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
Sweetie
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.
Friendship
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.
Effervescence
The effervescence 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.
20/20
The 20/20 line consists of interlocking rings in various designs and sizes.
Hope
The Hope collection is designed to emulate stone shapes and includes earrings, rings, pendants, a charm, and bracelets.
Keepsake Charms
The keepsake charms collection consists of gorgeous gold and silver charms, and a few charm beads as well.
Timeless
The Timeless collection was inspired by London’s Big Ben and consist of bracelets, necklaces, earrings, a charm, and a tie clip.
Infinite Love
The infinite love collection features intertwined hearts in white, yellow and rose gold, accented with garnet.
Amulet
The Amulet collection has charms, charm cuffs, and necklaces in silver, rose, and yellow gold.
Links of London for Men
Cufflinks
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, several friendship bracelets, necklaces, and watches.
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
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