Links of London premiere Entwine Olympics range

Jewellery brand will also unveil bridal and men’s jewellery for 2011.

Links of London is gearing up for a huge Olympic Games-related sales push after confirming the launch date for its Entwine collection, which has been specially created to mark the 2012 event.

The introduction of the range is part of a much wider product expansion strategy that the company is embarking on this year, Professional Jeweller can reveal. The new Entwine collection ia crafted in 18ct yellow gold set with citrines, and also comes in classic silver versions.

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The Entwine collection has been inspired by the ribbons that Olympic medals are awarded on, with a neutral colour palette and a sense of "uniting and tying everyone together" through both the name and the curled, ribbon-like designs. With a nod to retro styling through the use of gold and the rich orange citrine, Links have described the collection as timeless, and one it hopes will wearable long after the games.

As well as bringing out the Olympic heritage collection, Links of London is bowing to customer demand by launching a dedicated bridal  and engagement ring collection – a first for the brand – and has also developed a set of gifts, including bracelets and cufflinks, for this summer’s Wimbledon tennis tournament.

Additionally, the firm intends to return to its roots this year with a series of new products and campaigns that it hopes will better engage it with the men’s market.

The Entwine Olympic collection, meanwhile, will be launched in mid-May ahead of the London 2012 Games ‘One Year To Go’ milestone. Links believes the collection will prove popular with customers that want to celebrate the event with a luxurious keepsake.

The company’s designers visited the Olympic Museum in Switzerland to generate ideas for the collection and drew inspiration from the ribbons attached to the medals awarded to the winning athletes, as well as the use of ribbons in rhythmic gymnastics displays.

As a result, the range, which includes silver and gold cocktail rings and cuffs, contains unique twist-like designs that stand out from its more traditional lines.



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