Attire Accessories - Seo/Oct 2019 (Issue 78)

96 Tell me a bit about how the company started. Kit Heath was founded in 1984 in North Devon by siblings Kit Heath and Katie Nickell (née Heath). Kit melted down their mother’s silver candlesticks to make jewellery. This proved so popular that they started designing it in the UK and importing from Asia. Kit sold into gift shops from his VW Campervan, and Katie collaborated and led the creative side Did you start the company with an ethical angle in mind? Back in the ’80s, ethical sourcing was less front of mind, but Kit and Katie forged strong links with their manufacturers and ensured that ethical practices were in place. How were the initial products developed, and what was the response? Kit and Katie identified an opportunity for Celtic and Rennie Macintosh designs that appealed to the gift market. The unique designs and competitive pricing saw their jewellery offering go from strength to strength. What challenges were overcome when the company was starting out? With increasing demand for their product and a desire to put the retailer first, Kit and Katie had to develop systems and processes that are commonplace today but were groundbreaking then. They were the first to offer colour wholesale silver catalogues and next-day delivery. They were trailblazing, and the market lapped up their innovative approach. What sets you apart from your competitors? Great design and commercially attractive collections. Kit and Katie bring a retail insight and real understanding of what consumers want, which has seen the company stand the test of time. How important is your location and history to the company and its success? We’re committed to being based in North Devon and take inspiration from its home in an area of outstanding natural beauty. We are a major local employer and draw on the many talented individuals in the area. How would you describe your current collection? The SS19 Kit Heath range includes personal and enduring pieces, each lovingly evolved from an inspiring idea into a stunning collection. It exudes the purity of silver and timeless elegance of design associated with Kit Heath. Attention to detail shines from each delicious curve, each unexpected twist of silver and every sparkling gemstone. Every piece is a sensory delight, a tactile joy. Stories feature the eternal themes of love, friendship and nature, creating jewellery that will be treasured for years to come. They are designs to be worn, seen and enjoyed – from everyday to statement pieces, classic yet contemporary jewellery – that are perfect for every occasion. How often do you launch campaigns, and what are your bestselling designs? Tell me about your recent campaigns. We launch new collections in spring/summer and autumn/winter with capsule ranges in between that capture the mood of the moment. Personalisation is going from strength to strength, and we have seen resurgence in our Manhattan range through engraving. Retro appeal, geometric designs and Art Deco are becoming ever more popular and moving into the mainstream. Neckwear accounts for 46 percent of sales and hero, statement pieces are top sellers. Bloom has seen strong sales, including the three petal studs (available in silver and rose gold plate). We also work with social media influencers and tune into the lifestyle of The Kit Heath Women. What trade shows do you attend, and which ones work best for you? We have seen footfall quality and volume significantly decline at UK trade shows, and we are currently looking at shows in the U.S., where Kit Heath has greater potential for growth.