Annoushka’s Jewellery Successes
Annoushka Ducas has achieved what many only dare to dream. Annoushka Ducas has launched two successful jewellery businesses that have made a significant impact on the global luxury market. In 1990, Annoushka and husband John Ayton started Links of London, an enterprise that stemmed from the idea of gifting cufflinks to her mother’s restaurateur clients. She sold Links of London in 2006 for £50 million. Two years later, her namesake brand, Annoushka, was launched.
Recent Interview
On 25 June 2020, Annoushka was interviewed by Michelle de Klerk of The Women’s Chapter. The Women’s Chapter is an initiative to support professional women to network, solve business challenges and build upon success. London law firm, Collyer Bristow, partnered the event.
Secrets of Success
During the interview, Annoushka told Michelle some – but not all – of her secrets of success with her Annoushka label:
- Having a supportive partner and husband
- Supportive investors with a positive outlook
- Doing what she loves but having professionally trained designers who can take her designs and turn them into reality – Annoushka is not schooled in the art of jewellery design
- Operating e-commerce from the outset of the brand
- Being authentic – Annoushka is the face of the brand, celebrities and influencers are not paid or gifted products
- Knowing her customers – the brand does not have wholesale, so all customers interact directly with one of her staff; they get to understand what motivated customers to purchase a particular item. She knows many of her customers.
Future Plans
The brand has three stores in London, one at Bicester Village, and three concessions at Harvey Nichols, Harrods and Liberty. Annoushka has two stores in Hong Kong and has plans to open a further 10 in China in 2020.
For Keeps
Annoushka is clear that she does not wish to build a large business. She has no intention of selling the brand, unlike Links of London which she and John Ayton knew would be sold at some point.
#Annoushka #Michelledeklerk #Collyerbristow #JohnAyton #AnnoushkaDucas
