Greggs Has Announced its 22-Carat Food Themed Jewellery Collection

Greggs, the beloved British bakery chain, has taken its creativity to new heights by launching a 22-carat jewellery collection. Known for its affordable pastries, sandwiches, and baked goods, Greggs has now ventured into the world of fashion accessories.

This unexpected move comes with the release of their “Baked in Gold” collection, just in time for London Fashion Week. But what’s the real story behind this? And why are so many industries, including Greggs, tapping into the allure of gold?

From Pastries to Jewellery

Greggs and London Fashion Week

Greggs has long been a staple in the British food scene, but few could have predicted its foray into the jewellery industry. The chain, known for iconic products like sausage rolls and steak bakes, decided to launch its limited-edition gold-plated jewellery collection during London Fashion Week’s 40th anniversary.

This fashion-forward collaboration showcases Greggs’ playful and innovative approach to brand-building, combining its culinary heritage with modern luxury.

The “Baked in Gold” Collection

The jewellery line, named “Baked in Gold,” features pieces designed by British artist Dion Kitson. Each piece in the collection is inspired by Greggs’ most popular menu items, with a quirky twist.

Fans of the bakery can now wear sausage roll earrings, jam biscuit necklaces, and Greggs signet rings. The standout piece is a charm bracelet adorned with miniature versions of Greggs’ bestsellers like the pizza slice, coffee cup, and steak bake.

A New Way to Celebrate Brand Loyalty

Greggs’ customer director, Hannah Squirrell, explained the motivation behind this project:

“We’re always looking for ways to help Greggs customers share their love for the brand, and the launch of Baked in Gold is another fun way to deliver this.”

By turning food into fashion, Greggs continues to strengthen its connection with customers in creative, unconventional ways. After all, what better way to show love for your favorite bakery than by sporting a sausage roll on your ear?

The Collection

1) Sausage Roll Earrings and Jam Biscuit Necklace

The sausage roll earrings, priced at £36, come in both traditional and vegan versions, with subtle pastry details setting them apart. A jam biscuit necklace, which retails for £45, takes the popular Greggs treat and transforms it into a playful yet elegant piece of jewellery. The creativity behind these designs reflects a deep understanding of the brand’s iconic status in the UK.

2) Greggs Signet Ring and Charm Bracelet

The Greggs signet ring, selling for £48, offers a stylish and subtle nod to the bakery’s logo. However, the charm bracelet, priced at £96, is the true centrepiece of the collection. Featuring miniature food charms, it embodies Greggs’ signature offerings, creating a nostalgic and fashionable piece that fans are likely to covet.

Why a Bakery Chain Ventured into Jewellery

Greggs isn’t the first brand to make waves with unusual fashion collaborations. Lidl, another popular budget chain, made headlines with its croissant handbag.

Greggs, however, went one step further by incorporating luxury high quality materials like gold into its collection, making the crossover between food and fashion even more intriguing.

Greggs has a history of thinking outside the box when it comes to brand collaborations

In 2022, they teamed up with Primark in the United Kingdom to release a clothing line that was an instant hit. The success of that partnership likely paved the way for the jewellery range. This was a hit across all their social media accounts and created great visibility for the brand. The aim is to engage with customers on a deeper level, giving them new, fun ways to interact with the brand beyond just buying food in the long term.

Gold’s Growing Influence Across Industries

Gold as a Symbol of Prestige and Luxury

Gold has always been associated with wealth, power, and luxury. But in recent years, it has become a symbol of trendiness in industries far removed from traditional jewellery making.

The inclusion of gold-plated items in Greggs’ collection speaks to this broader cultural trend where gold is seen as both aspirational and accessible.

Gold’s Resurgence in Fashion and Accessories

From high-end fashion houses to fast-food chains, many brands are now using gold to elevate their products

It adds a sense of exclusivity and elegance, whether it’s in the form of luxury jewellery, tech gadgets, or even designer shoes. Greggs’ decision to incorporate gold-plated elements into their collection taps into this larger trend, allowing them to position their items as affordable luxury.

Industries Tapping Into Gold: From Tech to Food Chains

Beyond fashion, gold is increasingly being used in various industries. For example, tech companies use gold in their devices for its conductive properties. Beauty brands are incorporating gold into skincare products for its anti-aging benefits.

Even the food and beverage industry is getting in on the action, with some restaurants offering gold-leafed dishes. Greggs, with their gold-plated jewellery, is the latest brand to recognise the value of incorporating gold into their offerings.

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The Takeaway: Gold’s Universal Appeal

Greggs’ foray into jewellery may seem surprising, but it aligns with the growing trend of brands tapping into the symbolic power of gold.

What started as a bakery chain known for its affordable products has now embraced a new, fashionable way to connect with its audience.

By blending nostalgia with modern trends, Greggs is proving that food and fashion can work together in unexpected and delightful ways.

Conclusion

Greggs’ “Baked in Gold” jewellery range showcases how brands can push the boundaries of their identity and appeal to consumers in creative new ways.

As gold continues to make waves across industries, it’s clear that its allure isn’t going away anytime soon. Whether in tech, fashion, or even food, gold is being used to signify both luxury and playfulness, making it a powerful tool for brand expression.