Sisters Jessica and Eleanor Pile grew up in Sevenoaks, Kent, sketching dream hotels and redesigning their bedrooms with imagined spiral staircases and indoor pools. With time and experience, that playful ambition has matured into something tangible: Norica Studios, a London-based embroidery studio offering bespoke embroidery London clients can’t find anywhere else. Their work blends centuries-old craftsmanship with contemporary design, delivering custom embroidery services London homeowners, collectors and designers increasingly seek.
Jessica, the elder of the two, first discovered her love of textiles after a childhood trip to see The Lion King. “I was so enthralled by the costumes that I wanted to understand how they were made,” she recalls. That fascination led her to study costume construction at the Central School of Speech and Drama and eventually to a placement at Hand & Lock embroidery house. That was when her passion evolved, “I loved it so much that I got a full-time job and left theatre behind,” she says. It was at Hand & Lock that she honed her technical expertise, business acumen and appreciation for bespoke embroidery as a universal design solution.
Eleanor’s path was different. With a background in architecture and sustainable design, she slowly followed the path back to her childhood passion: beautifully designed environments. “I’ve dabbled in different roles, from architecture to service design, but I realised it’s important for me to be creative and to work on ideas that feel meaningful,” she explains. For Ellie, designing custom embroidery that tells a story is what excites her most. “It can’t get more personal than helping someone design something precious.”
Together, the sisters founded Norica Studios in 2024 as an offshoot of their interior design company, House of Norica. Their aim was to create a separate dedicated space for embroidery in all its forms, offering clients luxury embroidery services from interiors to personal commissions.
Jessica is most passionate about the potential of traditional techniques in a modern context. “Hand embroidery is far more versatile than machine embroidery. The level of detail and the range of techniques are superior,” she explains. While machine embroidery is ideal for its durability, she believes bespoke hand embroidery opens new possibilities. “Using hand embroidery in artistic pieces allows it to be viewed as an art form rather than simply a decorative element on a cushion.”
Eleanor brings her architectural mindset to the work, ensuring projects balance creativity with real-world practicality. “One of the biggest lessons I learned is the importance of challenging your ideas and not being afraid to start over,” she says. “Sometimes, the best thing you can do is let go of what isn’t working and try something new.” That willingness to rework and refine ensures every Norica Studios project feels thoughtful and fresh.
The pair are also united by their joy in collaboration. “We work collaboratively, build on each other’s thinking and bounce ideas back and forth,” Eleanor says. Jessica adds that making time for reflection is essential. “At the beginning of a new embroidery project we dedicate significant time to considering how to achieve the best outcome. Without that space, you inevitably look for quick solutions at the expense of creativity.”
Their projects are as imaginative as they are ambitious. Jessica is currently experimenting with pressed flowers layered between paper and organza, embroidered over the surface to form intricate decorative panels and artworks. Eleanor is equally inspired by colour and pattern, noting, “Our style often focuses on bringing something unexpected into what we make. Think lots of colour, stripes, gingham and Jess will always want a pop of red.”
Both sisters agree that London is the perfect home for their studio. “It has been ingrained in our history that we create beautiful things,” says Jessica. From royal uniforms covered in goldwork insignia to cutting-edge fashions, the city has long been a hub for embroidery craftsmanship. For Norica Studios, that tradition is a foundation to build upon.
For clients, the appeal of working with Norica Studios lies in this marriage of tradition and innovation. Jessica and Eleanor bring technical skill, curiosity, playfulness and a genuine desire to create bespoke embroidery designs that reflect their clients’ lives. “Our starting point is creating something we would both want in our own homes,” Eleanor explains. “If you’re designing something you’d happily live with yourself, it’s much easier to strike a balance between creativity and practicality.”
Above all, they want their work to feel joyful. As Eleanor puts it, “Don’t wait for everything to be perfect before you begin. The hardest part is simply getting started. Progress beats perfection every time.”
From hand embroidery and machine embroidery to large-scale custom embroidery services London homes and businesses can trust, Norica Studios continues to prove why it is one of the most exciting names in bespoke embroidery in London today.
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