What to say about the LBJ? It’s unique. Maybe. I can’t think of another shop in London set up to sell homemade jam! But, that’s exactly what London Borough of Jam is. Or, rather, was. Now it is a lot more than just a gorgeous jam shop. It has grown into something else, something bigger, while still having the amazing jam at its heart.
It takes a leap of faith and confidence in your own ability to open a jam shop, but, luckily Lillie O’Brien (for she is LBJ) is just that type of person. She was the pastry chef at St John Bread & Wine and worked at the excellent Rochelle Canteen (both restaurants are truly fantastic and well worth a visit), so obviously knows what she is doing and after having a stall at the weekly Chatsworth Road Market she decided to open a shop – and what a great idea that was.
The shop itself is super cute. The jams sit next to magazines, fresh cut flowers, artisanal chocolate, African-print aprons and fresh coffee beans.
The jams themselves are all fantastic: flavours such as Amalfi Lemon and Vanilla marmalade, Blueberry and Tarragon, Raspberry and Dill, while the Fig and Earl Grey is an annual Christmas treat for me and others (it sells out quickly). They are packed full of fruit and taste amazing (it would seems I am not the only one that thinks so, judging from this Telegraph article).
Onwards and upwards is the only way from here.