NewswireToday - /newswire/ - London, United Kingdom, 10/07/2009 - Links of London charged up with London Grid. A new group of jewellery collections, four of which are highlighted this season. London Grid takes its name and pulsing spirit from the British metropolis where the jewellery house was born.

Creative Director Elizabeth Galton looked to the very streets of London for inspiration. References were drawn from the physical landscape, but also from the buzz of life in and around the streets. The quintessential London experience – of unexpected connections and days and nights played out on the urban stage – is a rich source of symbolism.

Surfaces recall the irregular grid of the city, an intriguing pattern of organic growth. It suggests the twinkling of warped windows and the ever-changing mosaic of old and new facades. Distortion is beautiful in textural openwork sterling silver pendants, a hammered cocktail 18ct gold rings and cubic drop earrings. Gemstone editions of 18ct gold are available with tiger’s eye and sterling silver with green peridot.

Tough and bold, Britlines builds chunky silver chains from smooth, solid links. The signature triple links nod to the overlapping lines of the subterranean Tube. They speak of the multiple connections that mark a Londoner’s daily life, and the enduring bonds that create a community. A cluster chainring is a weighty, statement piece. Mini Britlines edition is a beautiful 18ct gold jewellery collection with smoky quartz and citrine.

Links ID (linksoflondon.com), a unisex jewellery collection, brings happy street style to identity tags. Featuring urban icons from boombox to sunglasses, headphones to handcuffs, these ironic dog tags celebrate the creativity and attitude that have long flourished in London. Links ID is in sterling silver and 18ct gold as well as silver with precious and fine stones.

Voltage is one of several men’s jewellery collections to be introduced. Taking the headphone jack as its motif, Voltage draws on and expresses the tangible energy of Links’ home. Unexpected connections occur as a jack links two ends of a leather rope stainless steel bracelet, or terminates in the clasp of a cufflink. Voltage in stainless steel with black and blue PVD finishes and leather.

Grid is a brand new men’s collection. Taking its cue from the mechanical motif of engine turning, Grid draws on and expresses the tangible energy of Links’ home.

Portobello watch takes its name from Portobello Road in London: its unique cosmopolitan and energetic atmosphere is reflected in the classic detailing of these gold watches. Eight styles with timeless form and elegant features give this collection a contemporary edge whilst recalling retro concepts of jewellery design.

Our customers will be spoilt with choice with a selection of classic rectangular or round cases finished in Stainless Steel or Rose Gold with the option of chronograph movements.

This campaign continues the strong visual theme the brand established with Spring Summer 09’s Flutter & Wow and Sweetie Watch campaigns, whilst demonstrating our “Fresh London” brand values, an intrinsic part of our DNA.

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