Bringing Links London to Life: A Journey Through Time
The revival of Links London has been a journey filled with history, restoration, and innovation. From the initial inspiration to the launch of the official website, the past year has been an incredible learning experience. In this post, we’ll take you through the past, present, and future of Links London, reflecting on key milestones, challenges, and exciting developments ahead.
The Past: Inspired by a Legacy
Links London has its roots in British jewellery craftsmanship, first established in 1990. Known for its charm bracelets, cufflinks, and iconic silver jewellery, the brand became a household name. However, in 2019, Links of London faced liquidation, and by 2024, its legacy had all but faded.
The revival began with the purchase of the domain name—the first step in reclaiming the brand’s heritage. The goal was not just to sell jewellery but to restore and preserve Links of London’s history through vintage pieces, careful craftsmanship, and a dedication to quality.
What We’ve Achieved So Far
✔️ Acquiring the Links London domain and securing trademarks
✔️ Restoring and cataloging vintage jewellery, bringing classic designs back to life
✔️ Launching the official website on December 1st, 2024
✔️ Building a foundation for future growth, from hallmarking to AI-driven marketing
The Present: Launching Links London & Overcoming Challenges
Launching Links London in December 2024 came with unexpected challenges and opportunities. While it was a strategic move for SEO and online visibility, it also meant navigating the busiest time of year in retail.
Key Takeaways from the Launch:
💡 SEO vs. Customer Service – The website needed to go live to start indexing on Google, but launching right before Christmas meant handling customer inquiries, returns, and holiday rush orders.
💡 Product Listings & Restorations – We started with 50-60 vintage pieces, balancing restoration work with listing accuracy and SEO optimization.
💡 Lessons from the Holiday Rush – Navigating Black Friday, Christmas orders, and unpredictable sales trends helped refine our approach to inventory and marketing.
Despite these challenges, orders started coming in immediately, proving that the demand for restored vintage Links of London jewellery is alive and well.
The Future: What’s Next for Links London?
With the foundation set, the next steps are all about expanding, improving, and innovating. Here’s a look at what’s coming in 2024:
Links London Unveils New Logo – A Modern Take on a Classic Legacy
1️⃣ Restoration & New Listings
We’ve restored over 100 charms, cufflinks, bracelets, and rings so far, but there’s so much more to come. This year, we’ll focus on:
🔹 Filming restoration videos to show behind-the-scenes craftsmanship
🔹 Expanding the product catalog with even rarer vintage pieces
🔹 Offering more customization and personalization options
2️⃣ Hallmarking & Manufacturing
🔹 Registering with the Goldsmiths’ Company Assay Office means we can hallmark new creations, ensuring authenticity and quality.
🔹 Exploring future manufacturing options to bring new Links London pieces into production.
3️⃣ Content Creation & AI Models
🔹 Developing AI-powered marketing & imagery for a cutting-edge brand experience.
🔹 Launching educational content on authentication, hallmarking, and vintage jewellery care.
4️⃣ Packaging & Presentation
🔹 Custom packaging for restored jewellery, creating an elevated gifting experience.
🔹 Branded presentation materials, making Links London pieces feel as luxurious as ever.
5️⃣ Expanding Customer Support & Services
🔹 Authenticity Checks – Helping customers verify genuine Links of London jewellery.
🔹 Restringing Services – While we don’t offer this yet, we’re working on guidance and signposting for customers in need.
🔹 Gift Cards & Personalisation – More bespoke options coming soon.
A Brand Reborn
The journey of Links London is only just beginning. From the challenges of launching in a competitive jewellery market to the excitement of restoring and preserving a legacy, every step forward is another piece of the puzzle.
We’re committed to making Links London the ultimate destination for vintage, restored, and reimagined Links of London jewellery.
💬 What do you want to see next? Let us know in the comments below!
📽 Don’t forget to watch the full update video above!
