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Sweet William x PAAWstival 2021

We fell for Sweet William Designs in a lovely independent shop on a trip to the seaside a couple of years ago. We didn't know anything about the brand, but when we spotted a cute dog bowl inscribed with the slogan 'Obedience Classes are for Wimps' we knew immediately our little dog Vinnie would be a lifetime fan. And so it began.

The Sweet William Story

“Welcome to the charming world of Sweet William. British designed gifts and homewares inspired by founder Emma Wood’s beloved 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 sending a card, 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”.

Sweet William x PAAWstival

We are grateful to all who support our efforts to help animal charities, promote pet friendly and join us to spread the PAAW love. We hope to see Cooper from Sweet Williams and his doggy buddies at PAAWstival and in our Charity Dog Awards.

Check out Sweet Williams fabulous product range here Sweet William: Home of the Mischievous Mutts (

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