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Customer Feedback


M. K. Kinhauser - Beautiful Fabrics & Superb Service, 2019

"The four fabrics which I ordered late last week arrived yesterday, delivered – with stunning speed – to my door. I had previously ordered samples, so the fabrics themselves were not a big surprise. The packaging, however, amazed me. Opening the parcel was like unwrapping a gift that you know contains a treasure. I could be wrong, of course, but I do believe each fabric had been lovingly pressed before being protected by layers of tissue paper and then placed in its own individual wrapper. Your company takes the definition of “luxury fabrics” down to the finest detail. The fabrics are breathtakingly beautiful and the service is superb."


Rosie Richardson - Excellent Customer Service, 2019

"Definitely the best fabric shop in UK. Brilliant website and a visit to the store is just amazing. Customer service is excellent, ease of ordering very good and delivery prompt. Can't recommend highly enough."


Kinninmonth - Fantastic Experience, 2019

"Well don’t I just wish I had found this shop years ago!! What a fantastic experience. I sort of knew what I wanted but was helped out 100% by Coby! Thank you so much-it was a pleasure shopping with you. Looking forward to the material arriving."


Chinelo Bally - The Promise Land for Fabrics, 2019

"This place is like the promise land for fabulous fabrics. The most exquisite!! Coby one of the staff members is absolutely amazing and goes the extra mile to keep customers happy all the time! I HIGHLY RECOMMEND."


O Sheppard - Just Amazing Service & Product, 2019

"Theses are the nicest, most kind & helpful people i have had the pleasure to buy from. Very helpful and have gone out of there way to meet my requirements. Just amazing service & product .. an absolute GEM Im indebted to the staff xx"


PhilD-167 - Best Shopping Experience, 2019

"Joel & Son Fabrics provided possibly one of the best shopping experiences I have ever had. Their range of materials and patterns is huge and the staff are brilliant in helping you choose from such a vast array. Their expert advice is unparalleled and their courtesy and customer centred attitude is remarkable. I would especially like to thank Kamal who swiftly took us through the different patterned fabrics on offer, giving us his own personal opinion on each one. At no point did he try to sell us something beyond the budget we had stated and he even advised us to save money through buying only as much material as we needed. Shopping there was an absolute pleasure and I would thoroughly recommend this retailer to anyone."


Robin Cass - Beautiful Unique Fabrics, 2018

"Amazing online fabric store! Huge selection of beautiful unique fabrics. Accurate photo depictions, fast and intuitive website. Impeccable presentation and packaging. Quick and reliable delivery every time, all the way to Australia via DHL. From a very happy Aussie customer, keep up the great work!Fantastic."


Ryan Li - Outstanding Customer Service, 2018

"Currently travelling from Canada and went there Today for fabric shopping. Received an outstanding customer service from Lawrence, it was extremely helpful of him. Appreciated."


Rashid Al-rumaihi - Nice & Polite Staff, 2018

"Staff there very nice and polite. You can find all kind of fabric in one place."


Ori Ohayon - Great Quality & Customer Service, 2018

"Ordered a custom fabric all the way from Canada and the team delivered well beyond expectations, with great quality and customer service. 10/10 would order from Joel and Sons again."


Arthur Caplin - Friendly & Helpful Staff, 2018

"Clear and easy to use website which was very informative. When I went into the shop the staff were friendly and helpful, couldn't recommend this shop enough for those looking to buy fabric!"


Charles Baker - Astonishing Array of Materials, 2018

"An Aladdin's cave of fabrics just off the Edgware Road. Truly astonishing array of material from all the top brands on the planet. Coby was very helpful indeed."


Candice Gamble - First Class Retailers, 2018

"Joel & Son Fabrics are an absolutely first class retailer. If you are looking for beautiful fabrics and trims, combined with an exceptional service, this is the company I would strongly recommend. The variety of fabric types, designs and price points is vast - there is something for everyone! I made my first purchase from Joel & Sons this month and was extremely impressed. The fabric is beautiful in both design and quality. Delivery was super fast and the packaging was carefully and professionally done. This company should be the benchmark for which other retailers aspire. I highly recommend them."


Marco Laurence - Top Quality Product, 2018

"Top quality product, only surpassed by their service. Fantastic experience all round; they have gained a lifelong customer."


