Christmas is a time for giving, forgiving, and living in the moment. It’s also a time for reliving cherished memories of holidays past. This year, we’re adding a new memory to the season with the return of a beloved icon—Links London. After months of hard work and heartfelt determination, we’re thrilled to announce the launch of the new Links London website.
The Legacy of Links of London
Founded in the late 1980s, Links of London became a hallmark of British craftsmanship, known for its iconic designs like the Sweetie charm bracelet. Once a High Street favourite, the brand embodied the magic of gift-giving with timeless pieces that captured sentimental value. From charms that celebrated milestones to bespoke jewellery made with care, Links of London was more than a brand—it was part of life’s most meaningful moments.
Sadly, after decades of success, Links of London closed its doors in 2019. This Christmas marks five years since its last holiday season, but its spirit lives on in the treasures it left behind—and now, in its revival as Links London.
A New Vision for Timeless Elegance
Links London is more than a revival; it’s a celebration of heritage and craftsmanship. Our mission is to restore the legacy of Links of London while forging a new path with our own designs.
We’ve launched The Vault, a curated collection of restored vintage pieces. These include Sweetie charm bracelets, iconic charms, and unique items like champagne flutes and decorative keepsakes. Each piece is professionally cleaned and, where needed, carefully restored to ensure it shines as brightly as the memories it holds.
Sentimentality in Every Piece
Jewellery is unlike any other gift. It takes on sentimental value, becoming talismanic—symbols of love, memory, and connection. Just as a wedding band grows in meaning over time, so too do the charms and bracelets that once adorned wrists during shopping trips, celebrations, or quiet moments of reflection.
We invite you to relive those memories with restored pieces from The Vault or transform your cherished charms into something new, like a single Sweetie link necklace that keeps your sentiment close to your heart.
The Challenges and Triumphs
Rebuilding a brand comes with challenges, from navigating intellectual property rights to re-establishing a digital presence. Our journey has been one of resilience and dedication. With the help of the UK’s Intellectual Property Office and countless hours cataloguing vintage pieces, we’ve ensured that Links London is not just a continuation of a legacy but a step forward into a brighter future.
A Christmas Toast
This Christmas, we raise a glass to the return of Links London. While the journey is just beginning, the excitement of what’s to come fuels our vision. As we look to the future, we invite you to join us—whether by rediscovering vintage treasures or staying tuned for our upcoming collections.
So, from all of us at Links London, we wish you a Merry Christmas and a Happy New Year filled with joy, love, and timeless elegance.
