SWEET by Sweet Home London was founded by designer Deborah De Long after a career working for Laura Ashley in London and The Company Store in New York. 

Not long after returning to London in 2006 one of her favourite songs - 'Sweet Home Alabama' - was playing on the radio, when, along with an ever strong desire to have her own collection, her company was born!  Sweet went live online in March 2007.

The SWEET range is colourful, contemporary and whimsical with stylised florals, vintage inspired motifs, patchworks and stripes. Developed with quality and longevity in mind, all products are 100% cotton and are made mostly in small quantities, with some made by hand.  All products are developed and made by mills and textile makers in Portugal, India and England, people that Deborah has worked with for years.

Her products have been featured in many of the UK home magazines, aswell as on ITV's This Morning, 60 Minute Makeover and Britain's Next Top Model.