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It was the dawn of a new era in 1953, when all of Britain had risen from the ruins of World War II and a newly crowned young queen symbolized peace and prosperity. This time it gave way to a lot of progress, innovation and a new way of life, of euphoria and confidence. It was in this watershed year that the St James of London brand of all-natural men's grooming products debuted, bringing to light a higher level of men's shaving regimen.