About Us
The Journey of Links London: A New Era for a Storied Legacy
Links London is a brand deeply rooted in British craftsmanship and luxury, proudly carrying forward a cherished legacy in jewellery with a fresh, independent vision. While inspired by the timeless spirit of Links of London, Links London operates as a distinct and independent entity, legally and financially separate from Links (London) Limited, which is currently in administration. Our recreated designs honour the past with original reinterpretations hallmarked in London, and our curated vintage pieces, showcased in 'The Vault,' preserve the essence of a beloved tradition. As we begin this new chapter, we blend the elegance of classic design with modern innovation, focusing on quality, craftsmanship, and ethical practices
The Birth of Links of London
The journey began in 1989, when British entrepreneurs Annoushka Ducas and John Ayton launched Links of London with a distinctive collection inspired by British style. Known for its iconic charm bracelets and personalised pieces, Links of London quickly became synonymous with luxury, quality, and meaningful jewellery that celebrated life’s special moments.
A Period of Global Expansion: 2006
In 2006, Links of London was acquired by the Folli Follie Group, a Greek luxury conglomerate. Under foreign ownership, the brand expanded globally, reaching Europe, North America, and Asia. Although it gained a global presence, Links of London faced challenges adapting to an evolving retail landscape, highlighting the need for a modern approach to luxury jewellery.
2019
The End of an Era: 2019
Following financial struggles, Links of London entered administration in 2019, marking the end of an era for the brand. This closure led to the dissolution of the original company, but its legacy continued to inspire, leaving a space for a new beginning that honours its heritage.
The Rebirth of Links London: Back in Britain, 2024
Our Story: From Links of London to Links London
Links of London began as a small British jewellery brand, quickly becoming renowned for its iconic designs, impeccable craftsmanship, and ability to capture timeless elegance. Over the years, it established a legacy rooted in creating cherished pieces that told stories and celebrated life’s precious moments.
Today, Links London proudly continues that legacy. While embracing the heritage of Links of London, we have evolved into a modern brand committed to preserving the artistry and values that made the original brand iconic. Links London is not just a revival; it is a reimagining of what British jewellery can be in the modern era—where tradition meets modernity, and heritage aligns with purpose.
A New Chapter: Restoration, Resale and Innovation
Honouring Tradition:
The Heart of Jewellery-Making
The jewellery trade is one of the world’s oldest continued crafts, steeped in traditions that reflect resourcefulness, artistry, and care. At Links London, we embrace these time-honoured practices, celebrating the skills that have been passed down through generations. From recycling precious materials to restoring heirloom pieces, our approach is built on principles that have defined the industry for centuries.
Recycling, once a quiet practicality in jewellery-making, is now openly acknowledged as a tradition of respect for materials. At Links London, we uphold this practice, not as a reaction to modern trends, but as a natural part of the craft—a commitment to ensuring nothing precious is wasted.
Restoration, Resale, and Innovation
Craftsmanship Rooted in Britain
Each piece of Links London jewellery is designed and crafted in-house at our London workshop. This allows us to honour British craftsmanship, blending traditional methods with contemporary design. Our artisans bring decades of expertise, ensuring that every piece reflects the elegance and quality that have defined British jewellery for generations.
Our workshop is not just where jewellery is made—it’s where the artistry of the past meets the innovation of the present. By keeping our production local, we preserve the integrity of jewellery-making traditions while supporting talented craftspeople in the UK.
The Vault: A Celebration of Heritage
One of the most distinctive elements of Links London is The Vault, a curated collection of restored vintage Links of London jewellery. Each piece is lovingly restored to its original beauty, blending the craftsmanship of its time with the standards of today. This initiative reflects our belief in the enduring value of fine jewellery, offering customers the chance to own a part of history.
The Vault is more than a collection—it’s a testament to the timeless appeal of craftsmanship and the importance of preserving what has come before.
Looking Ahead: Carrying Traditions Forward
As we move forward, Links London remains committed to carrying the traditions of the jewellery trade into the future. Our vision includes:
Expanding our curated collections through The Vault.
