Saturday, 28 July 2012

Kyles Collection - behind the scenes

Last week I visited popular asian bridal jewellery store Kyles Collection in London for a "behind the scenes" tour.

I've visited and shopped at Kyles a few times, including purchasing my bridal jewellery from them, so I was really excited to have the opportunity to find out more and get an insight into the way Kyles operate and what happens after an order has been placed.

Me with Nisha from Kyles


Kyles Collection history and brand ideals

I met with Nisha Dadi, one of the founders of Kyles and she gave me a brief history of the company, how they're grown and what their ideals are.
One thing she said to me that really stood out was that during bridal consultations she often advises brides that less is more - Kyles want their jewellery to complement a bride rather than overpower her. It's refreshing to know that even though they're a business - it's not just about the money and making a big sale, they care about the customer experience and making a bride look her best.

Hand crafted jewellery made in the UK

I'm sure I've probably read somewhere that Kyles jewellery is hand-crafted in the UK, but it only really sank in when I saw it for myself! The metal "base" for each piece is created in the Kyles workshop which is in a short distance away from their Green Street showroom, I didn't personally visit the workshop, but I got to see stage two of the jewellery making-process, which is adding in the gems.


I don't know how long it would take to complete the bridal set in the photo above, but I was very impressed! As a consumer there's something comforting in knowing that your purchase is being made in the UK, because should there be any changes or last minute glitches, you know that there's the resource right here to get it fixed.
From a wider perspective it's also positive that Kyles products are made in the UK because they're providing jobs for people - I got the impression that working for Kyles is a bit like being part of a family and found further evidence of that on the Kyles facebook page where they have some fun-looking photos from staff parties and events.

Completed orders ready for collection!


Kyles Collection Stockists

Whilst we're talking about the "family" feeling, I wanted to find out more about Kyles Stockists which are scattered across the UK and even internationally in Mauritius, Finland, Denmark and Canada.

I was originally due to meet Rav, from the marketing team at Kyles, but he was unavailable on the day because he was conducting stockist training. I had no idea Kyles were so involved with their stockists, with some companies you get the impression that all the stockist receives is the product, but with Kyles they choose their stockists carefully and provide training to ensure the brand ideals are followed through. Nisha mentioned that a lot of stockists intentionally have the same look and feel of the main Kyles showroom, things like having the same display cabinets and lighting.

Here's a pic of Rav (far right) from his stockist training with another Asian Fashion Blog favourite - the Ziggi Studio team:

Coming soon to Kyles

As well as finding out about the jewellery making process, I also got a chance to see something which is new. Kyles Collection are trialing some shiny new bridal jewellery boxes. As you can see from the photos below, these jewellery storage (and presentation) boxes are a little different from the standard jewellery boxes. A number of lucky brides-to-be will receive their Kyles orders in these boxes.



As well as the meeting with Nisha, I couldn't resist having a good browse around the showroom itself. Lots of pieces caught my eye but I didn't have a good enough reason to treat myself. I'm definitely planning to visit again and maybe I'll take my husband along this time so he can treat me instead!


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