Gift Focus inc Attire Accessories - September/October 2020

128 Tell me a bit about how the label was started. What was the inspiration etc? Co-founder Setareh always had a passion for designing and making clothes and jewellery and it was her ambition was to create her own label. In 1991 she and husband Mehrdad opened their first shop in Camden Lock London, selling jewellery/accessories, handmade and designed by Setareh at the premises. After supplying shops in and around London, in 1995 it was time to branch out and concentrate on wholesale and manufacturing rather than retailing. Working predominately with Italian factories we were able to concentrate more on design rather than production, this enabled us to create two comprehensive seasonal collections per year to fulfil the demand the brand was creating. How were the initial products developed and what was the response? The response was extremely positive from day one. NOUR soon had a reputation for not only unparalleled quality and service but for native design to create bold collections. What challenges did you face and how were they overcome when starting the business? Sourcing the right materials for our ideas was difficult to start with and creating the right environment to show it. We were learning every day and by having the right people around us we soon able to overcome all the obstacles one by one. What is it that sets you apart from your competitors? Unique designs and quality, bold statement pieces and great value. Our greatest compliments came from customers as they say that they can spot a Nour collection from afar. How important is the location and history of the company to its success? Based in north London and having the ease of domestic and international travel has definitely helped both us and our buyers that wish to visit our showroom to view collection. Nour is a London brand and we are proud of it hence the name “Nour of London” Has the product offering changed since you started and how would you describe your current collection? The collection changes every season – Setareh is a designer at heart so she is constantly coming up with new ideas and styles. The principles have remained the same. How often do you launch new lines? We have two collections a year Spring/Summer and Autumn/Winter. What trade shows do you attend and why? Pure London, Spring Fair and Autumn Fair, Bijorhca in Paris and Homi Milan. We go to launch new collections and meet both current and new buyers. What are your current best-selling designs? Earrings are a real best seller at the moment because of our extensive range, from small delicate everyday pieces through to ostentatious bold statement earrings. When was the website launched and how does it support the business? We launched the site in 1998 and it’s now one of the most important part of the business. Over 50% of our turnover is generated through our web site. What have been the key milestones in the business? Next year will be our 30 th anniversary, becoming one of the leading brands in the industry.