Regina Rubin - Helpful Staff 2018

"Amazing experience in the shop! Staff helpful, best quality I have ever seen. Thank you."


John Conley - Very Helpful & Knowledgeable Staff, 2018

"If your a fabric freak Joel and Sons is the place for you, the store is absolutely stunning and amazing, the staff is incredibly attentive to every customer that enters. Very helpful and knowledgeable staff always ready to assist you in every way possible." Oh my word... What a selection of fabrics, I have never seen so many fabrics under one roof I had a list of materials to buy and some samples to get.. The great staff here fulfilled every request. Even the eclectic decor is a treat If you are after some fabric this has to be the greatest place to visit, judging by the range on show if they do not have it it does not exist.. We wandered around for 30 mins, we asked to be left alone and we were, until we needed help. Really nice to be left to enjoy the store without any pressure."


Ian Rothenstein - Great Selection of Fabrics, 2018

"Oh my word... What a selection of fabrics, I have never seen so many fabrics under one roof I had a list of materials to buy and some samples to get.. The great staff here fulfilled every request. Even the eclectic decor is a treat If you are after some fabric this has to be the greatest place to visit, judging by the range on show if they do not have it it does not exist.. We wandered around for 30 mins, we asked to be left alone and we were, until we needed help.. Really nice to be left to enjoy the store without any pressure."


Penny Parsons - Excellent Service, 2018

"Excellent service and communication from this company. Answered my queries promptly, efficiently and sample I ordered was delivered the next day. Will be visiting the store very soon to choose my fabric for a very special occasion. Thank you."


Donna Verbier - Best Silk Fabrics, 2017

"I flow all the way from Israel to buy fabrics for my wedding gown at Joel&Son. Sokol welcomed me with a big smile and gave me the best service I have ever gotten. From now on I'm buying my fabrics only at Joel&Son, and I recommend to ask for Sokol services. I purchased the best Silk fabrics and unique Embroidered tulle for final detailing. Everything was top quality! Highly recommended!"


Yanna Z - Rare Fabric Selection for the Connoisseurs, 2017

"Joel and Son Fabrics offer cream of the crop fabrics, a truly rare selection for the true connoisseurs. They really stand out in the market! The silk I’ve ordered online truly matches my high expectations! The service is impeccable! Delivery is almost immediate! The description on the website is very accurate and the fabric images are absolutely true to life. Sending swatches is a great option in case you hesitate. Thank you for the possibility to order this beautiful fabrics online and for the practical solutions for the customers who order from overseas! I’m looking forward to experience this wonderful treasury of fabric and get acquainted with the staff in person once I’m in London. Definitely recommended!I"


Izabela Sura - Friendly & Helpful Staff, 2017

"Great store, plenty of fabric, staff are extremely friendly and helpful and store is run with a great atmosphere. Will visit soon again. Thank you for all your help with my shopping."


Shelley Moore - Great Store, 2017

"Great store, plenty of fabric, staff are extremely friendly and helpful and store is run with a great atmosphere. Will visit soon again. Thank you for all your help with my shopping."


Ellen Pels - Great Store, 2016

"When I am in London, I make time to browse in the Joel & Sons shop for hours and hours. This was the first time I ordered online. The fabric is beautiful! And the delivery arrived the very next day, much to my amazement. In Holland! Wonderful, thank you so much!"


Carrie R. Lape - Quality Product & Service, 2016

"I ordered online last Thursday and received my package this Wednesday here in the U.S.A. The quality of the product and the service are excellent. I was helped, over email, by Ella who is mentioned in other reviews. Yes, they're thousands of miles away, but their fabrics are so unique and they are so helpful, I can imagine sourcing special purchases from them in the future."


Susan Adams - Satisfied Customer, 2013

"My first vist to you today was so enjoyable and I really really thank everyone for being so professional and welcoming. From the service, to the amazing loo, the coffee and general impression of professionalism from everyone it was a huge plesure. It was sort of like a holiday with all involved being so kind and helpful - I think I might actually become interested in clothes again with such an amazing array of fine quality materials in such unusual surroundings - and the market outisde was fun too despite the snow we found things half the price of our usual shops. Just like stepping into a foreign land - thanks and I will be back!"


Stella Magazine, 2012

“An Aladdin’s cave of fabrics. I’ve been coming here for 20 years and have made endless shirts, skirts and dresses from their textiles.”

