When we sold Links of London in 2006, I thought I’d left silver behind. But in starting Annoushka, I began working exclusively in — and I have loved it. Gold has a patina that softens over time and becomes part of you, like an old friend. It also allows for an attention to detail and a level of craftsmanship that perhaps silver doesn’t always reveal in quite the same way. For nearly two decades, gold has been my language.
But nearly 20 years on, I find myself once again drawn to silver - and it feels absolutely right to return with
I first designed Knuckle because I couldn’t find the chain I wanted for myself — one that worked as hard as I do, shifting effortlessly from morning to evening, layered or simple, bold or understated.
“I wanted a chain that was strong but fluid, without feeling fussy or over-decorative.”
We launched it in 14ct gold in 2023, followed by Knuckle Dust in 18ct gold and . It has since become a true signature collection.
Every piece is handmade by a master craftsman in Arezzo who I have worked with for decades — the very same artisan who created the original Sweetie bracelet for Links of London. I have learned so much from him over the years, and returning to silver with him feels like coming full circle: the same hands, the same values, but for a new generation.
Part of what makes Knuckle so exciting is its playfulness. It’s modular, versatile, and incredibly hardworking — designed to be styled in a multitude of ways. Worn long or short, stacked or singular, linked and adapted — it’s jewellery that responds to you and your life.
When we launched Links of London, we were, in many ways, the first significant British silver brand. At a time when most heritage houses were either foreign-owned or focused on gold, we defined a new category: luxury silver with personality. Fresh, relevant, and distinctly British.
Now, Knuckle in Silver continues that story. Silver is intelligent, bold, and modern. With gold at record highs, it also allows us to share this design with a wider audience — without compromise. I never thought I would design in silver again, but it turns out there’s more to say — and silver is the perfect medium to say it.
