Gregg's Bakes Menu Favourites into Gold Jewellery Collection

Last week Greggs launched its first ever official jewellery collection, just as London Fashion Week celebrated its 40th anniversary at high-profile events across the capital. 

The limited edition range came after a tease was posted across Greggs social channels ahead of London Fashion Week prompting fans to speculate what could be coming soon, and when it went on sale on Friday (13th September), sold out in under an hour. 

The collection 'Baked in Gold' saw Greggs' most iconic menu items transformed into wearable, 22-carat gold-plated accessories. Designed by contemporary British artist, Dion Kitson. The collection offers a playful twist on the leading UK food-on-the-go retailer's familiar favourites.  From classic Sausage Roll Stud Earrings to a statement-making Greggs Signet Ring, Greggs fans are sure to find the perfect, gloriously golden piece to take their accessory game to the next level. 

The campaign was devised and executed by creative comms agency Here Be Dragons, the jewellery range. Here Be Dragons is working with Greggs on a project basis across consumer PR activations. The appointment doesn't affect Greggs' relationship with Hope & Glory, who are the retained consumer agency. 

Business Director April Hogan said, " We would normally only ever dream about pitching a jewellery range to a client, let alone one of Britain's most loved brands, but to have the buy-in and passion from the Greggs brand team for our idea to bring Sausage Rolls into their golden era, is 22 carat gold."

The five-piece, 22-carat gold-plated collection includes:

Greggs Sausage Roll Stud Earrings, £36

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 the classic Sausage Roll deserves, if you ask us.

Greggs Vegan Sausage Roll Stud Earrings, £36

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

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

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

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. 

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!”

Dion Kitson added, “When Greggs asked me to turn their most iconic menu items into jewellery, it made sense, it's right up my street - Sausage Roll Stud Earrings and Pink Jammie doughnut charms? It's about having fun with something we know and love in the UK.”