Yes, you’re reading that right, and no, it is not April Fool’s Day. Everyone’s favourite cult bakery chain has dropped a big London Fashion Week bombshell with the release of its very first jewellery range. Mimicking the famous golden crust of its sausage rolls, Greggs’ Baked in Gold range is made from 22-carat gold and features a range of items ranging from £36 to £96.
The Baked in Gold collection includes sausage roll and vegan sausage roll stud earrings for £36, a jammy biscuit locket for £45, and a chunky signet ring with the Greggs logo for £48. The flagship item is a £96 charm bracelet, complete with tiny gold coffee cup, steak bake, logos and more.
The range was designed by British artist Dion Kitson, and is due to go on sale at 10am on Friday 13 September.
Greggs 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, in a unique and one-of-a-kind way.’
This isn’t Greggs’ first foray into the fashion world – the bakery chain teamed up with Primark back in 2022 to release a 21-piece clothing line, which sold out in a matter of hours. The Baked in Gold collection is also a limited edition, and with a limited number of each item available it seems likely that Greggs will have another sellout on its hands.
Greggs isn’t the only big name turning its hand to fashion – check out the Lidl croissant bag that sold out in a matter of hours and spawned its own pop-up store.
