Links of London is to ramp up its mobile presence with the launch of an iPhone app and mobile site this year.

The jewellery retailer has unveiled the app today and will launch the mobile site between July and September of this year to capitalise on its increased traffic from mobile phones.

Links of London ecommerce manager Caroline Rolfe said: “Visits for mobile have been increasing daily in the last six months, which we partly attribute to the dramatic increase of traffic from our social channels to the site - a high proportion of this comes from people on their phone. Our traffic from social media has tripled over this period.”

The mobile site and app are not focused on driving sales, but will be used to browse and create jewellery in the early research phase of the purchase journey, she said. “Jewellery has a high price point - I see people either going to the store or the site to buy the product,” she added.

The app will offer the full range of products that are on the website. Creating bespoke bracelets should be available on the app, the site and through Facebook in July to September of this year.

Links of London will implement a new ecommerce platform later in the year to support new developments to the website, including 360 degree imagery and ratings and reviews.

Separately, Folli Follie, Links of London’s owner, is planning to launch a local US site in March, after launching the UK at the end of last year. Rolfe said that over time market-specific products are expected to appear on the retailer’s sites.