About Us
The Maison
A London Story
Every jewellery house begins with metal, light, and proportion. A workshop. A conversation. A design drawn in pencil before it is cast in silver.
Links of London began in 1989, founded by Annoushka Ducas and John Ayton. From its earliest collections, the house expressed a distinctly British sensibility: polished sterling silver, clean proportion, personal meaning. The jewellery was contemporary yet rooted in tradition, designed in London and worn as part of everyday life rather than ceremony.
Charm bracelets became its most recognisable form. Each link marked a birthday, a journey, a friendship, a year remembered. Over time, these bracelets became informal archives worn on the wrist — a language of memory translated into metal.
Bond Street, Mayfair.
Growth and Cultural Presence
During the 1990s and early 2000s, Links of London expanded across the United Kingdom and internationally. Boutiques opened in major cities, and the brand became closely associated with modern British jewellery design. Its collections were disciplined in form, wearable in proportion, and grounded in sterling silver craftsmanship.
The aesthetic was not theatrical. It was precise, personal, and recognisable. The Links of London hallmarks remained central, anchoring each piece within the long history of British assay tradition.
London workshop practice. Hand tools, sterling silver, and disciplined process.
Administration and Circulation
In 2019, Links of London entered administration and ceased trading as a retail entity. The corporate structure concluded, but the jewellery itself did not disappear. Original Links of London pieces continued to circulate through private collections, auctions, estate holdings, and the secondary market.
Today, Links of London jewellery remains widely held and actively traded. Hallmarks, construction details, and subtle design variations distinguish different production periods. Many pieces were produced across multiple years, making careful authentication essential.
London townhouse jewellery salon interior with separate showroom and lounge areas.
The Formation of Links London
Links London was established as a separate and independent enterprise following the administration of Links of London. We are not the former trading company and have no legal or financial connection to Links London Limited or its historic operations.
Our purpose is twofold: first, to authenticate, restore, document, and responsibly resell genuine historical Links of London jewellery; and second, to develop original jewellery designs created independently under the Links London name.
References to Links of London are made solely for descriptive, archival, and provenance purposes in relation to genuine historical pieces.
Original Links of London presentation materials from the historic retail period.
The Vault and the Archive
The Vault is our curated archive and resale collection of authenticated original Links of London jewellery. Each piece is examined for construction, hallmarks, design characteristics, weight, proportion, and condition before restoration and documentation.
Links London maintains an internal reference archive of measurements, hallmark records, and documented design variations. We do not attribute production dates or historical claims without verifiable evidence. Authentication is evidential, not speculative.
The Vault operates strictly as an authentication and resale function and does not represent new production of Links of London branded goods.
London Hallmarking and Independent Production
Alongside archival work, Links London develops original jewellery designs created independently under the Links London name.
All new Links London pieces are produced and hallmarked in London under our registered maker’s marks in accordance with UK assay standards. These works are distinct from historical Links of London production and are presented as such.
The Dealer’s Notice displayed in accordance with UK hallmarking law.
Standards of Practice
Authentication
Objects are assessed against construction methods, hallmarks, and documented references. Distinctions are made between confirmed information and observable characteristics.
Restoration
Restoration is conservative. The aim is structural clarity without erasing history. Signs of age are not removed indiscriminately; they are understood as part of an object’s biography.
Documentation
Descriptions are factual and evidence based. Where uncertainty exists, it is stated plainly.
Scope
- We do not offer repairs, servicing, or restringing of customer owned jewellery
- We do not manufacture or represent new Links of London branded products
- We do not speculate on undocumented production history
Legal Position
Links London operates as a separate and independent enterprise under its own registered trade marks.
Our activities are limited to lawful resale of genuine historical Links of London jewellery and the production of original designs under our own registered marks.
Past documented.
Present accountable.
Future made in London.
