Is JULL legitimate?
A fair question to ask of anyone offering a five-figure handbag on the internet, and one we would rather you asked than assumed. The short answer: JULL is the trading name of BY JULL LTD, a registered UK company; its founder spent three years working for Hermès before setting up the house; more than 250 pieces are in stock today, with new arrivals listed and bags sold every day; and the showroom at Chelsea Harbour is open by appointment seven days a week. Below is everything a careful buyer can check for themselves, in the order a careful buyer would check it — the company record, the showroom, what clients say, what the press has written, and exactly how money changes hands.
The company on the public register
JULL is the trading name of BY JULL LTD, a private limited company registered in England and Wales. The details below match the Companies House record, which anyone can read without an account.
| Legal name | BY JULL LTD, trading as JULL |
|---|---|
| Company number | 17144844 — status Active, England and Wales |
| Director | Guilherme Ribeiro, founder — three years working for Hermès before founding JULL; inspects every piece personally |
| Showroom | Harbour Yard, Chelsea Harbour, London SW10 0XD — open seven days a week, 10:00 to 18:00, viewings by appointment or on a live video call |
| Stock | More than 250 pieces in stock at any time — over 110 in the Kelly family, over 55 Birkins, Constance and exotics — with new arrivals listed and bags sold every day; the sold archive is public |
| Business | Retail of authenticated new, unworn and pre-owned Hermès bags and accessories; outright purchase and consignment of Hermès |
| Registered office | 255-261 Horn Lane, London W3 9EH (registration address, not the showroom) |
| Incorporated | 8 April 2026 — the current trading company; the founder's Hermès experience, the stock and the daily sales record predate it |
We are an independent specialist. JULL is not Hermès, is not an authorised Hermès retailer, and never claims to be. Every piece we sell was made and first sold by Hermès; we are where it goes next.
A showroom you can visit
Private viewings take place by appointment at our showroom at Harbour Yard, Chelsea Harbour, London SW10 0XD, seven days a week from 10:00 to 18:00. You handle the bag, check the stamp and the stitching yourself, and pay the balance only once you are satisfied. Many of our international clients fly in to collect: the deposit takes the piece off the market and holds it until you land. If you cannot come to London we hold the piece up to the camera on a live video call instead, and deliver insured and tracked anywhere in the UK, typically the next working day.
Book a viewing on WhatsApp at +44 7704 870249 or by email at hello@byjull.com.
What clients say, where we cannot edit it
Our Google Business Profile carries a 5.0 rating from verified Google accounts; the reviews are written on Google, not on this site, and we cannot alter or remove them. Search “BY JULL” on Google Maps to read them in place, or see the collected reviews on our reviews page.
In the press
Luxury Lifestyle Magazine (17 September 2026) ran a feature on the Hermès Mini Kelly and where to find one in the UK, quoting Guilherme Ribeiro on demand, pricing and the colours that go first. Business Matters, the UK small-business title (9 September 2026), published a guide to buying a Birkin or Kelly in London beyond the boutique that draws on JULL’s stock and pricing knowledge. Both name the company and the founder and link to this site. New coverage is listed on our press page as it appears.
How paying works, step by step
- You reserve the piece with a deposit of 25% of the price — the first £3,000 by card or Apple Pay on the product page through a secure hosted checkout, the rest by bank transfer within 24 hours. The bag comes off the market the moment the deposit clears and is held for up to five days.
- You view the bag — in Chelsea Harbour or on a video call — and, if you wish, have it examined by an independent authenticator of your choice before the balance is paid. We would rather you checked than wondered.
- You pay the balance by bank transfer to the business account of BY JULL LTD against an invoice in the company name. We never ask for payment to a personal account, in cash, or through any untraceable method.
- The bag is handed over in person or dispatched insured and tracked, with its original box, dust bag and papers as described in the listing.
Every sale carries an unconditional authenticity guarantee: if a piece is ever proven not to be authentic, you receive a full refund. Because each piece is unique and individually priced, we do not offer change-of-mind returns — the full terms are in our refund policy — which is exactly why we put the viewing and any independent check you want before the balance, not after.
How we authenticate
Every piece is examined by hand in our London workroom before it is listed: stitching, blind stamp, hardware engravings, leather and hardware weight, interior stamping and, on exotics, the CITES paperwork that must travel with the bag. We never rely on a card or a serial number — Hermès issues neither for its bags. Each bag is photographed as the exact item you will receive, so what you see on the product page is the piece, not a stock image. The ten commitments we make on every sale are set out in The JULL Standard.
What to check at any reseller, including us
- A company number you can look up, and an invoice issued in that company’s name.
- The option to see the bag before the balance is paid — in person or live on camera.
- Photographs of the actual piece, blind stamp included, rather than stock or boutique images.
- Payment by card through a recognised checkout or by transfer to a business account — never to an individual.
- Reviews held on a platform the seller cannot edit.
- A written policy on what happens if a piece is ever found not to be authentic.
Questions buyers ask before their first purchase
Is JULL a registered company?
Yes. JULL is the trading name of BY JULL LTD, a private limited company incorporated in England and Wales on 8 April 2026, company number 17144844, registered office 255-261 Horn Lane, London W3 9EH. The record is public on the Companies House register and the number is printed in the footer of every page on this site. The company number is recent because BY JULL LTD is the current trading company; the founder spent three years working for Hermès before setting up the house, more than 250 pieces are in stock today, and bags are sold every day.
Is JULL a new company?
BY JULL LTD was incorporated in April 2026 as the trading company for the house. What a buyer is relying on is older than the company number: a founder who spent three years working for Hermès, a stock of more than 250 pieces with new arrivals listed and bags sold every day, a public sold archive, Google reviews written outside this site, and press coverage that names the company and the founder. All of it can be checked before paying.
Can I have the bag authenticated independently before I pay?
Yes, and we encourage it. Every piece is inspected by hand before it is listed, and you are welcome to have it examined by an independent authenticator of your choice — in the showroom or on a video call — before the balance is paid.
Is JULL affiliated with Hermès?
No. JULL is an independent specialist in authenticated new, unworn and pre-owned Hermès. We are not Hermès, not an authorised retailer, and we never present ourselves as either. Every piece we sell was originally made and sold by Hermès; we are its second home.
Can I see the bag before I pay?
Yes. Private viewings take place by appointment at our showroom at Harbour Yard, Chelsea Harbour, London SW10 0XD, and we offer a live video call for anyone who cannot visit. The deposit reserves the piece for up to five days; the balance is due within that window, once you have seen it and are happy.
How do I pay, and to whom?
The deposit is paid by card or Apple Pay on the product page through a secure hosted checkout. The balance is paid by bank transfer to the business account of BY JULL LTD, and every sale is invoiced in the company name. We never ask for payment to a personal account, in cash, or through an untraceable method.
What happens if a piece is ever found not to be authentic?
You receive a full refund. It is the one exception written into our final-sale policy, and it is unconditional. In practice every piece is examined by hand before it is listed, so the promise exists to be relied on rather than used.
Where does your stock come from?
From private collectors and consignors in the UK and Europe and from a small number of long-standing trade partners. Each piece is inspected on arrival, photographed as the exact item you will receive, and described honestly as new, unworn or pre-owned.
How do I reach a person?
WhatsApp +44 7704 870249 is answered by the founder and his team, and so is hello@byjull.com: we reply within the hour during opening hours, and always within 24 hours. Instagram is @g.byjull.
Every statement on this page can be checked against a source outside this website: the Companies House register, Google Maps, the publisher’s own site, and the bag in your hands. If anything here is ever out of date, tell us and we will correct it the same day.