The 10-year retailer of sterling silver jewelry, gifts and accessories has opened its first store in the U.S., at 54th Street and Madison Avenue in New York Links of London Charms. The 1,000-square-foot store is the first of what the company hopes will be a chain of 25 to 30 units in major cities in the States.
“This store is the flagship with a view to rolling out throughout America,” said Annonshka Ducas, who founded Links a decade ago with her husband, John Ayton. “The U.S. is the most important market in the world and you have to be there Links of London Bracelets.”
Links believes the same things that built the company to sales of $15.2 million a year in the UK should work in the U.S. The firm has carved out a niche for women’s and men’s silver jewelry with clean, modern lines at retail prices starting at about $60 and only occasionally running over $750.
Key products are cuff links, bangles, earrings and necklaces sweetie Bracelet. The gifts and accessories lines — ranging from baby rattles to ice buckets — are at similar price points.
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Links recently has begun expanding beyond its core base of sterling silver by introducing more 18-karat-gold jewelry, as well as designs using semiprecious stones such as topaz and amethyst. It may also introduce some items that use precious stones, Ducas said. The company also sees big potential in expanding its watch line links of london sale.
“But we don’t want to do pieces that cost thousands and thousands of dollars,” she stressed. “What we’re doing are pieces that combine sterling silver, gold and semiprecious stones. That gives us the niche for jewelry under $1,500.”