In the wake of an eye-opening and exciting London Collections: Men, I interviewed Robert Tateossian, the man behind Tateossian Jewellery and Bloggers Create – a collaboration that saw 5 of the UK’s Top Menswear bloggers each design a limited edition bracelet. I was lucky enough to attend the launch of the bracelets, which took place during London Collections: Men – Autumn/Winter 2014. Here’s what Robert had to say about bloggers, brands and the brilliant bracelets:
First things first, can you tell us a little about Tateossian as a brand, your style and the kinds of jewellery you sell?
I started Tateossian over 20 years ago with the aim to create luxury handcrafted products with a unique design ethos. The seasonal collections for both men and women have a distinctive signature, constantly reflecting and reinterpreting trends in fashion. Designs are contemporary, fashion-forward and timeless, attracting a huge fan base, including some of the world’s most high profile figures. For example, David Furnish, Elton John, Jamie Cullum, Jenson Button, Stephen Moyer, King of Denmark and The Emir of Kuwait, to name a few.
Bloggers Create had a very successful launch during London Collections: Men. Can you tell us a little about the project and its inception?
Men’s bracelets and the stacking trend have been on the rise for the past few years and at Tateossian we have seen a significant increase in sales to reflect this; we have grown to become a leading name in the bracelet market. We wanted to progress and grow the collection and so commissioned five of the UK’s top menswear bloggers to use their creative eye for fashion and each design a limited edition bracelet. Luke Todd from Fashion Beans, Dan Hasby-Oliver from LastStyleOfDefense, Anthony McGrath from Clothes-Make-The-Man, Craig Landale from Menswear Style and Callum Watt from Maketh-the-Man all came to our HQ to meet with the team and come up with a design; each one very different and reflective of the blogger’s own personal style. The bracelets, launched during London Collections: Men are now available online along with behind the scenes content and interviews with each blogger.
You have a great blog yourself, documenting your travel; do you have any tips for bloggers?
Keep true to your own style! Post about things that interest you, a blog has to be personal. Always keep it original and, no matter how tempting, it’s important not to be swept away by advertising.
How important do you feel it is for fashion brands to work with bloggers?
Just like social media, working with bloggers is a marketing channel that is becoming increasingly important and should be integral to the PR strategy of any brand. It provides a more down to earth and genuine perspective on collections and what a target audience feels about a product.
Do you have any tips for new bloggers hoping to work with brands like yours?
Keeping your blog new, fresh and exciting is key. Supplying unique content that differs from the print market leaders will ensure that brands will take notice.
What do you feel has been the best thing about running the Bloggers Create Project?
Most definitely the creative process and the items created. Using Tateossian signature style, each blogger created something completely unique which adds a different dimension to our brand.
Do you have any more plans to work with bloggers again in future?
Absolutely! We always enjoy coming up with creative ways of working with key media.
And finally, do you have any favourite bloggers at the moment?
The five blogs I chose for Bloggers Create! They are all very different examples of strong men’s fashion blogs with unique and interesting content.
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