Links of London

Links of London

Links of London is a British jewellery brand. The company is owned by the Greek jewellery company Folli Follie with its headquarters in London. The brand was founded in 1990 by John Ayton and Annoushka Ducas. Its pieces are sold through stores in the United Kingdom, Europe, the United States, and Asia, as well as online.

Links of London offers a wide selection of elegant and stylish jewelry and accessories. The company offers a variety of styles and prices, from $595 to $7,745 for a ring. In addition to jewelry and watches, the company also sells apparel, footwear, and gift wares.

The brand has a poor reputation due to its overstated revenue figures. In its most recent financial report, the company had overstated its 2017 revenue by over EUR1 billion. This has affected the credibility of the brand and its investors. Already, the company has scared away some of its existing investors.

Links of London offers a large range of jewellery, from cufflinks and studs to watches and gift sets. The brand boasts innovative designs, trend-right colours, and statement pieces. The company also offers a range of unique collections, celebrating love in all forms. Their Wholehearted collection includes pieces such as Diamond Heart and Endless Heart.

Ducas founded the company with her husband John Ayton and sold it to Folli Follie for PS50 million. At that time, Links of London had 48 stores and a PS42 million turnover. In the interim, its chief executive was Andrew Marshall, a former executive at Gucci and Selfridges.