Celebrating Her Majesty, the Queen’s Platinum Jubilee.
Silver Cross has been a household name for generations, ever since our founder William Wilson created the first pram in 1877. To celebrate Her Majesty the Queen’s Platinum Jubilee, and our historic royal connections, we’re taking a trip down memory lane and looking back over the last 70 years of Silver Cross.
Silver Cross made significant advances in the early 1950s, despite Britain being financially and morally exhausted after the Second World War. Following the Coronation of Queen Elizabeth II in 1953, a ‘feel-good’ factor swept across the country, with the demand for consumer goods jumping dramatically and an end to rationing. Britain was booming again.
Silver Cross quickly became known as the ‘Rolls Royce of pram makers’, after the then Chairman, Lawrence Wilson, associated the two British brands with one another, naming a new range of prams with Rolls Royce-inspired names like ‘Silver Shadow’.
By the ‘Swinging Sixties’, the troubles of the Second World War were replaced by a feeling of hope, freedom and excitement. Rock and Roll took centre stage with The Beatles leading the way, and miniskirts were made popular by fashion icons Jean Shrimpton and Mary Quant.
Silver Cross was established as Britain’s premier pram manufacturer. It continued to manufacture classic coach-style prams, but new designs were also launched to meet the changing demands of modern families.
In another iconic royal moment for the brand, Queen Elizabeth II chose a Silver Cross pram after the birth of her third son, Edward, in 1964.
Chairman Lawrence Wilson’s death in 1975 marked the end of an era for Silver Cross. With rival companies preparing a new assault on traditional British manufacturing, it would need to re-invent itself to survive changing demands and one of the sharpest peacetime declines in industrial output.
The decade also marked a century of Silver Cross, in 1977. To celebrate customers and buyers were flown around the world in its specially commissioned centenary aircraft. As part of the celebrations, Princess Anne was gifted a Silver Cross baby carriage for the arrival of her first child.
1980 – 1990s
The 1980s saw the introduction of Wayfarer – an urban stroller with a handy shopping basket that redefined the market of the time. It quickly became Britain’s best-selling pushchair for a decade – selling over 3,000 pieces a week.
Silver Cross products were now loved by families across the world and available in more than 70 countries, with offices opened in Hong Kong, Shanghai and Melbourne.
Continuing its expertise in product innovation, the Silver Cross car safety collection was born. Ranging from infant carriers to next-stage car seats, the collection has since won countless awards, with the Dream i-Size infant carrier receiving the best safety rating ever given by ADAC.
The royal traditions continued in 2014, with Prince William and Kate Middleton choosing a Silver Cross Sleepover pram for their first-born son, Prince George.
On our journey to becoming as sustainable as possible, our premium valet service was introduced in the UK, prolonging the life of Silver Cross prams and strollers so they can be used for longer or passed to a family in need through our charity partner Baby Basics.
2022 has also seen the successful launch of Dune and Reef, the next generation of Silver Cross travel systems. Each pushchair has sustainability at its heart, with fabrics woven from recycled plastic bottles, plus specially designed packaging which is FCS-approved and biodegradable.
We also created The Edit – the ultimate place for parents to be. With expert advice and inspiration dedicated to pregnancy and parenthood, it’s the perfect escape!