welcome to likemary
likemary is a London-based lifestyle brand offering artisan handmade merino wool scarves and shawls, hand knitted accessories and small-batch holiday clothing created from reclaimed and natural fabrics. Working directly with artisan cooperatives in the Himalayas and a small workshop in India, likemary creates designs that are not trend-led. Clothing that makes you feel good without compromise. Comfort, without feeling like you’ve given up.
From versatile travel and holiday clothing to ethically handmade accessories, the brand is dedicated to creating flattering yet comfortable and practical collections that effortlessly integrate into your everyday life, serving you pieces you might want to 'live in'.
Signature styles include handwoven shawls, hand-knitted accessories and versatile convertible cotton jumpsuits.
What does "likemary" mean?
The name likemary is inspired by the my maternal heritage. It originates from the Italian surname De Maria which translates to “Of Mary.” This name holds personal significance honouring my grandmother, Arthemis De Maria, a woman who loved her grandchildren unconditionally, cherished simplicity and reused and repurposed everything. She knew how to sew, knit, crochet and even carpet weave.
Arthemis’s motto, “Never mind, never mind,” continues to guide and inspire me serving as my reminder to stay grounded and resilient when things don’t go to plan.
From a practical angle, the name also emerged from my requirement to find an available and memorable .com domain. After hours of brainstorming, likemary was born in 2009.
Today, I like to think that likemary embodies its namesake by celebrating simplicity, functionality, thoughtful design, repurposed fabric and a deep respect and love for anything handmade.
MISSION
likemary is committed to:
Handmade collections, made with artisans
Small batch collections from reclaimed fabric, fewer than 100 pieces of most styles
Natural fibres only: from 2026, no polyester, not even reclaimed
Each purchase supports the people who make it, and a one-woman business.
The makers’ wages rise every year, and I fully support that. I am committed to long, fair and respectful relationships with everyone who makes likemary and everyone I work with.