Links of London was more than a jewellery brand—it was a design innovator that continuously evolved to capture the essence of personal storytelling and British craftsmanship. From its earliest creations to its most iconic collections, the brand’s design journey is a testament to its ability to adapt, inspire, and redefine trends in the jewellery world.
Here, we explore the key milestones in Links of London’s design evolution that made it a beloved name in the industry.
1990: The Fish Cufflinks That Started It All
The story of Links of London began with a set of bespoke fish-shaped cufflinks commissioned by co-founder Annoushka Ducas’s mother, a fishmonger. These pieces were an instant hit, inspiring Ducas and her husband, John Ayton, to create a brand rooted in British craftsmanship and personalised design.
The success of these cufflinks established the foundation for Links of London’s ethos: creating jewellery that tells a story and connects with people’s lives.
1990s: Introducing Whimsy to Cufflinks and Accessories
In its early years, Links of London became known for its playful yet refined designs. The brand reimagined cufflinks with themes inspired by nature, sport, and British culture, appealing to customers looking for unique and meaningful accessories.
The introduction of sterling silver accessories further expanded its portfolio, blending tradition with contemporary flair. This set the stage for Links of London to become a household name in the UK.
1999: The First Charm Bracelet Collection
The launch of Links of London’s charm bracelet collection was a defining moment in its design evolution. These bracelets allowed customers to personalise their jewellery with charms that reflected their memories, milestones, and aspirations.
Each charm was meticulously crafted, from teapots and four-leaf clovers to symbolic hearts and stars. The collection’s success marked the beginning of Links of London’s reputation as a pioneer in personalisation.
2003: The Sweetie Bracelet Revolution
In 2003, Links of London introduced one of its most iconic designs: the Sweetie bracelet. Composed of sterling silver rings strung on an elastic band, the Sweetie offered a modern, playful twist on the traditional charm bracelet.
Its elastic design allowed for easy customisation, and its clean, minimalist aesthetic appealed to a wide range of customers. The Sweetie bracelet became synonymous with Links of London and remains one of its most recognisable designs.
2007: Expanding into Watches and Men’s Accessories
As the brand gained international acclaim, it diversified its offerings to include watches and men’s accessories. These designs maintained Links of London’s commitment to craftsmanship and storytelling, appealing to a broader audience.
Watches were designed with the same attention to detail as its jewellery collections, blending functionality with elegance. The move into men’s accessories, such as tie clips and cufflinks, reinforced the brand’s reputation for thoughtful gifting.
2012: The Friendship Bracelet’s Global Appeal
Links of London reinvented the friendship bracelet with its 2012 collection. Combining colourful woven cords with precious metals, these bracelets elevated a nostalgic design into the realm of luxury.
The Friendship bracelet quickly gained popularity for its versatility and sentimentality, resonating with customers across generations. It became a symbol of meaningful connections, often gifted between friends and family.
2014: Celebrating Wimbledon with Themed Collections
In 2014, Links of London became the official jewellery licensee for Wimbledon, creating collections inspired by the world-famous tennis tournament. These designs featured tennis rackets, strawberries, and engraved pendants, capturing the elegance and tradition of Wimbledon.
This collaboration highlighted the brand’s ability to integrate cultural icons into its designs, further cementing its status as a quintessentially British brand.
2009 Vintage Links of London Sterling Silver Strawberry Charm | Red and Green Enamel
2016: Embracing Bespoke Design Trends
In response to growing demand for one-of-a-kind jewellery, Links of London began offering bespoke design services. Customers could work with designers to create unique pieces that reflected their personal stories.
This milestone demonstrated the brand’s adaptability and commitment to staying ahead of evolving trends in the jewellery industry.
2019: A Legacy Remembered
As Links of London faced financial challenges in its final years, its design legacy remained intact. Even after its closure, its most iconic pieces, like the Sweetie bracelet and charm collections, continued to be celebrated by collectors and fans.
The brand’s emphasis on personalisation, storytelling, and craftsmanship set new standards for the jewellery industry and influenced countless designers and brands.
Honouring the Legacy with Links London
Today, Links London carries forward the design legacy of Links of London, blending timeless craftsmanship with modern innovation. Inspired by the original brand’s ethos, Links London reimagines the concepts of personalisation and storytelling for a new generation.
Through its collections, Links London honours the milestones of its predecessor while creating new opportunities for customers to celebrate life’s moments with meaningful jewellery.
Design Evolution
Links of London’s design evolution is a story of creativity, adaptability, and connection. From its humble beginnings with fish-shaped cufflinks to its global success with charm and Sweetie bracelets, the brand left an indelible mark on the jewellery industry.
As Links London continues this legacy, it ensures that the spirit of innovation and storytelling remains at the heart of British jewellery.
