Gu puddings to give away necklaces during Jubilee celebration.

Hatton Garden contemporary jeweller Nicholas James, founded by designer Nick Fitch, has joined forces with pudding brand Gü Puds to promote the Queen’s Jubilee with a series of diamond give-aways.

The pudding brand is said to have discovered Nicholas James through his promotion of his brown diamond jewellery, dubbed “rich and delicious”. Now the two companies are offering shoppers the chance to win one of 60 pendandts set with either a chocolate diamond or white diamond, worth £1,000 each.


A special on-pack promotion will be launched later next month in supermarkets across the UK, timed to coincide with the Queen’s Diamond Jubilee celebrations.

Fitch said: “Gü Puds is a highly desirable British brand that’s notorious for its indulgent and decadent product range so there is an excellent parallel between us. It’s very flattering to have been asked to participate and being involved with the stylish on pack promotion is a great avenue to expose the Nicholas James brand to a wider audience.”

Nicholas Fitch will also host two Chocolate and Diamond Master Classes with Gü’s head chef Fred Ponnavoy to help promote the give-away.

The events will feature chocolate tasting, with chocolate canapés and chocolate martinis for guests, who will be offered the chance to win an invite through editorial competitions in the lifestyle press and social media.