First it was Lidl with its croissant handbag, and now cult bakery chain Greggs has announced the launch of its first jewellery collection, a glittering range of gold-plated pieces that includes sausage roll earrings.
Arriving this Friday as London Fashion Week celebrates its 40th anniversary, Greggs’ limited edition range will drop its “Baked in Gold” edit, with each item designed by the British artist Dion Kitson.
On the way are sausage roll earrings for £36, vegan sausage roll earrings for the same price — the pastry is the clue to the difference between them — a jam biscuit necklace for £45, and a Greggs signet ring for £48. Irony left us sometime ago.
The flagship piece is a Greggs charm bracelet (£96) featuring a pizza slice, coffee cup, steak bake and more.
The bakery’s customer director, Hannah Squirrell, 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.”
Kitson, whose other work includes a gold Munster Munch ring, added: “When Greggs asked me to turn their most iconic menu items into jewellery, it made sense… it's right up my street. It's about having fun with something we know and love in the UK.”
Greggs’ jewellery range follows a partnership with Primark that saw a clothing range launch in 2022. It sold out.
Expect the gold-plated items to prove to be similarly popular. They will be available from 10am on Friday, with more information coming via Greggs’ social media channels.
