Spinelli Kilcollin Expands Globally, Opening Flagship in London
After successfully launching in New York City and their hometown of Los Angeles last year, Yves Spinelli and Dwyer Kilcollin are now taking their independent brand, Spinelli Kilcollin, to the international stage with their first flagship store in London. This milestone marks the 15-year anniversary of the brand, which has been a journey of organic growth and personal connections with clients.
"London is an international city that we love to be a part of," Kilcollin expressed, highlighting the city's cultural significance and its proximity to Europe, the Middle East, Africa, and Asia. The new flagship store, located at 6 Brook Street in Mayfair, offers a more intimate and comprehensive experience of the brand's collections. Spinelli described it as a creative hub, reflecting their vision and ongoing commitment to connection and authentic design.
The brand's journey began in 2010, starting with a mix of wholesale accounts and private showrooms in Los Angeles and New York. The founders traveled for one-on-one appointments and hosted collectors in their studio, fostering relationships through hands-on experiences. This personal approach has been a key part of their evolution and has resonated strongly with customers in New York and L.A.
Direct-to-consumer sales now account for 73 percent of their business, a significant shift from their wholesale beginnings. This transformation began during the 2020 lockdowns, when clients wanted to shop despite store closures. Spinelli Kilcollin saw this as an opportunity to connect closely with their customers and build a stronger direct business.
"We always wanted to build a stronger direct business, but scaling required more resources than working with wholesalers," Kilcollin explained. The brand's success lies in remaining authentic as they grow, as the duo are sole owners. They can only scale with the money they make each year, and they choose to open one or two stores at a time, ensuring the brand's identity remains intact.
The brand's product, particularly their Galaxy linked rings, is a cornerstone of their brand ethos. They have expanded their collections with a range of craftsmanship-driven pieces, emphasizing storytelling to amplify the personal connection with their jewelry. Some of their most popular items are in all silver or a mix of silver and gold, which has helped them navigate the recent surge in gold prices.
Wholesale remains a crucial part of their business as they expand their retail footprint. Partnering with stores allows them to reach a wider audience and provide a trusted experience for customers. Spinelli Kilcollin aims to maintain their authenticity and personal connections as they continue to grow globally.
