# ‘The Princess of Wales wore our earrings and everything changed’: How this kitchen-table jewellery brand became an A-list favourite

- URL: https://talkfuse.com/story/the-princess-of-wales-wore-our-earrings-and-everything-changed-how-this-kitchen-table-jewellery-brand-became-an-a-list-favourite/
- Published: 2026-07-28T11:52:25+00:00
- Updated: 2026-07-28T12:06:48+00:00
- Original publisher: Daily Mail (publisher lean: Right)
- Original article: https://www.dailymail.com/lifestyle/fashion/article-15997031/heavenly-london-jewellery-princess-wales.html?ns_mchannel=rss&ns_campaign=1490&ito=1490
- Topics: UK, World

## Key points

- 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

## Summary

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.

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Summarised by TalkFuse (https://talkfuse.com/). Quote the original publisher for the reporting and link this page for the summary and discussion.