Daks : I am always interested in the packaging of products and how they are designed and marketed. My favourite designer is Fabien Baron who I met when he was the Art Director on Italian Vogue in the late 1980s. He designed the first iconic unisex fragrance bottle and the advertising campaign for Calvin Klein’s CK One, which turned twenty- five last year. At its peak, it sold twenty bottles a minute, and even now it is still at fifteen. Noble : I can’t take the credit for the design of my packaging, which was done by my brother Stuart. He went to Bournemouth Arts University and he did finish his degree. Daks : I was really interested in reading on your blog about the company going plastic-free, donating to environmental charities, your student ambassador program, and you even gave away free sessions with councilors during mental health week, which fell right in the middle of lockdown. Noble : Yes, in terms of the fragrance for instance we are now completely plastic-free. We are even trying to get the customs forms put into paper envelopes instead of the clear plastic sheaths. We spoke to all our suppliers when they sent us samples in plastic— what is your alternative to this?—Now we have everything wrapped in tissue paper and scrunched up paper to fill the voids. Daks : I really applaud that! If everybody made a little bit of a difference, then it would add up to a big difference! I also really liked your summer initiative ‘DO GOOD AND DONATE’. Noble : We set this up in August and asked our team to nominate charities
that meant something to them, and then we made a selection from those to donate to each quarter. Daks : Which I applaud because a lot of charities are really struggling right now due to the pandemic and lack of contributions and the charity shops being closed and governments cutting back on donations. And you also have a student ambassador program? Noble : This is a bit of a personal thing for me, given my background with leaving University early. I was super lucky to land in the right places, and I worked hard once I got those opportunities. But I am really grateful for people making introductions for me. But most universities don’t teach how to network. How can you not? Tayroc has such a massive audience and we know that that audience is quite young, eighteen to twenty- four-year olds internationally, so we are launching a program to give students real-life work experiences and support. Obviously, under normal circumstances, we could invite students to come to the office, but we can do this virtually on calls, and I put time aside to answer their questions. Daks : That’s great Gemma. I am really looking forward to seeing your new ranges and how you develop and expand the company in 2021. I was talking to my brother earlier today and he said something that I completely agree with and I think is reflected in your brand—You need to have an emotional attachment with your customer for it to be successful. I think that really comes across when I look at your brand. There is a personality that comes across from you and from Danny. I can see that you really care about your customers, and they love the brand. GEMMA NOBLE OWNER: TAYROC WATCH AND ACCESSORIES COMPANY HTTPS://WWW.INSTAGRAM.COM/TAYROC/ @T A Y ROC HTTPS://WWW.FACEBOOK.COM/OFFICIALTAYROC WWW.TAYROC.COM GEMMA@LIDPROJECT.COM
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