Links of London has chosen television presenter Cat Deeley as the global ambassador for the jewellery brand.
She will front the campaign for Links for its autumn advertising campaign in the UK, US and Asia.
Links of London creative director Elizabeth Galton said Deeley was chosen for her “beauty and fresh London feel - something that embodies the essence of the Links of London brand”.
The jewellery group had a record year in 2009 with sales ahead 28%, to £76.8m. It has 42 outlets across the UK and a further 44 internationally.