Relaunching Links London: Our Journey So Far and What’s Next
Welcome back to Links London! We’re thrilled to share an exciting update on our progress and the steps we’ve taken to bring our vision to life. From humble beginnings to setting up our global headquarters, it’s been an incredible journey, and we can’t wait to take you along every step of the way.
The Genesis of Links London
Just a few months ago, Links London was merely an idea—a spark of inspiration drawn from the iconic British jewelry brand, Links of London. Today, we’re transforming that idea into a tangible reality, meticulously assembling the components of an online business and brand that honors the legacy while carving out its unique identity.
Inspiration from Links of London
Links of London, founded in 1989 by John Ayton and Annoushka Ducas, began with a simple yet elegant concept of selling cuff links. Over the next fifteen years, the brand expanded its reach globally, establishing retail outlets across the UK, United States, Canada, Japan, and Hong Kong. In 2006, the brand was sold to Follie Follie for £50 million, marking a significant milestone.
However, the journey wasn’t without its challenges. By 2019, Links of London faced severe financial struggles, leading to bankruptcy and the eventual dissolution of the company. Despite these setbacks, the brand left behind a rich legacy of timeless designs and cherished pieces, inspiring us to revive the spirit of Links of London through our own venture.
Our Plans: Plan A and Plan B
At Links London, we’ve devised two strategic plans to ensure our success:
Plan A: Vintage Restoration and Resale
- Objective: Acquire, repair, restore, and resell vintage Links of London pieces.
- Strategy: By obtaining vintage jewelry that is over 20 years old, we can offer authentic, timeless pieces without the need for acquiring the original brand’s permission. Our focus is on preserving the beauty and craftsmanship of these vintage items, making them accessible to modern jewelry enthusiasts.
Plan B: Retro-Inspired Creations
- Objective: Create new, retro-inspired pieces that pay homage to the original Links of London designs.
- Strategy: While Plan A leverages existing vintage pieces, Plan B involves designing and manufacturing new jewelry that embodies the vintage charm and elegance of the original brand. This approach requires securing the necessary trademarks and intellectual property (IP) to ensure we respect and honor the legacy of Links of London.
Navigating the Challenges
One of our primary challenges has been securing the IP and trademarks associated with Links of London. We’ve proactively reached out to the UK Intellectual Property Office and the liquidators managing the former company’s assets. While the process is ongoing, our optimism remains high that we can acquire the necessary rights to proceed with both Plan A and Plan B.
In the meantime, we’ve set up our new domain, links.london, distinguishing us clearly from the original Links of London. This strategic move ensures that we establish our unique brand identity while avoiding any confusion or association with the past financial troubles of the original company.
Setting Up the Global Headquarters
Our global headquarters, affectionately known as “the garage,” is the heart of our operations. From here, we manage everything—from jewellery design and restoration to website development and content creation. Our workspace is equipped with state-of-the-art tools, including high-performance computers and reliable internet connections, ensuring that we can efficiently build and scale our online presence.
Building Our Online Presence
Transitioning from Shopify to WordPress was a significant decision driven by our need for greater flexibility and control over our online store. Although we faced setbacks with Shopify shutting us down, our new WordPress-based website is well on its way to becoming a robust platform for showcasing our collections and engaging with our customers.
Our social media strategy is equally important. We’re active on platforms like Instagram, Facebook, YouTube, and TikTok, sharing everything from behind-the-scenes glimpses of our design process to detailed updates on our progress. This multi-channel approach allows us to connect with a broader audience and build a community around the Links London brand.
Looking Ahead: What’s Next for Links London
As we continue to navigate the complexities of rebuilding a beloved jewellery brand, our focus remains on quality, authenticity, and customer satisfaction. Here’s what you can expect in the coming months:
- Trademark Acquisition: Finalizing our application with the UK Intellectual Property Office to secure the necessary trademarks for Links London.
- Product Launches: Introducing our retro-inspired collections, including the iconic Sweetie Bracelet, available in various sizes and customizable with our high-quality split rings.
- Website Enhancements: Launching our fully functional online store, optimize for a seamless shopping experience.
- Expanded Marketing Efforts: Rolling out comprehensive marketing campaigns across all our social media platforms to increase brand awareness and engage with our community.
- Customer Engagement: Hosting events, giveaways, and interactive sessions to foster a deeper connection with our customers and gather valuable feedback.
Join Us on This Exciting Journey
We’re incredibly excited about the future of Links London and are committed to delivering exquisite, timeless jewellery that celebrates love, heritage, and personal style. Stay tuned for more updates, and thank you for being a part of our journey!
Subscribe to our newsletter and follow us on Instagram, Facebook, YouTube, and TikTok to stay informed about our latest releases, exclusive offers, and behind-the-scenes content.
