The husband and wife team behind jewellery chain Links of London have launched a new business in 11 department stores.

Annoushka Ducas and John Ayton launched a flagship 700 square foot Annoushka fine jewellery boutique in Harvey Nichols in Knightsbride in London yesterday.

The duo will open other spaces in Harrods, Selfridges in London’s Oxford Street, Liberty and House of Fraser in Westfield London.

They hope the business will generate more than £10m in the first year. In 2006, they sold Links of London for £50m to jewellery manufacturer Folli Follie.

Co-founder John Ayton said: ‘’This is a wonderful opportunity. We started in the jewellery industry in 1990 so we understand recessions and the opportunities they bring. We are extremely excited about this launch and see the great possibilities with the collection.  We are committed to combining interesting design with very strong commercial principles and taking this concept into fine jewellery.”