Links of London Hosts Ambassador Day

This news broke on Monday, May 23rd, 2011 | For more breaking news visit our news page

Jewellery brand Links of London hosted its London 2012 Ambassador Day this week, where Olympic hopefuls Keri-anne Payne, Christian Malcolm and Tom Aggar spoke to Retail Jeweller about working with the brand and the impending games.

Olympic swimmer Payne and runner Malcolm, along with Paralympic rower Aggar and Olympic and Paralympic cyclist track star Sarah Storey, will act as Links of London brand ambassadors for its official jewellery collection of London 2012, and will attend its ‘1 year to go’ media day later this year and appear in its advertising campaigns in the run-up to the London games next year.

Payne previously won silver at the 2008 Beijing Olympics and was crowned world champion in Rome in 2009, but said right now she is just focused on making the Olympic team. Speaking about her decision to work with Links of London she said: “It was a no brainer for me. It’s a great British brand and is cool, young, vibrant and works well with my personality.”

Payne was also wearing a selection of Entwined jewellery from the collection. She said: “I love the collection and my favourite is the Entwined range. I’m very much a silver girl and what’s not to love about jewellery.”

Olympic 200m hopeful Malcolm won bronze at the 2010 Commonwealth Games in Delhi and said he that he’ll be going for gold at the London games next year. Speaking about his decision to be an ambassador for Links of London he revealed that his love of jewellery began when the brand gifted Britain’s athletes with an Olympic-themed friendship bracelet at the Beijing games in 2008. He said: “The collection is really cool and suits my style. My favourite pieces are the friendship bracelets, which look great when you stack them and the dog tags.”

Paralympic gold medalist Aggar will be defending his unbeaten record at the London 2012 games in the men’s only single scull AM1x event. Speaking about the collection he said: “The collection has surpassed my expectations. It’s understated and stylish and there is something there for everyone. I’ve even been wearing my friendship bracelet during training.”

All three of the athletes told Retail Jeweller that they are looking forward to the possibility of competing in front of home crowds in the London 2012 games, and said that they hoped being brand ambassadors for Links of London would encourage more young people into sport. Aggar said: “People can get so much from sport, there’s the social aspect and just getting people fit, healthy and active. Hopefully acting as brand ambassadors will help to boost people’s interest in sport as a whole.”


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