Need to know Annoushka jewels

“My approach to jewellery is very personal," says jeweller Annoushka Ducas

Annoushka, named after its founder Annoushka Ducas, made its debut in 2009. Ducas, formerly of Links of London, couldn’t find the jewellery she wanted to wear so decided to design it herself. And has since found her modern and elegant designs being worn by the Duchess of Cambridge, Queen Rania of Jordan, Rihanna, Gigi Hadid, Adwoa Aboah and Helen Mirren.

“My approach to jewellery is very personal; at each stage of my life, the inspiration behind my work has changed to reflect new influences, and new ways of thinking about ideas that have fascinated me since my jewellery journey began,” Ducas has said.

She explains that her first business, Links of London, was all about making gifting easier and creating products that would make people smile. Some 20 years later and she says her jewellery is now more reflective and she is inspired to create jewellery for women by women.

“I create what I like to wear. It must be comfortable, versatile, unfussy, yet also te​ll a story,” she explains. “I love colour and my jewellery reflects this.”

The aim of Annoushka is to bring a strong female voice to the traditional world of fine jewellery; to design for women who are buying jewellery for themselves.

Says Ducas: “I’ve always travelled the world to find extraordinary stones and inspirational craftsmanship, learning everything I know at the craftsman’s bench. Great precious jewels have to have fluidity, tactility, detail and playfulness, with a mix of golds, textures and above all—colour. One of my greatest inspirations is colour, the key that defines the bold combination of playfulness, wearability and daily glamour that is my trademark.”