Last week Links of London transformed a secret central London location into a glittering display of all our new collections. Being released in store and online between August and November, the pieces were on show for one day only as a special preview to press. Journalists, stylists and bloggers flocked to the venue to see all the new product. “Friendship Blitz”, featured a whole range of new designs of our iconic Friendship Bracelets. Double wraps, 3D skulls and hearts, multi-coloured threads and new versions of our fluoro Friendships sat alongside two brand new designs created by our Global Brand Ambassador, TV presenter Cat Deeley.
All the bracelets were wrapped around brightly coloured spray cans and accompanied by a whole army of metallic and neon gnomes – these little men caused quite a stir, and journalists were desperate to buy them on the spot! Keep your eyes peeled as the Links of London Friendship Blitz is set to take over, and this may not be the last you see of our psychedelic gnomes…
Elsewhere, tube lights were suspended from the ceiling, and in between were floating plinths displaying all the new jewellery collections. The Effervescence collection was on display with four new pieces that have been super-sized to create bolder statements, but still with the same playful feel. A new capsule collection “Infinity” showcased a series of chunky chain pieces twisted in knots and hanging free creating masculine hardware with a feminine edge, which also inspired the season’s couture collection. The couture pieces are one-off pieces not sold in store that are used purely for fashion shoots and celebrity appearances.
This season the pieces featured silver origami roses clustered over enlarged versions of the Infinity chain. Finally, to celebrate our 20th anniversary, the 20/20 collection was created around a central motif of three rings, reflecting the three links seen in our logo, and echoing our motto “Love London Life”. In silver, yellow gold and rose gold, the collection includes cord bracelets, and rings that can be engraved and used as wedding bands.
And as well as all our new Friendship Bracelets and jewellery collections, for the first time ever we have introduced a full range of small leather goods for men and women! In chocolate brown and black for men, and caramel and patent liquorice and plum for women the collection features wallets, card holders, purses, wash bags and document holders. A new set of collectibles from Links of London, that are sure to become as everlasting as our jewellery. Keep watching the blog for more pics of our new collection…coming very soon.
