Designer Portrait - London-based jewelry 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
Image source: 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 a very personal touch and a story behind it. I design my jewelry with a view to a modern, confident and independent woman. Playfulness and intuition are in my designs in the center with a real sense of romance. Over eighty percent of my clients 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 work. During my 30 years as a jewelry designer, I have had many incredible ones On Site Team and suppliers met and worked with them. It is very important to me to only work with people who share and practice my ethos.

Taking care of the environment and respecting the people I work with is very important to me. Sustainability and origin are central to my design process. As a brand, we know where we get our gold from. Hence all are diamonds as well as gemstones that we use in our designs, conflict free.


Mythology 18ct Gold Citrine Beetle Collection

My personal favorite is the Art Deco-inspired engagement ring. The first piece of jewelry I designed. It's the only piece of jewelry I wear every day. Above all, it has the greatest sentimental value, therefore it is 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 very special bond with the Philippines. There I commissioned my first piece of jewelry, a cufflink in the shape of a fish. My beloved mother, who owned a fish shop, gave it to the cooks she supplied. I also get all of my golden pearls directly from fishermen in Iloilo, a place that was destroyed by Typhoon Haiyan in 2013.

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 10 to 20 years is to build a global brand. When we first launched in 2009 we had a specialty retailer and now we have two flagship boutiques and are in some of the most famous department stores in the world. We opened our first boutique in Hong Kong in 2017. We are now expanding into mainland China through our partnership with JEWELRIA, the Chow Tai Fook Jewelery Group's newest jewelry store.

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



Always informed about the latest lifestyle trends, architecture, design & interior, as well as current technologies around sustainability.

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