British jewellery brand Links of London is showing it is business as usual, despite rumours it is on the brink of collapse.

Last month, The Times reported that the jewellery brand could be putting 500 jobs at risk as it works with  accountancy firm Deloitte to save the business. It is understood by the publication that the brand has looked at a company voluntary arrangement (CVA) to cut rents and close stores.

Since the publication of these rumours, Links of London has not made any comments on this claim, with a representative telling Professional Jeweller they do not comment on “market rumours”.


Now the brand has revealed it is racing ahead with its Ascot partnership, unveiling new designs for the third year of the collaboration.

The 2019 Ascot X Links of London capsule collection nods to the event’s heritage and adds a modern twist to represent its relevance to a new generation.

The defining motif is the horseshoe – a graphic symbol of good luck – with piece adorned with engraved details, and small white sapphires.

View the line here: