Master the Art of Being British at Jermyn Street

If you love everything British, including being British, this one is for you. The Art of Being British: St James’s At Your Service will take place on September 10, 2011 from 12noon until 5pm with some of the finest British fashion and lifestyle brands participating in a traffic free event that is packed with eccentric Britishness, unique presentations and engaging activities. The event will take place along the full length of Jermyn Street, in the heart of St James’s, London, hosted by The Crown Estate and the Jermyn Street Association, has been put together to encourage visitors from all over the world to celebrate British service and craftsmanship from the many retailers, cafes, restaurants and bars, established in and around Jermyn Street. The Street will feature local businesses showcase their unique signature trades from a purpose built “retailer stage” hosted by Robin Dutt; London’s very own dandy and leading fashion and style commentator. Other attractions include a purpose built “catwalk” presenting four shows throughout the day with professional models dressed in St James’s fashion and accessories. A fun “St James’s butler and valet academy” will also be created where the public can learn various tricks of the trade from the professionals. Wilton’s is attempting an oyster shucking Guinness world record attempt, and there is a line up of Ferrari sports cars, where the public can take photos. Fortnum and Mason are serving samples of afternoon tea and Floris is demonstrating the production of their fragrances. Waterstone’s is holding story telling inside their store and Paxton and Whitfield in collaboration with St James’s Hotel and Club is presenting a cheese and wine demonstration in store and from the retailer’s stage. Franco’s is serving an all day brunch from an extended seating area outside its family run restaurant and The Ritz will be holding a dance class, Ritz manicure demonstration and Ritz evening hair demonstration. Representing the heart of the local community, St James’s Church will be creating a mini fête area including a marmalade and cake stand and tombola with prizes donated from the local retailers. The Cavendish Hotel will be serving a charity hog roast with all donations also going to St James’s Church.