Meet the family: James and Imogen Hervey-Bathurst

Eastnor Castle has been family owned since it was built in 1812

Father and daughter James and Imogen Hervey-Bathurst are at the helm of Eastnor Castle – a cherished family estate set in the picturesque Malvern hills in the English countryside. Imogen took on the role of director of Eastnor in May 2023, bringing a wealth of experience from her decade-long career in finance and investment, as well as her entrepreneurial venture in a fintech startup. James, who inherited the castle from his mother in 1988, has a rich background in law and a deep commitment to heritage and tourism, having held prestigious roles in organisations such as the Historic Houses Association and the World Monuments Fund. Eastnor also has a non-family director, Charlotte Kershaw, who brings a wealth of experience from her career in property and as a consultant to diversified rural estates.

Together, they are not only preserving Eastnor’s rich history but also guiding it into a transformative new era, sharing their vision and hopes for its future.

As a father-daughter team, how do you find working together on such a significant family project?

 James: Working with Imo is great – I am very lucky to have a daughter who is so keen to be a part of the family estate; she has been instrumental in elevating and repositioning our brand and is looking to grow the business by doing new arts and culture-driven events.

Imogen: Being from a different generation to my father, I have insight into the importance of digital media on creating brand image. I am keen to further develop our digital and online presence to bring us fully into the digital age. We have completely different skill sets, which is really good as it means we aren’t vying for the same roles. It’s a huge help that I am able to go out and seek new business opportunities in London while Dad is based here, putting his vast amount of technical knowledge of the house and the land to good use.

Eastnor Castle has such a rich history. Can you tell us a little-known story or fact about the castle's past?

 James: My favourite fact is that Sir Michael Edwardes, head of British Leyland, made the decision that Land Rover would become an independent company in the castle’s Billiard Room in 1978. It was a boring corporate decision that was probably made within two minutes, but the effects for us were great, resulting in Land Rover coming to Eastnor and creating the Land Rover Experience.

I have also enjoyed meeting various celebrities – Davina McCall particularly stands out. She came to the castle to get married in 2000 and she was so lovely.

Imogen: Despite growing up here, I feel like I have rediscovered the beauty and history of Eastnor through the eyes of creatives. I discover interesting stories and key design elements when I go to the V&A and they say, ‘Oh, I know there is one of these at Eastnor,’ or I go and speak to Watts 1874 wallpaper, and they get inspired by a bookcase or a pattern that I had never noticed before.

If I had to pick something specific, I would say the history of the tapestries in the library interest me the most. The tapestries belonged to Marie de' Medici and were designed as an ode to Catherine de’ Medici, Queen of France. They are so immersive and rich in their storytelling and narrative.

How do you balance maintaining the historical integrity of Eastnor Castle while ensuring it meets modern needs and expectations?

 James: It’s only the use of the castle that is modern. Of course, we have wifi boosters in every room, central heating and new shower facilities in each ensuite, but you can’t modernise a regency billiard table or stuffed animal – they are what they are. 

Imogen: While much of the original decoration was done by the Third Earl in the 19th century, a great deal of restoration and renovation was carried out in the 1990s. In fact, looking at old photographs, I feel that the castle has never looked better. Also, one of the unique things about Eastnor is the range and diversity of the collection and influences; from 17th century venetian benches to Persian wallpapers to Sikh armour, Eastnor has always been truly eclectic as opposed to a representative of contemporary (19th century) taste. I feel that the alchemy of the compositions means that the interiors have a timeless feel, yet fit modern needs – it’s a lovely juxtaposition. It also helps that maximalist interior design has recently experienced a boom in popularity.

However, the castle isn’t perfect, which can make our job quite tricky. For example, the Great Hall has 60-foot-high walls and can take up to 10 hours to heat up, even with central heating. To combat this, we make sure we are always thinking ahead and have plenty of firewood prepared in the storeroom.

What do you hope visitors take away from their experience at Eastnor Castle?

 James: I want Eastnor to be a nice day out for the whole family. We want families and children to go home and want to come back, whether it’s because they appreciated the items in the house, the staff or the blue ice-cream!

Imogen: I want the people who visit to leave with a sense of joy and inspiration from being around history and nature. There is something about historic beauty that makes you feel good, whether it’s from the giant redwood trees on the grounds or the items inside the house. It’s that awareness that there is something much bigger and greater than you here – the hills, the architecture: the perspective keeps you sane and makes you feel grounded.

What’s your top tip for visitors?

 James: Don’t rush. Sit in your surroundings and enjoy it. Don’t try to do too much.

Imogen: I completely agree with my father. There is too much to do in one day. The estate is a living, breathing organism – the house and the grounds are constantly changing, whether that’s to do with the seasons or through events. It is always worth coming back.

How do you envision Eastnor Castle evolving in the coming years?

 James: There is always something new on the horizon that I won’t be able to predict right now. It’s always an exciting thought but it means that we must make sure the house and grounds are ready for all eventualities, whatever that may be.

Imogen: I would love to present Eastnor Castle as less of a venue and more as a key player in its own right. For example, I really want to continue to grow and evolve our collaborations with brands, such as our relationship with Watts 1874 wallpapers and fabrics. I also think there is a lot more scope for exhibitions, partnerships and events where we can demonstrate Eastnor Castle’s relevance in literary circles as well as art, culture and design.