From Feedback to Finesse

In just over a year since its inception, digital-first silver jewellery brand Kicky & Perky has captured the attention of youth with its innovative designs and data-driven approach. Co-founder Aditi Khandelwal reveals how they are bridging the gap in affordable designer pieces, revolutionising silver bridal jewellery, and leveraging customer insights to shape their rapidly growing collections

Launched in April 2023 by cousins Aditi and Sanya Khandelwal, Kicky & Perky, a rising star in the silver jewellery space, is making waves with its innovative approach to design and customer engagement. The brand explores emerging trends in jewellery, focusing on versatility, interconvertibility, and the strategic use of social media and pop-up stores to identify customer preferences. In an interview with The Retail Jeweller, Co-founder Aditi Khandelwal emphasises the significance of realistic product imagery and the role of physical presence in building trust for online brands, as well as their plans for expansion

EDITED EXCERPTS:

Pratyasha Kumari (PK): What inspired the launch of Kicky & Perky as a digital-native silver brand, and what market gap does it address?

Aditi Khandelwal (AK): Sanya and I noticed a significant gap in the market while shopping for jewellery ourselves. We could not find designs that appealed to us as young consumers, and we realised many others faced the same challenge. This was particularly evident in bridal and glamorous pieces, where the designs were not appealing or the prices were prohibitive.
Today’s brides want to look stunning without overspending on gold. This is one major area we are focusing on: silver bridal and couture jewellery. We are creating pieces where the design takes centre stage, not just the material.
We chose to be a digital-native brand to micromanage and closely observe our jewellery sales. Our goal was to first understand what the Indian market truly needs before venturing into retail stores. The online space allows us to engage directly with customers, creating a more efficient communication channel. Instead of launching collections based on assumptions, we are creating products shaped directly by customer feedback. Once we have a solid understanding of market needs, we plan to expand into physical retail.

PK: How do you understand what your audience wants? What role does being a digital-only brand play in this?

AK: Our social media marketing strategy is crucial. We follow a consistent, highly engaging content plan that keeps our audience informed about new collections and provides opportunities for feedback. About 75 per cent of our communication is online.
Our pop-up stores also offer valuable insights. Last year, we hosted pop-ups every 10 days between August and December pan-India at various fashion edits as well as at popular multi-brand designer stores. We aim to expand to 25-30 such pop-ups per year. These events create significant buzz on social media and allow us to gather direct customer feedback.
As an online-only brand, we can track visitor journeys on our website through our marketing campaigns. This helps us identify customer preferences, which in turn informs our understanding of trends and demands, both in product offerings and marketing strategies.

PK: You mentioned wanting to cater to the needs of the Indian audience. What trends have you discovered, and how have you incorporated them?

AK: Our first product, a ‘Nazaria’ anklet, was developed based on a customer’s need and has become one of our bestsellers. It was even worn by luxury fashion influencer Niki Mehra Madan for her Cannes debut this year.
We have discovered a significant trend in versatile or interconvertible jewellery. Customers want pieces they can wear in different ways. We have incorporated this flexibility into several products, and they have performed exceptionally well. In every collection, we include convertible items, which typically see sales approximately 15 to 20 per cent higher than other pieces in the same collection.
Last year, we introduced 925 silver rakhis, and this year, responding to customer suggestions, we created a convertible rakhi that transforms into a pendant. This innovation has led to an exponential growth of 1,300 per cent in rakhi sales compared to the previous year.

PK: You have four collections: Traditional, Contemporary, Everyday Shine, and Luxe. Can you tell us more about them?

AK: Our ‘Everyday Shine’ collection features minimalist designs that are perfect for office and daily wear. The ‘Contemporary’ and ‘Luxe’ collections focus on silver couture jewellery, showcasing distinctive and unique designs. Under the Traditional category, we have our silver bridal collection, ‘Wedding Bliss’, along with sub-sections like ‘Chandbali’ and ‘Niloofar’.
We introduced ‘Chandbalis’ as legacy pieces passed down through generations, highlighting their significant cultural value, which prompted us to create an entire sub-section dedicated to them. The ‘Niloofar’ sub-section, on the other hand, emphasises everyday traditional pieces.
Our approach is heavily driven by market demand. We continually analyse customer needs and create products that cater to those demands. Every aspect of our work is meticulously planned and data-driven, aiming to address specific market gaps. This kind of differentiation is a hallmark across all our collections.

PK: You offer a wide range of jewellery, with prices up to Rs. 60,000. How do you ensure that your customers trust you enough to buy your jewellery online?

AK: Transparency is our priority. On our website, we provide detailed information about materials and dimensions, along with multiple realistic product shots and videos. Our pop-up stores also play a crucial role in building trust. Hosting a pop-up store, especially during the festive season, can contribute 15 to 18 per cent of our monthly sales.

PK: What is your growth rate, and what are your plans for Kicky & Perky over the next five years?

AK: We are growing at a healthy 50 per cent CAGR. Over the next five years, we plan to expand into offline markets with a multi-dimensional strategy. Additionally, we aim to grow internationally and collaborate with global artists and celebrities
to promote the Kicky & Perky concept worldwide.

Written by Pratyasha Kumari