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‘The Princess of Wales wore our earrings and everything changed’: How this kitchen-table jewellery brand became an A-list favourite
British jewellery brand Heavenly London has become an unlikely A-list favourite after a slow-burn rise from a family kitchen-table venture to a label worn by the Princess of Wales and stars including Jennifer Lopez, Rachel Zegler, Suranne Jones and Erin Doherty. The brand's success is credited largely to second-generation owner Maddy Sangster, who took over the company from her mother, Belinda Sangster, six years ago and drove a complete overhaul while preserving its original focus on timeless, affordable everyday jewellery.
Belinda Sangster founded the business in the 1990s, threading pearls at her kitchen table and sending mail-order catalogues, with demand growing sharply once the Princess of Wales began wearing her designs. After buying the company, Maddy Sangster carried out a "360 rebrand" covering the website, suppliers, packaging, staff and marketing, and, following advice from SheerLuxe founder Georgie Coleridge Cole to embrace rather than shy away from its diamond-alternative roots, oversaw turnover growth of almost tenfold. Heavenly London now ships worldwide, with the UK its largest market, and its collections include cubic zirconia, moissanite and lab-grown diamond pieces as accessible alternatives to traditional fine jewellery.
In short
- Heavenly London grew from kitchen-table brand to celebrity favourite
- Princess of Wales wearing its jewellery boosted its profile significantly
- Owner Maddy Sangster's rebrand grew turnover almost tenfold in six years
Explained simply
Heavenly London is a British jewellery company founded in the 1990s by Belinda Sangster, who began by making designs from her kitchen table and selling them through mail-order catalogues. The business gained significant attention when the Princess of Wales began wearing the brand's pieces. Belinda's daughter Maddy Sangster has run the company for the past six years.
Since Maddy Sangster took charge, the company has undergone significant modernisation. The brand focuses on offering affordable jewellery using materials such as cubic zirconia, moissanite and lab-grown diamonds instead of traditional diamonds. This strategy has enabled the business to expand from a small family operation into a larger enterprise serving customers worldwide.