Links of London

Overview

Luxury British jewellery brand Links of London sought to enter its next phase of evolution following its acquisition by Folli Follie and international expansion into Asia and the US.

Challenge

Refresh the brand’s most iconic and beloved collections — Sweetie and Friendship — while creating new product icons to maintain cultural relevance. Extend the brand into new categories, including watches, and support its global rollout.

Solution

During its heyday, Elizabeth established a new design signature staying true to the brand’s London roots, building fresh partnerships with McLaren and the Wimbledon Lawn Tennis Association and delivering standout campaigns. She introduced new brand Ambassadors, including TV presenter, Cat Deeley and creatively drove the launch into key international markets including Japan and the US, with Links of London awarded Walpole’s ‘Best British Brand Overseas’.