Gift Focus inc Attire Accessories - January / February 2021

UP & COMING 145 YAA YAA LONDON www.yaayaalondon.com @yaayaalondon the word about the business took a lot of time and effort. Making the right contacts definitely helps. I’ve taken part in a number of weird and wonderful pop up events but all of them have proved to beneficial in time. Even when things haven’t turned out as planned you can learn something from that. Failures and triumphs make us all stronger! You can’t go forward and at the same time be looking back, so I focus on the future. I try to be determined and commit to my goals. Even on a bad day, I put on my YYL jewels and get on with life as positively as I can, and if we don’t do this for ourselves who will? What is it that sets you apart from your competitors? My jewellery seems to combine things people love! Colour, natural shapes, natural stones and something individual as every single piece is individual. My customers also tell me that my price points are just right. How important is the location and history of the company to its success? I’ve found that it is good to have both an online and high street presence. Also, people like to know the background of my company even though we are quite new – things like the name and why we are called YAA YAA LONDON. Has the product offering changed since you started and how would you describe your current collection? My jewellery ranges evolve – I don’t bring out new pieces by season as I believe good jewellery can be worn all year round. What trade shows do you attend and why? I have enjoyed taking part in Pure London and have made very good contacts with buyers and customers directly. What are your current best-selling designs? Currently it’s the ‘My First Love’ necklaces, which are one of my favourite designs. How have you navigated COVID-19? It’s a work in progress! It’s meant being prepared to constantly adjust to the changing needs. What are your future plans for the business? To continue to partner with the best boutiques out there and to grow the wholesale side of the business.