It was the dawning of a new era in 1953, when all of Great Britain had raised itself up from the ruins of the second World War and young Queen symbolized peace and prosperity. This time, often referred to as the Elizabethan age gave way to much progress, innovation and a new way of life, one of euphoria and confidence. Born from these changes was a new breed of English gentleman: he was sporty, international, dashing, and daring yet extremely well-groomed at all times. It was in this watershed year that the exclusive line of St. James of London all-natural men’s grooming products premiered, bringing to light a higher level of shaving regimen for men. Today, St. James of London products grace the shelves of the world’s best haberdashers, barbershops, and resorts and considered to be among the best shaving and fragrance products in the world.