Introducing Annoushka Ducas MBE, fine jewellery designer, entrepreneur and philanthropist
meet Annoushka Ducas MBE, a profoundly creative British jewellery designer and founder behind two illustrious jewellery brands. She co-founded Links of London in 1990, a global luxury jewellery brand, which she sold in 2006 before launching her fine jewellery house, Annoushka in 2009. She is celebrated as one of London's most prominent jewellers. In 2013, she was awarded an MBE for her outstanding contributions to the jewellery industry, Her accolades include Jewellery Designer of the Year, Brand of the Year, and shortlist placements in the Veuve Clicquot Businesswoman Awards. Her iconic pieces adorn the likes of Gwyneth Paltrow, Jennifer Lopez, Rihanna, Emma Watson, and other notable names.
“I am a jewellery designer and entrepreneur, and for over three decades I have built two businesses that reflect my love of storytelling through design. I co-founded Links of London in the 1990s, and later created my eponymous brand Annoushka. I never studied jewellery formally; instead I drew on strong family influences of art and entrepreneurship. My work is about creating jewellery for life: joyful, versatile, crafted in gold and precious stones — pieces that are designed to be lived in.”
Join us as annoushka SHARES her inspiration and heritage, daily routine and drive to support women, along with her love of travel and future ambitions.
annoushka.com
Can you tell us a bit about your background, and what led you to working in the jewellery space?
After school I studied French at the Sorbonne and spent a year in Australia. On my way home, I stopped in Hong Kong and ended up staying three years — a city that became central to my career. I worked for my godfather, Mark Birley, founder of Annabel’s nightclub and the Birley Group, where I learned the importance of proportion, detail, and doing things beautifully — lessons that shaped my design career. My Russian mother surrounded me with eclectic art and objects, and my grandfather and great-uncle, Peter and Victor Provatoroff, were passionate collectors of Russian art. Creativity and enterprise were part of my DNA.
What does a typical working day look like for you?
I’m an early riser, a habit left over from my fish business days, and I start with yoga, Pilates, or a long walk with my dogs. Tuesdays to Thursdays are spent in London with my design team, working on collections and meeting bespoke clients. Mondays and Fridays are in Sussex, where
What sets Annoushka apart from the competition?
We design jewellery to be lived in — versatile, luxurious, and part of your daily story, not reserved for grand occasions. Because I was never formally trained, I’ve always approached design with a freer eye. I believe jewellery should make you smile, whether that’s from a memory or a playful detail, but also carry intimacy and meaning.
Have you always had an affinity for jewellery design?
Not in the obvious way. I didn’t grow up sketching diamonds, but I travelled widely with my mother and was fascinated by how jewellery is worn in different cultures, and the stories attached to objects. Discovering I could translate those instincts into jewellery turned into a lifelong passion.
Who has been the biggest support throughout your career?
Undoubtedly my husband, John. We built Links of London together from Hong Kong, and he has always backed my instincts.
Is there something you’re yet to achieve in your career but would like to?
I’d like to establish a foundation that fuses jewellery with my commitment to supporting women. Beyond that, I want to see the jewellery industry embrace genuine sustainability and transparency.
How would you describe your own personal style in 3 words?
Relaxed, simple, stylish.
Can you tell us more about your female-focused philanthropic work?
Supporting women has always been central to my philanthropy. Years ago, I set up a microfinance initiative in Addis Ababa to provide women with small loans to build businesses. More recently, during Covid, I founded The Brilliant Breakfast in support of The King’s Trust, after seeing how disproportionately young women were affected. What began as women hosting breakfasts to raise funds has grown into a nationwide movement — in just three years, we’ve raised over £2 million and supported more than 2,000 young women. I remain deeply involved as founder and patron, and it’s one of the initiatives I’m most proud of.
WEALTH
Describe your relationship with money and personal finance in three words.
Pragmatic. Independent. Evolving.
How do you define wealth?
Freedom: the ability to create, to support others, and to choose how you spend your time.
What money lessons did you learn when growing up?
I grew up with little money, so I learned resilience, independence, and the importance of women controlling their finances. If I could change anything, I would have invested more confidently in myself earlier.
What has been the most helpful tool for you to learn about money?
Running a business — nothing teaches you more about risk, cash flow, and resilience.
How do you organise and manage your own finances?
I keep things disciplined but simple. I have excellent advisers, but I stay engaged — ultimately, you must take responsibility yourself.
What is the best money decision you have made?
Starting Links of London. It was a leap of faith that created the platform for everything that followed.
What is your number one financial priority?
Sustainability — building a lasting business and ensuring initiatives like The Brilliant Breakfast continue to grow and support women.
How often do you talk about money with your friends?
Not often enough. Women should be much more open about money — it removes fear and builds confidence. I notice my children’s generation discuss it far more freely, which I think is positive.
Which area of finance do you wish you knew more about, and why?
Impact investing. The idea of aligning returns with measurable social or environmental
WELLNESS
As a business owner, how do you switch off?
I’m not sure you ever completely switch off, but skiing and yoga help because they demand focus. Walking by the sea, time with my four children, and good friends are also restorative.
Where do you feel most inspired?
Always when I travel — sometimes by colours, the top of a building, or the texture of a tree.
Do you have a morning routine to set you up for a productive day?
I start with exercise and then move into design work before the day’s demands take over.
What resources or tools could you not live without?
My phone — I take endless photos of details that might inspire me years later. And the small talismans I collect on my travels.
What are you currently reading and listening to?
I’m reading The Anarchy by William Dalrymple and listening to How I Built This — I love hearing how others navigate creativity and commerce.
Tea or coffee?
Neither — I always start the day with hot water and fresh ginger.
What is your favourite hotel in the world?
The Mandarin Oriental in Hong Kong. I designed my first piece of jewellery — my engagement ring — at a small shop in the hotel called KS Sze and 25 years later I opened my first overseas Annoushka boutique next door – it felt so right that we should open it where it all started. It is incredibly comfortable with the most wonderful bed linen and the service and welcome is wonderful. I’m thrilled we’ll be opening a new boutique there after its refurbishment in early 2026.
In London, Claridge’s has a special place in my heart. I often host my Inspirational Women lunches there, which complements my Life and Charms podcast. I have recently designed a collection of charms inspired by its iconic features, from the revolving doors to the teddy bear — a joyful project Life in Charms – Claridges.
