How Soru Jewellery Builds Creator Relationships Without Losing Their Brand DNA: Francesca Kelly’s Founder Story

Episode notes

Some brand-creator partnerships feel forced. Others just work . Real Advocacy is the difference. This week, Verity sits down with Francesca Kelly (Co-Founder @ Soru Jewellery) to break down how collaboration, not control, has fueled the brand’s growth. No rigid contracts. No paid influencer posts. Just long-term partnerships built on mutual excitement - leading to years-long collaborations, a global audience, and even a viral moment thanks to The Kate Effect™ . Here, Francesca gets real on her Founder’s journey to share how you can… Find Creators Who Actually Want to Wear Your Brand : Soru Jewellery has never paid for a post. Instead, they gift, reward & collaborate with creators - like Laura Wills (@thefashionbugblog) and Arielle Charnas - who already wear and love their pieces. Keep the Buzz Going After Launch : Forget one-off campaigns. Soru’s partnerships thrive long after release day because both the brand and its collaborators keep wearing and talking about the pieces. Let Customer Feedback Shape Product : When fans loved a collection but wanted a lower price point, Soru listened. The result = a second drop that was even more successful than the first.

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