S3 Ep4: Annoushka Ducas

It was in 2012 that Annoushka Ducas was decorated as a Member of the Most Excellent Order of the British Empire. Recognised for her three decades of service to the jewellery industry, hers is a name that’s synonymous with luxury.  “Jewellery is so much about moments in time. Those are the luxuries: the moments that it commemorates, or what they mean to you.” Annoushka Ducas MBE wasn’t always destined for the world of luxury jewellery. The keen businesswoman, and now mother of four – who co-founded Links of London in 1990 alongside her husband, John Ayton – studied at the Sorbonne before alighting in the industry almost by chance. Despite her lack of formal training, Ducas’ innate sense of style and inimitable aesthetic has redefined the jewellery industry as we know it today.