Madeleine Sangster: The Mother Of Two (Soon Three!) On Her Jewellery Brand Heavenly London, Balancing Motherhood And Her Style.
Photo courtesy of Heavenly London
Madeleine Sangster is an impressive woman. The mother of two took the helm of her family's jewellery business Heavenly London in 2020, transforming it into a stylish and sought-after brand specialising in diamond alternative jewellery. With a fresh rebrand, she attracted a very impressive and notable clientele and established Heavenly London's reputation for exquisite, sustainable jewellery crafted from recycled sterling silver and ethically sourced lab-created diamonds.
When you speak to Madeleine, it’s really obvious that providing her customers with the best experience is a priority as is her dedication to sustainability. Shortly after we spoke, Heavenly London received their B Corp status cementing this commitment. It’s no wonder that clients of the brand include members of the Royal Family such as the Princess of Wales Kate Middleton, and the Countess of Wessex. Other fans of the brand include Carrie Johnson, Vogue Williams, Jodie Kidd, Ashley James, Flavia Stuttgen, and many more!
She is certainly making her mark on the jewellery industry, redefining elegance and luxury, all while being an adoring mum of two. She’s as lovely as a person as she is awe-inspiring, opening up to me about her motherhood experience so far and her tips on how she does it all! It's clear when you speak to her that her children have greatly influenced who she is today, but we'll let Madeleine tell you all about it.
By Alice Codford
ON MOTHERHOOD
Alice: Do you feel that motherhood has changed you as a person? If so, in what ways has it shaped and influenced who you are today?
Madeleine: Completely and utterly. I sometimes feel that the person I was before motherhood is a different person entirely. I don’t sweat the small stuff anymore and have way less time to care about my self-image, which is freeing. I care more about being a strong role model to my kids than being hung up about my self-image and the way I look.
How did you find your pregnancies?
Madeleine: The first one was easy, not a bother at all. The second was pretty tough, I suffered from immense vertigo pretty much throughout which was scary and very debilitating. But she’s the one who turned out to be the easiest baby!
Have your goals or mindset changed since having children?
Madeleine: Yes. Like all mums, I feel that my goals are based around the health and wellbeing of my children, whereas before it was selfish. Also when it comes to my business, I feel I want to prove to them that women can be independent and have a good work ethic - that nothing comes easy and you have to work for it, if you want to enjoy it.
“I sometimes feel that the person I was before motherhood is a DIFFERENT PERSON entirely. I don’t sweat the small stuff anymore and have way less time to care about my self-image, which is freeing.”
What has been one of the lowest points of motherhood for you? Were you able to overcome it, and if so, how did you navigate through that challenging time?
Madeleine: Gosh I have had a lot. I don’t talk about it but I had postpartum depression after my first baby. My very steady world was turned upside down overnight in a way I had absolutely zero understanding of and I couldn’t communicate with this very small, very angry little person. It was lonely, terrifying, and felt never-ending at the time. I used to throw myself into my work because it gave me so much more joy than being a parent, which is a really hard thing to admit. That then led to a crushing mum-guilt that I still have in small doses but I found therapy helped a lot as did having a really solid support network that understands your goals and work-life balance.
I probably should have sought medical help but the funny thing with small children is that they do eventually grow up and every stage gets a little more enjoyable and a little easier. My son is the most gorgeous little person now (who still challenges me to no end) so I feel that the fight was worth it a million times over.
What have been the highest points of motherhood for you so far? Are there any particular moments or experiences that stand out as especially joyful or fulfilling?
Madeleine: My son starting school this September. Managing to do a solo trip with them abroad over the summer (ill-advised, mind you), and moments where I see how happy they are and how much confidence they have!
After a particularly tough day of juggling children, a business, and life in general, what do you do to recharge or unwind? What helps you find some calm amidst the chaos?
Madeleine: Making dinner with the kids and putting on some great music. Don’t get me wrong - kids’ tea is hectic, but my son is really developing a taste in music and he controls the music on Alexa and I love hearing which songs resonate with him. And his little sister dancing… it makes my heart so happy!
Have you found it easy or challenging to maintain your friendships since becoming a mother? And have you found it easy to make new mum friends along the way?
Madeleine: Beyond challenging. I have a lot of single friends still and as an avid over-thinker, I worry that they think I’m some cliché suburban mum, who no longer has anything in common with them. And I’m still making my way with mum friends - school has certainly helped but you really do need to force yourself outside of your comfort zone to meet them and go beyond the school drop-off chat to ‘come over for a coffee or something stronger’. Someone once said to me, they never felt as lonely as they did when they moved to the country and their kids weren’t at school yet and I really resonate with that.
ON HER STYLE AFTER HAVING CHILDREN
Has your personal style changed since becoming a mum? If so, how has it influenced the way you dress?
Madeleine: Yes! I’m much more conscious about buying new clothes the whole time. They are genuinely growing people and therefore actually need new clothes, whereas my revolving wardrobe was just out of boredom/vanity/insecurity. I buy very little these days and have far less time to outfit plan or stress (thank god!).
“The coolest women on the planet dress for themselves in a way that suits them.”
What’s your go-to outfit that makes you feel confident and can easily take you from the school run to the office? Any particular pieces you wear on repeat?
