Annoushka

Overview

Annoushka is a fine jewelry brand founded by British designer Annoushka Ducas, specializing in 18ct recycled gold, diamonds, and precious gemstones designed for everyday wear. The brand focuses on intricate, story-telling pieces including charms and bracelets, with a customization service like My Life in Seven Charms. It holds a position in the luxury market, worn by high-profile figures such as the Princess of Wales and celebrities including Gwyneth Paltrow and Jennifer Lopez.¹²³

History

Annoushka Ducas launched the brand in 2009 after co-founding and selling Links of London in 2006 to Folli Follie SA. She received an MBE in 2013 for contributions to the jewelry industry. Key initiatives include the Brilliant Breakfast launched in 2020, raising £2.4 million for The Prince's Trust, and the unisex Knuckle collection in 2023.¹²

Product Lines

Manufacturing

Pieces are exclusively hand-crafted in 18ct recycled gold with diamonds and precious gemstones. The brand works with suppliers adhering to its Supplier Code of Conduct, aligned with International Labour Organisation guidelines, emphasizing transparency and ethical practices.¹

Notable Products

• Eternity Ring - Diamond eternity ring worn by the Princess of Wales.
• My Life in Seven Charms - Custom 18ct gold charms creating a personal life story on bracelet or necklace.
• Knuckle Collection pieces - Unisex jewelry launched in 2023 for everyday wear.
• Platinum Jubilee Charms - Limited edition charms marking royal events.
• Coronation Charms - Limited edition designs for King Charles III's coronation.

Reputation

Annoushka is praised by enthusiasts for innovative craftsmanship, recycled materials, and meaningful personalization options like charms. Professionals recognize Ducas's design awards and ethical initiatives such as supplier transparency and support for young talent via Central St. Martin’s. The brand maintains a strong celebrity following without noted major criticisms in available sources.¹²