Heavenly London, a British jewelry brand founded by Belinda Sangster in the 1990s, has transformed from a small, home-based business into a favorite of celebrities worldwide, including Jennifer Lopez and the Princess of Wales. Maddy Sangster, Belinda's daughter and the current owner, spearheaded a comprehensive rebrand six years ago that propelled the company into the international spotlight.
Maddy Sangster took over the family business with a vision to modernize it for a new generation. Her overhaul included changes to the website, suppliers, packaging, advertising, and public relations. This rebranding effort was crucial in repositioning Heavenly London, particularly its offerings of diamond alternatives. Initially hesitant about this aspect of the business, Sangster was advised by SheerLuxe founder Georgie Coleridge Cole to embrace it as the brand's core strength and make it appealing.
The turning point for Heavenly London's growth was the adoption of its designs by Catherine, the Princess of Wales. Sangster credits the Princess as the brand's original influencer, noting a significant and immediate impact on sales and brand recognition after her public appearances. The Princess has frequently worn Heavenly London's Pearl and ‘Diamond’ Earrings, which led to a surge in website activity, particularly from American consumers.
Jennifer Lopez has also become a notable wearer of the brand, sporting Heavenly London's Sienna earrings during an appearance on Jimmy Kimmel and later choosing the Eva earrings and Beaux ring for a New York Times photoshoot. Sangster mentioned that the brand recently created a bespoke commission for Lopez.
Despite its growing celebrity clientele, Sangster maintains that her design philosophy centers on creating pieces she personally wants to wear and that will flatter the wearer. She is meticulous about details, including the specific shade of pale gold used in the jewelry, which she finds more flattering than the orange-toned finishes common in other gold-plated items.
Inspiration for new collections often comes from antique shops, with vintage pieces like Art Deco rings sparking ideas. Sangster acknowledged that she designs prolifically, sometimes overwhelming suppliers. She also noted that customer preferences can be unpredictable, citing the Josephine ring, initially a point of contention with her supplier, as becoming the brand's best-selling ring after an enthusiastic response on Instagram.
Recent successes include the sell-out Axis rope necklaces and the Cage earrings. Pinky rings, such as the Chip and Nox styles, have become a signature for the brand and are consistently strong sellers.
Heavenly London operates with a commitment to sustainability, holding B Corp certification, producing in small batches, and minimizing waste. Sangster described the hands-on nature of running the business, often packing orders herself while managing her three young children. She believes in showing the reality behind the brand, which resonates with customers.
The brand's customer base largely purchases jewelry for themselves, reflecting a shift away from traditional gifting expectations.
Looking ahead, Heavenly London has secured its first order from the prominent department store Selfridges. Sangster views this as a significant milestone, symbolizing a connection between the brand's origins and its current success.
