24 Aug 2019
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Creative Grace
Annoushka Ducas MBE
By: Diamond World News Service
Dec 27 2016 11:43AM
Reference: 13738  


Annoushka Collections
Inspired by her extensive travels and fuelled by a collector’s passion for the exotic and unique, Annoushka’s jewellery collection is the culmination of a lifetime’s obsession with the timeless romance and sensual magic of jewels.

Annoushka’s memories of staying with her childhood friend Isobel at home in Jerez — a vibrant Spanish city in the heart of Andalusia – were rekindled by a recent visit. A melting pot of Romany, Gypsy, Moorish and Christian traditions, Andalusia is rich with the heritage of guitar music, movement and dance. “The precise and flirtatious movements of the flamenco dancer’s fans, the sharp “snap” as they close, is what struck me first,” Annoushka recalls as we spoke about her inspiration for her latest Flamenco collection.

Travelling the world to discover extraordinary stones and inspirational production techniques, her designs exude an irreverent sense of fun juxtaposed with a timeless elegance. Each jewel is designed to be worn, to become synonymous with its owner, and Annoushka works closely with her design team to ensure that superlative craftsmanship and a spirit of modernity defines every pieceshe conceives.

“I have tried to remove the feeling of reverence that so often surrounds the whole experience of buying and wearing fine jewellery. I want our pieces to be worn every day; to encourage women to wear their huge, glamorous cocktail rings to a party, but also to dress up their jeans.”

To this end, each new piece added to the Annoushka collection is part of a carefully defined and curated narrative. This practical emphasis on an individual, relaxed style feeds through all her work from the global success of her stacking rings and pave charms, to the Annoushka ‘parure’, a modern and intensely personal suite of jewels which reflects a woman tastes and character.

Annoushka’s History
In 2012, Annoushka was awarded Most Excellent Order of the British Empire (MBE) by Queen Elizabeth II for her services to British jewelry industry, which spans three decades and began with a line of cufflinks, made for her mother’s seafood company, and wittily evoked leaping salmon. The concept, and the humour, proved the starting point of the luxury brand, Links of London, which Annoushka and her husband, entrepreneur John Ayton, founded in 1990.

Links made jewellery, principally crafted from silver and for men and women, widely available. Exemplary service and beautiful gift packaging also lent ease to the process of buying jewellery at Links. In 2006, when Annoushka and John sold the brand there were 50 Links of London stores in 25 countries.

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