An Olympic deal made this ex-Links of London boss a Business Big Shot.

Just who has made it into the Professional Jeweller Hot 100 2012 in association with The Company of Master Jewellers and supported by gold partner Ti Sento won’t be unveiled until September 4, so until then we are looking back to the leading lights of the jewellery industry who made it into the Hot 100 2011. Today is the turn of former Links of London chief executive Andrew Marshall. Before moving on to Labelux, where he is chief executive of developing brands, he was instrumental in the brand’s Olympics deal and so won himself a place as a CMJ Business Big Shot.

Links of London is a power brand to be reckoned with. Over the past few years it has spread its influence far and wide around the world, and in its domestic market things are about to heat up thanks to its association with the 2012 Olympic Games.


Andrew Marshall is the chief executive of Links of London and the man who has been responsible for the continued expansion of the much-loved brand.

While Andrew insists that his mantra is “to work to live, not live to work” he is obviously committed, so much so that he is even willing to grow a moustache to support one of the brand’s marketing initiatives when it teams up with cult movement Movember that urges men to grow moustache in November in support of men’s cancer charities. As well as Andrew’s facial hair contribution, Links has created a quirky range of moustache trinkets such as cufflinks.

While he enjoys Links’ more offbeat campaigns, his highlight of the past year has been forging a relationship between the brand and the Olympics. “The London 2012 project is our biggest achievement this year,” he says. “2012 could be our most significant year yet with our license agreements in full swing and the Official Jewellery Collection for London 2012 reaching a pinnacle next summer.”

The brand is about to launch a £20 Team GB friendship bracelet and Andrew says he is looking forward to seeing some of sport’s leading lights wearing Links of London.

The brand’s affiliation with the Olympics will only intensify global demand, and Andrew admits that keeping up with the pace the brand is travelling at is sometimes difficult, but says that he is fortunate to have a spirited team behind him.


This interview was taken from the Professional Jeweller Hot 100 2011. This year’s list and photographs will be unveiled at an exclusive invite-only party at The Freemason’s Hall in London on September 4. To find out how you can get invitations as a sponsor email