34 CALIZ LONDON T: +44 (0)7709 429 017 www.calizexportation.com design, whilst our tactile material is also very appealing. They also love the seed’s brown skin around the edges and the unique and beautiful patterns or grains that come to life once the seed is dyed in different colours. It is natural beauty all round. Have any styles taken you by surprise with their popularity? Yes, we have some timeless designs of necklaces and earrings that we created when we started almost 10 years ago that we still bring into our new collections in different colours and combinations, because our customers keep asking for them. How do you keep your designs fresh and current? Do you follow trends? In the past I’d follow some colour trends, but today, having grown and evolved as a designer as I have become more aware of the infinite beauty around me, my designs are coming from the beauty that I witness in nature – from the sky, the sun and the sea, from flowers, trees and the natural colours that each seasonal change brings. I also love attending fashion shows, catwalks and exhibitions to find that inspiration and ideas. What sets you apart from your competitors? We create pieces with the main purpose of bringing joy to people, to make them feel happy, whole and proud. My designs are the reflection of how I am feeling in the present moment and I express myself through them. I also listen to what our customers want as they are an important part of my designing journey. I love to create statement pieces, but some of our customers who love our ecofriendly concept and natural material prefer designs in more standard sizes, so we have created sizes for everyone. Lastly, customer service for me is everything, we always focus on giving our customers the best service experience in person, over the phone or online. How are you finding the current climate in the UK? Is it affecting business? Customers are being more careful with their spending but are still looking for products that are unique and have the feel good factor. They have increasing ethical and environmental interests. I find that they also now like to share the story about the piece they are wearing, so want to know the story behind it, such as where it was made, how the materials were sourced, what skills were used in its creation and what inspired the designer. I have always felt that challenging economic times like this are a great opportunity for businesses to reinvent themselves and provide the products that their customers really want. How do you view the future of independent retail? I visualise a future that is going to be heavily influenced by ethical fashion, products that are good for the environment and the local communities, as well as being handmade, artisanal and with a beautiful story behind them. And even though online shopping has increased in recent years and since the pandemic, I believe many customers still want face-to-face interaction when shopping, so there will always be a place for retail shops. Are you active on social media? How is this important for the business? Yes, social media is taking over the world and we need to move forward with technology and keep connected to our customers through all the avenues available right now. Do you have any advice for new businesses starting out in the world of gifts? Do what you love and be passionate about it, find your product, your market and above all be original and unique, in everything, design, presentation and selling. I believe that the purpose of life is to do what you love, and if you follow that path, fulfilment and success will follow. What can we expect in the future from the company? My aim is to continue providing high quality craftsmanship and innovative designs, truly unique pieces with heart and soul. We will continue working with ethical and sustainable materials that are kind to our planet, but also beautiful and fashionable.
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