Jennifer Lopez has also proved a powerful ambassador for the brand

A jewellery brand that began life on a kitchen table in 1993 credits the Princess of Wales with transforming the company's fortunes.

Heavenly London, the independent British label, has just landed its first order from Selfridges, marking a significant new chapter for the B Corp-certified business.

Maddy Sangster acquired the company from her mother Belinda six years ago and undertook a sweeping rebrand. Revenue has since increased almost tenfold.

When asked who was most responsible for changing the brand's trajectory, Ms Sangster said: "The Princess of Wales, for sure.

"Back then she was the original influencer. It was a butterfly effect. Overnight, the business went from this teeny tiny company to booming."

The princess has been spotted in Heavenly London's £195 Pearl and 'Diamond' Earrings on multiple occasions, and Ms Sangster said each appearance triggers an immediate commercial response.

"Suddenly, there will be this flurry of activity on the website, especially from America," she told The Mail. "You know exactly what's happened because her followers are so loyal."

Jennifer Lopez has also proved a powerful ambassador for the brand, sporting the Sienna earrings on Jimmy Kimmel and selecting the Eva earrings and Beaux ring for a New York Times shoot.

"The Sienna and the Eva have been on a roll ever since," Ms Sangster said. "I honestly still pinch myself that J.Lo is wearing our jewellery."

Actors Rachel Zegler, Emilia Jones, Erin Doherty and Suranne Jones have all worn the label too.

Belinda Sangster started the business by stringing pearls onto near-invisible fishing wire at home, dispatching mail-order catalogues to friends.

Her daughter said that Belinda had spotted a gap in the market: "The idea that you could wear a diamond alternative, but it didn't have to be cheap and nasty. It could actually be really beautiful."

When Maddy Sangster took the reins, the overhaul was total: "My poor mum was horrified. I changed everything. The website, our suppliers, packaging, staff, advertising, PR... everything."

A conversation with SheerLuxe founder Georgie Coleridge Cole proved decisive in persuading Ms Sangster to lean into the diamond-alternative category rather than abandon it.

The range now encompasses cubic zirconia, moissanite and lab-grown diamonds, with the UK remaining the brand's largest market. Heavenly London ships globally.

The Selfridges deal holds particular emotional weight for Ms Sangster: "My mother founded this business in 1993, so to see it on the shelves of a store with that kind of history feels like the two eras of the brand shaking hands. We are so pumped about this."

Heavenly London holds B Corp certification, manufactures in small batches and produces minimal waste. Despite dressing Hollywood talent, the operation remains remarkably lean.

"It's literally me," Ms Sangster said. "People think running a jewellery brand is glamorous, but it's so tough. Gold prices change, politics changes, import duties change. You have to wear many hats."

She still packs many orders herself while raising three young children.

Around 90 per cent of the brand's customers purchase jewellery for themselves rather than receiving it as gifts.