Jewellery for both adults and children plus a precious metal collection and gifts will be created by Links of London, headed by creative director Elizabeth Galton.

Premium items and a heritage collection, inspired by images and events from previous Games, will also go on sale as part of the deal, which makes the firm an official London 2012 licensee.

The first items can be bought online from London 2012, which is raising £2 billion from the private sector to stage the Games, and through Links of London from the summer.

Links of London is a relatively new company, having only been founded in 1990 following a simple request for a pair of fish cufflinks from a local restaurant owner, who commissioned them as a gift for their loyal restaurant clients.

Harvey Nichols, the exclusive London fashion store, loved the design and ordered a whole collection.

London 2012's director of commercial negotiations Charlie Wijeratna described the deal as "a perfect fit".

He said: "They embody the city's wit, spirit and heart through imaginative and innovative jewellery design and we look forward to working with them.

"Our merchandise programme is really taking shape now and we have some fantastic British companies working with us."