Home — The House
The House of Danichgah.
A furniture house with a London atelier, a Monaco address and clients from Belgravia to the Gulf. Named for a Persian prince’s villa; run by a man who started in a caravan.
Our Story
A name borrowed from a villa. A standard borrowed from no one.
In 1910, the Persian diplomat Prince Reza Khan Arfa — called Danesh, “the learned” — raised a villa above Monaco with the blue minarets of Isfahan. Maison Danichgah takes its name from his house, and its conviction from its founder: that a home should hold nothing you intend to replace.
Every piece is hand-carved, gilded and upholstered to order in our European ateliers, then delivered white-glove across the United Kingdom, Europe and the Gulf.
The Founder
Alfie Best Snr.
Alfie Best was born in 1970 in a roadside caravan in Lutterworth, Leicestershire, to a Romanichal family. He left school at twelve, sold his first vehicles at fourteen, survived bankruptcy in his twenties — and then built Wyldecrest Parks into one of Europe’s largest residential park operators, with more than ninety parks across the UK and US.
The Sunday Times Rich List values him at £944 million — every pound self-made — and he remains Britain’s wealthiest Romani-born entrepreneur. He lives in Monaco, where Villa Ispahan now serves as the maison’s private residence-showroom.
“People ask why furniture. Because I’ve sat in every kind of chair on the way up — and I remember which ones were worth it.”Follow @alfie_best_snr →
Villa Ispahan · Monaco
Where your furniture meets you first.
The villa is the centre of everything the maison does. Commissioned pieces travel here before they travel to you — arranged in its salons so you can judge them the only way that matters: in a great room, by natural light, at arm’s length.
Request a private viewingThe Partners
Three names on the door.
Alfie Best Snr
Founder & Chairman
Self-made billionaire-class entrepreneur, chairman of Wyldecrest Parks, and the standard-bearer for everything that leaves the atelier.
Victoria Curtis
Partner
Guides the maison’s collections and its clients — from first consultation to the day the piece is placed in the room.
Deepak Kumar
Partner
Leads the maison’s commercial reach across the United Kingdom, Europe and the Gulf.
Craftsmanship
Made the old way, on purpose.
i.
The Workshop
Nine pairs of hands — carvers, gilders, upholsterers — and not one production line. Each piece is signed and numbered by the atelier that made it.
ii.
The Materials
Solid beech and walnut, honed Calacatta, 23.5-carat water gilding, silk velvet and damask. Sourced slowly; refused often.
iii.
The Standard
Eight-way hand-tied springs, horsehair wadding, a ten-year guarantee — and a final inspection at Villa Ispahan before anything is delivered.