Storied jewels: My Life in Seven Charms by Annoushka

To mark its 10th anniversary Annoushka offers a truly bespoke luxury charm service.

Annoushka My Life in 7 Charms, bracelet with charms

As London-based jewellery house Annoushka. celebrates ten years of success, the firm unveils ‘My Life in Seven Charms’ a customised jewellery creation service.  Founded by Annoushka Ducas MBE, the idea was sparked by the designer’s love of all things miniature. Annoushka says:  ‘The attraction is in the idea of honing one’s life into tiny, precious forms while creating a true heirloom for the future. The beauty and fun is in the limitlessness with which this can be realised.’

Rather than choosing off-the–shelf charms, clients are encouraged to work closely with Annoushka to create their own seven absolutely unique 18-carat gold charms that distill the essence of their personality, loves and quirks into mini jewels. The charms are attached to either a bracelet or necklace with a shimmering diamond bale creating a precious life story.

To kick off the project, Annoushka began with her own charm necklace with references that range from dancing fish skeletons to bejewelled ski gondolas that make up the rich tapestry of her life. ‘I love the idea of unlocking a life, reminiscing about really significant moments and then distilling them into a tiny treasurable biography which is wearable but also to be cherished by generations to come.’

Annoushka’s own charms include a diamond and tsavorite pea pod that cradles four lustrous pearls that represent her children. Individuality and expression is encouraged as evident in Annoushka’s explanation of the Sex on Legs charm: ‘My first idea for my husband John was a gold rock—because that’s what he is to me, but he was appalled at the idea; he wanted to be remembered as Sex on Legs! I took the expression very literally and added gold booted legs to a Sex on Legs Pop-Art style font.’

My Life in 7 Charms bracelet by Annoushka
This adorable little cable car charm is set with pink sapphires and diamonds and captures the joy of family skiing holidays which are a fundamental part of her family life. 

Her love of dogs is captured in the diamond-set Paw Print. Happy family skiing holidays in Megève are represented in the adorable ski gondola complete with rock crystal windows, ruby paintwork and diamond-set skis and the doors swing open. The Yellow Submarine is a tribute to dancing to the famous Beatles’ song with her mother. The submarine not only has a spinning propeller but the yellow-diamond charm is in fact a locket that opens to reveal a photograph. The Fish Skeleton is a reminder of the early days of Annoushka’s jewellery career. Her mother ran a fish supply business and the young Annoushka was charged with creating cufflinks for their top clients. A globe set in a diamond axis spins to reveal ruby markers over Hong Kong, where the couple met and London, their home. The finished jewel is presented in a jewellery case in the shape of a book: a wink to the biographical nature of the jewel. 

I can already imagine my life in seven charms and how it would bring me and my family decades of pleasure and to all those who want to hear the story behind each miniscule charm.  With the world turned upside down, jewellery is holding an ever more significant role in our lives, and particularly personalised jewellery with a very special story to tell that forges a golden link between the past, present and future. 

Consultations can be done virtually or in-store as soon as viable. Prices start from £35,000 and for more information visit


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