Designer Portrait - London jewelery designer Annoushka on her new collection

Annoushka Ducas, one of London's leading jewelry designers, talks about her personal taste.

South Africa, organic restaurants, holidays, sustainable tourism
Provided by: Annoushka

The London jewelry designer Annoushka Ducas has been involved with jewelry design for 30 years. Her source of inspiration has changed with every phase of her life. With her current brand "Annoushka", she has set herself the goal of giving the traditional world of fine jewelery a strong female voice.

My jewelry collections are contemporary, feminine and playful with an extremely personal touch and a story behind it. I design mine Jewelry with a view of a modern, confident and independent woman. Playfulness and flair are the focus of my designs with a real feeling of romance. Over eighty percent of my customers are women who buy gifts for themselves. That's why I design these pieces for strong women who are not afraid to experiment with their style.


Annoushka Hidden Reef 8ct Yellow Gold

Sustainability and transparency play a major role in my designs. During my XNUMX years as a jewelry designer, I met and worked with many incredible craftsmen and suppliers. It is very important to me to work only with people who share and practice my ethos.

Taking care of the environment and respecting the people I work with is of great importance to me. Sustainability and origin are of central importance to my design process. As a brand, we know where we get our gold from. Therefore, all diamonds and gems we use in our designs are conflict-free.


Mythology 18ct Gold Citrine Beetle Collection

My personal favorite is the art deco inspired engagement ring. It is the first piece of jewelry I designed as well as the only piece I wear every day. Above all, it has the biggest sentimental value, so it's also my most personal and dearest treasure.

"Taking care of the environment and respecting the people I work with is very important to me, and sustainability and heritage are central to my design process."

As a cosmopolitan, I have a special bond with the Philippines. There I commissioned my first jewel, a cufflink in the form of a fish. My beloved mother, who owned a fish shop, gave it to the chefs she served. I also buy all my golden pearls directly from fishermen in Iloilo, a place that was destroyed by Typhoon Haiyan in XNUMX.

My new 'Hidden Reef' collection, launched in September, is inspired by my love for the Philippines. The sea there is just exceptionally lively, with its creatures and colors and these intriguingly intricate forms. I decided to create a collection that recognizes the diversity of life on the seabed. This unique ecology that we rarely see.


Hidden Reef 18ct Gold Sapphire Earrings

My vision for the next XNUMX to XNUMX years is it to build a global brand. When we launched in XNUMX, we had a retailer, and now we have two flagship boutiques and are represented in some of the world's most famous department stores. We opened our first boutique in Hong Kong in the year XNUMX. Now, through our partnership with JEWELRIA, the newest jewelery business of Chow Tai Fook Jewelery Group, we will expand into mainland China.

We are very pleased to continue our success in Hong Kong and become the first British jewelery designer to take a serious step into mainland China. In addition, we have just opened a new London store in the Burlington Arcade, which has been a figurehead of British shopping since 1819. We also start with two global online retailers.

This way to the house of Eden Guide - Annoushka


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