Greggs, the beloved British baked goods and coffee-to-go chain, took an unexpected leap from pastries to precious metals with the launch of its first-ever jewelry collection, Baked in Gold. Timed to coincide with London Fashion Week 2024 and designed by British artist Dion Kitson, the collection features five pieces of 22-carat gold-plated jewelry inspired by Greggs' iconic menu items. From Sausage Roll Stud Earrings to a Jammy Heart Necklace, the pieces were available exclusively online at prices ranging from GBP 36 to GBP 96 and quickly sold out.
By partnering with Kitson, known for his irreverent take on everyday British life, Greggs tapped into the same vein of humor and relatability that has made the chain so popular. Developed with Here Be Dragons, the jewelry collection created a perfect PR storm by combining a limited edition drop with Greggs' iconic pastries and knack for self-aware marketing. It's the kind of unexpected brand extension that can help keep an established brand fresh in people's minds, potentially attracting new customers while reinforcing loyalty among existing fans.
