The Era by Heavenly London: Timeless Jewellery for the Modern Mother.

Born in the delicate space between chaos and calm, The Era is a deeply personal collection from founder Madeleine Sangster — designed with a newborn in one arm and a sketches in the other. It captures the essence of transition: between night feeds and first smiles, between who we were and who we’re becoming.

Rooted in the timeless elegance of Art Deco and reimagined with a modern attitude, The Era is a celebration of quiet transformation. Each piece balances softness and strength, honouring the in-between moments that shape who we are becoming. With clean lines, bold spirit, and that signature Heavenly sparkle, the collection features timeless silhouettes designed not just for now, but for everything that comes next — a reminder that true elegance evolves with you.

This is more than jewellery — it’s a marker of your moment, however it looks. A celebration of resilience, reinvention, and grace. The Era is Madeleine’s most intimate collection yet — a story told in gold, light, and the beauty of becoming.

We spoke to Madeleine to delve deeper into The Era, as she shared insights into her design process, the piece that speaks to her most, and how she navigates creativity and motherhood as a mum of three.

By Alice Codford

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Alice: What was the inspiration behind naming the collection “The Era” and how does it reflect the pieces in the collection?

Madeleine: The Era is a tribute to my favourite period in jewellery history — Art Deco. It’s been 100 years since the 1920s, when bold geometry, big gemstones, and the iconic cocktail ring came into their own. That era celebrated freedom, glamour, and excess — jewellery was made to be seen. We've reimagined that spirit for today, with statement pieces in diamond alternatives you can wear from day to night.

The Chip Pinky Ring, £160   The Gold Pillow Torque Necklace, From £70   The Hepburn Bracelet, From £320

Is there a particular piece in the new collection that you’re especially excited about or that holds personal significance to you?

Madeleine: I designed this entire collection while pregnant and finished it just after giving birth, so it’s all incredibly personal — there’s emotion in every sketch. But if I had to choose, I’m obsessed with the Hepburn Bracelet and the interchangeable Lariat Necklaces. They feel timeless but clever, pieces you can wear a hundred ways, which is exactly what I want from my jewellery right now.

The Pebble Ring, £180

What’s the design journey like for you? Do you start with a concept, a material, or a story? And how does “The Era” tie into that process?

Madeleine: It always starts with a story — and for me, that’s often Art Deco. I love the symmetry, the glamour, and I’m constantly rummaging through antique markets for inspiration. But design for us is also about making those vintage ideas modern and wearable, using diamond alternatives. Moissanite is having a real moment, so we’ve introduced more of it, and most pieces now come in both silver and 14k gold with lab diamonds — so there’s something for everyone.

The Gold Carmen Necklace, £250

How do you balance creativity with wearability when designing your pieces? Do you have a specific customer in mind when creating this collection?

Madeleine: I never design with just one woman in mind, but I am drawn to those who mix high and low instinctively — who’ll wear a vintage blazer with our Moissanite studs and their grandmother’s tennis bracelet. It’s that effortless blend of real and reimagined. So wearability matters, but it has to come with personality. Each piece needs to work hard — whether it’s layered with fine jewellery or thrown on with a T-shirt and trousers.

The Chip Pinky Ring, £160   The Constellation Ring, £160   The Gold Beaux Ring, £160 

Will there be any limited-edition pieces or exclusive designs in The Era collection that customers should look out for?

Madeleine: Yes — there are a few pieces we’ve made in very limited quantities. People are often surprised to hear that we are a tiny company, and as such, we order small quantities, which tend to sell quickly. Not having waste is a huge part of our ethos. We’re also trialling offering our key pieces in lab diamonds/14k gold.

The Gold Magda Lariat, £210   The Astrid Hoops, £160

How has your personal style or vision evolved over the years, and how do you feel the new collection reflects this growth?

Madeleine: Such a good question. I think over time I’ve become much more conscious of the classics — those pieces that anchor a look and stay relevant season after season. Our customer isn’t afraid of boldness, but she wants jewellery she can actually live in. The Era reflects that: reimagined classics with edge, and a few standout pieces scattered in for when you want to make an entrance.

The Tamara Ring, £160   The Eva Earrings, £160

How do you approach sustainability in this new collection?

Madeleine: Sustainability is at the core of everything we do, and The Era is no exception. We use recycled silver, stones that are made — not mined — and keep order quantities intentionally small to avoid waste. We offer a bespoke service too, so nothing is produced unnecessarily. It’s all about creating jewellery that feels special without costing the earth.

The Gold Straight Torque, £210   The Gold Sweet Torque, £210   The Gold Pillow Torque, £210   The Gold Smooth Torque, £210

Can you walk us through the selection of stones or materials used in The Era collection? What makes them special or unique?

Madeleine: We work exclusively with lab-grown stones — Moissanite, cubic zirconia, and lab diamonds — because they’re the only diamond alternatives we feel truly stand up to the real thing. Each has a different level of hardness and brilliance, which gives us the flexibility to design both bold, statement pieces and everyday staples.

Moissanite, for example, is almost as hard as a diamond and has this incredible rainbow fire. Lab diamonds are chemically identical to mined ones, just grown above ground. And our high-quality cubic zirconia gives that diamond look at a fraction of the price.

What they all have in common is that they’re created, not extracted — so you get the sparkle, without the environmental cost.

The Lumi Earrings, £995   The Chip Pinky Ring, £160   The Beaux Ring, £160   The pebble Ring, £180

Is there a particular piece in “The Era” collection that you think will become a signature for Heavenly London?

Madeleine: We’re already getting so much love for the Chip Pinky Ring, which we actually launched a little early. I adore its simplicity — the clean setting makes the diamond look like it’s floating. It’s the definition of understated luxury. To me, it feels like the start of something bigger, and I’m really excited to see how this piece grows and evolves within the collection.

The Forget Me-Knot Earrings, £260

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