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.