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Emma & William

Sweet William

Welcome to the charming world of Sweet William

British designed gifts and homewares inspired by founder Emma Wood’s faithful four-legged friend, William the Black Labrador.

The company was set up in 2009 when Emma decided after 10 years of working in the City it was finally time to pursue a childhood love of pottery instead.

Emma's collections are designed at her studio in Greenwich, London, and depict celebration & family with a quintessentially British humour. The Mischievous Mutts collection has become the brand's signature range, first beginning with William’s Black Labrador mug and now featuring a growing variety of popular breeds and products.

Sweet William are all about celebrating people’s love of dogs; whether you are looking for your keys or enjoying a well-deserved cup of tea, your most cherished companion is lovingly adorned on each item to brighten up the everyday.

French Bulldog mugJack Russell dog tagBoxer keyring

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Our Products


  • "This is my second dog identity tag from this company and I have to say it's even better than the first one which I loved! Excellent quality from an excellent company."
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    Independent review

  • "Surprise pressie for my Mum - she loves it!!"
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    Independent review

  • "I have the matching daschund dog tags everyone can look the same now :)"
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    Independent review

  • "This mug is stylish and good quality, the print on the mug is a true representation of a schnauzer. A must for all schnauzer owners. Customer service was excellent when I submitted an email enquiry. Great company to deal with."
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    Independent review


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