Photo Credit: @Phase.__
London-based founder of Phase, Tiffany Riazanova, speaks about her lockdown success in building a jewellery brand with daring products, in Voir’s ‘Those Who Dare Win’ series.
It’s nearly unfathomable to think that after setting up her entrepreneurial business, Phase, before Christmas of last year, Tiffany Riazanova is already making big waves in the jewellery scene. Having been featured in umpteenth fashion editorials, plastered across influencer’s Instagram pages and having been featured on the Jaded website, it’s no wonder why Tiffany’s stunning handmade rings have gained serious traction in this creative industry. What’s more impressive? She’s only 22.
Voir spoke to Tiffany on everything from inspiration, building her brand during a pandemic and upcoming plans for the future.
The chunky ring trend has blown up over Instagram this year! What got you into creating rings?
The idea came to me randomly one day during the first lockdown after losing my job. I had a huge desire to take on new hobbies and creative pursuits to keep my brain active as I was stuck in the house, so I began working with malleable materials – eventually making rings which resulted in Phase.
You were ahead of the curve with the trend, did you spot it early on?
I guess it was a personal preference for me. I never had intended on hopping onto a trend, but rather gained inspiration from it to result in my own designs. Once I started putting them out there and realising that people loved them is when I really saw a common trend developing!
Does your personal style come into play with Phase’s aesthetic?
Definitely. I only like to create things that I would personally wear myself or like to see on other people. I think there is seldom any point in creating something for the pure motive of gaining monetary profits. Creativity is something personal, which is why I think the brand is also kept quite personal to me.
Has lockdown affected the growth of your brand at all? What motivates you to keep building?
I think lockdown saw a massive trend increase in shopping with small businesses. Naturally with high street stores closed, people found other ways to enjoy shopping. There has also been a heightened discussion around the ethics of shopping small. This has tapped into various markets, untouched before in my personal opinion.
I think my own motivation stems from my own growth. I love working for myself and creating things for people to love and enjoy which pushes me continually. Progress is never linear, so learning from my own creative defaults also pushes me to build.
As we all know trends come and go, do you think the ring trend will stick? If not, have you got any other plans?
I think jewellery is fairly universal and statement pieces have been a microtrend for years but of course, all good things have to come to an end eventually. Perhaps the trend may not stick around for years but as trends evolve and develop, I hope for my brand to do the same. I am currently working on new products which I hope to launch this summer. I’ve loved creating and growing on a brand and I think it’s soon time for me to move on and create a wider range of products.
Phase has been hugely successful featuring in editorials, Instagram’s coolest influencers and even the Jaded website – do you have any advice for other female entrepreneurs on how to grow an online business?
I think disassociating yourself from the trend is important to the natural growth of a brand. Purposely trying to stand out from the rest and having some sort of purpose and originally is ultimately what will lock your brand in success in the long run. I love seeing creators that apply total freedom into their creativity and have unique qualities. Also don’t be afraid to network and connect with other small businesses. Ultimately you will be able to help each other grow, exchange ideas and perhaps even create together. I would also say my most solid piece advice is to not care too much. I understand everyone would love to have an aesthetically pleasing feed but I think the need for authenticity has sky rocketed in the past few years. In my opinion, authenticity is a catalyst for engagement as it feels more personal. People are more likely to engage with seeing real humans behind a small business! No one starts at the top, and you have to learn from your growth so you don’t ever feel discouraged by bumps along the road.
And finally, as we start to come out of lockdown, will you be working on any upcoming collaborations?
I definitely have future plans which I am working on and developing, but for the time being I will refrain from revealing who I am planning to collaborate. Regardless, I love working with likeminded creative individuals, especially bonding imaginative ideas together. I think it can be super beneficial for your own growth as a business as it’s a massive learning curve!
With now over 5,000 followers on Instagram, this is undoubtedly only the beginning for the brand. As we expect stunning designs dropping this summer and a fast growing roster of influencers flaunting her rings, it’s clear this trend is definitely not just a phase.
Words By Emily Chapillon & Rosina Findlay, Graphic By Emily Chapillon
