JEWELLERY
brightly-coloured buildings in Moscow to travelling through India
and Central America or from the choices of loved ones. Annoushka
was left her mother’s extensive jewellery collection, and some pieces
were passed down from her grandmother, one of which inspired one
of Annoushka’s iconic pieces – the gobstopper bracelet.
Some may think Annoushka is rather brave for developing a new
brand during the current economic climate. But she says: “We
started Links in a recession and we have been down that route
before, but what it does do is really focus your mind and it is a
fantastic discipline.
“You become much more disciplined about what you do, what
you spend and what overheads you take on. If you understand the
market well and understand the customer well, I think you could
take advantage of it.”
There is no question that Annoushka understands her market.
Links grew from a concession in Harvey Nichols to around 60 stores
globally.
So, why did she sell such a successful business? She pauses for a
moment, before explaining that it had become too big and some of
the creativity had gone out of it. She also wanted to spend more
time with her four children. John, her husband and co-founder, is
still involved in the business. “It works brilliantly,” she says.
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