The gold hoop is a staple, a wear-anywhere piece that rounds out the most casual and the most formal of outfits. So when jewellery designer Heavenly London and sustainable fashion marketplace The Fairground started working on a piece together, it was natural they’d turn to the hoop. “The hoop felt like the perfect choice because it’s such a timeless jewellery staple, but we introduced a pop of colour to make it feel distinctive and playful,” Heavenly London’s second-generation owner Maddy Sangster tells Broadsheet.
Heavenly London was founded in 1993 by Sangster’s mother Belinda Scott, and works with lab-grown diamonds and ethically sourced stones to minimise its environmental impact. For Ginnie Chadwyck-Healey, a former Vogue editor who founded The Fairground in 2024 in an attempt to make shopping ethically and sustainably easier for consumers, working with Heavenly London was the perfect fit. “I’ve learnt that people don’t always shop with values in mind first, but rather price, however the future will rely on places like The Fairground to help sort the good from the bad,” Chadwick-Healey tells Broadsheet. “We just have to find the great brands that turn heads for their product as much as their ethics, and Heavenly London is one of those brands.”
The result of the collaboration is a gold hoop – the Hoop-la, a nod to The Fairground’s name – that’s stripped-back, but embedded with either a white or green cubic zirconia. The hoop itself is made from recycled silver with two layers of 14-karat gold plating, and its weight has been specifically calibrated to be worn from day to night without the ache that comes from a heavier earring. “We wanted to create something effortless, a piece you instinctively reach for every day,” Sangster says. It was made in Thailand, by a manufacturer Heavenly London has worked with for almost 30 years across two generations.
This considered approach has paid off – the first run of earrings sold out; pre-orders are now open for the second issue, which will be delivered in early July. “[The hoop is] at a price point accessible to a wide range of customers,” Chadwyck-Healey says. “They’ve flown, so thankfully we also haven’t overproduced, which sits really well with me.”
