Unboxing Vintage Links of London Packaging | Behind the Scenes
At Links London, we’re not just reviving jewellery — we’re restoring the entire experience. That includes tracking down authentic vintage and retro packaging used across decades of Links of London’s retail history. In our latest unboxing video, we dive into a newly acquired batch of original Links of London boxes, pouches, and bags — some brand new, others worn by time — each with a story to tell.
Why Old Packaging Matters
For most people, empty jewellery boxes might not mean much. But for us, these pieces of packaging are historical assets. When we acquire vintage jewellery — whether from collectors, liquidators, or estates — only a portion still comes with its original box. Matching pieces to period-correct packaging helps us:
- Authenticate and contextualise vintage pieces
- Offer a true collector’s presentation
- Provide packaging that aligns with each item’s era
And honestly? There’s something magical about holding a charm bracelet in the same style of box it might have come in 15 years ago. That’s the emotional layer packaging can bring — and why it matters so much.
What Was in the Box?
This particular batch — sourced online for under £20 — included:
- Mini Sweetie stock bags from original retail kits
- Classic black textured boxes that mirror the ivory versions
- Clear-fronted bracelet boxes (fragile but nostalgic!)
- Oval charm boxes with branded ribbon interiors
- Paper gift bags, Links cotton pouches, and a spool of branded ribbon
Some items had remnants of retail tags — like handwritten notes (“Snail”, “Clock”, or “Heart with Wings”) — which we’ll carefully remove or preserve depending on the item’s use. Others were slightly damaged but totally salvageable with a little TLC (and some glue).
Packaging Wasn’t Always Standardised
One of the lesser-known quirks of Links of London retail? Packaging varied widely depending on the store and the day. Retailers received product and packaging separately, combining the two in-store. Sometimes customers got oversized boxes, sometimes underwhelming ones — or they requested upgrades or more compact packaging for travel or gifting.
Special collaborations — like our McLaren supercar cufflinks — had custom co-branded packaging. Others were more generic. Either way, it’s clear there was no single packaging policy, which is part of what makes collecting and restoring it such a fascinating process.
The Reality of Restoration
Not every box in this batch was perfect. Some showed wear from storage, others had peeling paper linings or faded print. But each is a genuine piece of Links of London history, and most will clean up beautifully. We’ll reuse them with restored vintage bracelets, rings, or charms — helping recreate the original experience for today’s customers.
New packaging is in development for new pieces. But for vintage treasures? There’s nothing quite like the real thing.
Watch the Full Unboxing
To see the entire reveal — including the boxes, bags, and bow-tying struggles — head over to our YouTube channel and watch the full video. It’s a behind-the-scenes look at how we’re rebuilding the Links London archive, one historic detail at a time.