Preserving and evolving the skills of British craftsmanship in our workshop.
Sharing the enduring value of fine jewellery with customers worldwide.
At Links London, we believe that true luxury lies in its ability to connect the past with the present, creating pieces that are as meaningful today as they will be for generations to come.
Our Commitment to You
Links London believes that jewelry is more than just an accessory—it’s a reflection of who you are. Our collections, whether new or restored, are designed to celebrate life’s special moments, offering a connection to the past while embracing the future.
We are dedicated to transparency and clear communication, ensuring that our customers understand the rich history behind our brand, as well as our commitment to quality, innovation, and ethical practices—all with a renewed British perspective.
Addressing Your Questions
Is Links London connected to Links of London?
Links London is a new and independent company that continues the legacy of the beloved Links of London brand, but with a fresh start and no legal or financial connection to the former company.
Can I still buy Links of London charms?
While the original charms are no longer in production, Links London offers a selection of restored vintage pieces as well as new collections inspired by the classic designs you love.
Is Links London a luxury brand?
Absolutely. Links London continues the tradition of luxury, offering high-quality jewelry that reflects smart British style and exceptional craftsmanship.
Moving Forward with Confidence
As we embark on this exciting new journey, we are committed to maintaining the integrity of our brand while ensuring that our business operations are fully compliant with all legal and financial regulations. We are bringing Links London back to its British roots, where our story began, and where we will continue to innovate and inspire.
Explore our collections at www.links.london and discover the perfect piece to tell your story.
About Links London
Links London is a modern revival of the much-loved British jewellery brand, inspired by the timeless charm and iconic designs of the original Links of London. Today, we specialise in restoring and offering authentic vintage and retro pieces from the original brand’s collection—breathing new life into cherished jewellery and preserving the legacy of a design house that left its mark on British style.
We are a new and independent company—not affiliated with or a continuation of the former Links of London company, which went into administration in 2020. However, we honour its rich design heritage, and every piece we restore is a tribute to the original craftsmanship, creativity, and elegance that made the brand beloved worldwide.
Our journey began with a single restored charm—and has grown into a mission to protect and preserve the iconic designs that customers still treasure today.
Where It All Began – Reimagining a British Classic
Links London is built on the legacy of the original Links of London — a name once synonymous with British jewellery design. Although the original company went into administration in 2020, its influence endures. We’ve revived the spirit, not the business. Links London is a new and independent brand, restoring and rehoming original pieces while crafting our future with care and creativity.
Our collection celebrates the best of Links of London’s design heritage, from the iconic Sweetie Bracelet to timeless silver charms and gentleman’s accessories. Every restored piece we offer is an authentic part of that legacy — cleaned, polished, and ready for its next chapter.
✅ A New Company
We are not affiliated with the former Links of London Ltd, which ceased trading in 2020.
♻️ Restored Originals
We specialise in professionally restoring vintage and retro Links of London jewellery.
🧭 Guided by Heritage
Our inspiration comes from the design ethos that made the original brand iconic — British elegance, charm, and innovation.
Our Purpose, Our Promise
At Links London, we believe jewellery tells stories — not just of the people who wear it, but of the world that shaped it. Our role is to preserve those stories and reintroduce them with care, craftsmanship, and respect for the past.
We are not the same company as the original Links of London — but we carry forward its legacy, its identity, and its most beloved designs.
🛠️ We Restore the Originals
Our primary focus is restoring authentic vintage and retro Links of London pieces — professionally cleaned, polished, and prepared for new beginnings.
📐 We Honour the Design Legacy
We may offer faithful reproductions in the future, but only where they serve the story and the standard of the original. Our designs remain true to the heart of the brand.
🔗 We Are Legally Distinct
Links London is a new, independent company. We are not affiliated with the former Links of London, which went into administration in 2019.
📦 We Lead with Integrity
Every item includes full details — condition, history, and hallmarks. What you see is exactly what you’ll receive.
🔧 How We Bring the Past to Life
Every vintage piece that passes through Links London undergoes a meticulous journey — from forgotten treasure to restored icon. Here’s how we make it happen:
