To understand the journey of Links of London, we begin with insights from John Ayton, the brand’s co-founder. In a revealing interview, Ayton shares how he transitioned from a corporate lawyer in Hong Kong and London to an entrepreneur, eventually building one of the most recognizable jewellery brands in Britain.
From Law to Luxury Jewellery
Ayton’s transition into the business world wasn’t planned. After juggling multiple ventures alongside his legal career, he was faced with an ultimatum—commit fully to law or pursue entrepreneurship. He chose the latter, leading him to become fully involved in one of his side ventures—Links of London.
Launching in a Recession
Founded in 1990, the company was launched amid an economic recession, a challenge that ultimately worked in their favour. Ayton explains how downturns force businesses to focus on value, ensuring pricing and quality resonate with customers. This principle became the foundation of Links of London’s success.
Scaling the Brand
As demand for their unique designs grew, the brand expanded rapidly. Links of London became renowned for its Sweetie Bracelets, bespoke cufflinks, and timeless jewellery pieces, eventually reaching £50 million in sales. Despite its success, finding the right buyer proved more difficult than expected. In the interview, Ayton details the three-year journey of preparing for sale, bringing in a new team, and ensuring the brand could thrive independently.
The Sale to Folli Follie
After an extensive process, Links of London was sold to Greek luxury group Folli Follie in 2006 for £46 million. Ayton describes the mixed emotions of selling a brand built from the ground up, revealing that, rather than feeling celebratory, the experience left him with a sense of deflation and loss.
(Watch the full interview below for first-hand insights from John Ayton himself.)
The Enduring Legacy of Links of London
Although the company later faced financial struggles and went into administration in 2019, its legacy remains strong. Today, vintage Links of London jewellery is highly sought after, with collectors and enthusiasts looking for authentic, restored pieces.
For those who still love Links of London’s iconic designs, Links.London is now the official home for restored and vintage Links of London jewellery, ensuring that the brand’s history continues for future generations.
🔗 Discover Vintage Links of London Jewellery: Visit Links.London
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