Madeleine: Some Citizens of Humanity frayed jeans and a fabulous cashmere short-sleeve knit I got from Nearly New Cashmere - you must check them out if you don’t know them, they repair and restore second-hand cashmere and their prices are very good. Most importantly Jewellery! This can really make me feel I’ve gone from a bag lady to something relatively presentable.
Who's wardrobe would you love to raid?
Madeleine: My Mother in Law’s and Carrie Bradshaw from Sex and the City.
Edit by Luminary Mothers
Do you prefer to follow trends or do you keep to a classic style?
Madeleine: I absolutely do not follow trends. I think this overconsumption is extremely damaging to our planet and self-image. It doesn’t make you any lesser if you aren’t wearing burgundy leather trousers this year. And the coolest women on the planet dress for themselves in a way that suits them.
Have you received or gifted yourself something special to commemorate the birth of your children?
Madeleine: Yes. I bought myself a vintage Birkin which is TOTALLY something I don’t do and I think I’ve worn it twice because I’m scared to use it but, I birthed two children and kept my business going in between. I deserve it.
What is your most coveted item on your wish list?
Madeleine: I am forever on the lookout for the perfect vintage bombe ring to wear on my pinky. I think I found it at a jewellery show in Miami, from Cartier but I was on a buying trip, not for myself. And I have buyer’s remorse almost daily about it.
Let’s talk a bit about beauty, what are your absolute must-have products?
Madeleine: I’ve just started using Korean skincare and I REALLY rate it. It’s much gentler than Western products and yet my skin is the best it’s ever felt. I’m obsessed with telling everyone about it! I use Anua Heartleaf and Beauty of Joseon products.
ON BEING A JEWELLERY ENTREPRENEUR
Can you tell me what your typical day looks like with two small children and running Heavenly London?
Madeleine: Usually get woken up by my son between 6.30 & 7am. Then I make them breakfast and have a quick cup of tea, eat their leftovers and try and find 30 minutes to do a quick workout (Bryony Deery is great for these short slots of time). My kids usually join in on this. Then I get them dressed, off to school and straight to the office. We’re a tiny team so it’s busy, I go to London about once a week too. Then at about 3pm it’s school pick up and the end-of-day routine kicks in.
Do you find it hard to switch off work at the end of the day? Any tips on how to help with this?
Madeleine: Yes. Anybody who works for themselves will recognise the late nights in front of the laptop. I don’t have any tips because I know I shouldn’t be doing it but I truly want all of our customers to have the same experience and joy that Heavenly gives me, so I am always trying to improve it.
“Everyone takes away something different but for me what resonated was the importance of having a strong female support system of women around you.”
What entrepreneur do you look up to the most and why?
Madeleine: Anya Hindmarch. If you haven’t read her book ‘If In Doubt, Wash Your Hair’ you must. Everyone takes away something different but for me what resonated was the importance of having a strong female support system of women around you. Whatever that looks like in your world; friends, nannies, colleagues.
And Oprah - for how she uses her spotlight to bring awareness to worthy and important causes.
Have you had any mentors along your business journey?
Madeleine: My mum, she taught me everything I know. The Goldman Sachs 10,000 Small Business programme is a must for small businesses and women and friends who are other small business owners. You learn the most from them in my opinion.
Do you have a favourite Heavenly London piece? I'm sure you have a few as they are all incredible!
Madeleine: I love the Joséphine ring and all the new lab-diamond pieces take my breath away.
What are some of your favourite achievements in your business that you're particularly proud of?
Madeleine: The rebrand was a pretty proud moment. As was our Mon Coeur necklace achieving a near cult status a few years ago. We sold thousands, we had to bring in people just to help wrap them! Also, it was a risk to introduce lab diamonds to our armoury but after a pretty stagnant start to the year with them, they are really doing very well now. I’m very proud of taking this risk.
Last week, we received news that Heavenly London has officially achieved B Corp certification! This milestone is more than just a badge - it’s a testament to our ongoing commitment to ethical business practices, sustainability, and making a positive impact on both people and the planet. From sourcing conflict-free lab-grown diamonds to using recycled materials in our collections, we have always strived to uphold the highest standards of responsibility. Becoming a B Corp is a huge affirmation of those efforts and drives us to do even more!
A BIG thank you to our incredible team, our partners, and our customers who believe in what we stand for. Together, we can continue to build a more equitable and ethical future for the jewellery industry.
What are you most excited about for Heavenly London? Do you have any upcoming product launches you can share with me?
Madeleine: Lab-diamonds really interest me. They are captivating and I love that we can offer all of our pieces in both silver/moissanite or gold/lab diamonds. I love that we can cater to everyone and are exclusive of budget.
What advice or words of wisdom do you want to share with other mothers?
Madeleine: “It will pass. The tough moments, the long nights, the colic, the teething, the tantrums, the sicknesses. And in between there are moments of unadulterated sweetness and bliss. Try and hold on to those as they are fleeting. No one is doing it better than you, you are doing more than should ever be asked of one person.
I can’t believe it but we have our third (!) baby coming in March and I never thought I would get past the early days of the first baby. You’ve got this mama.”