Daily Mail, 2010

“Occasionally, I’ll go to Joel & Son’s Fabric Shop in London’s Maida Vale to buy fabric…I explain to them the sort of outfit I have in mind and they know how much material it will need…”.


The Guardian, 2008

“Joel & Son fabrics doesn't sell on the web at all, sadly, but I mention it for those who can go to London because it has been described as the best fabric shop in the world. The selection is enormous and well worth a visit.”


Financial Times, 2003

“It’s unlikely you’d ever stumble across Joel and Son by accident. Nestled in a run of unpromising shop fronts on a busy market street selling everything from fruit to fake Juicy tracksuits, it would be easy to scuttle by without realising what you were missing. But Joel and Son, founded 22 years ago by father and son team Joel and Gary Bull, is a treasure trove of material. ‘It’s 5,000sq ft of floor-to-ceiling fabric. There must be thousands of rolls. There’s no space left,” says Gary. ‘When we started, the shop was a fifth of the size it is now but slowly we’ve bought up shop, after shop, after shop.” The result is a fabric collection that’s sought after by amateur dressmakers, Savile Row tailors and those working in the fashion and costume industry. “About five times out of 10, if it’s on television or in a film, we’re involved somehow or another with fabric supply,” says Gary. And though they won’t name names, they fulfil the cloth needs of many a celebrity both at home and abroad. They even recently received their Royal Warrant to the Queen for supplying her couturiers with fabric. “For a little shop, it’s not a bad achievement,” says Gary. But every pocket is catered for here – prices range from £3 a metre to £1,800. Whatever the end result you’re looking for, the Bulls have the fabric. Taffeta, lace, organza, silk, satin, cotton and even suit fabrics from labels such as Emenegildo Zegna and Loro Piana. Each season they stock all – or most – of the fabrics, prints and colours in use. “Most of the things you see on the catwalk we have or can get you something very similar.” Copies of the latest magazines are not on hand as evidence but to inspire customers. If what you want isn’t on the shelves, it’s very likely that it isn’t far away. New deliveries are received two to three times a week. For the really unusual, Joel and Son offers a bespoke service and can create hand-beaded or hand-embroidered fabrics on request.”

“One name that’s revered amongst the sewing elite is Joel & Son Fabrics near Edgware Road Station in NW8. Established in 1979, it offers a cornucopia of premium materials and has even supplied the Queen.”

“We have quite an exclusive list of suppliers for our specialist suitings, however whenever we receive a commission for something out of the ordinary we turn to Joel & Son Fabrics. Situated just north of Marble Arch in Central London, they have the most extensive range of printed silks and beaded lace that you can find almost anywhere. Alongside, they have a wide selection of materials with which you can co-ordinate your garment. They also have a wealth of advice as to how to match the properties of a particular cloth with a garment’s design or purpose. There reputation is such that they are frequently required to source and supply fabrics for many a State occasion. We have worked together for the past 20 years and I frequently send my clients direct to their premises where Joel’s staff are extremely helpful, and will take time to make this first exploration part of the whole bespoke experience.”

“Famed for their large collection, Joel & Son Fabrics sell a variety of haute couture fabrics including cashmere, silk and chiffon as well as a selection of designer garments from the likes of Valentino, Versace and Cerruti”.

“If you love to sew and enjoy luxury fabrics enter this wonderland of fine materials. The most recent haute couture fabrics are here, as well as men's suitings from high-profile designers that include Loro Piana and Ermenegildo Zegna. Discover this wonderful Aladdin's Cave.”

“This is one for all those people with a passion for fabric, sewing, needles, and dressmaking…and indeed those who just like tinkering. With a huge array of mouthwatering fabric stacked high and emitting bundles of colour, don’t be shy, the staff will always help out. So if you’re a fashion guru or just like smart clothes, this is the only place to get the building blocks.”

“This shop has a very good selection of the outmost exclusive fabrics.

It might be a bit of a trek to go all the way to St. Johns Wood, but it is worth it. They are also open on a Saturday, so you can combine it with your weekend plans.
They are the biggest couture fabric store in England and have an unrivalled choice of materials, which are updated, with an almost daily delivery of new fabrics. When you start talking to the staff, they proudly show off their knowledge and even though I could not afford buying more then 50cm of a designer fabric, they still make me feel important. Their clientele spend £100/meter upwards...

Welcome to Aladdin's Cave!”