Heritage
The Simurgh.
The thirty birds.
Persia, c. 1177. A poet, a tale, and the story every Persa London piece is named for.
In the twelfth century the Persian poet Attar wrote The Conference of the Birds, the parable Persa London is named after.
The birds of the world gather. They are leaderless. They decide to seek out the Simurgh, the king of birds, who lives at the far edge of the world. The journey ahead is seven valleys long. Many turn back. Some are lost.
Thirty birds reach the end. They find no king. They find a mirror, and inside it themselves, thirty birds, transformed by the crossing. The Simurgh in old Persian is si-murgh: thirty birds. The journey was the destination.
Why we keep the thirty.
Every signature piece in the studio is painted to order at the bench, layer upon layer. Each stroke a step toward Simurgh. Each layer a valley crossed.
It is not a marketing number. It is what the work asks of the hand. Drying time between coats. Tracing the line three times before it lands. Putting the brush down and walking away from it for an hour because the eye has stopped seeing.
The number stays because the method stays. We do not speed the work to meet a calendar. The calendar meets the work.
What the method looks like.
One pair of hands. One bench. Brushes. Pigment. A burnishing tool. A patient lamp.
Each motif is traced in light pencil, brushed twice for ground, twice for figure, sealed for keeping. The seal cures slowly. We cure it slowly. The piece is signed inside, dated, and shelved for collection.
The flock and the commissioned bird.
The pieces shown on this site fall in two registers. The everyday flock — bracelets, charms, canvas totes — ships from stock or paints to order in a few days. The commissioned bird — bespoke bucket bags, painted shoulders, personalised pieces — is configured at the studio with your colour, motif, and finish, and takes its time.
Both are made the same way, by the same hand. The flock simply needs less convening.
See the collection.
Or, if you have a piece in mind, the bespoke configurator walks you through colour, motif, and finish in five steps.
Open the shop Start bespoke