You’d be hard pushed finding someone who’s not familiar with one of Annoushka Ducas’ many successes. If you’ve ever heard of Links of London, mission accomplished.
Three years after selling the well known jewellery brand at the height of its popularity back in 2006, the designer founded her eponymous brand, Annoushka. In the decade since it’s gone from strength to strength, and enjoys a star studded fan base that includes the likes of Rihanna, Jennifer Lopez and Kate Middleton.
Her collections are timeless, brimming with a glamorous elegance that will never go out of style. She has reinvented the idea of fine jewellery, designing contemporary yet classic pieces that are meant to last a lifetime, and then some. From the charm bracelets to the diamond cocktail rings, she uses materials of the highest quality, exclusively casting precious and semi-precious stones in 18kt gold.
The path to success seems second nature to Ducas, who designs jewellery she would enjoy wearing herself. Whilst it has to be comfortable, unfussy, and, above all, versatile (‘if I can’t wear a piece of jewellery in a minimum of 10 ways, I’m not interested’), it also has to be full of emotion. Inspired by everything from contemporary artwork, to foraging at markets abroad, to the remarkable women she’s designing for, even to her French bulldogs, her designs are loaded with personality and feeling.
More recently, she established The Brilliant Breakfast, an annual fundraising event that raises money for The Prince’s Trust to support young girls aged between 11 and 30. Since 2020, they’ve raised over £1.7 Million by encouraging individuals to host breakfasts where friends, family, and colleagues are encouraged to donate to the cause.
So we caught up with the inspirational entrepreneur to talk about all things jewellery, The Brilliant Breakfast, and even an interesting encounter with A$AP Rocky.
What have you been up to recently?
The past few months have all been about The Brilliant Breakfast, my fundraiser for The Prince’s Trust. It runs annually in October and encourages anyone across the UK to host a fundraising breakfast, and all of the proceeds go to help young girls between 11-30 helped by The Prince’s Trust.
Since we launched in 2020, we have raised £1.7 Million and helped 800 young girls. This year our aim is another £1 Million – the donations are still being counted, but the numbers are looking promising.
What was your inspiration behind founding Annoushka?
When I started Links of London, there was hardly anything between the high street and the jewellers you’d find on Bond Street – and even by the time we sold Links in 2006 I still felt there was this gap in the market.
So, I wanted to design precious jewellery for everyday use that is versatile and playful and will last. I didn’t want to design to trends, so my designs are timeless so you’ll always love them and hopefully then pass them on.
Why do you cast everything in solid gold?
There’s a lot out there now made in base metals and plated in gold – it’s a short-sighted mentality because those pieces won’t last – my advice is to buy less and buy better – it’s better for you, and the planet.
How does it feel when high profile individuals like Kate Middleton or Rihanna wear your jewellery?
Let’s be honest – it’s incredible.
When we heard that A$AP Rocky had been into our Liberty concession and bought Rhianna her life in charms, the whole office was buzzing. It was just before Rhianna had had the baby and he asked us to tell him about every charm and chose 10 charms specific to her and attached them to a bracelet.
When Rhianna was spotted wearing it, it looked incredible, and it was really special knowing that it was so sentimental and hopefully something that their children will eventually inherit.
Who are three people you’d love to see wearing Annoushka?
Julia Roberts, Timothe Chalamet, Naomi Harris.
What’s your favourite piece of jewellery you own?
It’s got to be my engagement ring. It was the first piece of jewellery I ever designed and seeing as it has never come off, I must have done a decent job.
I thought our 30th anniversaty was a rather appropriate moment for an upgrade (4 kids later!) so I designed two diamond ring jackets to sit on either side of it – which was a bit like a “Pimp My Ride” moment.
The response was so positive, we’ve launched this as a bespoke service for clients looking to breathe new life into a favourite ring – it’s a much simpler and more sentimental way than repurposing the whole thing, and allows you to wear your ring in two ways, which I love.
What’s your favourite piece of jewellery in your current Annoushka collection?
My favourite piece has to be the cocktail rings – they’re really chunky, highly polished and feature lesser-known stones – which is something I love to use. They’d look great on anyone, regardless of gender.
Do you have a favourite precious stone?
Tanzanite, exclusively when set in 18ct yellow gold. I love the colour and beautiful translucency – it’s so delicious that you feel as though you can dive right into it.
What made you start The Brilliant Breakfast?
I’ve always mentored young talent as I believe it’s a duty to pay success forward and kick the door open for the next generation of women. Then 3 years ago I was asked to become a patron for Women Supporting Women at The Prince’s Trust, and I was struck by the incredible work they do with young people in the UK, empowering them to live, work and earn.
Whilst lots of the funding for the charity comes from gala dinners, big charity concerts and auctions, I wanted to start a fundraiser that was powered by the public, peer to peer, that had the capacity to go nationwide and become a household name, so in 2020 I founded The Brilliant Breakfast (not ideal as it turns out – with lockdown restrictions!) but despite all of that we powered on and held many breakfasts socially distanced and on Zoom.
How does The Brilliant Breakfast work?
The principle is simple, host a breakfast at home or work, with friends, colleagues, or family – and the rule is, there are no rules! Toast around the kitchen table or bagels in the boardroom, so long as people are gathering and donating, it’s as simple as that. Last year we even had The Queen Consort host at Clarence House.
What do you like about charm jewellery?
They’re like little precious wearable memories. I started collecting charms when I was very little – my mother used to travel a lot and would bring them home from weird and wonderful places, which is where my obsession began.
Sadly, she died when I was 23, but I still have the charms as a reminder of the places we visited or things we did together, like a golden legacy. I also inherited some of hers - sometimes I wear them on a chain around my neck, sometimes just one on a hoop earring or a few on a bracelet. They are so playful in that way, and completely personal to the wearer.
What’s your career highlight?
Receiving my MBE at Buckingham Palace with my husband and business partner John Ayton.
What’s your go-to outfit for work?
Anything that requires very little decision-making! A flare-legged jumpsuit and white trainers are a solid option for me. Life is busy, so if I can get dressed in a single piece of clothing then I’m happy.
What are your top three beauty products you use every day?
Organic Pharmacy’s Rose Diamond Radiant Cleanser, Charlotte Tilbury Magic Cream and Trinny London Miracle Blur.
What’s your favourite item in your wardrobe?
If we’re talking jewellery wardrobe, then it has to be my 18ct yellow gold biography chain because I can wear it long or short, layer it with other chains or add charms – I can even wrap it around my wrist – it’s a piece of jewellery that works very hard.
When it comes to style, I like my clothes like I like my jewellery – versatile. I have a gorgeous blue velvet suit from The Deck which I adore. I can wear it together with heels or trainers, with a high neck silk blouse or a white t-shirt (with Annoushka earrings naturally). It’s also great worn as separates, the jacket with jeans or the trousers with a lovely jumper.
