Will Greggs’ Baked in Gold Jewellery Collection Make a Comeback in 2026
Will Greggs’ Baked in Gold Jewellery Collection Make a Comeback in 2026?
A TikTok video sent me down a rabbit hole this week. Here’s the honest story of what “Baked in Gold” actually was, the real prices behind every piece, and a proper look at whether 2026 is genuinely the year it returns.
Right, let’s be upfront about how this article came about. A TikTok reel landed in my feed talking about Greggs bringing back its gold jewellery for 2026, and my first thought was “hang on, when did this even start?” So I went and checked everything properly rather than just taking a reel’s word for it — and what I found is genuinely more interesting than the rumour itself.
🕵️ The honest version, upfront
Greggs really did launch a gold jewellery collection — it’s called Baked in Gold, and it’s a real, verified thing. But it launched on 13 September 2024, not 2026. I can’t find any official Greggs announcement confirming a 2026 relaunch, so if that’s what the TikTok claimed, it’s getting ahead of itself. What I can do is walk you through exactly what happened last time, and give you an honest, evidence-based read on whether 2026 is actually a plausible year for it to return.
What “Baked in Gold” actually was
Greggs’ first-ever official jewellery line dropped online at 10am on Friday 13 September 2024, deliberately timed to land during London Fashion Week’s 40th anniversary. Every piece was designed by contemporary British artist Dion Kitson, and the whole thing was 22-carat gold-plated — more on what that actually means further down. It sold out in well under an hour.
Sausage Roll Stud Earrings
96 layers of “pastry” cast in gold-plated stud form. A vegan version was sold separately, distinguished by a subtly different pastry pattern.
£36Jammy Heart Locket Necklace
An adjustable locket you can actually open and pop a photo inside — modelled on the real Jammy Heart Biscuit.
£45Greggs Signet Ring
A proper statement piece with a subtle nod to the Greggs logo, available in three sizes (S, M, L).
£48Vegan Sausage Roll Studs
Same gold-plated stud earrings, with a different pastry-pattern detail so you can tell them apart from the original.
£36Greggs Icons Charm Bracelet
The flagship piece: 10 charms including a pizza slice, coffee cup, steak bake and Pink Jammie doughnut.
£96Designed by Dion Kitson
A contemporary British artist known for playful, everyday-object jewellery — not a Greggs in-house design.
—The campaign itself was handled by creative comms agency Here Be Dragons, and Greggs’ customer director Hannah Squirrell described it at the time as “another fun way” to help fans “share their love for the brand.” It clearly worked — the whole thing was gone before most people had finished their morning coffee.
The real menu items behind the gold
Every single piece in Baked in Gold is modelled on an actual item you can still buy today. I checked the current prices and calories for each one, so here’s the gold version next to the real thing:
| Gold piece | Real menu item | Actual price today | Calories |
|---|---|---|---|
| Sausage Roll Stud Earrings (£36) | Sausage Roll | £1.30 | 348 kcal |
| Jammy Heart Locket Necklace (£45) | Jammy Heart Biscuit | £1.45 | 273 kcal |
| Charm bracelet — steak bake charm | Steak Bake | £1.85 | 428 kcal |
| Charm bracelet — pizza slice charm | Margherita Pizza Slice | £2.40 | — |
| Charm bracelet — coffee cup charm | Flat White | £2.40 | 71 kcal |
| Charm bracelet — Pink Jammie charm | Pink Jammie Doughnut | £1.50 | 309 kcal |
Bit of maths for youBuy every single real-life item on that list and it comes to £10.90. The gold bracelet featuring several of them costs £96 on its own — which is fair enough, it’s jewellery, not lunch. Still fun to work out though.
Could 2026 genuinely be the year?
I can’t confirm this is happening — nobody outside Greggs can. But there’s a real pattern worth looking at before you write the rumour off entirely.
Two things line up neatly. First, Greggs has a genuine habit of repeating its biggest collaborations roughly every two years — the Primark clothing line launched in February 2022, got a second drop that August, and then Baked in Gold arrived just over two years later in September 2024. Second, London Fashion Week’s official schedule confirms its next September edition runs from 17 to 21 September 2026 — almost exactly two years after the original gold launch, and the same event that gave Baked in Gold its original excuse to exist.
None of that is confirmation. It’s a plausible window based on a real pattern, not a leaked press release. If I were watching for it, that week in September is where I’d have Greggs’ social channels bookmarked.
Is it actually real gold?
Every official description of the collection calls it “22-carat gold-plated,” and that phrasing matters. Gold-plated means a base metal has a thin layer of gold applied to the surface — it’s not solid gold all the way through, which is exactly why the pieces could be sold at £36–£96 rather than several hundred pounds.
So no, you weren’t getting a solid gold sausage roll for £36 — but the collection was never marketed as one, either. It’s costume jewellery with a genuine gold-plated finish, which is a fair, honestly-described product for the price point.
If it does happen again, here’s how to actually get one
The 2024 drop sold out in well under an hour, entirely online, with zero restocks announced in advance. If there’s a repeat, speed will matter more than anything else.
- Follow Greggs on Instagram and TikTok now. The original drop was announced and sold almost entirely through social media, not the main website homepage.
- Turn notifications on for Greggs’ official channels. Last time, the link went live at 10am with very little prior warning of the exact hour.
- Watch the week of 17–21 September 2026 specifically. If the London Fashion Week pattern repeats, that’s the most likely window based on precedent.
- Don’t expect it in shops. The original collection was online-only — no in-store stock, so queuing at your local Greggs won’t help.
- Have your payment details ready in advance. Sold-out-in-under-an-hour drops leave very little room for a slow checkout.
- Treat any “buy now” link you see shared elsewhere with real suspicion. Sell-out drops like this are exactly the kind of thing scammers clone with fake storefronts — only trust links posted directly by Greggs’ verified accounts.
Frequently asked questions
Is Greggs launching a Baked in Gold jewellery collection in 2026?
There’s no official confirmation from Greggs of a 2026 relaunch. The original collection launched on 13 September 2024 alongside London Fashion Week’s 40th anniversary, as a one-off limited edition. Talk of a 2026 return appears to stem from unverified social media speculation rather than an official Greggs announcement. Given Greggs’ pattern of repeating popular collaborations roughly every two years, and London Fashion Week returning 17–21 September 2026, it’s a plausible window to watch — but it remains speculation until Greggs confirms otherwise.
How much did Greggs’ Baked in Gold jewellery collection cost?
Prices ranged from £36 to £96. The Sausage Roll Stud Earrings and Vegan Sausage Roll Stud Earrings were £36 each, the Jammy Heart Locket Necklace was £45, the Greggs Signet Ring was £48, and the flagship 10-charm Greggs Icons Charm Bracelet was £96.
Is Greggs’ Baked in Gold jewellery real gold?
It’s 22-carat gold-plated rather than solid gold, meaning a base metal is coated in a layer of gold rather than being made entirely from it. Under the UK’s Hallmarking Act 1973, genuinely gold-plated items are legally exempt from needing an Assay Office hallmark, provided they’re honestly described as “plated” rather than solid gold — which is exactly how Greggs marketed the range.
