After a period of voluntary VAT registration Joanna London has de- registered for VAT and so VAT is not charged on any of my products.  The product price has not varied as the expenses in producing the product are either the same or have increased recently and VAT is still paid on these.

Anyway the upshot of this is that VAT is no longer added at the joannalondon.com shop checkout and the prices listed in the shop are the actual prices not net prices.  Delivery fees are attributed as per the item weight and this is explained in the Delivery section of the website.

No more VAT returns hurrah, for now anyway !