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Date 3 May 2019
Filed under Tad Talks, An Interview Series

Haeni Kim, KITRI Founder

We met with Haeni Kim, founder of the fashion label KITRI to talk jewellery, career advice and daily routines. KITRI launched in 2017 and in two short years has taken off like a rocket ship, its selection of fresh fashion has taken the UK by storm by creating incredibly wearable and grammable clothes for women at a price point that doesn't leave you hyper-ventilating. Safe to say Tada & Toy are big fans.

The Daily

First thing you do in the morning? Press snooze! I’m not a natural morning person so I drag myself out of bed as quickly as I can and jump in the shower to stop myself from falling back asleep! After that, I put on Classic FM on the radio whilst I get ready and have an espresso.

What motivates you daily? Our mission at KITRI and the fantastic team behind it. We are a small team still and we work really hard because we truly love and believe in what we do. A lot of our team joined me when KITRI was just an idea and I owe it to our team to make sure that we are the best that we can be, not just for us and our future as a company but for our amazing customers who supports us every day as well.


The Work

What was your inspiration for setting up KITRI? About 3 years ago, I started thinking seriously about starting a brand when I felt the gap between high street and contemporary designer brands one day shopping to cheer myself up from a hard week. Combining my past experiences in high-end designer, high-street fashion and direct-to-consumer e-commerce, I set out to create a brand that speaks to the new generation of women who is looking for an interesting and affordable alternative to the high street and designer brands.

What's the best piece of advice that you have been given? Trust your instincts. It sounds cliché but it’s cliché for a reason! It’s really easy to get swept up in other people’s opinion and let it confuse you, particularly after a year or two into the business but it’s really important to focus on what made your vision special from the beginning and have the courage to push forward. It took me a while to realise the value of failure and that it’s ok if it doesn’t work out in the end. The important thing is to keep innovating and learn from your mistakes.

What's next for you and for KITRI? Since the launch in March 2017, we have grown strength to strength and I’m so proud of our team who have worked tirelessly to bring each collection to life. We have opened 7 pop up shops in London, Manchester and Dublin so far and would love to keep evolving our store concepts to eventually open up a dream flagship in the very near future. Until then, we’re fully committed to making our customers happy from our online store and continuing to expand our reach.


The Jewels

What is your favourite piece of Tada & Toy? I love the Constellation cuff, both the single and cluster. I think it’s a great way to accessories your ears if you don’t want to commit to any more piercings! I also love the Heartbreaker hoops, they inject playfulness to any outfit and it is perfect styled with our pink suit from the new collection.

What is your most treasured piece of jewellery? My engagement ring. It’s an antique diamond ring from the 1930’s from California. I honestly had no idea that my now-husband was looking for the ring at the time but I remember when we saw the ring, we both knew that it was the one. The setting is so unique and I love that there is no other ring like it out there.

If you could access anyone’s jewellery collection – dead or alive who would it be? I’m a huge fan of art deco and costume jewellery so Daisy Fellowes’ or Maria Callas’ collection would be the absolute dream. I have no idea where I would wear those fabulous jewels to though!


The Tips

Favourite London Restaurant? Koji on New King’s Road in Parson’s Green. I admit I may be a little biased as this is my husband’s family’s restaurant but seriously it’s so, so good! It’s a fantastic, family-owned restaurant and it serves the best sushi and cocktails I have ever had! My friends and I have had many, many a fun evenings there.

Favourite Travel Destination? Tuscany, Italy, no contest. My husband’s family has a home in Tuscany and it holds such a special place in our hearts. This is where my husband proposed and where we got married so there is nowhere else like it for us. We try to go as often as possible but we’re so focused on our business right now, we barely get to go once a year unfortunately, but I dream of the view, the food and most importantly, the wine!

Favourite Instagram Accounts? @animalonplanet, @90sanxiety, @stressedstylist, @kitristudio

We loved speaking with Haeni and hearing her thoughts on everything from the importance of instinct and a morning espresso. Make sure you have a look at her beautiful selection of KITRI clothing so you can see what all the fuss is about.



Thank you to Sardine Restaurant in Hoxton for letting us shoot Haeni in your beautiful restaurant.


Tansy Aspinall

Tansy Aspinall is one-half of Tada & Toy.

Standard Returns Policy

We will be happy to offer an exchange or refund within 7 days of purchase. Goods purchased online must be returned to us in perfect condition and in their original packaging in order for us to process an exchange or refund.

Sale No returns on sale items (including flash/limited time promotions). For returns of store/pop-up orders, please keep your invoice or receipt for proof of purchase. We are unable to offer a return on items without a proof of purchase.

Earrings For hygiene reasons we are unable to accept returns on earrings unless faulty.


Please request a return form by emailing customer@tadaandtoy.com. We will send you a returns form along with your return number. Complete in the form and enclose item(s) in package.

The item(s) must be packed securely in the packaging in which you have received it. We are not liable to refund you if the jewellery item is returned to us broken. please enclose any additional items (jewellery box, promotional gifts).

Once you have added all items and the returns form pack the items back in the parcel and send it back, via recorded delivery to:

Tada & Toy, 341 Portobello Road, London, W10 5SA

The credit card or paypal account used for the original purchase will be credited with the original price within 30 days or your order provided that the goods in question are returned by you and received by us in the condition they were delivered to you.

For all returns, except where the item is faulty, you will be required to arrange and pay for the return of the products. We cannot accept responsibility for any parcels lost in transit.



Our jewellery is made with 92.5 sterling silver and 18ct gold plated vermeil. Sterling silver will naturally tarnish and gold plating will gradually fade over time. Here are some steps to help prevent this:

Avoid your jewellery when spritzing perfume and applying lotions.

Salt & Sweat
Gold and silver can be damaged by chlorine and salt so remove before your work out or dip in the sea.

Keep your sterling silver jewellery clean by gently washing in warm soapy water and using a silver cleaner. Always remember to rinse and dry. To clean all Tada and Toy jewellery use the polishing cloth provided or any soft cloth.


UK: Standard Delivery: £4 (2-3 Days)

UK orders will be sent out via DPD and you will be notified with a tracking number as soon as your order is fulfilled.

UK: Next Day Delivery: £8 or *Free* For Orders Over £100

UK orders will be sent out via DPD and you will be notified with a tracking number as soon as your order is fulfilled. Please note orders must be placed before 1pm to be guaranteed next day.


Rest of The World: £15

International Shipping takes 5-10 working days. VAT and Import Duties are not included in the shown price and will be added by the shipping provider before delivery if applicable.

We deliver to the following countries outside the UK:

Andorra, Argentina, Australia, Austria, Belgium, Canada, Czech Republic, Columbia, Croatia, Cyprus, Denmark, Finland, France, Germany, Greece, Guernsey, Hungary, India, Indonesia, Ireland, Isle of Man, Israel, Italy, Jamaica, Japan, Jersey, Jordan, Latvia, Liechtenstein, Lithuania, Luxembourg, Macau, Malaysia, Malta, Mexico, Morocco, Netherlands, New Zealand, Nigeria, Norway, Panama, Peru, Poland, Portugal, Romania, Singapore, Slovakia, Slovenia, South Africa, South Korea, Spain, Sweden, Switzerland, Taiwan, Thailand, Turkey, USA, Ukraine.




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