Links of London Packaging — A Field Guide to the Ivory & Black Signature

Before internet shopping reshaped jewellery packaging, Links of London built an in-store gifting experience around distinctive ivory-and-black presentation. This guide explains why the boxes were substantial, what formats existed, how to identify authentic pieces, and why New Old Stock (NOS) packaging still matters today.

1) Era & Context: Why the Boxes Feel Big

Links of London launched in 1990, when boutique presentation and gift-giving were central to the experience. With less pressure from postage costs and volumetric weight, packaging prioritised ceremony over compactness. Result: even small items — a charm, a pendant, stud earrings — often arrived in generously sized boxes that felt luxurious and “gift-ready.”

2) The Core Design Language (Consistent for Decades)

• Palette: ivory/off-white with black accents and piping.
• Branding: LINKS LONDON wordmark on the lid; three-rings logo frequently inside the lid.
• Interior: black suede/velour-style pad.
• Fastening: signature black ribbon with white saddle-stitch, machine-fixed to the base pad to tie charms or pendants in place.

3) Common Formats (What Customers Will Encounter)

Small Square Jewellery Box

• Typical size: ~85 mm (W) × 90 mm (D) × 30 mm (H)
• Use: charms, pendants, small earrings
• Details: fixed centre ribbon on a black pad; three-rings logo often inside lid

Original NOS Links of London Jewellery Box – Gift & Storage Packaging

Oval “Hatbox”-Style Boxes

• Use: charms, bracelets (including Sweetie), some necklaces
• Notes: the most recognisable Links format; ivory lid, black edge, black interior

Elegant presentation of Concorde cufflinks in vintage Links of London packaging

Rectangular Bracelet / Watch Boxes

• Use: Sweetie bracelets, friendship bracelets, watches
• Interiors: fitted trays, tabs, or pads; still in ivory/black with branded details

Stack of vintage Links of London packaging boxes

Large Necklace Boxes

• Use: necklaces/pendants with longer drops
• Interiors: varied; often size-specific inserts to support the piece

Group shot of vintage and retro packaging acquired from private sellers

Travel / Presentation Cases

• Use: multi-slot storage, seasonal gift sets
• Notes: rigid cases continuing the ivory/black theme

Pouches

• Material: typically black cotton or velour with contrast stitching
• Use: polishing cloths, travel storage, gift wrap alternatives

Links of London new old stock packaging boxes and pouches on display

4) Authenticity Cues (What to Look For)

• Print & Embossing: crisp, centred LINKS LONDON on lids; clean three-rings logo inside lids on many formats.
• Ribbon: black with white saddle-stitch, fixed at the pad centre (not loose or glued casually).
• Finish: neat mitred corners; even black piping; interior pads seated correctly.
• Consistency: minor batch variations in paper grain or stitching occurred over the years; that is normal for authentic stock.

5) The E-commerce Shift (Why This Packaging Feels Nostalgic)

As online retail expanded after 2010, many brands slimmed packaging to lower shipping costs. Links of London largely kept its generous formats to preserve the boutique feel. Today, that decision gives the boxes a distinctive nostalgia — they look and feel like luxury, even before you open them.

6) NOS Packaging & Collector Value

• Completeness: original packaging restores the “full set” for collectors and gifting.
• Sustainability: re-using NOS boxes avoids waste and preserves brand heritage.
• Rarity: many owners discarded large boxes; surviving examples (especially unused NOS) are increasingly scarce.

7) Choosing the Right Box (Sizing Cheat-Sheet)

• Small Square (~85×90×30 mm): charms, pendants, small earrings.
• Small/Medium Oval: charms, pendants, bracelets.
• Long Rectangular: bracelets (Sweetie, friendship), watches.
• Large Necklace Box: longer pendants/necklaces; piece-specific interiors.
• Pouch: travel, polishing cloth, light gift wrap.

8) Care & Storage Tips

• Dust the exterior with a dry, soft cloth only (avoid solvents or wet cleaning).
• Keep ribbons loosely tied to prevent creasing; do not knot tightly.
• Store away from direct sunlight to minimise yellowing of ivory papers over time.

FAQs

Are all Links of London boxes identical?

No. Sizes and interiors varied widely by product type and season, but the ivory/black palette and branding remained consistent.

Did every item have a size-specific interior?

Many did. Necklace, bracelet and watch boxes often used cut-outs or fitted pads that matched the piece.

Why are some small items in large boxes?

Presentation mattered more than postage in the boutique era. Larger boxes amplified the “gift” moment.

What makes NOS packaging special?

It’s unused original stock — ideal for gifting, replacing missing packaging, or completing vintage sets.

Note: We list original packaging separately where available, and include it with vintage pieces when we can match size and format appropriately.