New store focuses on brand's British heritage.

British jewellery brand Links of London has opened a new store in the Park House building on London’s Oxford Street, signalling a bolstered presence in the high footfall shopping area.

Designed in house by the Links of London design team, the Oxford Street store focuses on the brand’s British heritage and features a neutral colour palette and oak parquet flooring to give the appearance of a modern, luxury Georgian townhouse.


Other features of the new boutique include fabrics and wall finishes created by British designers, custom-made chandeliers and bespoke door handles in the shape of Links of London’s three ring logo.

Inside the store, consumers are initially presented with a large central bar displaying the brand’s core product lines, such as Charms and Sweetie, followed by a dedicated watch bar. A one-on-one personal shopping service and an on-site engraving service are also available.

Display screens showcasing the brand’s latest campaigns, videos and imagery are also in place throughout the store.

FF Group UK managing director, Declan Delanty said: “We are very excited about the retail possibilities of this prestigious area and we are thrilled to launch a store on Oxford Street which will demonstrate the very best of Links of London. The new retail space will also utilise the impressive surroundings of Park House to house a brand showroom and VIP area on the first floor. ”

To celebrate the opening, Links of London will launch its new Narrative collection and offer customers a complimentary pendant worth £75 and free engraving for purchases over £200, until November 30.

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