Press Release

For Immediate release!

April 2017

Julien's Auctions Hard Rock Cafe The Beatles Story

The Beatles Story and Julien’s Auctions bring ‘Memorabilia Day’ to Hard Rock Cafe London

Following on from the success of the Liverpool memorabilia call out day in October 2016, The Beatles Story and Julien’s Auctions will be teaming up once again to bring ‘Memorabilia Day’ to London’s Hard Rock Cafe on Monday 5th June 2017. Hard Rock International is home to the world’s biggest collection of music memorabilia, with over 80,000 iconic pieces including countless items from The Beatles, making it a perfect partner for the upcoming event.

This special event will give members of the public, fans and collectors the opportunity to have their Beatles and Mersey Beat memorabilia appraised for free by the experts.

The Liverpool day was a huge success bringing in a stream of visitors with exciting artefacts to be valued.  One of the unique finds was a letter written by John Lennon addressed to The Queen, explaining why he was returning his MBE, valued by Julien’s Auctions at around £60,000. The owner, who wishes to remain anonymous, discovered the item tucked away inside the sleeve of a record that was part of a collection of 45s he picked up for £10 at a car boot sale 20 years ago.

Until the meeting with Darren Julien, CEO of Julien’s, the owner of the letter had presumed it must have been a copy and was stunned and delighted to discover that it was authentic and valuable.

Internationally renowned Julien’s Auctions has broken world records with the sale of Beatles memorabilia including John Lennon’s acoustic guitar which sold recently for a record $2.4 million, Ringo Starr’s Ludwig drum kit which sold for a record $2.2 million, The Ludwig Beatles Ed Sullivan Show drumhead which sold for a record price of $2.1 million and The Beatles White Album owned by Ringo Starr that sold for $790,000.

The Beatles Story is urging Beatles fans based around the London area to check their attics and garages for any hidden gems. Martin King of The Beatles Story said: “Last year’s event was a huge success, but we are sure that there are many more fascinating artefacts still waiting to be discovered. We encourage members of the public to unearth those hidden gems and bring them along to our memorabilia call out day. This is a fantastic opportunity for people to have their items valued by some of the world’s most well respected experts in celebrity memorabilia.”

Darren Julien, Founder & CEO of Julien’s Auctions, stated: “We are thrilled to partner again with The Beatles Story on a London Memorabilia Day. Joined by my colleague Nancy Valentino, COO of Julien’s, we can’t wait to discover what we are sure will be historical finds in London.”

The date of the event coincides with the anniversary of The Beatles travelling from Liverpool to London ahead of their first recording session at Abbey Road Studios. Although the bands beginnings started in Liverpool, the Fab Four spent a lot of time in London recording, performing and living throughout their career.  Beatles memorabilia, particularly rare artefacts and pieces with an interesting story, are sought after by collectors from around the globe.

The ‘Memorabilia Day’ will take place at the Hard Rock Cafe London’s Back Room Bar on 5th June from 12pm – 9pm. To pre-book a free face-to-face valuation, please visit

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For Inquiries, Please Email or Call 310-836-1818.

Register to bid


Registration is required to bid in this live auction and can be done online before the sale at the Registration page to bid by phone, proxy or online at to bid live online, or by calling (310) 836-1818.


Registration is required to bid in this online exclusive auction and can be done online before the sale at to bid live online, or by calling (310) 836-1818.

Placing Bids


There are three ways to bid in this sale:

  1. Bid through Julien's Auctions Online Live in Real Time at or via our iPhone app.
  2. Bid over the telephone through an auction house representative.
  3. Enter Absentee bids. Absentee bid forms are printed in the back of each catalogue, and are also available by calling Julien's Auctions or online


  1. Enter Online Absentee bids in Advance at
  2. Place Online Live Bids in Real Time in lot order on the concluding day of the auction at

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About Julien's Auctions

Julien's Auctions is the world record-breaking auction house to the stars. Collaborating with the famous and the exclusive, Julien's Auctions produces high profile auctions in the film, music, sports and art markets. Julien's Auctions has received international recognition for its unique and innovative auction events which attract thousands of collectors, investors, fans and enthusiasts from around the world. Julien's Auctions specializes in sales of iconic artifacts and notable collections including Marilyn Monroe, John Lennon, Ringo Starr, Lady Gaga, Banksy, Cher, Michael Jackson, U2, Barbra Streisand, Les Paul, Bob Hope, Elvis Presley, Frank Sinatra, Jimi Hendrix, Hugh Hefner and many more.

In 2016, Julien's Auctions received its second placement in the Guinness Book of World Records for the sale of the world's most expensive dress ever sold at auction, the Marilyn Monroe "Happy Birthday Mr. President" dress which sold for $4.81 million. Julien's Auctions achieved placement in the Guinness Book of World Records in 2009 for the sale of Michael Jackson's white glove which sold for $480,000, making it the most expensive glove ever sold at auction. Based in Los Angeles, Julien's Auctions has a global presence bringing their auctions and exhibitions to targeted destinations worldwide including London, New York, Las Vegas, Japan and China. Live auctions are presented for bidders on-site and online via live streaming video and mobile technology.For more information on Julien’s Auctions, go to

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