Greggs is hoping its next foray into the fashion world will prove golden – as the baking giant has announced a new 22-carat collection of jewellery in the shape of its most-loved pastries.
The company has unveiled a collection of bling – ranging from £36 to £96 – modelled after the brand’s tastiest treats.
Customers will be able to buy a signet ring with the iconic four-square logo for £48, a pair of sausage roll stud earrings for £36, and a necklace and locket in the form of its Jammy Heart biscuit for £45.
For the most dedicated followers of the sausage roll makers, they can splash out £96 on a 10-charm bracelet which features 22-gold-carat pizza slices, coffee cups, Greggs bakes, and doughnuts.
The pieces follow the bakery’s successful foray into clothing merch, which included everything from bucket hats to swimwear.
Greggs is hoping its next foray into the fashion world will prove golden – as the baking giant has announced a new 22-carat collection of jewellery in the shape of its most-loved pastries.
Timed to coincide with London Fashion Week, the limited edition ‘baked in gold’ range, which was designed by British artist Dion Kitson, goes on sale online on Friday at 10am.
The chunky jewellery pieces have been modelled in a trendy photoshoot showing off the bling inside the bakery.
Hannah Squirrell, customer director at Greggs said: ‘We’re always looking for ways that help Greggs customers share their love for the brand, and the launch of Baked in Gold is another fun way to deliver this.’
‘We’re excited to be teaming up with Dion as we step into the world of jewellery to deliver the fun and flavour that our customers know us for, in a unique and one-of-a-kind way.’
Greggs is on a roll as it makes its name in the fashion industry.
In 2022, the baking chain launched a clothing line emblazoned with its famous logo which proved so popular with fashionistas that it sold out within hours.
It was followed up by a 21-piece clothing range – including flip flops, jackets, and swimming costumes – which was released nationwide in Primark stores.
Fans included A-listers like Lewis Capaldi and Kate Beckinsale.
The company has unveiled a collection of bling – ranging from £36 to £96 – modelled after the brand’s tastiest treats
Customers will be able to buy a signet ring with the iconic four-square logo for £48, a pair of sausage roll stud earrings for £36, and a necklace and locket in the form of its Jammy Heart biscuit for £45
Timed to coincide with London Fashion Week, the limited edition ‘baked in gold’ range, which was designed by British artist Dion Kitson, goes on sale online on Friday at 10am
A LOOK INTO GREGGS’ JEWELLERY BOX…
Greggs Sausage Roll Stud Earrings, £36.00
A golden version of the nation’s favourite Sausage Roll. 96 layers of pastry perfection cast in 22-carat gold plated stud earrings. The celebration of our classic Sausage Roll deserves, if you ask us.
Greggs Vegan Sausage Roll Stud Earrings, £36.00
Our iconic Vegan Sausage Roll captured in all its glory in 22-carat gold-plated studs. No dedicated vegan’s jewellery box is complete without them.
Greggs Jammy Heart Locket Necklace, £45.00
Perhaps even sweeter than the biscuit version – this adjustable 22-carat gold-plated locket can hold a picture of your nearest and dearest – or maybe even your favourite Greggs bake – inside the necklace and keep them close to your heart.
Greggs Signet Ring, £48.00
A serious statement piece! This bold signet ring is 22-carat gold-plated and available in S, M and L. Sure to be an instant classic – and looks even better when you’re tucking into your pastry faves.
Greggs Icons Charm Bracelet, £96.00
A 10-charm bracelet featuring delicious Greggs classics such as a Pink Jammie, Pizza Slice, coffee cup, a bake and more. Can’t decide which of our products you love the most? Well, this bracelet is the perfect way for the ultimate Greggs fans to wear their pastry-filled heart on their sleeve.
The chunky jewellery pieces have been modelled in a trendy photoshoot showing off the bling inside the bakery
Hannah Squirrell, customer director at Greggs said: ‘We’re always looking for ways that help Greggs customers share their love for the brand, and the launch of Baked in Gold is another fun way to deliver this’
The ventures have helped boost profits, with the baking chain posting pre-tax profits of £74.1m in the first six months of 2024, a 16% rise on the same time last year.
Greggs is not the only chain to enter the fashion arena.
Last month, Lidl sold out of a croissant-shaped bag designed by Nikolas Bentel for £50, while its £14.99 trainers in garish Lidl colours have sold out every year since they were first launched in 2021.
The baking giant’s popularity is booming. Last month, Channel 4 TV presenter Vicky Pattison opted for a Greggs catering van at her wedding at Marylebone Town Hall.
The former Geordie Shore star, 36, and TOWIE‘s Ercan, 30, said ‘I do’ in front of 150 of their friends and family, including fellow reality star Pete Wicks – and posed in front of the blue and yellow truck on Instagram.
