Tell us about your background and career to date?
My journey began in 2017 when Layla Kaisi Collection (LKC) was founded, embodying my passion for distinctive design that was a cut above the cookie-cutter standard seen within the industry. Driven by creativity and a commitment to using the finest diamonds and precious stones, LKC quickly gained acclaim for bespoke creations that stand apart; creating bespoke designs that are like nothing you imagined, but somehow exactly what you wanted. Today, Layla Kaisi Collection serves as a beacon of self-expression, creating more than mere jewellery; it narrates a story of individuality, meticulously brought to life through bespoke design for each client.
What qualifications/internships/study have you done and have you used these in your career?
My entry into the world of jewellery design took a rather unconventional route. Although creative from an early age, my academic journey initially led me down a different path. Despite excelling in arts and design growing up, I ultimately chose to pursue a degree in biological sciences and psychology at the University of Auckland. I think any child of immigrants can attest to the fact that studies in traditional fields are always preferred in our communities! However, upon graduating, I found myself yearning for a more creative outlet. From this, I made the bold decision to pivot towards jewellery design. Armed with little more than a vision and a few hundred dollars, I embarked on the journey of founding my own brand straight out of university. With no formal training in jewellery design, I approached the craft with a fresh perspective, at the time I called my process of design ‘the art of naivety’. Eschewing traditional layouts, I allowed creativity to guide my designs, creating striking pieces that defied convention. I always asked myself ,“well, why can’t a layout be like this? Who said you can’t do that?”
What characteristics do you believe have kept you on your successful path?
I deeply believe in the power of action and embracing the unknown despite the fear. It is the ability to thrive in uncharted territories that I think makes or breaks someone. With entrepreneurship, it is all about seeing the path before there is even a path to see. When all you glimpse is a few steps ahead of you, you have to be ready to walk forward and know the rest will make itself clear with inspired action. From a young age, I’ve been driven by the philosophy of “Doing.” I act first on instinct and follow through, regardless of the outcome (much to my parents’ demise through my teens).
Who or what has inspired you in your career so far?
My inspiration stems primarily from our clients, each bespoke design serves as a tangible embodiment of their unique narratives. As storytellers, we meticulously craft every detail to reflect their personal stories, immortalising them in precious metals and stones, seamlessly woven into our designs. Nature also provides an abundance of inspiration. There is no adherence to rigid rules or structures, instead, there’s a sense of fluidity and playfulness that I find captivating. I prefer to approach design in a similar vein, embracing experimentation and flow. On a career level, I am inspired by the groundbreaking legacy of Zaha Hadid, the extraordinary Iraqi architect whose visionary designs and bold, experimental approach expanded the possibilities of design. Hadid’s fearless creativity and willingness to push boundaries resonate with me on a profound level, serving as a constant reminder to explore new horizons and innovate without constraints in my own creative journey.
Have there been any significant moments or decisions in your professional life that opened doors for you?
Every. Single. Decision. There are definitely moments that stand out, such as working with Minnie Driver, presenter Radwa El Sherbiny, and Aesha Scott; as well as finding myself interviewed in Forbes US that opened many doors. But in all honesty, it is the culmination of each moment in the day in day out that builds to something big.
When did you know you had ‘made it’? And/or what does ‘making it’ mean to you?
That’s always a funny one when it comes to entrepreneurship. I am not sure there is ever a ‘making it’. I believe in constant evolution: for where we are is always somewhere we have already been. At the same time, it is celebrating the wins the entire way through and not getting caught up on when you feel you’ve made it.
Do you think you’re able to create such unique jewellery because you weren’t bound by conventional teachings for jewellery design?
Absolutely, making a deliberate choice to circumvent conventional teachings means you can design with no regard for recreating more standard layouts. When you are not confined by the rules, you are not afraid to break them. Having started this way has allowed us to challenge traditional design and create an entire design movement. A whole ecosystem of wearers realised the simple fact that intentional, ultra-bespoke design is the only way they want to represent their identity and tell their stories. What are some unique perspectives you bring to jewellery design that might differ from those with formal training? Our approach to jewellery design is rooted in a sense of liberation, creating pieces that feel like you can finally breathe. We embrace experimentation and playfulness, weaving together narratives that are as diverse and distinctive as our clients themselves. Each piece is a manifestation of this freedom, a tangible expression of personal stories and individuality. Unlike conventional jewellery companies, we do not adhere to rigid templates or standard practices. Instead, we guide our clients into the realm of boundless imagination, where every curve, accent, and setting holds meaning and significance.
In your opinion, what distinguishes a memorable piece of jewellery?
Its ability to transcend mere adornment and become a tangible expression of personal history. Our focus goes beyond creating beautiful jewellery; it’s about crafting pieces that serve as physical manifestations of our clients’ stories and experiences. It’s giving them permission to use their imagination, to play, and to discover the limitless potential of design. In essence, it is not just about creating ‘pretty,’ it’s about the pursuit of human design potential, where every piece tells a story, transcends the ordinary, and leaves that lasting impression.
Who or what could you not have achieved your success without?
I’m not sure anyone can achieve a certain level of success without the enduring support of the people they love. My family and friends had seen me waver and worry and cry more times than I can count, only to watch me skyrocket to new heights the very next month. I owe everything to them, especially my parents. My team is also incredible, the amount of times the team have pulled a rabbit out of a hat and performed miracles with tricky designs and last-minute orders. They are within the success every step of the way and I couldn’t be more proud.
How do you keep ahead in your industry?
I monitor the latest developments and availability in the finest precious stone and diamond markets. My goal is to surprise our audience with designs that exceed their expectations, leaving them in awe of stones and concepts they never knew existed. I keep track of the latest ultra luxury created from design hubs like Dubai and Hong Kong. We’re also pioneering “bespoke diamonds,” experimenting with unconventional shapes and forms such as letters of the alphabet and even diamond bunnies. This innovative approach sets us apart and showcases our commitment to pushing the boundaries of fine jewellery creation.
What are the hallmarks of knowing you’re on the right track?
My approach is a blend of intuition and ambition. I rely on gut instinct to guide me, especially when it’s time to expand and evolve. When things feel too easy or comfortable, I recognise the need to push boundaries further. Settling isn’t an option for me at this stage of my life. From the start, I never envisioned LKC to be a jewellery store. We built a community; we talk with our audience rather than at them.
What advice would you give to aspiring jewellery designers who may not have studied the craft formally?
Stop asking how it’s done and just do. Who cares how it has been done, who really cares how I did it? My path is different to yours, to his, hers, different to theirs. The truth is there isn’t one way to do anything — the paths to success are as wide and diverse as the people in the industry.
What’s next for you?
LKC is working with some very big stars on some very special designs, which we cannot speak of just yet… but we cannot wait to show you how far we will go. The theme is LKC takes the world in 2024.
Words: As told to Sarah Murray
Photography: Supplied, Launchmetrics.com/Spotlight
