Links of London names global creative director

By

Barbara Santamaria

Published
May 29, 2019

British jewellery brand Links of London has tapped five-time NewGen award winner Dominic Jones as its new global creative director.

The former creative director of rival Astley Clarke, Jones will oversee the design of Links’ jewellery collections whilst helping drive the brand’s turnaround strategy.

His first full collection will launch in mid-September, Links of London announced.

Jones graduated from Sir John Cass school of Art and Design in 2007 and launched his eponymous cult label in 2009. Net-A-Porter, Liberty, Harvey Nichols and Barneys are some of his stockists, and Beyonce, Karl Lagerfeld, Rihanna and Florence Welch have worn his designs. He went  on to consult for Fabergé before joining Astley Clarke as creative director.

“His work and personality allow him to speak to a new generation of consumer, connecting with them on a profound level. He is a designer with a conscience, who embodies our brand values and uses his work to communicate, to bring meaning and to inspire,” said Annia Spiliopoulos, global CEO of Links of London.

“I’m honoured to have the opportunity to work for this iconic British brand at such an exciting time,” Jones added. “I really like that there was something inherently inclusive in the inception of the brand; offering distinctly unisex and lifestyle pieces before they became a cornerstone of fashion. This resonated with me, as it was the approach I took when I started my own label.

“My goal is to create beautiful and timeless pieces that capture the feeling of today; pieces that carry an intrinsic strength and combine the boldness and desire for personal expression that men and women have today.”

His appointment comes at a time of change within the company following the relocation of its headquarters back to London and the closure of 15 shops in the US. The cost-cutting measures were part of a radical turnaround plan led by new CEO Spiliopoulos, who is trying to help the brand survive the challenging market conditions.

Owner Folli Follie is understood to be exploring a potential sale of the chain following a 3% increase in like-for-like sales in the year to April.