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Interview With: Annoushka Ducas

How did you get into jewellery design?

I used to design jewellery for myself and would get it made by a local when I lived in Hong Kong. While selling property in Hong Kong, my mother asked me for an idea for a gift for 60 of the top chefs in London as she supplied them with fish for their restaurants. I thought of designing a pair of fish cufflinks for them and that’s how it began.

"The Annoushka woman is independent, confident in her own skin and more interested in style than fashion."

What inspired you to set up your eponymous line?

Working with precious stones and gold was something I’d always wanted to build up to and so when the right time came along, my brand Annoushka felt like the natural progression - not only in terms of business but for me personally as a woman. I’ve always designed the jewellery I want to wear and this suits my style now compared to 10 years ago.

What is a typical day for you?

No day is the same although I try to start the day with some sort of exercise when I can. Then, if I don’t have a morning meeting I’ll go into the office to work on some design ideas and go through ongoing projects with everyone in the office. Most days I have lunch on the go as something more urgent inevitably pops up and I tend to not have the time! After a day in between the office and meetings I like to relax at home with my four children and a cuddle on the sofa with my two French bulldogs.

What do you think jewellery means to women?

Women are finally starting to buy jewellery for themselves. The tradition used to be that men bought jewellery for women, however now it’s changing. It’s such a personal thing for a woman and my motto is to dress up your jeans. Women should be wearing their jewellery daily and enjoying it - rather than saving it only for their cocktail dress or ballgown.

What is your most favourite piece of jewellery?

I have a pomegranate necklace from our Manuela collection that I love; it’s so tactile that I practically wear it every day and it goes with everything.

Do you have any tips on how to style jewellery - are there any rules?

For me there are no rules. With Annoushka jewellery I can mix all three golds and wear as much or as little as I want and it never looks over the top because the pieces are so versatile. It’s personal to every woman; we should all be able to create our own rules.

What jewellery item could you not leave the house without?

My engagement ring – I designed it myself in 1989 and I never take it off. 

Shop our pick of the perfect pieces from Annoushka below...

Get style tips on how to wear it with our Jewellery Edit

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