Jewellery That Links Generations
Jewellery is more than adornment—it tells a story. It’s passed down through families, gifted to celebrate milestones, and worn as a reflection of identity. Links London has always embodied this sentiment, weaving together the nostalgia of the past with the promise of the future.
Now, as the brand returns, it speaks not just to those who remember its iconic rise in the 2000s but also to the next generation—those inheriting their mother’s Sweetie Bracelet or discovering it anew.
The Sweetie Bracelet: A Legacy Rediscovered
When Links of London first introduced the Sweetie Bracelet, it became an instant icon. Inspired by childhood candy bracelets, its elasticated silver rings allowed for customization, self-expression, and collectability.
Girls who wore the original Sweetie Bracelet in their teens and 20s are now mothers, aunts, godmothers—even grandmothers. They grew up with Links London, and now they have the opportunity to pass down that legacy or reclaim it for themselves.
🔗 “The past and the future are linked—and Links London is where they meet.”
This is the heart of the Girls Will Be Girls campaign—a celebration of the enduring connection between women and their jewellery across generations.
Reclaiming Style & Confidence at 50+
There’s a shift happening in fashion and jewellery. Women over 50 are reclaiming luxury on their own terms. They’re no longer overlooked in campaigns; they’re the ones leading trends, defining style, and influencing younger generations.
The Girls Will Be Girls campaign highlights three powerful women—Leila, Claudia, and Anastasia—each embodying timeless elegance, confidence, and individuality.
🔹 Leila: The Persian-British icon of effortless sophistication.
🔹 Claudia: The fearless force of confidence and refinement.
🔹 Anastasia: A woman of legacy, strength, and mystery.
These women aren’t just models; they represent the evolution of Links London jewellery—where heritage meets modern luxury.
Why Jewellery is the Bridge Between Past & Future
Jewellery holds a unique place in our lives. It’s a link between who we were, who we are, and who we aspire to be.
✔ A grandmother’s charm bracelet becomes a granddaughter’s keepsake.
✔ A Sweetie Bracelet bought in 2003 is re-strung and worn again in 2024.
✔ A gifted pendant carries the memory of a loved one.
Links London is reviving that tradition—not just as a jewellery brand, but as a storyteller, a preserver of history, and a bridge between generations.
Reintroducing the Sweetie Bracelet: A New Chapter
The Sweetie Bracelet’s comeback isn’t just about nostalgia—it’s about reclaiming an icon.
What’s new?
💎 Restored Originals: Carefully cleaned, polished, and re-strung to bring back their original brilliance.
💎 Limited Vault Editions: Rare and collectible Sweetie Bracelets available exclusively through The Vault at Links London.
💎 Future Generations: A fresh take on personalisation, keeping the spirit of the original while evolving with contemporary luxury.
Style Knows No Age—The Sweetie Bracelet Then & Now
In the early 2000s, the Sweetie Bracelet was worn stacked with charms, layered with silver bangles, or paired with delicate rings.
Now, it’s back—styled with a new sophistication:
✨ Minimalist Chic: A single Sweetie Bracelet with a curated selection of charms.
✨ Stacked & Layered: Mixed metals, combining silver, gold, and rose gold.
✨ Effortlessly Timeless: Worn alone as a statement piece or with modern luxury watches.
Bridging Generations with Links London
Jewellery isn’t just about what we wear—it’s about what we remember and what we pass on.
✔ The past: The original Sweetie Bracelet era, filled with memories of friendship and milestones.
✔ The present: Women reclaiming their power, elegance, and confidence through timeless jewellery.
✔ The future: A new generation falling in love with classic yet modern Links London pieces.
It’s time to embrace the story. The past and the future are linked.
Discover The Legacy. Wear The Future.
🔗 Explore Restored Sweetie Bracelets → Shop The Vault
🔗 Join the Revival & Follow the Campaign → Instagram @LinksLondon
#GirlsWillBeGirls #PastAndFutureLinked #LinksLondon
