annoushka.com
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Annoushka: The £22M Fine Jewellery Brand That Doesn't Play by Luxury Rules
How a UK-based designer built a global empire on storytelling, not traditional luxury marketing.
While luxury brands hide behind velvet ropes and exclusivity, Annoushka invites you to 'Tell Your Story'—a philosophy that has quietly built a £22.8M fine jewellery empire. This isn't just another boutique; it's a masterclass in narrative-driven commerce.
"The most telling metric isn't their revenue—it's that 46% of traffic comes directly. That's not discovery; that's devotion."
The Storytelling Engine
Annoushka's 'Tell Your Story' headline isn't marketing fluff—it's their entire business model. With 91 employees generating $22.8M in revenue, they're pulling off a remarkable feat: ~$250K per employee in a sector where traditional luxury brands often struggle with scale. Their 18ct gold charms aren't just jewellery; they're narrative vessels designed for personalisation.
The SEO Paradox
Here's what's fascinating: Annoushka dominates branded search (2,580 monthly searches for 'annoushka') but struggles with category discovery. Keywords like 'small evil eye pendant in eye shape in 18kgold' (130 monthly searches) reveal a customer base searching for specific, story-driven pieces rather than generic luxury jewellery. They're not competing for 'gold necklace'—they're owning micro-niches.
The tech stack tells a story of modern agility. They're built on Vite and Tailwind CSS, leveraging Swiper for mobile-first experiences. This isn't a legacy system clinging to the past—it's a digital-native platform that happens to sell physical heirlooms. Google Analytics and Tag Manager sit alongside DaisyUI, suggesting a team that moves fast and measures everything.
- Direct traffic dominance (46%) signals brand equity over discovery marketing
- Micro-keyword strategy captures high-intent, story-seeking customers
- Modern tech stack enables rapid iteration in a traditionally slow sector
- Trustpilot rating of 3.4/5 suggests room for improvement in customer experience
The Future is Personal, Not Exclusive
Annoushka proves that in fine jewellery, the most valuable asset isn't inventory—it's the story each piece tells. With 91 employees and modern tech, they're scaling intimacy in an industry built on exclusivity. The question isn't whether they'll grow; it's whether traditional luxury brands can catch up to their narrative-driven model.
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Fine Jewellery, Gold Charms, Bespoke & Custom Designs - Annoushka UK - Annoushka UK
Discover ANNOUSHKA fine jewellery collections. Crafted in 18ct gold and precious stones with exquisite craftsmanship. Free global delivery on all orders.
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Reviews (20)
Excellent customer service
Excellent! Despite it being the holiday season I was helped on a daily basis by a super helpful member of their team to ensure an out of stock item was located and delivered. On time and beautifully wrapped. Seriously impressed and much appreciated! Thanks
Special request
Easy experience for requesting an amended version of a charm and great communication with very fast delivery. Thanks again - they are beautiful!
Outstanding customer service
Outstanding customer service. A big thank you to Shanelle x
Beautiful item, great customer care
I bought a pair of drops in the sale but was not completely happy with the colour when they arrived. Shanelle helped me exchange them for a different colour. It was all so smooth, safe and I was treated with utmost care and loveliness. Beautiful brand and people like Shanelle are a credit to it, make the experience really great. Thanks ver much.
Fabulous jewellery
Fabulous jewellery, just bought a beautifully crafted pendant to add to my collection. Always a warm welcome from the team at Leeds (Harvey Nichols). Highly recommended
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About annoushka.com
Discover ANNOUSHKA fine jewellery collections. Crafted in 18ct gold and precious stones with exquisite craftsmanship. Free global delivery on all orders.
Company Overview
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Technology Stack
annoushka.com uses 24 technologies across their website including jsDelivr, Cloudflare, Microsoft Ads, Pinterest Tag, and more.
CDN
jsDelivr
Cloud & Hosting
Cloudflare
Advertising
Microsoft Ads, Pinterest Tag, Facebook Pixel
Customer Support
Zendesk
E-commerce & Payments
Afterpay, Klarna, OpenCart, Magento
Analytics & Marketing
New Relic, Clarity, Hotjar, Google Tag Manager +1 more
Traffic & Audience
annoushka.com receives approximately 53.0K monthly visitors and ranks #401,279 globally. The website has a bounce rate of 34% with visitors viewing an average of 7.9 pages per visit. Users spend an average of 4:04 on the site.
The majority of annoushka.com's traffic comes from undefined, undefined, .
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