John Ayton named as backer for

Investment group reportedly pumped £1.5m into fledgling e-retailer.

John Ayton, who co-founded and later sold Links of London with his wife Annouska Ducas, has been named as one of the key backers of jewellery e-commerce marketplace, according to a report in The Sunday Times. sells jewellery from around 180 emerging designers from all over the world. It was founded last year by Kiyan Foroughi and Avid Larizadeh, both of whom come from the world of high finance and business management, but retains a team of design, fashion and e-commerce experts.

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The Sunday Times says that the site has attracted funding of £1.5m from a group of investors including Ayton.

Ayton is currently chairman and founder of Bremont, a British watch company. It was his wife Annoushka Ducas’s passion for jewellery design that drew the family into the business that eventually became Links of London. The company was sold to Folli Follie in 2006 for £45m, netting the couple £30m, according to reports at the time.

Ayton is also a board member of Walpole, a collective with a stated aim of promoting British luxury around the world.




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