Annoushka Ducas, founder and creative director of her eponymous jewellery brand, brings a lifetime of inspiration to her designs. With a background in French Language and Civilization from the Sorbonne, Annoushka's journey from Paris to Hong Kong in the late Eighties sparked her passion for jewellery design. Today, she continues to create pieces that are deeply personal, reflecting her own style and ethos.

Driven by the belief that jewellery should be versatile and emotionally resonant, Annoushka designs pieces that evoke joy and tell stories. Constantly seeking the new and unexpected, she travels the world in search of extraordinary stones and innovative techniques. With a studio on-site at her boutique in Chelsea, London, Annoushka remains at the forefront of creativity, always pushing boundaries and delivering fresh, inspiring designs.

How would you best describe the company’s style, and why you love doing what you do?

When I launched Annoushka in 2009, I was looking to design jewellery as a woman for women. I wanted to create jewellery that should be worn everyday, not just for special occasions. Jewellery that women want to buy for themselves and most importantly in 18ct gold so that it lasts forever and is passed down through the generations. Jewellery is all about memories and the moment it marks.

What sets you apart from other jewellers?

Jewellery should tell a story, feel great to wear and make you smile. My jewellery is designed to be worn every day, not just for special occasions and to be truly versatile, allowing each piece of jewellery to be styled and worn with another.

I have been long known for my exquisite charms and pendants, items that tell a special story. My own charm anthology dates back to my childhood, and charms continue to lie at the heart of my work. They are identity markers, powerful talismans, a chronicle of life, a touchstone, a reminder and the perfect heirloom to be treasured and passed down through generations. My Life In Seven Charms, our bespoke service and our podcast perfectly personify this. I like to call it an 18ct solid gold biography.

What are your top tips for choosing the perfect engagement and wedding rings?

There is a lot to think about before you choose an engagement ring. Typically it is the first piece of important jewellery a person will have purchased and yet it is the one thing they will (hopefully) wear for the rest of their life. Whilst good design does not go out of fashion, an engagement ring needs to be durable – it will get plenty of wear and tear so do not skimp on quality. The initial consultation is key. I like to discuss how my client is going to wear the ring. Will it be an everyday piece to be worn all the time, or is it a ring that they think they will wear less often? How active is their lifestyle? This will determine the setting I use and type of stone. It is also important to try a variety of stones next to your skin. When I was designing my engagement ring, I was determined to have an emerald, but it was only when I tried a ruby against my skin that I realised that I was wrong. I always encourage a client to keep an open mind. When I celebrated 30 years of marriage, I designed a pair of ring jackets to sit perfectly around my original engagement ring. I adore my ring, but I love the versatility this gives me. If I want to make things more impactful, I just add the jackets to either side. I love offering this service for clients – it's so rewarding to see their reaction when they get their new pimped up ring!

What’s been your most memorable project that you’ve worked on to date?

I loved working with Susie Cave on our collaboration with The Vampires Wife. Sitting around her kitchen table in her gorgeous Brighton house with her husband Nick, we designed each of the charms based on a Nick Cave song. It was such a privilege to listen to Nick talking through his lyrics. With his terrific sense of style and fun, it added a whole new dimension to listening to his songs.

Share one design/project that you’re working on at the moment that makes you really excited for 2024.

I have a number of bespoke commissions that I am excited about, ranging from some gorgeous engagement rings using unusual stones, the remodelling of an important antique ring and of course a fascinating My Life in Seven Charms project for an 80 year old client.