Around Town

They call them the Magnificent Seven. Lined up at strategic points along one of London's busiest shopping streets, the Regent Street butlers (six men and a woman) are a seasonal attraction whose services you can avail yourself of every weekend until Christmas. The idea is simple but inspired – these courteous, on-the-ball professionals are on the lookout for shoppers who might look lost, bewildered or just plain harassed with the whole Decemeber bedlam. Aided by hand-held gadgets connected to the internet, the butlers can magic up directions to the nearest restaurant, make a reservation on your behalf and – most luxurious of all – carry your bags to the spot while impressively managing to clear a path for you through the crowds. Their know-how doesn't stop at recommending a good place to take the weight off your feet, however (though they are equipped with extensive local knowledge and can reveal lesser-known oases such as the Nouveauté café in Habitat or the Landau hotel's plush tea room). The butlers' well-honed skills extend to considered suggestions for last-minute presents for that tricky person on your list who has everything. They are familiar with the stock in Regent Street's stores and can point you in the direction of gifts which are a cut above – such as a prettily packaged box from Prestat, chocolatier to the Queen, a brand which can be found in Liberty's confectionery department. As a pleasant surprise, these English gents' (and lady's) services come completely free. The scheme has been arranged by the Regent Street retailers' association to make shopping in the area a little less stress-free. Look out for the identifying badge each butler wears to take advantage of this unique initiative.