Nicki Hoyne, founder of luxury slow fashion eponymous brand Nicki Hoyne, discussed her fascinating career journey, her insights on creating a sustainable, digital-first luxury brand and her unique digital strategy on the latest episode of Tech Powered Luxury.
Kilkenny native and now London-based, Nicki has always been passionate about fashion and creativity, with a desire to create products that last and are celebrated, instead of contributing to the throw-away culture of fast fashion.
Throughout the episode, Nicki delves into her educational journey, which began with studying Theatre for three years, which she credits for the development of her invaluable storytelling skills, before shifting to Business in IADT, Dun Laoghaire Institute Of Art Design + Technology. It was in the practical, project-based environment of IADT that she found her passion and excelled, eventually graduating at the top of her class, and gaining the skills needed to excel in her current endeavours.
Touching on her early work experiences, starting with assembling products with her siblings at the tender age of 3 years old, alongside her brother, for her father’s company, her work ethic and entrepreneurial spirit have been a lifelong learning and one she attributes them to the blend of her parents, “My Mom and Dad very much are responsible for me. I don’t take any credit. My Mom is super positive and always kind of brainwashed me with positivity and was always like, “Everything’s going to turn out all right Nick, you’re going to land on your feet. Everything is going to be fine.” So that was my attitude to life, Everything’s going to be fine. My Dad is very hard-working and entrepreneurial. I’m a chip off the old block and very like him”
Not taken with working for the family business, Nicki’s understanding of the importance of branding and communication was honed through her time working in field marketing agencies across London and Dublin, for which she gained invaluable, hands-on experience and an insight into how the human brain works when it comes to product marketing.
An advocate for experience, Nicki emphasises the importance of exploring the world and learning from every encounter as essential for a successful career. Her advice to young people feeling pressure to succeed early on is to spend their 20s exploring who they are and the world around them, as she believes that each experience contributes to personal growth and professional success. “If you don’t know what you want to do or if you want to learn anything, just do lots of things. You just learn loads.”
In 2014, Nicki left the world of Field Management and set up her first business, well-known online retail website My Shining Armour. Crediting the early days of Instagram when launching the business, Nicki quickly jumped onto the trend, ignoring the naysayers, and took advantage of the platform’s growth in popularity. However, by 2018, she found the market saturated with imitators and by 2020, amidst the height of the Covid19 pandemic, Nicki closed My Shining Armour and launched her eponymous brand, starting with handbags and later expanding to shoes.
An immediate success, Nicki discusses the difficulties launching amid lockdown, however, sales still skyrocketed with products selling out and within the first few months of launching footwear, the brand took pride of place in luxury retailer Brown Thomas, which she described as utterly unbelievable.
Nicki emphasised the importance of authenticity and staying true to oneself, which has been the driving force behind her brand’s success and discusses her decision to document her journey on social media, allowing her to engage with her customer base and future customers. This engagement has had a significant impact on her business, and she credits her social media manager, Clóda, with helping her maintain this connection with her audience.
Dedicated to creating a seamless blend of digital and in-person experiences allow customers to feel part of an exclusive inner circle. The brand’s growth is supported by ongoing investments in both direct-to-consumer online sales and strategic retail partnerships.
Nicki puts particular focus on email marketing, which she credits as a key factor in the brand’s success. The personal connection Nicki fosters with her customers via this method is invaluable, sharing behind-the-scenes stories, product sneak peeks, and polls for subscribers to weigh in on colour choices, Nicki brings them on the journey with her. With an impressive 60% open rate and over 20% click-through rate, it’s clear that the authentic, personal touch and story-driven approach truly resonates. Unlike major luxury brands with founders long gone, Nicki personally replies to emails and maintains a direct channel of communication with her followers and customers. This strategy enables her to gather valuable insights and feedback. Nicki’s unconventional approach to email marketing is focused on building a community and showcasing the brand’s DNA, values, and sense of fun, rather than just pushing sales. Her commitment to personal, non-templated emails adds a human touch to the brand.
Encouraging aspiring entrepreneurs to learn from her story and consider the power of a personal brand, Nicki believes that success in business can be achieved, even in challenging markets, by being true to oneself.
Recognising the importance of in-person experiences, the Nicki Hoyne Collection has participated in pop-up stores and maintains a presence in select retail spaces, with a strong social media and digital strategy push in place. Keeping the brand’s limited edition appeal while allowing customers to try on products before purchasing, which Nicki feels is particularly important when it comes to footwear. Offering two main lines per year, along with a limited edition summer release and festive selections for the holiday season, Nicki feels this approach best fits the slow fashion ethos of the brand.
Inventory management is another area where Nicki stands out. By clearly marking out-of-stock items and indicating restock dates, Nicki ensures transparency and minimises customer frustration. She also emphasises the value of pre-orders and sharing samples with her community to gauge demand and avoid stock shortages.
Revealing her brand’s upcoming plans, including potential pop-ups and retail events planned for this Summer, Nicki also proudly announced her nomination for two Drapers Footwear awards, Best New Brand and Footwear Designer of the Year.
Nicki’s agile and adaptable approach to her luxury brand is a testament to the power of authenticity, direct communication, and embracing feedback. With her focus on sustainable and slow fashion, Nicki Hoyne Collection is no doubt set to make waves in the industry while maintaining the essence of fun and excitement that sets her brand apart.