An Interview with Nicole Ku

Describe your role at Partridge Jewellers, including any areas of expertise:

I am the Content Marketing Manager at Partridge Jewellers. My title can be a little deceiving as I also manage our Chinese Marketing and most of our events. My days are never the same. One day I could be chained to my desk and another I could be at meetings, photoshoots or organising events all day. I love the variety of tasks I get to take on in my role. 

How long have you worked here?

I have worked at Partridge for over a year now.

How did you get started in the industry/what is your relevant experience?

I have always had a love for fashion growing up and so just before I graduated from high school, I volunteered at the Britomart Fashion Sessions 2015 in which I learned so much. It was my introduction into the world of fashion and marketing all at the same time. I also began a fashion blog as a hobby in which it showcased my editorial photography projects and personal style.

While I was studying at the University of Auckland in Film, Media and Television, I continued my blog and shared by work on Instagram. I eventually had the privilege of working freelance with brands and publications such as Maggie Marilyn, Samsung, Ellery, YSL Beauty, Estée Lauder companies, Remix Magazine and M2 Magazine in a producer, photographer, stylist and/or consultant capacity. During this time, I was also at Black Magazine as Assistant Editor/Fashion Assistant. 

Throughout university, I also worked in retail at Karen Walker for 2 years and Gucci Queen Street for 4 and a half years which allowed me to understand the luxury retail environment and their clientele. With all this combined, I gained immense knowledge in the inner workings of every moving part of the fashion world, creatively and the business side.

How has your background in fashion and styling contributed in working in the jewellery industry?

The fashion industry generally runs on a four season schedule, so everything in the fashion world moves very quickly. Trends come and go in an instant and you need to look ahead and adapt. I learned resilience and patience as I have had to work through intense pressure and stress.

Working in the jewellery industry is similar to fashion in many ways, but it feels more elevated and you have the breathing space to really think about your intentions and stories you want to tell. I admire the amount of thought and engineering that is required to go into each part of the jewellery/watch making process.

If you could buy something from Partridge Jewellers today, what would it be?

The list is endless… but if I could buy something from Partridge today, it would definitely be one of our new Ruby Toi et Moi style rings that we have recently received in store. It reminds me of Megan Fox’s engagement ring!

I would also love a yellow gold Letters of Love ‘N’ necklace. I see Heather Partridge who works at the Newmarket store wear it all the time and I always want one for myself!

What is your favourite creative campaign you have worked on so far at Partridge Jewellers and why was it your favourite?

My favourite campaign I have worked on so far would be our recent Mother’s Day campaign. Working on this was an emotional journey, it allowed us to witness the beautiful relationships and interactions between Madeline, Sabrina, Zeenat, and Meegan with their children. Getting to spend the day with all the kids really drained me on set and made me realise how truly hard working mums are! It was so beautiful to see their stories come to life in a truly authentic and natural way.

You work a lot on our Partridge events, how do you ensure these run smoothly to give the clients the best possible experience?

There is so much that goes into running events at Partridge, especially when we have so many brands to look after and each one has their own brand identity we want to do justice! We definitely cannot make it all happen without the support of our team. From our whole Marketing team to our Sales team, it’s really all hands on deck and I am so grateful!

I really believe running a successful event is about putting yourself in the clients’ shoes. Having a luxury retail background really helps as you understand what the clients want and how you can elevate their experience based on their expectations of a luxury brand. Pre-event communication, to during and post event communication is so important as it really brings clients on a journey with both our Partridge brand and the brand we are working with.

How would you describe yourself in three words.

Loyal, hard-working and optimistic.

What is one of your favourite things to do outside of work? 

In my spare time, I’m all about maximising my time to relax. I like to take photographs, go out to brunch, and shamefully shut my brain off and watch Instagram reels.

Nicole is based at Partridge Jewellers head office in Auckland.