Links of London is a jewelry company based in the UK (as one would assume from the name). The company got started on what can best be described as a whim: in 1990, founder Annoushka Ducas designed some fish-shaped cuff links to be given as Christmas presents to the top customers of her Mothers’ fish business. After the holidays, she still had a number of them left, so she went into the luxury London department store Harvey Nichols and asked if they would be interested in selling them. They said yes, but only if she designed an entire collection, and Links of London was born.
Ducas started the company together with her husband John Ayton in 1991, and it became a huge success and recipient of many awards. In 2006, the couple sold Links of London for £50 million to Greek jewelry company Folli Follie, and in 2009, Annoushka Ducas started a new jewelry business – “Annoushka”.
Links of London continues its success story: their products can now be found in over 300 stores across the globe as well as online; the company was recently asked to create the official London Olympics 2012 jewelry line; and their pieces are worn by many celebrities, including Kate Middleton (or the Duchess of Cambridge as she is known these days) who wore their “Hope” white topaz earrings in the official engagement photos.
Two new collections are released each year, and there are currently 10 different lines of jewelry (each with a very distinct look), in addition to watches, a bridal collection and various gifts (frames, bags, bag charms, etc.):
The Links of London Jewelry Collections
The Sweetie line consists mostly of bracelets (but there are also a few necklaces, earrings, ringsand a watch) and the signature look here is rings stacked to form a bracelet or as part of one.
As you would assume, this line consists of friendship bracelets, made from sterling silver and threads in various colors. There are single and double-wrap versions, most have silver “pins”, some have other silver designs like hearts, strawberries, and a tad startling, skulls. One really fun one that caught my attention is the Wimbledon Tennis Ball Friendship bracelet, which is made from tiny silver tennis balls woven together by thread in that neon yellow-greenish color of tennis balls.
This collection is made up of silver and gold “bubbles” and includes some really substantial bracelets, a few friendship ‘bubble bracelets” (my favorites), rings, earrings and necklaces.
The signature collection is one of the most understated and consists of charms, necklaces, earrings, bracelets and a ring in shiny silver with moonstones in gorgeous shades of orange and grey.
Love note features hearts, hearts and more hearts in white, yellow and rose gold, and the charms have amethysts and amazonites.
The 2012 collection features the Olympics jewelry – charms, bracelets, necklaces, cufflinks, key rings, earrings, charm beads, rings and more – most celebrating Britain and/or sports in some way.
A new line of friendship bracelets called “Feed” was recently launched. The bracelets are made from different colored cords with a single sterling silver bead in various shapes (water drop, dove, heart, etc.), each supporting a different hunger-fighting program through the FEED foundation. And if you happen to be in London, you can get your hands on one design with an 18k gold heart that is sold only at Harrods and supports food for kids in high HIV/AIDS areas.
Links of London for Men
As you would expect from a company that got started thanks to a pair of cufflinks, the men’s jewelry include a quite extensive cufflink collection in fun, unusual and manly designs such as skulls, moustaches, barbells, etc. The moustache cufflinks were created specifically for “Movember” – a yearly worldwide charity event that help raise money for research specific to men’s health issues, such as prostate cancer, etc. – and 10% of the sales proceeds are donated to Movember.
The Men’s collection also include several friendship bracelets, rings, necklaces, watches and accessories (wallets, collar bones, etc.).
There is also a line for kids, which includes jewelry (sterling silver charm bracelets sized for babies and young children), gift items (keepsake boxes, etc.), and these darling little miniature animal couples, each with the most adorable names: Harry and Helena Hedgehog, Percy and Patricia Pig, Orlando and Olivia Ostrich, etc. Too cute!
Links of London Charms
And last, but not least, there is of course their extensive collection of charms – which currently consists of around 350 designs. The charms are made from sterling silver and 18k gold, many are enameled, some have precious stones (diamonds, topaz, sapphires, etc.) and the designs range from cheeky to chic.
All photos: Links of London USA