As part of a new strategy and brand repositioning, British jewellery brand Links of London will focus more on millennials and self-purchasing women.

Over the last 12 months the British jewellery brand has been working tirelessly behind the scenes  to put a new strategy in place for 2019.

The first glimpse of the brand repositioning itself in the market can be seen in the December campaign, which has just launched into stores and online, with everything set to fully come to life next year with a new global chief executive officer at the helm, alongside the FF Group’s boss for the UK & Ireland, Martin Byrne, who will soon take on the role of chief operating officer in the Group.


While the company didn’t want to give too much away, head of the FF Group for the UK & Ireland, Martin Byrne, did reveal the new strategy is five-fold.

He told us exclusively the focus will be on a stronger creative direction; providing a broader product offer; pushing the price points upwards; having a more holistic approach to customer experience; and reaching a clearer target customer.

Links of London has identified millennials and self-purchasing women as a group of consumers to build stronger relationships with next year, although Byrne promises the brand will by no means neglecting its core customers.

Byrne shares with Professional Jeweller: “We’ve been working on a new strategy and a new positioning for Links of London, which is about making the brand stronger, more relevant, and more creative, and actually focusing more than we have done before on millennials. We also have an incoming global chief executive officer for Links of London that will be announced soon. We can’t mention the name yet, but she will be joining pre-Christmas.”

Byrne continues: “So the plan is there will be a new global CEO coming in, who’s been working on developing this new strategy and new positioning, and I am going to be the new chief operating officer globally. I am doing more work on the business internationally, when up until now my main focus has been on the UK, and while it will continue to be on the UK and the UK business will report directly to me, we are going to be doing more international work as well.”

The new strategy will be rolled out across the whole business in the beginning of next year.

For more on Links of London read our exclusive interview with Martin Byrne in the November issue of Professional Jeweller.

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Editor, Professional Jeweller