Photographer: Silvia Olsen
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Anissa Kermiche is many things: a designer, a CEO, an art collector, a daughter, a sister. But above all, she is a dreamer. It’s this powerful trait that first gave her the courage to quit her engineering career in France, and move to London to launch a jewellery line and, later, a homeware brand with no connections or investors on board. Thankfully, her eponymous label, which celebrates and empowers women, has gone from strength to strength ever since. Here, as part of our
Women Who Win series, she talks to Penny Goldstone about resilience, the importance of
knowing your worth, and how to create the perfect work/life balance.
“I only had my degree and savings to fall back on. If I’d failed, I would have lost everything”
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“I don’t want to work with people
who don’t worship other women”
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FASHION: TOP, SAINT LAURENT
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I originally studied engineering and worked in that
industry for three years, so I launched my business later on in life. At 26, I left my job in France and came to London to study jewellery design. That was almost 10 years ago. I basically used my studies to start working on my business plan. Every time I had a school project, I would design pieces that would be part of my future collection. But I didn’t have a lot of experience in business; I had no idea what a small business was, how to hire, or how to be a manager. I had no connections whatsoever in London – nor in fashion or design.
the industry, going to fairs. I really wanted to have a precise idea of what the market needed, and what it was missing. I love laughing, and I don’t take myself seriously. I thought it would be funny to offer a humorous take on jewellery; to design conversation starters, and pieces that celebrate femininity after being forced to study engineering, which I hated. After working in a very, very masculine world for so many years, I just had this need for femininity, colour, and shapes.
It was very organic at the beginning – I knew I wanted to have
a brand, but I had no idea what running a business was like. Everything was really homemade. My pack shots were taken on my iPhone using A4 paper. For packaging, I had boxes where I would stick my name on top.
A friend did the website, another friend did the photos, another friend modelled because I had no money. It was really, really amateurish. But from the outside, it looked very professional for some reason. Then, by chance, Matches Fashion picked up my brand – and everyone followed. I have never lost a retailer.
HOW DID YOU TURN THAT IDEA INTO A COMPANY?
WHAT INSPIRED THE BRAND?
I had a jewellery blog called Jewellery Weekly. I was doing a lot of research about
me – and, I think, for ceramicists or people who worked in home decor, generally – it was lovely because everyone thought about their kitchen, their cutlery, their bedsheets, etc. The business really expanded. I didn’t have time to make bread during lockdown. I had to hire people remotely that I had never met, expand the warehouse, and just learn about how to go from a small team to a business with a warehouse, organising a distribution centre, and all the logistics behind it. It was a very, very stressful time for me, I must say. It was none of the things I loved doing, but that’s when my business really changed, and my profits increased tenfold.
Luckily, in spite of being horrible for a lot of businesses, for
HOW DID THE PANDEMIC AFFECT BUSINESS?
I think it was setting up a business in a foreign country, without
any experience or connections, and only my degree and savings to fall back on. If I’d failed, I would have lost everything, so it was a big risk for me.
What is the bravest thing you've ever done?
when I have flagged issues to some male professionals or when they have made a mistake. For example, one of my suppliers delivered the wrong amount of units to one of my big retailers. He was telling me off for lecturing him, basically because I’m a woman. But I’m really resilient, especially [when it comes to dealing] with men – I’m really feisty. With women, I’m really soft. But men, oh, my, I don’t spare them.
Yes, I’ve been put ‘back in my place’
Have you ever felt discriminated against as a female founder?
But again, not because I’m brave, just because I’m a dreamer. When you think about the end goal, you’re not scared. You’re just dreaming, so you don’t even see the journey. You just see the destination.
I like the loopy necklace. First, because of the name;
I think I’m loopy myself. But also, it’s quite timeless. It’s also affordable. I love the fact that people think it’s a diamond when, in fact, it’s a cubic zirconia.
I don’t want to work with people who don’t worship other women.
The happiness of my team and my happiness in general.
WHAT WILL YOU NEVER COMPROMISE ON IN BUSINESS?
Every morning I say, “Discipline is doing what needs to be done, even if you don’t
want to.” Because, as a CEO, the success of my business is very much about the areas I have no expertise in; you can easily fail because of something silly. I think being disciplined really takes you places.
WHAT IS YOUR MANTRA?
I wish we lived in a less patriarchal society. I wish change
was happening faster. I wish there were less men in power and that more women were power-hungry. I wish women had higher positions so that they could create a kinder society.
WHAT WOULD YOU LIKE TO CHANGE FOR WOMEN?
society, so I have hired men for balance now – I think it’s good to reflect that.
We live in a mixed
YOU TEAM IS OBVIOUSLY IMPORTANT TO YOU – DO YOU MOSTLY WORK WITH WOMEN?
I just give them a little bath sometimes with salt,
baking soda, and a little bit of soap. You don’t stir – just let them soak for 5-10 minutes, rinse, and then they’re all sparkly.
