I’m so excited to have the passionate designer, Eva-Maria, on the blog today. She’s the entrepreneur behind luxury cashmere brand London W11. Read her story and enter to win one of her beautiful cashmere scarfs worth £140.


Scandimummy: “Hi Eva-Maria. Welcome to the blog. Let me start by asking you, why the name London W11?”

Eva-Maria: “Years ago, when I arrived as foreigner in London from Milan, I fell in love with the cultural diversity of this eclectic neighbourhood. I live there with my husband and children. It is the diversity and eclecticism I wish to recreate in my cashmere garments and I therefore see London W11 as a perfect brand name reflecting what this neighbourhood is known for.”

Scandimummy: “Are you personally involved in the design process?”

Eva-Maria: “I design each and every item of the London W11 capsule collection. Each item is still drawn by hand with a pencil and not on a computer with software. Colours are dyed to my specifications from samples I collect everywhere I go. A few seasons ago I challenged the mill in Italy with my samples by sending them a lemon which had this unbelievable warm but bright yellow, just so yummy and chic, and a pebble stone , in a fine porcelain beige with the smallest touch of pink, I imagined to be beautiful next to the skin. After a few sample runs, the outcome was indeed beautiful and a success. Our shades are usual, but a navy blue is not just a navy blue. There are tens of shades in navy. I like the Japanese navy, so after my travels to Japan for trunk shows I found an antique cotton shirt in the richest and most elegant navy I have ever seen. I sent it to the mill and had the yarn dyed after this sample. The outcome is the richest navy blue, the London W11 navy blue. Different to other navy blues.”

Scandimummy: “People might shy away from buying cashmere as they think it takes a lot to look after it properly. What are your top tips for caring for cashmere clothes?”

Eva-Maria: “Wash the items in the washing machine on a wool program, NOT A DELICATE PROGRAM, with a temperature of 20 or 30 degrees, using wool detergent. Spin high to get all the water out of the garment, air dry them and iron with a bit of steam. Your cashmere will become better and better. I even wash the cashmere scarves in the washing machine and iron them when dry. Dry cleaning is only needed in case of nasty stains as the chemicals do take away the natural protection of the cashmere fibre.

Scandimummy: “You have recently included a men’s line, what’s next?”

Eva-Maria: “Home accessories! I personally long for bed throws and sofa blankets one can snuggle under on a chilly day, but with that luxurious finish. I plan to offer them in a wide range of colors to match loads of interior color concepts. But many more items will be part of that selection and make it a wonderful corner of the shop to look for gifts.”

Scandimummy: “That sounds exciting. I’ll look forward to following the new home collection. Where do you hope to see the business in five years?”

Eva-Maria: “In five years time London W11 will be recognised as THE premier online destination for luxury cashmere garments known for its modern and diverse designs, dependable quality and longevity with an accessible price point. Subcategories such as career-wear, party-wear, weekend-wear and holiday special will have been developed to offer the full spectrum of cashmere garments. Merchandise will arrive weekly throughout the year, giving customers a reason to keep popping by, to stay updated and not to miss out. Bust most importantly London W11 will never leave the cashmere yarn, for us it is all about cashmere from the finest 18 gauge to the chunky 2 gauge, always designed in London, always made in Italy and Scotland. I am very excited!”

Scandimummy: “I wish you the best of luck with it all. Thank you for taking part.”


Eva-Maria is not only giving the readers of Scandimummy a chance to win one of her beautiful cashmere scarfs, she’s also offering a generous 30% off on all Christmas orders. Pop over to my gift guide to pick up the special code. 

Win this gorgeous cashmere scarf from London W11 worth £140

Enter using the Rafflecopter widget below. The more entries you unlock the greater the chance. Good luck or in Italian this time in bocca al lupo.

a Rafflecopter giveaway

Terms & Conditions:

  • The closing date is 00:00 am UK time on Sunday the 11th of December 2016
  • The prize is one cashmere scarf like pictured above worth £140. Colours and style might vary. No cash alternative
  • The competition is open to UK and Northern Ireland only
  • Entrants must log in and follow the directions given via the Rafflecopter widget
  • All entries will be verified
  • The winner will be chosen at random using Rafflecopter
  • The winner will be notified within 5 days of the closing date. The winner must respond within 30 days of receiving the email  to claim their prize
  • The prize will be dispatched directly from the brand
  • The competition is not affiliated with Twitter, Facebook, Instagram or Youtube



  1. I dream of cashmere, I really do! It is quite an extravagant gift to treat myself with (my little ones always come first :)) but if dreams could come true, this would be the one I’d be holding on to…

  2. Thank you so much for this giveaway I absolutely love cashmere I think it’s the most soothing & comforting material.

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