House of Grey Wolfe, a luxury lifestyle brand, has launched its first collection of products at The Mayfair Spa at Four Seasons London at Park Lane in London, UK.

House of Grey Wolfe is the sister business to the private wellness club in Barnes, London, called Grey Wolfe.

House of Grey Wolfe’s Solitude Collection of lifestyle products have been designed by founder Sarah Jones St John to offer tools that allow individuals reconnect with their inner world through the objects that surround them.

The items have high price tags and can only be bought on the company’s website or at its exclusive spa partner, Four Seasons London at Park Lane.

The products are on display at the Grey Wolfe club.

A spokesperson for the company told Spa Business that the products “Give people the opportunity to be in the ‘Grey Wolfe world’ without needing to be in West London.”

House of Grey Wolfe’s products

The items were developed using Jones St John’s expertise in energy facilitation and holistic living.

The range of home interior and loungewear items includes hand-poured ceramic candles made in the UK using vegan soy wax. These cost between £300-£444 (US$402-595, €347-514).

A merino wool blanket, handwoven on the Isle of Bute, is £1,800 (US$2,412, €2,082).

Artisan incense sticks and a ceramic holder are also on offer for £44 (US$59, €51).

A minimalist meditation cushion, stuffed with 100 per cent British wool and topped with organic buckwheat costs £800 (US$1,072, €925).

A linen-bound journal costs £95 (US$127, €110).

The collection includes an eye mask made from pure silk and sustainably-sourced UK cashmere for £250 (US$335, €289).

The business

Sarah Jones St John opened Grey Wolfe in late 2021 as a pay-as-you-go wellness space offering mainly hands-on treatments and beauty services.

The facility’s evolution saw the addition of biotechnologies, including a hyperbaric oxygen, infrared sauna, LED facial therapy and lymphatic drainage boots. The business then transitioned from a pay-as-you-go model to a members’ club at the start of 2024.

There are plans for two more Grey Wolfe locations, one in an undisclosed location in the countryside later this year and one in the heart of London in 2026.

In 2023, Sarah and her husband, Iain St John, set up another company called the 44 Group in order to invest in other wellness brands.

These currently include a charity called Be11a JS Foundation, which supports a variety of projects around the world, such as accelerating education and empowerment for young women in Costa Rica. Another business linked to the 44 Group is a UK-based manufacturing facility specialising in fashion and lifestyle sewing, embroidery and assembly, called Luxury Lockstitch United Kingdom.

44 Group is working with financial audit company Gerald Edelman to manage its investments as it expands its portfolio of wellness businesses.