Sweet William began with one extraordinary Black Labrador and the enormous love Emma had for him.

William was Emma's constant companion, her best friend and absolute world. It was that love for William, and recognising that so many other people felt exactly the same way about their own dogs, that inspired Emma to create Sweet William.

When the business began in 2009, William was there from the very start. Sitting beside Emma as she created her early designs at the kitchen table, keeping her company by the kiln and joining her every weekend at Greenwich Market. As Sweet William grew, he accompanied her to trade shows around the country, charming everyone he met along the way.

William had the most wonderful character. Gentle, loyal and full of personality, he had a remarkable ability to make people fall in love with him. He became a familiar face to customers and an inseparable part of Sweet William. He wasn't simply the dog behind the name; he was the very reason the business existed.

William sadly passed away in April 2019, just a month before his 15th birthday. Losing him was heartbreaking, and he is still missed every single day.

When the news of his passing was shared on social media, the response was extraordinary. Messages and cards poured in from customers and dog lovers around the world, many of whom had never met William but had come to know and love him through Sweet William.

One customer wrote to say she had burst into tears in a nail salon in Canada after reading about the loss of a dog in another country whom she had never even met. It was a powerful reminder of just how deeply dogs become part of our families and the enormous impact they have on our lives.

William was loved beyond words, and although he is no longer physically here, he will always be at the heart of Sweet William. The business that began because of Emma's love for him continues to celebrate that same extraordinary bond between dogs and the people who adore them.

He was, and always will be, the original Sweet William.