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Links of London was a distinguished British jewellery brand founded in 1990 by Annoushka Ducas and John Ayton. It gained international acclaim for its sterling silver and 18ct gold jewellery, particularly its charm bracelets, Sweetie bracelets, friendship bracelets, watches, and bespoke corporate gifts. Characterised by its quintessential British design, wit, and craftsmanship, the brand expanded globally with numerous boutiques and concessions. In 2006, it was acquired by Folli Follie Group. Links of London (the original company) entered administration in the UK in late 2019, ceasing its primary retail operations. In 2020, the brand name, intellectual property, and website domain were acquired by Nick Wheeler, founder of Charles Tyrwhitt, with an aim to relaunch it as an online business. The website is currently active, continuing the brand's legacy.
Historically served as the central hub for global operations, including product design and development, marketing strategy, supply chain management, and corporate administration for the brand.
The facility would have housed corporate offices, design studios, and possibly showrooms, typical for a global jewellery brand's operational center. Specific architectural highlights are not widely publicized.
During its peak, the work culture at Links of London was likely dynamic, creative, and fast-paced, reflecting its position in the fashion jewellery sector. It would have emphasized British design heritage, innovation, and customer experience.
The headquarters was crucial as the command center for a brand that evolved from a single bespoke order for cufflinks into an internationally recognized name in contemporary jewellery, symbolizing British charm and elegance.
Historically, Links of London maintained a significant global presence, with functions spanning international retail store operations, e-commerce, wholesale distribution, global and regional marketing, product sourcing, and customer relationship management. The brand had a strong retail footprint in the UK, USA, Canada, Japan, Hong Kong, and other key luxury markets, operating through standalone boutiques, concessions in premium department stores, and a network of franchise partners. Core design, strategic planning, and brand identity were primarily driven from its UK headquarters.
Enterprise House, Maxted Road
Hemel Hempstead
Hertfordshire
United Kingdom
Address: Historically, a key operational and retail presence was centered around its flagship stores, such as the one previously at 515 Madison Avenue, New York, NY 10022, which likely supported regional corporate functions.
Focused on expanding brand presence, catering to the discerning North American clientele, managing a portfolio of retail stores and concessions, and adapting global campaigns for local relevance.
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As of April 2025, Links of London' leadership includes:
Links of London has been backed by several prominent investors over the years, including:
Links of London, as the original corporate entity, ceased operations in 2019-2020 following administration. Its brand and assets were subsequently acquired. Therefore, there have been no publicly reported executive hires or exits pertaining to the original 'Links of London' company structure in the last 12 months. Any leadership associated with the brand currently would be part of the new owner's organizational structure managing the revived online presence.
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Specific email formats for the original Links of London are not publicly confirmed. Common corporate email structures like [first].[last]@[companydomain].com or [first_initial][last]@[companydomain].com were likely utilized. Any current email communications related to the 'Links of London' brand would use formats determined by the new brand owners managing its online store. The success rate provided is a general prediction for such common formats if they were actively used by a structured corporate entity.
[first].[last]@linksoflondon.com
Format
jane.doe@linksoflondon.com
Example
60%
Success rate
BBC News • October 9, 2019
British jeweller Links of London has fallen into administration, putting hundreds of jobs at risk. The company, owned by troubled Greek firm Folli Follie, appointed Deloitte as administrators after failing to find a buyer for the struggling chain....more
Retail Gazette • May 28, 2020
The founder of Charles Tyrwhitt, Nick Wheeler, has acquired the brand, website domain and intellectual property of collapsed jewellery retailer Links of London. Wheeler reportedly plans to relaunch Links of London as an online-only business....more
linksoflondon.com (official website) • January 24, 2024
The official Links of London website is active, showcasing its collections and stating its heritage: 'Est London 1990'. The 'About Us' page emphasizes the brand's iconic designs and its continuation as an online retailer, inviting customers to rediscover its jewellery....more
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