Securing the Domain: Links.London and the Story Behind the Web Identity
Securing a digital home for Links London was a journey filled with twists and turns, culminating in the acquisition of the domain that truly represents us. But how did we get here, and why didn’t we pursue the original LinksOfLondon.com? Let’s dive into the story behind our new online identity: Links.London.
The Legacy of Links of London
Links London, as you know it today, is inspired by the once-beloved British jewellery brand, Links of London. Founded in the late 1980s and a staple on British high streets, the brand met an unfortunate demise in 2019 due to financial difficulties. However, the spirit of Links of London remains alive, and we aim to revive and celebrate that legacy.
The Importance of a Domain Name
For any modern business, a website is more than just a place to sell goods—it’s your digital storefront, a connection point for customers, and a key aspect of your brand’s identity. Naturally, the original domain, LinksOfLondon.com, would have been a great asset for our new venture. But securing a domain name in today’s competitive landscape is no easy feat. Here’s how the process played out for us.
Attempting to Secure LinksOfLondon.com
The original domain was tied up in liquidation proceedings following the brand’s collapse. After multiple attempts by liquidators to sell off remaining assets—including the domain—this expired in May 2024. A 90-day grace period followed, during which it became available for purchase.
We attempted a back-order, a process where you secure rights to a domain upon its expiration. Unfortunately, multiple bidders entered the fray, and the auction saw the price skyrocket to nearly $7,000. While the original domain name would have been a valuable asset, it became clear that it wasn’t practical or financially viable for us at that price.
Why Links.London?
Rather than continue to pursue the old domain, we set our sights on something new and more fitting: Links.London. Not only does it align with our geographical location, but it’s also clean, modern, and perfectly suited for our reimagined brand. The .London domain extension offers the credibility we need, plus it signals to search engines where our business is located, helping us rank better in local searches.
A New Identity for a New Chapter
With Links.London, we’re stepping into the future while respecting the past. The domain represents not only a new chapter for the business but a nod to the iconic Links of London legacy. We’re excited to build our brand and share our journey from the new global headquarters—aka, the garage!
Looking Ahead
Our journey with domain names doesn’t end here. There may be opportunities to secure other domain variations, but for now, Links.London is our proud new digital home. Stay tuned for more updates as we continue to build out the brand and share more behind-the-scenes moments.
Links.London is live! Be sure to check out our growing digital presence.
