Black Friday gets loud, and it can feel like everyone has to join in. We’re doing things differently this year. Below, Emma explains why we’re not running a sale, and what we’re doing to say thank you instead.
When is Black Friday this year?
Black Friday originated in North America, and is always on the Friday after US Thanksgiving every year. In 2026, Black Friday falls on Friday, 27th November. Cyber Monday follows on Monday, 30th November.
A note from our founder - why shopping small matters, and what we're doing for Black Friday 2026
As November comes around again, I wanted to personally let you know why we won’t be having a big black Friday Sale.
1/ Our prices reflect the skill that goes into making each piece, with a happy, fairly paid team working in an industry they love.
2/ Every piece we make passes through our small team’s hands from start to finish and is carefully made to order, then packed and posted by us, right here from our studio in Bermondsey.
3/ We believe our jewellery is already incredibly good value for solid gold and silver, handmade in London. All-year-round, we offer 10% off for first-time customers, and our thoughtfully-curated jewellery sets also have a built-in 10% saving to make gifting that little bit easier. Adding extra discounts beyond these for a limited time just to join the noise is not in our nature.
4/ We pride ourselves in putting sustainability at the forefront of everything we do. Jewellery holds meaning, moments and memories for most, and we don't wish to encourage over-consumption through discounting our pieces - this would devalue them, this sentiment and what we stand for.
Thank you, as always, for supporting a small, independent jewellery studio. It means more than I can say.
Emma x
Learn more about our commitments & values
What we're doing for Black Friday this year as a small, independent jewellery business
While we won’t be discounting our jewellery in a Black Friday Sale this year, we would like to do something fun as a way to say thank you for supporting us in 2026. Towards the end of the November, some lucky shoppers will be finding a little treat tucked into their orders, so keep an eye out!
So, with a chance to discover something special in your order, it's the perfect excuse to shop small this Black Friday, whether that's treating yourself to something new, or choosing a meaningful gift for a loved one as the festive season approaches.
You can browse our bestsellers and newest designs on the page linked below for your chance to be one of the lucky ones. Good luck, and thank you again for choosing Wild Fawn.
