As a customer, it is an interesting period to be alive. Just imagine: Before, when you needed to buy something, you had to travel miles and go physically to a store. You didn’t have that many choices and you’re under the mercy of information businesses and advertisers wanted you to know (not all the time though). But today, customers are more powerful. You get to shop whenever, wherever. You also have more products and services to choose from. Even if companies still try to convince you with biased (this is completely unavoidable, anyway) claims, you are more conscious and informed now.
In fact, you, as a customer, have evolved to want everything fast, efficient and at your convenience. As retailers and small to large businesses fill this demand, many lose the focus on what’s important which is creating genuine engagements with you, the customers, through meaningful products and services that they offer. While a lot of businesses only understood the importance of connections in recent times, there’s one jewelry brand that found success by not only truly knowing its customers, but also listening to what they need, thus creating a genuine relationship with them. It’s Annoushka.
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Women entrepreneurship at its finest
Annoushka Jewellery was founded by its namesake, Annoushka Ducas MBE, in 2009. London-born Ducas studied in Sorbonne, Paris and traveled the world during the 1980s. One of her defining moments was a stopover in Hong Kong where she discovered her passion for designing jewelries.
Living a life of an entrepreneur, Ducas first began with global luxury jewelry brand, Links of London, with her husband John Ayton in 1990. The company lasted for over 15 years before being sold to Folli Follie in 2006. When Ducas left Links of London in 2007, she then established her own brand—Annoushka.
Deeper character, deeper meanings
Annoushka excellently crafted its own space in the jewelry industry as it zoomed in on providing women wearable and personal pieces that can be easily worn whether with a pair of jeans or a cocktail dress. The brand offers jewelries (bracelets, chains, earrings, necklaces, charms, and rings) that not only reflect the modern woman but also adapt to her changing lifestyle.
Ducas herself noted that she only creates pieces for the brand that she would like to wear herself. The burst of hues in the brand’s items are reflective of the founder’s love for colors. She also considers the comfort of the wearer, the versatility of the pieces, and more importantly, the story behind each of them.
Inspired by a past of world travels, Annoushka makes sure its jewelries have stories to tell. Creations that not only fascinate the wearer for its gorgeous stones and fine artistry, but also pieces that evoke personal narrative, spirited colors, and vibrant emotions. In fact, Annoushka aims for its jewelries to become treasured heirlooms.
Worldwide connections and recognition
As Annoushka brings glamour into the daily lives of women, it also provides the wearers another avenue for self-expression in a playful and stylish way. With its strong connections with the changing needs of women today, it is no surprise that the founder and the brand have been recognized throughout the years.
Ducas was awarded an MBE, or A Member of the Most Excellent Order of the British Empire, for her contribution to the jewelry industry in 2013. She was included in the Professional Jeweller Hot 100 list in 2010 and 2011 and was also short-listed for the Veuve Clicquot Businesswoman of the Year Awards.
Some of the publications that featured Annoushka include Tatler, Absolutely Weddings, Sunday Telegraph, Harrods, The Times, The Financial Times, Vogue, Mayfair, and many more. Personalities who have been spotted wearing the brand include Emma Watson, Gwyneth Paltrow, Rihanna, Jennifer Lopez, and the Duchess of Cambridge.
Aside from creating and designing jewelries, Annoushka also supports other women through charitable work for Give A Future. And going back to her roots, Ducas opened a boutique in Hong Kong last year, 2017, where her jewelry making career began.
Today, it is easy for customers, like you, to be distracted by a gamut of products and services in the market, as well as expect everything to be on-demand. Eventually though, customers are, after all humans, and humans value deeper connections. Annoushka perfected establishing genuine engagements with its stakeholders as it produces jewelries that have character: “glamour, passion and humour—of the craftsman, the designer and the woman who will ultimately wear it, creating precious jewelry for remarkable women.”
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