Inspired by a 10 week stay in NICU with her premature twins’ birth in 2013, Helen Davies researched the gift and keepsake market for 2 years before launching our first online shop The Lovely Keepsake Company. 

5 years later, during the challenges of Lockdown, Helen took on our first employee and her husband also joined the team and they embarked on the first in-house keepsake design and production.  Two more specialist stores were launched, Lovely NICU Gifts and Lovely Memorial Gifts and The Lovely Gift Group was born.

We realised that two of our most popular collections, Memorial and Pet, weren’t available to buy in retail stores so we set about two further years of intensive market research and launched our two retail brands: Angels, Wings & Feathers and Oh So Precious.

Today the company operates 5 consumer keepsake websites, an online wholesale store, manages a number of white label websites for other organisations and recently acquired personalise gift website, Always Personal.  In addition, we sell our two brands in many well known stores, both on and offline including Pets at Home, The Range and B&Q.  We also sell all our products on Amazon, Etsy, NOTHS and many more selling platforms.

Our products are created by our in house design and production team in our workshops in East Yorkshire. Still family led, we now have a team of 14, who are all affectionately known as the ‘Gift Group Goonies’ – a terrific group of talented people who love to create the most beautiful keepsakes and understand the importance and emotion behind each one.