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Annoushka Ducas - Links of London

MEET ANNOUSHKA DUCAS

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Links of London was founded in 1990 by Annoushka Ducas, Creative Director of the company, and her husband, John Ayton, Chairman. From small beginnings, creating novelty cufflinks, the company has rapidly established an international reputation for innovative, witty and precious hand-finished jewellery, gifts and accessories. Links of London now has 36 stores worldwide, across Europe, North America and Asia.

"Links of London is all about modern classics and accessible luxury. We wanted to take the terror out of going into a jewellery shop, to make buying jewellery a positive, welcoming experience.

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"Our style has evolved over the years, and I passionately believe that jewellery has to be more and more personal, individual, it has to be relevant in a fashionable world. The ability to change, customise or make a jewel your own is very important now. For all these reasons, gold has become an incredibly important part of our jewellery collections. We want women to feel they can treat themselves, and gold is a treat, and a treasure. I like the warmth, softness and tactility of gold, the way it can be crafted, with different finishes and textures, matt, hammered, diamond cut.

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"Gold is luxury, it is the metal of the gods. Everywhere, particularly in Hong Kong, our customers have responded extremely well to our gold collections, especially the Watch Over Me collection, with its talismanic theme, so important these days. The idea came from an Evil Eye charm that I had myself. Collections usually start with an idea, a mood, or something I just like. I work with a team of three designers, and one of them carves straight into the metal, so we can perfect the model. Craftsmanship is key, but otherwise there are no rules, which is part of the joy of creating jewels."

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Picture of Annoushka Ducas, Creative Director

Picture of Flagship Store in Sloane Square, London

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Male Model HH0234_LB_09-041_F2B.jpg
Wearing cufflinks 18 carat gold design entitled Tusk

18 carat gold design entitled Tusk

This new collection is inspired by the tusk as a prehistoric symbol of success and masculinity. It sensual elongated lines and use of precious metals make it feel generously heavy and tactile. Tusk is the perfect symbol of confidence and strength in both design and attitude.

18 carat gold Moon ring

With characteristic attention to craft and detail, we have had set diamonds into a full moon of textured matt gold, evoking the lunar surface. Their message is intuition and fulfilment, success and optimism, so wear these bold pieces with confidence.

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18 carat gold Serenity necklace

Inspired by the magical power of the talisman, Watch Over Me includes elements from nature and centres around an ancient symbol of protection, the evil eye. The olive branch, two moons, and sycamore are all symbols of love, luck and protection. The lucky horseshoe doubles as fastening and charm throughout. Made from 18ct Yellow and white gold, blue topaz, onyx and diamond.

18 carat gold Union Link

Inspired by the 4th century Herculean knot, the Union Link incorporates the circle and infinity symbol. It evokes the union of relationships and is therefore a perfect gift for a great friend or someone you love.

18 carat gold Annoushka/Czar and Czarina Pendant

This ancient cross representing the meeting of east and west adorns the skyline of Moscow. Its graphic simplicity is what makes it so appealing. These crosses look great layered with the Moskova necklace.

For more information:

www.linksoflondon.com

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