The Lovely Gift Group has announced its new pet keepsake brand, Oh So Precious, is now available through one of the leading UK pet trade distributors, Pedigree Wholesale.

The new partnership will promote the new retail product range to the 2,100 Pedigree Wholesale customers right across the UK and expand the group’s national distribution capability to independent pet stores.

Oh So Precious is a collection of innovative keepsake ideas and gifts for pet owners to celebrate their love for their pets, create cherished keepsakes or offer comfort when a pet has passed.

The initial range chosen by Pedigree includes a number of paw print kits, a fur keepsake bottle, clay paw print impression frame, photo frame, keyrings, wind chime and plant markers.

Helen Davies, Managing Director of the Lovely Gift Group said: “We are thrilled with this exciting partnership. We have long admired the Pedigree reputation and sales reach across the UK market with some of the best known brands, so we are over the moon to now work with their team.

She added: “This is more than just a new pet brand. For many retailers it will be a new category, in selling for the pet owner and not the pet, but it is most certainly a real and exciting opportunity for supplementary income from their regular customers who love to express their love for their pets.”

Melanie Malin, Head of Buying, Pedigree Wholesale, said, “We are pleased to announce our new partnership with Oh So Precious. Their range of unique and innovative keepsakes fills a gap in the market within Specialist Pet, and we believe it offers our customers the opportunity to offer something different.”

The Oh So Precious range is available to the Specialist Pet Trade through Pedigree Wholesale.




The business started as The Lovely Keepsake Company in 2015 after Helen was inspired by the premature arrival of her twins at 29 weeks in 2013. She then launched two separate specialist sites Lovely NICU Gifts and Lovely Memorial gifts in summer 2020, and the firm was renamed The Lovely Gift Group Ltd.

In 2020, the business was hugely affected by the Covid pandemic and the abrupt cancellation of weddings and parties with sales in keepsakes stopping overnight. However, the team were able to quickly design and create brand new gifts relevant to Lockdown, to say thankyou, miss you and to celebrate key workers, online teachers and NHS staff which resulted in a huge rise in orders. Indeed sales levels were such, that the team were forced to invest in new machinery and move from Helen’s home studio to a large commercial unit in Newport, Brough in 2021.

In 2023, Finance Yorkshire invested £300,000 into the business for an equity stake, enabling the business to develop two new own label brands Oh So Precious for the pet trade and Angels, Wings & Feathers for the Memorial industry. The business, whose personalised gift sales online have doubled in the last 12 months, now employs a team of 10.


For further information, interview or photographs please contact Helen Davies on 07881 587337 or

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