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Our Story
DESIGNER KIDS CLUB
ONCE UPON A TIME...
In a vibrant city, a young woman named Veronika, passionate about fashion, became increasingly concerned about the environmental impact of children's fashion and the impact of her shopping habits after she became a mother. After watching Sir David Attenborough’s Planet Earth & the BBC series the price of fast fashion she was alarmed by the facts of global pollution. She was inspired to change her shopping habits. Determined to revolutionize luxury childrenswear, she launched a business focused on true and full circular children's fashion, exploring resale and online markets for preloved designer treasures. With support from her community of conscious consumer and partner collaborations Veronika started her journey in sustainable fashion and addressed the gap in the market for luxury, pre-loved children's designer wear.
And Designer Kids Club was born…
Veronika launched "Designer Kids Club" to create a space for sustainable luxury childrens fashion, allowing shoppers to engage with a looped, circular and sustainable offer. She curated a collection of preloved designer childrenswear that emphasized style, quality, and sustainability, resonating with like-minded customers. As the platform grew, she collaborated with local artisans and eco-conscious designers, expanding her exclusive collections and showcasing them in boutiques. Through workshops and fashion events, Veronika promoted circular fashion, demonstrating that eco-friendliness can coexist with style.
THE 'DKC' VISION
"The future of fashion is circular and we aren’t stopping until we make children's designer fashion come full circle"
With each sale, Veronika felt a sense of pride knowing that she was not only offering exquisite fashion but also championing a cause she deeply believed in. Through Designer Kids Club, she was proving that luxury style and sustainability could coexist, inspiring others to rethink their relationship with clothing and the planet.
OUR JOURNEY HERE
2017
The Beginning's
It all began with an incredible treasure trove of Ralph Lauren pre items that we sourced from a seller in the USA. We were thrilled to sell the entire collection in a week! This was just the exciting beginning of our amazing success story!
2019
Evolving
As our customer base grew we reached a new milestone. Selling over 1k pre-loved designer items worldwide.
2021
Expansion
We moved into a larger property to fuel our business growth! We also launched an exciting new business model that supports full circularity, introduced a range of luxurious brands, and rolled out personalized shopping experiences for our VIP clients.
2023
Scaling Up
With our vast network of customers and sellers we take things to the next level! 🎉. We become THE UK'S FIRST DEDICATED CIRCULAR CHILDREN'S LUXURY APPAREL RETAILER! We've completely re-invented the children's designer preloved shopping experience, pouring our hearts into evolving our mission and enhancing our offerings and website.
2024 & BEYOND
DKC has entered a new phase of growth, we aspire to become the leader in sustainable, preloved children's luxury apparel. Our business is fuelled by a deep understanding of our customers, with a focus on passion, love, and attention to detail in all aspects of our work. This is only at the beginning of our growth journey, and there is much more to come.
2024 Highlights;
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Proud to market ourselves as 'THE UK'S FIRST DEDICATED CIRCULAR CHILDREN'S LUXURY APPAREL RETAILER'.
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Hired a dedicated social media manager who managed to catapult our online presence.
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Exhibited at the John Lewis & Partners Mother & Baby Event.
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Invited to feature at the renowned 'The Good Clothes Show' an epic three-day fashion event taking place at Birmingham's world-famous NEC, from Friday 20 to Sunday 22 September 2024.
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Introduced a 'free buy now pay later' option for our customers to access.
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Developed a intellectual property notice & takedown process to ensure we continue to protect brand IP, copyright and trademarks.
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Launched Positively DKC. A new initiative by which customers can give back, sell, or consign with us.
In the pipeline:
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Further develop our brand and offer, including launching our rent and repair offer.
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Market positioning - we are here to stay.
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Advance our brand ambassador programme.
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Partner with luxury brands and small niche boutiques to advance our B2B offer.
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Collaborate with various charities and sustainable fashion organisations to help tackle our collective challenges.
We want to:
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Educate and empower our community to make more informed choices, helping them to understand the case for investing in high quality, longer-lasting, and more affordable pre-loved luxury fashion.
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Enrich our community to support a cultural shift, inspiring a new generation of eco-conscious individuals. With circular fashion becoming a way of life for many, with people eagerly participating in recycling, upcycling and reusing luxury childrenswear, breaking free from the destructive cycle of fast fashion.
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We dream of a collective and collaborative circular fashion utopia that materialises and ripple effects to reach beyond our borders. Our community constantly inspires us – and we work hard to do the same. That means taking a stand when we need to, sharing the knowledge that inspires us, and celebrating every win.
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We can’t change the fashion industry on our own. It is only by sharing the responsibility of protecting our planet can we redefine the way fashion is produced, consumed, and valued, creating a more sustainable and inclusive future for all.
A message from our COO
“When what you seek is unavailable, take the initiative to create it yourself. Challenge the status quo not solely for personal advancement but for the collective benefit of all. Innovation is born when necessity intersects with audacious vision.”
Designer Kids Club is embarking on an ambitious journey aimed at achieving true circularity in children’s luxury fashion.
We embrace the concept of ‘True Circularity’ in this sector, firmly believing that the most fulfilling journeys are those undertaken collaboratively, united by a common purpose.
We invite you to engage with us in sharing insights, exchanging knowledge, and igniting new ideas, which will enable our mutual growth. Each step we take contributes to progress, and together, we can achieve remarkable outcomes.
Please feel free to contact me directly—let us collaborate to transform exceptional ideas into reality for the benefit of our communities and the planet.
Ve'Ronika Pandya (Founder & COO)
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