London, January 2019: Thomas Goode & Co, a name that is synonymous with good entertaining, is to welcome Sir Elton John, the consummate host, into its fold.

 

Sir Elton John has long been a treasured customer of Thomas Goode & Co, home of the world’s finest china, glass and silverware, and is now due to become a significant investor in the business.

Johnny Sandelson, who took ownership of Thomas Goode & Co last year, welcomes Sir Elton John’s involvement: “We are proud to have been able to call Sir Elton John a customer of the store for so many years, but to now have his support in this new way is an honour. Aside from his music and his many other accolades, Sir Elton is known for throwing the most fabulous parties. His eye for design and attention to detail are unerring and we are certain that he will add a uniquely special touch to our business, which is so very focused on the art of entertaining.”

One of London’s longest-standing luxury retailers, Thomas Goode & Co was founded in 1827 and has occupied the same 18,000 sq. ft showroom on Mayfair’s South Audley Street since 1945. Since taking up the reins of the business in June 2018, Johnny Sandelson’s focus has been on turning this historic and iconic luxury brand into a truly modern and global name in retail.

So far, Mr Sandelson has reinstated relationships with Stoke-on-Trent’s major potteries, revitalised the bespoke service, and appointed a Creative Director to begin work on creating more of Thomas Goode’s own designs, which will sit alongside pieces by the likes of Sevres, Herend, Hermes and Baccarat in store. He is currently overseeing the launch of a Thomas Goode boutique and museum in India, in order to better serve the brand’s many Asia based clients. In 2019, his focus will turn to bringing the brand online, with the launch of an e-commerce website that will enable customers the world over to access the extraordinary offering that is housed on South Audley Street.

With the support of Sir Elton John, Thomas Goode looks forward to its next phase of growth and development.

FAQs 

1. Did Sir Elton John really invest in Thomas Goode?

Yes. Sir Elton John, a long-time customer of the luxury tableware house, became a significant investor in Thomas Goode & Co., signaling strong confidence in the brand’s heritage and future growth.

2. Why did Elton John invest in a luxury tableware brand?

According to industry observers, the investment reflects Elton John’s well-known passion for fine entertaining and heritage craftsmanship. As someone famous for hosting elegant gatherings, his association reinforces Thomas Goode’s positioning in premium dinner sets, fine china, and luxury entertaining.

3. Was Elton John already connected to Thomas Goode before investing?

Yes. He had been a valued customer of the store for many years before becoming an investor, making the partnership a natural evolution of a long-standing relationship with the brand. 

4. What does Elton John’s investment mean for Thomas Goode’s brand image?

The involvement of a global cultural icon strengthens Thomas Goode’s luxury credibility and international visibility. For collectors and buyers of designer dinner sets, tea cup sets, and unique glassware sets, celebrity backing often reinforces brand prestige.

5. Is Thomas Goode considered a heritage luxury retailer?

Yes. Founded in 1827, Thomas Goode is one of London’s longest-standing luxury retailers, known for fine china, crystal, and silverware supplied to royalty and elite clients. 
This legacy continues to attract collectors of vintage crockery sets and heritage tableware.

6. Are Thomas Goode tea cup sets and cup saucer sets collectible?

Many collectors consider Thomas Goode’s fine bone china highly collectible due to its craftsmanship, brand heritage, and limited-run designs. Premium tea cup sets and cup and saucer sets are often purchased both for use and display.

7. Does celebrity investment increase the value of luxury tableware brands?

Often, yes. When high-profile figures like Elton John support a heritage brand, it can boost global awareness and desirability. This can positively influence demand for pieces such as Victorian tea sets and designer dinner sets, especially among new luxury buyers.

8. Who owns Thomas Goode today?

The business has evolved under new ownership in recent years, with leadership focused on modernising the historic brand and expanding its global retail presence. Elton John has been reported as a minority shareholder in the UK business. 

9. What products is Thomas Goode best known for?

The brand is globally recognised for:

• Fine bone china dinner sets

• Elegant tea cup sets

• Premium cup saucer sets

• Heritage Victorian tea sets

• Crystal and unique glassware sets

These categories define its reputation in luxury entertaining.

10. Where can I buy authentic Thomas Goode tableware in India?

You can explore Thomas Goode India’s official website and flagship retail presence to discover curated designer dinner sets, tea cup sets, vintage crockery sets, and unique glassware sets crafted for luxury homes and collectors.