Annoushka brings a strong female voice to the traditional world of fine jewellery, designing versatile pieces for women who are increasingly happy to buy jewellery for themselves. As founder Annoushka Ducas puts it: ‘We create precious jewellery for remarkable women.’ Annoushka believes jewellery should last forever, something that is reflected in the timelessness of the brand’s designs and integrity of the materials it uses.
‘We believe in buying less and buying better and intend our designs to be worn, cherished, passed on for the next generation to enjoy,’ says Annoushka. ‘We have always been dedicated to sourcing responsibly, recycling gold already in circulation. Last year we moved our production to 100 per cent recycled gold and are in the process of onboarding with Positive Luxury. Our brand’s production will be in line with the UN’s Sustainable chain has minimal impact on our planet.’
Love and Commitment is the brand’s first collection to be made entirely of 100 per cent recycled gold. Focusing on white gold and white diamonds, the collection offers contemporary ideas for the wedding/engagement market and features Annoushka’s own unique stone setting on engagement, wedding and eternity rings as well as jacket and side rings. The collection also includes talismanic coloured gemstones, earrings, bracelets and necklaces.
Annoushka has recently collaborated with British fashion designer Alice Temperley to create a capsule collection intended for the modern bride to wear on her big day and then enjoy ever-after. The collection is based on Alice’s own jewellery, with earrings, bracelets, charms and necklaces crafted in 18ct recycled gold, pearls and diamonds.
Last year Annoushka also worked with Fuli Gemstones, becoming the first designer to collaborate with a dedicated peridot mine. Using stones sourced directly from Fuli’s Yiqisong Nanshan mine in China, the Radiance collection is an Art-Deco homage to and reimagining of Annoushka’s own engagement ring. The bold designs feature astonishing green peridot stones, pink sapphires and malachite, crafted into transformable statement pieces: a ring can becomes a pendant to be added to a choker or necklace for an elevated look.
Another coup last year was becoming the first jewellery brand to launch with Harper Concierge, offering customers within Greater London a new, exclusive and luxury service that allows customers to try before they buy with a guaranteed drop-off time followed by a one-hour appointment slot, all from the comfort of their home.
In 2019, Annoushka herself became a patron of Women Supporting Women run by the Prince’s Trust to support young girls and women from disadvantaged backgrounds. In 2020, Annoushka founded The Brilliant Breakfast to help raise funds for the initiative, and last year they held their second breakfast event, raising more than £800,000.
‘Despite global challenges, 2021 was an exciting year for us, particularly embracing the challenge of making our business as sustainable as possible,’ says Annoushka. ‘But we want to be the best and believe that the world should not have to be harmed in the name of luxury.