Illuminated Mirrors was started in 2008 by Jamie Bell in his home town of Trowbridge, Wiltshire. At the time, he had just completed refurbishing his bathroom, and he noticed manufacturers were starting to create bathroom mirrors and cabinets using the new LED light technology. However, many of these products seemed to be cheaply-made and not likely to last. Having always believed that quality design is crucial for household products, he reasoned that he could do better. He made a prototype and invested in a trial batch of illuminated mirrors. The reaction to these products was incredibly positive, so the foundations for a brand new business were set.