Links of London
United Kingdom
Links of London is a British jewellery brand founded in 1990 by John Ayton and Annoushka Ducas. Wikipedia reports that it ceased trading after June 2020 following the troubles of its owner Folli Follie, so its current status should be checked before reuse.
| Founded | 1990 |
|---|---|
| Founders | John Ayton and Annoushka Ducas |
| Former owner | Folli Follie (from 2006) |
| Headquarters | London, United Kingdom |
| Status | Reported to have ceased trading after June 2020 (unconfirmed since) |
What is Links of London?
Links of London was a London jewellery and accessories brand. It began in 1990 when a London restaurant owner commissioned fish shaped cufflinks from founders John Ayton and Annoushka Ducas.
History
The Greek jewellery company Folli Follie bought the business in July 2006. Ducas left in October 2007 and launched her own label, Annoushka, in July 2009. Wikipedia cites a revenue of 85 million pounds for 2009, but marks the figure as needing a citation, so it is not relied on here. In 2014 Links of London became the official jewellery sponsor of Wimbledon. In 2019 the business ran into major financial problems, and its parent Folli Follie was fined 20 million euros for overstating revenue. Links of London then closed its US, Canadian and 16 UK stores and liquidated others. A new global creative director was appointed in 2019 in an attempt to turn the business around, although the source does not name them.
Business model and distribution
The brand sold through own outlets in Europe, the US and Asia, as well as online, with stores in the UK, US, Canada, Japan and Hong Kong. Wikipedia reports that it ceased trading after June 2020, when its last known store in Hong Kong closed. This profile has not been able to confirm whether the name has since been revived or sold, and so does not state a current owner.
Why it matters
Links of London is a case study in how a successful British mid priced jewellery brand can be undermined by the financial failure of a parent group. It also spawned a successor label through its co founder, Annoushka.
Frequently asked questions
Who owned Links of London?
The Greek company Folli Follie bought Links of London in July 2006. Wikipedia reports that the brand ceased trading after June 2020, and a later owner could not be confirmed.
Where is Links of London from?
Links of London is a British brand founded in London in 1990 by John Ayton and Annoushka Ducas.