Jewellery concept store launches new collection

k.fines, a contemporary jewellery boutique, which opened its unique concept store in the heart of Lincoln’s Cornhill Quarter at the end of last year, is launching its Spring/Summer 2021 collection this month.
Owner Katie Freely, an entrepreneur who has years of experience in retail combined with a passion for beautiful jewellery, first launched her successful Keishi brand (named after an exquisite Japanese pearl) in Nottingham in 2012.

Sister company k.fines, which first opened its doors in Nottingham in March 2020, features fine jewellery collections from local, national and international brands all chosen by Katie, as well as a bespoke signet ring service offering bespoke personalisation.

“Lincoln had been on the map as a k.fines location for some time,” says Katie, who previously worked for premium fashion house Jaeger, as well as managing a small jewellery brand.

“As a Lincolnshire girl born and bred, Lincoln was the closest city to me when growing up, so I’ve always been fond of the area and enjoyed shopping trips in the city from a young age.

“This combined with its close proximity to my HQ in Nottingham made it the next stop on the map. Lincoln’s Cornhill Quarter has become a haven of desirable brands that share a common target demographic and we’re delighted to be part of it.”

Five-star service
Katie started Keishi Jewellery with an inheritance left by her mother which also sparked her drive to “follow my dreams and never look back”.

“From my Jaeger days, the importance of excellent customer service and quality products has been embedded into me. That combined with a passion for jewellery, design and a love of retail drove me to launch Keishi and then subsequently k.fines.

“My experience as a consumer on the high street has left me with a hunger for better customer service when shopping – this is at the very heart of what Keishi and k.fines are.

“Our aim is to appeal to all with a wide range of materials, styles and price points. Our opening price point is £15 through to £600, with most items sitting in the £30-£150 bracket. We’re currently also offering a click and collect service from our Lincoln and Nottingham stores Thursday to Saturday from 11am to 3pm with free UK standard delivery on all purchases.”

Undiscovered gems
At the k.fines store on Lincoln’s Sincil Street, you will find a welcoming interior with clean lines and gold and glass streamline cabinets with soft prop accents, including feather, pampas grass and in-store floral installations creating a pleasurable calm shopping environment for customers to browse at their leisure and without pressure.

Katie explains that the jewellery and mix of brands showcased at k.fines aims to bridge the gap between the high street and the top end of the jewellery market.

“The ethos is that of current trend led jewellery with a focus on quality, value for money and a spectrum of price points. We like to source fresh, up and coming brands and ensure that there is an element of fun to our ranges.

“We work hard to deliver something different to the high street in the way of undiscovered and new jewellery designers. We are always searching out our next brand to keep things new and fresh, including most recently the Norwegian brand Crystal Haze with their gummy bear line causing a bit of a stir and quickly becoming the item to be seen in.

“Other brands include Birmingham based Mikaela Lyons, who makes lioness and vintage inspired jewellery following the principles of the slow fashion movement; Otiumberg, the demi-fine London based jewellery brand encompassing solid gold and precious gemstones which stand the test of time, and Pernille Corydon, the Danish minimalist aesthetic brand.

“We’re also open to taking risks with new jewellery concepts and breaking the mould of traditional jewellery. Jewellery is something we believe can be fun, individual, outfit and mood enhancing.”

Katie says the team at k.fines aims to provide everyone that enters the stores with an exceptional experience, “from the first ‘hello’, through to the knowledge our staff hold to assist in the purchasing process”.

“We pride ourselves on a friendly, knowledgeable team with a can-do approach to all customer enquiries. Our wish-list scheme also allows clients to create a list of their jewellery likes, which we store digitally against their profile in-store allowing friends and family to select from the list. This results in keeping that element of surprise, combined with the confidence that the chosen piece is going to be well received.

“We cannot wait to throw open our doors again and welcome our clients back into our stores.”

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