Links of London pays homage to heritage in new Brook Street store design.

British jewellery brand Links of London will be celebrating its Sweetie collection’s 15 year anniversary with a fresh promotion of the bestselling product.

Since its launch the Sweetie bracelet has been a bestseller for the brand, with 50% of Links of London said to own one.

For Links of London, Sweetie customers are a VIP customer and this year, to mark 15 years, the brand will be promoting the range’s bespoke offering with revived points of sale and a more intimate customer experience.


Head of marketing, Chloe Hall, told Professional Jeweller that the brand has sent staff from all of its stores on training days to equip them with all the knowledge they need to best serve new and existing Sweetie customers.

The bespoke push will highlight to customers how the bracelet can be transformed, from being completely restrung to include new charms and add a splash of rose or yellow gold colour, to making it represent who the customer is today, rather than who they were when they bought it years ago.

New Sweetie bracelet points of sale will launch in store next month.

Hall explains: “We are reinvigorating the Sweetie customer and bringing new people into the brand. We are giving the range a fresh identity and encouraging customers to rethink about the bracelet.”

The collection’s bespoke offering has the niche of being able to be made while the customer is in store, with the average restringing only taking around 10-15 minutes. Consumers can also be part of the process and work with staff to create something truly unique.

New points of sale will be black and gold, and launch into stores on April 10.

The brand will host in-store events throughout the Easter weekend to get customers involved and help the understand the product fully.