Annoushka: The Inspired Jewellery Brand Taking A Mindful, Playful Approach

By CTH Editors

6 months ago

Jewellery designed for women

Annoushka is an entry in our Great British Brands 2024 book. 

Annoushka: Great British Brand 2024

‘When I launched Annoushka in 2009, I was looking to design jewellery as a woman for women. I wanted to create pieces that were to be worn not just for occasions but for every day, that women felt they could buy themselves: playful, tactile and, most importantly, that lasts forever. Jewellery is all about memories and the moment it marks.

Recent economic woes have been challenging. Everyone thinks the jewellery industry is not affected. Absolutely not. It affects everybody in different ways. I don’t design to trends. Jewellery has much more longevity than that. There are many brands making gold-plated jewellery so it can be difficult for the customer to identify what’s solid gold.

We’ve had a very exciting year, including being awarded the Positive Luxury Butterfly Mark. It’s difficult to get an accreditation as a jeweller as it’s such a complex supply chain, so I am thrilled. It has been lovely to see more clients commissioning their own bespoke pieces, often repurposing old stones from inherited pieces. Thanks to technology, we can 3D print each piece of jewellery. This means a client can put the piece on their finger and make sure the proportions are right rather than just imagining it.

Annoushka with earrings

In June 2023, I launched my Knuckle collection. Handmade by a small family-run workshop in Arezzo, Italy, with whom I have worked for 30 years, it’s immensely versatile and has a wonderful weight to it. It was amazing to design a gorgeous limited-edition crown locket charm to mark the coronation of King Charles III. The Princess of Wales wears our jewellery, including an eternity ring, which is such an honour.’

Annoushka Ducas MBE, founder

Five Proudest Moments

  1. Founding the Brilliant Breakfast initiative in 2020. It raised £2.4 million over three years to support disadvantaged young women live, learn and earn through The Prince’s Trust.
  2. Launching Knuckle, the brands first unisex, solid gold chain collection handcrafted in Arezzo by master goldsmith Dino, as worn by Katherine Jenkins, Claudia Winkleman and Davina McCall.
  3. Being awarded a Most Excellent Order of the British Empire (MBE) in 2012 by Queen Elizabeth II for services to the British jewellery industry, beginning with a line of cufflinks and spanning three decades.
  4. A$AP Rocky buying Rihanna a charm bracelet in 2022 from the Annoushka boutique in Liberty. He chose ten charms, each with a special meaning.
  5. Since 2011, instigating and overseeing a very successful annual jewellery design project with students at Central St Martin’s, and continuing to take an active role in nurturing young creative talent.

A black model wears a stack of Annoushka necklaces

What I’ve Learnt…

  • No idea is too stupid.
  • Don’t be frightened of employing people who are better than you. It’s not a threat, it’s an opportunity. Everyone is good at certain things. No-one’s good at everything.
  • The importance of energising a team. The team spend a lot of time working so it’s vital that they enjoy themselves.


41 Cadogan Gardens, London SW3 2TB