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Links of London appoints new creative director to drive future growth


Links of London has appointed critically acclaimed, British jewellery designer, Dominic Jones, as the brand’s new global creative director.

It is hoped that Jones will be able to connect the brand with a new generation of consumers and establish Links of London as a leading lifestyle brand.

Global chief executive officer of Links of London, Annia Spiliopoulos, shares: “We are thrilled to have Dominic on board and I am confident that he will contribute greatly to delivering our vision and establishing Links of London as a leading British lifestyle brand. For me, the starting point for a strong brand is a strong product. A product that is created with honest intentions and personal inspiration.

“His work and personality allow him to speak to a new generation of consumer, connecting with them on a profound level. He is a designer with a conscience, who embodies our brand values and uses his work to communicate, to bring meaning and to inspire.”

Jones graduated from Sir John Cass school of Art and Design in 2007. Launching his eponymous cult label in 2009, he went on to consult for Fabergé, later becoming the creative director of Astley Clarke. He was the first jewellery designer to win the British Fashion Council’s New Gen award, which he went on to win the maximum of five times.

Jones’ influence is already being seen across the brand as he has overseen this season’s new collections; Wholehearted, Orbs and Wildlife charms. His first full collection for Links of London will launch in mid-September this year.

“I’m honoured to have the opportunity to work for this iconic British brand at such an exciting time,” shares Jones. “I really like that there was something inherently inclusive in the inception of the brand; offering distinctly unisex and lifestyle pieces before they became a cornerstone of fashion. This resonated with me, as it was the approach I took when I started my own label.”

“My goal is to create beautiful and timeless pieces that capture the feeling of today; pieces that carry an intrinsic strength and combine the boldness and desire for personal expression that men and women have today.”

This news comes as Links of London fights back from rumours that the brand is on the verge of collapse.

Reports emerged earlier this year that the jewellery brand could be the next British retailer to consider a company voluntary arrangement (CVA) in order to reduce rents, close stores and shore up its finances, but sources told Professional Jeweller  that Links of London has successfully implemented a turnaround strategy and is on track for future growth.

Links of London sources deny CVA rumours

IMAGE CREDIT: New creative director, Dominic Jones, with CEO, Annia Spiliopoulos.


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