Bridge editing of spin-flip emitters gives insight into excited state energies and dynamics.

Six-coordinate chromium(iii) complexes with high spin-flip (SF) photoluminescence quantum yields and lifetimes (molecular rubies) have attracted huge interest in the past years due to their applicability in sensing, photocatalysis or circularly polarised emission. However, clearcut design rules for high quantum yields and lifetimes are still lacking due to the multidimensional problem of the non-radiative decay of the SF states. Based on an isostructural series of complexes differing in the ligand backbone, we disentangle decisive structural and electronic features for SF excited state energies and non-radiative decays promoted by spin-orbit coupling, Jahn-Teller distortions and (thermally activated) multiphonon relaxation. This analysis goes beyond the classical increasing of the ligand field strength or the metal-ligand covalency to reduce non-radiative decay or to tune the SF energy. The results underscore the utility of the combination of near-infrared absorption, variable temperature emission and fs-transient absorption spectroscopy as well as photolysis and high-level quantum chemical calculations to obtain a comprehensive picture of the excited dynamics on ultrafast and long timescales.