TALA By Kyla, headed by 22-year-old Kyla Cañete, seems to have unlocked the recipe for captivating her generation
Deep in the Metro South, several customers, mostly women, take turns trying on an assortment of accessories: rings, necklaces, and lockets, among others. TALA By Kyla (TBK), the homegrown sensation famed for its thematic jewelry collections, has unveiled its second flagship store at SM Molino – its first brick-and-mortar location under an SM property.
Garnering 2 million followers on Facebook and an additional 800,000 on Instagram, TALA By Kyla is a top-of-mind jewelry and accessories brand, especially to its mostly younger audience. The leap from e-commerce to a physical location makes the brand’s influence more palpable; as collections consistently sell out on its website, so do droves of customers empty the shelves of its stores.
A 2023 report by global trend forecasting firm WGSN indicated that certain sectors like the retail industry affected by the pandemic are expected to experience a resurgence in consumption.
“With shoppers in the region driving a physical comeback in stores, savvier decision-makers will also be making decisions and purchases to enjoy life to its fullest—be it maximizing value by balancing quality and price or finding respite in luxury shopping and experiences,” a representative for WGSN told the Inquirer in an interview.
But with a multitude of options available, how do brands such as TALA By Kyla continue to captivate their respective buyers, even going as far as turning their customers into advocates themselves?
The brainchild of 22-year-old Kyla Cañete, TALA By Kyla is known for its hyperfocused collections that drive into the heart of pop culture. Each collection features a wide curation of accessories that come in a variety of sizes and styles, and have been consistently selling out shortly after release.
And while the designs appeal to a wide variety of customers, aesthetics isn’t where their core customers find value. While many other brands highlight their materials, or where they are sourced, narrative and emotional triggers permeate the brand, from its products to how it communicates itself online. Whether a collection pays homage to a certain TV show, or explores a recurring kilig moment familiar to a certain generation, TALA By Kyla transforms these charged emotions into something physical; jewelry appears to be the perfect conduit to display those feelings in a way that makes sense.
“[TALA By Kyla’s] designs are inspired by people and their stories,” Cañete shares in an interview.
“Once we’ve set our eye on something, we digest the concept and its meaning, and then we brainstorm how to do it in a way that appeals to their core fans without straying away from [our] aesthetic,” she adds. While not every collection will appeal to all of its fans, there’s a very likely chance that at least one item will convert someone to become a customer that shares their latest purchase in TikTok or Instagram. This strategy makes all the difference for a brand that’s consistently selling out collection after collection, online and in-store.
TALA By Kyla is set to launch another store in the coming months. As the allure of TALA By Kyla continues to radiate across the Philippine accessory landscape, Cañete extends an open invitation to everyone. “Whenever we’d create new collections, we have a specific audience in mind. . .You buy the product because it speaks to you, and that’s what makes us happy. That’s what TALA is.”
