Annoushka
Jewellery & Watches

Annoushka

Exquisite fine jewellery with a playful aesthetic

One of the most striking and original collaborations of 2018 was between Annoushka Ducas, founder of Annoushka, and The Vampire’s Wife, aka Susie Bick. Together they created 13 whimsical charms in 18ct gold, each inspired by a Nick Cave song: Red Right Hand is represented by a tiny rose gold hand with a ruby ring; God Is In The House is a chapel that opens up to reveal a couple getting married.

 

The collection came as no surprise to anyone familiar with Annoushka’s signature aesthetic. The original founder of Links of London, she set up her eponymous brand in 2009 specifically to offer wearable, personal and playful pieces that took the ‘reverence’ out of jewellery. ‘I create what I like to wear. It must be comfortable, versatile, unfussy, yet also tell
 a story. I love colour and my jewellery reflects this,’ she says. For example her latest collection, Hidden Reef mixes diamonds with vibrant pink sapphires to exquisite effect.

Annoushka set up her eponymous brand to offer wearable, personal and playful pieces that took the ‘reverence’ out of jewellery

Annoushka

All Annoushka’s designs are handmade, using precious stones and always in 18ct gold, which allows her to achieve the intricate detailing and playfulness that characterises the collections. ‘Eighteen-carat gold can
be handled and touched; it glows lustrously and is the perfect complement to all skin tones,’ she says. ‘We celebrated our ten-year anniversary this year and we’re very proud of everything we have achieved in that time. It has also been an opportunity to revisit some of the early collections and to reinterpret some of the favourites like Dream Catcher, Dusty Diamonds and Touchwood.’

 

The company runs a series of unique
and engaging events such as Inspirational Women Lunches, Saturday Clubs and Behind the Scenes, where customers are invited
to experience the Annoushka world and delve deeper into the creative design. For global web customers, there is a seamless personal shopping video connecting them with in-store associates for a real-time personalised service.

The next challenge for Annoushka 
is to expand internationally. The brand 
is currently building on its success in Hong Kong by becoming the first British fine jewellery designer to make a serious move into the Chinese mainland by partnering with Chow Tai Fook’s Jewelria initiative. Annoushka can now be found in six Jewelria stores in Wuhan, Shenzhen, Beijing and Shanghai with a further 30 to 40 counters
 to open over the next three years.

Plans for this year include launching
 a Bridal collection. Clients have always 
seen the brand as an alternative bridal offer – indeed, one bride got on so well with the Head of Private Sales that he ended up helping her put together her entire wedding outfit, including the dress – but this will be the first time it designs specifically for the market.

Annoushka is also looking forward to collaborating again with The Vampire’s Wife – the first collection continues to be a winner and is stocked with partners globally. ‘I like to think of my jewellery as little pieces of treasure,’ she says. ‘I hope that each piece will become an heirloom.’

Annoushka