WHAT’S THE BEST WAY TO CARE FOR YOUR JEWELLERY PIECES?
I don’t believe in timelessness – sorry. I think that, as you grow, your space should grow with
you. My pieces are really trendy, but my customers don’t get bored of them because they really love them.
YOU HAVE AN AMAZING EYE FOR STYLING YOUR HOME. DO YOU HAVE ANY TIPS FOR DECORATING IN A TIMELESS WAY?
SHARE THIS STORY
Take me back to the beginning of your business.
Why being a dreamer
is my superpower
I’ve learnt resilience through business. As hard as life can be,
I feel like business represents all the challenges. There are human challenges with your team, there are financial challenges, there are image challenges, like staying relevant. I feel like it was all the challenges that life throws at you, but amplified. It was really just about trying to not give up.
WHAT LESSONS DID YOU LEARN AS A RESULT?
WAS IT SCARY TO MAKE THE JUMP FROM JEWELLERY TO HOMEWARE?
It wasn’t scary, because, by essence, I’m not
DO YOU HAVE A FAVOURITE PIECE IN YOUR NEW COLLECTION?
Oh, it’s hard to pick one. I’m very materialistic – I generally
ind happiness in my belongings. But if I had to pick one, I like my new chairs. I’m really attached to them. They look like friends, like flatmates, because I live by myself. Looking at them on a daily basis makes me very happy.
WHAT’S THE MOST SENTIMENTAL PIECE YOU OWN?
This is something I had to learn the hard way.
I broke down twice in my career as I wasn’t listening to my body. When it becomes external, when half of your hair falls out or you have rashes that stop you going out for months, that’s your body reacting [and it’s time to listen and address the problem]. But now, thank God, it doesn’t happen anymore. Now, I don’t accept projects that I know will stress me out; I really prioritise my happiness. Also, I work out and eat well.
HOW CAN YOU ACHIEVE THE PERFECT WORK/LIFE BALANCE?
It was by the CEO of MAC France at the time,
Sabrina [Soussan]. She said something really smart, something about focusing on building relationships, and not just transactions. Whether it’s with your employees, clients, colleagues or suppliers, [taking that human approach] builds a really solid foundation for sustained success and growth.
WHAT IS THE BEST ADVICE YOU HAVE EVER RECEIVED?
When I took my mum with me to the launch of my Objects at
Le Printemps in Paris – that’s where she used to take me when I was little. We would walk for hours, but we couldn’t buy anything. My mum doesn’t often show emotion – she’s a really old-school Arab woman – but she was so proud that day. She didn’t know where to stand; she felt like she didn’t belong there. The director of the store came to talk to us, and it was a very sweet moment.
WHAT’S YOUR PROUDEST MOMENT SO FAR?
I would offer more before asking for more. I think you can attract things, and not have to hunt them down. Things need to come to you. Just by offering more and improving yourself, I believe things will come to you.
HOW CAN WE ALL ASK FOR MORE – WHETHER THAT’S ASKING FOR A PROMOTION OR SETTING GOALS IN LIFE?
I’m very grateful for the freedom it gives me; I’m very uncompromising with
my decisions. It just gives me the freedom to live the life I want, building nice memories with my mum and my sister. We are a family of women – my father left when I was little, as did my sister’s husband – so it’s just us. It’s nice to be able to take care of them.
How do you celebrate success?
“I focus on building relationships,
not just transactions”
“Just by offering more and improving
yourself, I believe things will come to you”
What is your superpower?
Oh, so many. Being too trustworthy – it goes with being
a dreamer, and being naive.
WHAT IS THE BIGGEST MISTAKE YOU’VE EVER MADE?
I love antique pieces, and I love Victorian
jewellery, so I go to Grays Antique Market in South Molton Street. Not many people know about it, but it has just the loveliest diamond pieces, like vintage Cartier, plus little funny gold charms, like the gold charms you find at Liberty. It also sells a lot of glassware and beautiful ceramics. Alfies Antiques is also great for vintage lamps from the ’70s the ’80s – it’s like travelling back in time. I love food, too; I love food markets. To me, London is a symbol of Europe, even with stupid Brexit, it still symbolises Europe to me. Whenever I’m in a food market, I love just having, I don’t know, a Sri Lankan main with a Sicilian side. The Mercato Metropolitano food market is superb. I also love the Jazz Cafe, and the Roundhouse in Camden. They both have really good sound systems, and I love music.
DO YOU HAVE ANY FAVOURITE PLACES IN LONDON THAT YOU GO TO?
Being a dreamer. It brings me a lot of courage. I like to make my dreams come true.
Anissa
Kermiche
£170
Tit-tea pot
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£350
Lady V Ring
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£360
Loopy gold necklace
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£150
Foreplate
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£70
Popotin glass set
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£155
French For
Goodnight Necklace
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