The Rise and Fall of Links of London
For over two decades, Links of London was one of Britain’s most beloved jewellery brands, known for its elegant craftsmanship, charm bracelets, and sterling silver designs. However, in October 2019, the brand collapsed into administration, marking the end of an era.
In this article, we explore what led to the downfall of Links of London, the impact of its administration, and what it means for collectors and vintage jewellery enthusiasts today.
Founded in 1990, Links of London quickly became a household name, gaining international acclaim for its Sweetie Bracelets, bespoke cufflinks, and luxury jewellery pieces. Despite its success, the company encountered increasing financial troubles throughout the 2010s.
Key Factors in Links of London’s Decline:
- Retail Challenges: The shift from brick-and-mortar stores to online shopping put pressure on physical locations.
- Ownership Changes: The brand changed hands multiple times, impacting long-term strategy and brand vision.
- Financial Losses: Reports of declining sales and an inability to compete with fast-moving jewellery brands strained the business.
- Administration Filing: By October 2019, Links of London officially entered administration, with Deloitte appointed as administrators and GCW overseeing the estate.
Following the collapse, Links of London closed all its stores, and its assets were sold off. Loyal customers, collectors, and former employees were left wondering about the future of the brand.
However, the legacy of Links of London remains strong. Today, vintage and restored Links of London jewellery remains highly sought after, with collectors looking to The Vault at Links.London, the official home for vintage pieces.
What’s Next for Links of London Collectors?
While the original company no longer operates, the demand for its classic designs continues to grow. Vintage enthusiasts and collectors can still find authentic Links of London jewellery through specialist platforms.
How to Find Genuine Links of London Jewellery Today:
- Shop at Links.London: The official home for restored and vintage Links of London pieces.
- Check for Authentic Hallmarks: Look for sterling silver (925) marks and original branding details.
- Follow Market Trends: Prices for vintage Links of London jewellery continue to rise, making them a valuable collector’s item.
Preserving the Legacy of Links of London
Although the company ceased operations in 2019, the spirit of Links of London lives on through its timeless jewellery pieces. Whether you are a collector, investor, or simply a fan of the brand, its legacy is still being preserved at Links.London, where vintage and restored pieces continue to be available.
🔗 Discover Vintage Links of London Jewellery: Visit Links.London
🔗 Stay Updated: Follow us on Instagram, X and YouTube for styling tips and historical insights.
