Attire Accessories - Nov/Dec 2018 (Issue 73)

42 What are your current bestselling designs? Each of our ranges offers something different, but all come with the common trait of being chic, easy to wear, pretty and dainty. We design for the everyday woman and know that we have something for her but also know that there may be something that she doesn’t like, which is OK. Our Adira Pearl Bracelet collection and Lu Star Bracelets within our Selene collection have proved to be very popular. They make a statement but in a subtle way. They are incredibly versatile and can be worn to work, on holiday and at night – and have adjustable straps that can expand from 4mm to 8mm, meaning that mums can match with their children! The adjustable sizing of these bracelets has seen a great response, and we are learning that our jewellery is perfect for mums who need something they can put on that will stay on. Another bestseller of ours is the Twilight set within our Selene collection. Currently, this comprises a matching necklace and earrings, available in silver, yellow gold and rose gold in one size. From interacting with people at pop-ups, amongst others, we have learnt that the unique and quirky take on a classic shape is what entices them. When was the website launched, and how does it support the business? Our first website was launched in 2016 and was very basic. At the time, I had the pure intention of being online and didn’t consider the customer, show off the product or think about how we really wanted to look as a brand. This quickly prompted a website redesign that launched this year, which is more customer-centric and immediately shows the consumer what they want to see. Since the redesign, we have noticed more visitors to the site and an increase in the time they spend on it. Our blog – a new function for 2018 – gives our customers extra information and is helping us to create a lifestyle for our customers, thus putting us in a good place to become a lifestyle brand, which is what we endeavour to become. What have been the key milestones in the business? First and foremost, it was a milestone for me to set up KASHKA in the first place. With the business being a dream for half of my life, actually leaving my full-time job and sacrificing a guaranteed monthly wage to set it up was a huge deal. Since then, we recently went through a rebrand of the logo, packaging and website (otherwise referenced to as KASHKA 2.0). KASHKA 2.0 has given the brand a new lease of life and has positioned us in more of a luxurious, desirable position. Recently, I hired a marketing team, which has helped me look and feel differently towards the brand and our products. To take on a team of strangers that instantly understood the brand, loves the products as much as me and shares the same wants and desires is something that was simultaneously unexpected and a delight. How do you view the current market, and what trends – both in business and product – do you see emerging over the coming months? The jewellery industry is tough and always has been. Clothes are a necessity, and jewellery is just the cherry on top of a cake that already has a lot of layers to it. The main obstacle in the current market is convincing people that your jewellery is needed and not just another pretty thing to look at. I have started to notice younger audiences asking more about healing stones. They are realising that healing stones have the power to make a change and make life better. They are craving products that are pretty and wearable but also have meaning. What are your future plans for the business? We are currently working on a new line, which will be a welcome and completely different change in direction for KASHKA. This change will see us incorporate healing stones and 14 carat gold into our jewellery for the first time. Going forward, this will become our core collection and will sit alongside a smaller, Fairmined collection that features our current bestsellers and new products that will gradually get added to it. This change in direction will transform KASHKA into a holistic and wellbeing brand whilst still incorporating our signature style. KASHKA T: +44 (0)1923 432 608 W: kashka.co.uk @kashkajewellery