The Journey of Links of London: A Timeline

1990 – The Birth of Links of London

The story began in 1990, when Annoushka Ducas, the brand’s co-founder, designed a set of bespoke fish-shaped cufflinks at her mother’s request. The success of these pieces inspired Ducas and her husband, John Ayton, to establish Links of London, named after its signature product. From its first boutique in London, the brand expanded rapidly, blending British craftsmanship with modern, personal designs.

2000s – Global Success and Iconic Collections

By the early 2000s, Links of London had become a global phenomenon. Collections like the Sweetie bracelet and charm bracelets allowed customers to personalise their jewellery, creating emotional connections through meaningful pieces. The brand’s signature cream-and-black packaging became a symbol of special occasions, further solidifying its place in the luxury gifting market.

International expansion followed, with boutiques opening in New York, Hong Kong, and Tokyo, as well as partnerships with high-profile retailers like Harvey Nichols and Selfridges.

2006 – Acquisition by Folli Follie

In July 2006, Links of London was acquired by Greek luxury group Folli Follie for £45 million. Backed by Folli Follie’s global infrastructure, the brand entered a new phase of growth. Resources were poured into international expansion, refreshed store designs, and diversified product lines, including watches and men’s accessories.

Despite this success, some long-time fans felt the brand’s original ethos of storytelling and emotional connection was becoming diluted in the pursuit of growth.

2010s – Market Shifts and Growing Competition

As consumer behaviours shifted in the 2010s, the rise of e-commerce and social media reshaped the jewellery industry. Competitors like Pandora embraced these changes, leveraging digital marketing and influencer collaborations to capture new audiences. Links of London, while maintaining a loyal customer base, struggled to adapt quickly enough to these evolving trends.

At the same time, demand for sustainable, ethically sourced jewellery and bespoke designs grew, further challenging traditional luxury brands like Links of London.

2018 – Folli Follie Scandal

Folli Follie, the parent company of Links of London, became embroiled in a financial scandal in 2018. Investigations revealed significant accounting irregularities, with revenues overstated by approximately €1 billion. The resulting loss of investor confidence severely impacted Folli Follie’s operations, restricting the resources available to Links of London.

2019 – Administration and Closure

In October 2019, Links of London entered administration, with Deloitte appointed as administrators. Efforts to find a buyer for the brand proved unsuccessful, leading to the closure of all 28 standalone stores and seven concessions in the UK and Ireland.

By early 2020, Links of London had ceased trading entirely. Its boutiques were shuttered, its social media channels fell silent, and its iconic charm collections disappeared from the high street.

A New Chapter: Links London

While Links of London may have closed its doors, its legacy lives on. Links London, a new entity inspired by the original brand, seeks to honour its heritage while embracing a fresh and modern approach. Committed to preserving the spirit of storytelling and connection, Links London blends traditional British craftsmanship with contemporary design sensibilities.

As we move forward, Links London aims to build on the values that made its predecessor beloved—celebrating life’s moments through meaningful jewellery while evolving to meet the needs of a new generation of customers.

Reflecting on a Legacy

The story of Links of London is one of creativity, connection, and resilience. While the challenges it faced were significant, its influence on the jewellery industry endures. From the charm bracelets that told personal stories to its pioneering approach to accessible luxury, Links of London remains a cherished name in the history of British jewellery.

Links London is proud to carry this legacy forward, blending the best of the past with a vision for the future.

Key Takeaways:

• Links of London was founded in 1990 and became renowned for personalised jewellery.
• It reached global success in the 2000s but faced challenges adapting to changing market trends.
• Financial troubles at its parent company, Folli Follie, led to its closure in 2019.
• Links London now honours its heritage while embracing a fresh, modern identity.