In 1971, Jeeves commissioned a 7-foot, three-dimensional representation of its trademark in bronze, which it won permission to place in front of its Pont Street Belgravia premises. The statue has since become a London landmark and is featured in most guidebooks.
An Inimitable History
Named after the legendary P.G. Wodehouse character and quintessential “gentleman's personal gentleman", Jeeves was founded in 1969 as a boutique dry cleaners focussed on high-quality clothes and fabric care and discreet and attentive service.
Located near Buckingham Palace, the original Jeeves of Belgravia dedicated itself to the valeting requirements of Westminster’s well-to-do. Responding to the needs of a growing clientele, founder Sydney Jacobs expanded his menu of services to include curtain cleaning, shoe and luggage reparations, and more, all under the Jeeves name. Additional boutiques were added in select London neighbourhoods, eventually bringing the total number of Jeeves shops to nine.
By carefully building Jeeves’ identity before branding was a common concept, Sydney Jacobs managed to firmly establish the Jeeves name as an institution and irreproachable mark of quality.
As an aspirational brand and the provider of a quality personalised service, Jeeves catered to the “beau monde”, top tier professionals, and bespoke-service-seeking individuals, including HRH The Prince of Wales. High Society and the affluent are global and highly mobile, and the predictable international interest in the brand led Jacobs to establish Jeeves International in the late 1970s. Jeeves International successfully franchised the business outside the United Kingdom, and has established ongoing concerns in New York, Hong Kong, Istanbul, and Jakarta and other select locations.
Jeeves has closely aligned itself with many of the world’s finest haute-couture houses and is, for many, their recommended cleaner.