Tilda, Rice and craft brand in London, United Kingdom
Tilda is a British brand that sells two separate product lines: long-grain rice for everyday cooking and a range of fabrics, sewing kits, and craft materials. The two lines are sold through different types of retailers, with the rice found mainly in supermarkets and the craft products in fabric and hobby shops.
Tilda started in the 1970s as a rice brand, bringing long-grain rice to British kitchens at a time when it was still a relatively new ingredient for many households. In 1999, the brand launched its first Easter sewing kits and began building what became a separate craft business alongside the rice side.
Tilda is known in craft circles for its fabric designs, which often feature soft, nature-inspired motifs like birds, flowers, and seasonal themes. Many sewers look forward to the new collections each year as part of a personal crafting tradition.
The rice products are easy to find in most large British supermarkets, while the craft and fabric items are better sought in hobby shops or through specialist online retailers. The craft range changes with the seasons, so availability of specific patterns can vary throughout the year.
Although many people associate the Tilda name primarily with fabric and craft supplies, the rice business actually came first and remains the older of the two sides. The two product lines share a name but are aimed at entirely different buyers and sold through very different shops.
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