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Sweet William

16/03/2017  |  Laughing Dog News

Welcome to the charming world of Sweet William; designer gifts and homeware inspired by Emma’s faithful four-legged friend, black Labrador, William. The gorgeous range of household must haves – mugs, bowls and tea towels, doggy accessories and gift ideas - are all adorned with each of the popular ‘Mischievous Mutts’. Whether you own a pug, a spaniel, a beagle, a lurcher, a dalmation, a cockapoo, a jack russell, a boxer, a westie – need we go on?! -  the range has something for everyone and is bound to cater to your breed of choice! Of course, it all started with just one character – William.

“The first products of the Mischievous Mutts range we launched were the Black Labrador mugs; they were my signature – and William’s! They were so popular and since then demand has grown and grown for more breeds to be featured”, Emma recalls, from her Greenwich studio, a light, airy space stacked with shelf upon shelf of Sweet William creations. Sitting pride of place at her feet is William. “He loves being in the office, if he isn’t curled up in his bed under my desk, he’s sniffing boxes and popping bubble wrap!”

William is the heart and soul of the business and Emma believes this is the reason for her success, “People love to engage with their dogs – as a brand we’re all about indulging our four-legged friends and we think it’s important to celebrate people’s love for their dogs.” And here at laughing dog, we couldn’t agree more!


Dog’s Name



Will, Wills, Willarama, Willster, Willers, Willbe, Lord William, Will.I.Am


Black Labrador retriever

Favourite Walk Together

We have lots but our absolute favourite is a walk in Greenwich Park, ideally on a Sunday morning combined with a visit to Greenwich market.  I actually met William for the first time in Greenwich Park when he was a 6 week old puppy.  My boyfriend at the time gave him to me and then promptly proposed.  The engagement didn’t last but mine and William’s love for each other did!  I started Sweet William trading at Greenwich Market many years ago and William would always come and help (and beg off other stall holders) so it’s most definitely his stomping ground.

Cheeky Habits

Cheeky habits?  William?  I don’t think so he’s an angel… However, he does like to make himself heard (very loudly) in the studio whenever one of us is on the phone so we have no choice but to give him a treat so he shuts up!  And he has been known to steal tissues from handbags.

Favourite LD Treat

Baked Cheesy Oaties

Favourite LD Meal

He absolutely loves the Duck Casserole with the Grain Free Mixer Meal

100% Happy Place

At the beach.  He’s a big lover of the Kent and North Norfolk coastline!


If you've got a brand of your own which is inspired by a darling dog like William, do get in touch at as we'd love to do a profile on your four-legged inspiration!

Laughing Dog...making the nation 100% dog happy since 1936!

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