Links of London has announced British jewellery designer, Dominic Jones, as its new global creative director.

Having graduated from Sir John Cass school of Art and Design in 2007, Jones launched his cult eponymous brand two years later. Breaking the mold, his signature line of tough, commanding pieces became so popular he was the first jewellery designer to get an on-schedule LFW slot, whilst his campaigns featured musician mates like Splashh, Cavan from Swim Deep and Dev Hynes to name just three, and he even caught the attention of Karl Lagerfeld, who commissioned Jones to create custom, personal pieces for his own collection.

Now, in this new role with Links of London, Jones will oversee all the brand’s collections, beginning with this season’s new collections: Wholehearted, Orbs and Wildlife Charms. As part of his initial brand roll-out, Jones recruited British artist Felix Carr and photographer Lauren Maccabee to front his Wholehearted and Core collections. See the imagery below.

“I’m honoured to have the opportunity to work for this iconic British brand at such an exciting time.’ Jones said of his appointment, “I really like that there was something inherently inclusive in the inception of the brand; offering distinctly unisex and lifestyle pieces before they became a cornerstone of fashion. This resonated with me, as it was the approach I took when I started my own label.

My goal is to create beautiful and timeless pieces that capture the feeling of today; pieces that carry an intrinsic strength and combine the boldness and desire for personal expression that men and women have today.”

“We are thrilled to have Dominic on board and I am confident that he will contribute greatly to delivering our vision and establishing Links of London as a leading British lifestyle brand,” Annia Spiliopoulos, Global CEO of Links of London, said of the appointment. “For me, the starting point for a strong brand is a strong product. A product that is created with honest intentions and personal inspiration.”