British jewellery brand Links of London has opened the doors to its newly refurbished concept store on Brook Street with design details giving a gentle nod to the brand’s heritage and ethos.

Located in one of London’s prime shopping areas of Mayfair, the store showcases Links of London’s latest store design concept inspired by the architecture of iconic Georgian townhouses.

The Brook Street store is the first in the UK to feature a Links of London Sweetie bracelet inspired table. Stacked oversized chrome rings, modelled on the iconic Sweetie Bracelet, adorn the table stand making it the perfect focal feature to display the vast array of charms and charm carriers.


Elsewhere, a three suspended rings light installation, representing the brand’s ethos ‘Live London Life’, adds a modern touch in a retail space that encapsulates timeless design.

The Links of London classic, yet playful brand identity has been carried throughout the store with finishing touches including the brand’s interlocking ring logo featured on chrome door handles, a Union Jack flag wall feature and an English bulldog statue paying homage to the brand’s heritage.

Other key features include a wooden herringbone flooring and inlaid tiles, elegant wall panelling, sparkling chrome display units and a traditional bookcase display.

The revamped retail space will host the full Links of London men’s and women’s collections, offering a wide selection of fine quality watches, stunning jewellery and desirable giftware.