant community!


With love and SMYLI,

Alexandra