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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.”
At DKC we are driven by a deep commitment to sustainability, circularity, shared responsibility and innovation . Our mission is to lead the way in sustainable, luxury children's fashion by creating fully circular, looped models that set a new standard for the industry.
As COO, I take great pride in overseeing our efforts to not only provide high-quality preloved designer clothing but also to empower our customers to make more conscious choices. Through our platform, we aim to educate, inspire, and offer a practical, stylish alternative to fast fashion. Every piece we curate has a story and a future, proving that luxury and sustainability can truly go hand in hand.
Our journey is a collaborative one, and we are excited to have you with us as we continue to redefine the landscape of children's fashion. By choosing us, you’re not just selecting beautiful, preloved clothing for your children, but you're also supporting a movement that values our planet, creating a brighter future for the next generation.
Thank you for being a part of our community and for believing in our vision. Together, we are shaping a world where children's luxury fashion can be enjoyed without compromising our planet.
Ve'Ronika Pandya (Founder & COO)
Our Story
ONCE UPON A TIME...
Designer Kids Club was born from a simple yet ambitious vision: to create a luxury children’s clothing brand that celebrates the spirit of childhood while respecting the planet they’ll inherit.
As a parent with a love for fashion, I often felt disheartened by the constant cycle of buying new clothes and the limited sustainable options available in the children’s luxury market. It became clear there was a gap—a need for a brand that could merge luxury fashion with sustainability in a way that honored both quality and environmental responsibility.
This journey felt deeply personal. I watched my children quickly outgrow high-quality pieces that had so much life left in them. These luxury items were crafted to last, yet they saw minimal wear, making it difficult to justify storing them away. I realized that I wasn’t alone; other parents faced the same dilemma, with no platform to resell and extend the lifecycle of these beautiful pieces.
Driven to make a change, I committed to revolutionizing children’s luxury fashion, building a brand focused on circularity and sustainability. This commitment led to the creation of Designer Kids Club, a platform for high-end, circular designer wear for children and babies. Here, I curate a collection of preloved, designer children’s clothing that combines style, quality, and a sustainable ethos for parents who share these values.
As Designer Kids Club grew, I expanded the offerings by partnering with other sustainable-minded businesses and consumers; advocating for children's circular fashion. Through these efforts, I aimed to show that luxury style and eco-consciousness can thrive together.
With every sale, I feel a sense of pride knowing that Designer Kids Club provides not just exquisite fashion but also a meaningful way to support sustainable choices. This journey is about more than clothing; it’s about inspiring others to see that luxury and sustainability can coexist and to rethink our relationship with fashion 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 go online as 'THE UK'S FIRST DEDICATED CIRCULAR CHILDREN'S LUXURY APPAREL RETAILER! We also look to completely reinvent the children's designer 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 establish 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 multiple 'buy now pay later' option for our customers to access.
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Launched Positively DKC. A new initiative by which customers can give back, sell, or consign with us.
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Started to explore integrations of local repair hubs, rental models to offer fully looped circularity.
In the pipeline:
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Further develop our brand & market perception building.
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Global strategic partnerships with luxury brands and boutiques to advance our B2B offer.
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Advance our brand ambassador and social media influencer programme.
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New services - including launching our rent and repair offers.
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Website/Platform advancements.
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Pilot DPP (digital passports).
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Build in impact/sustainability calculator.
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Cross sector collaborations to help tackle our collective challenges.
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Impact assessment and reporting.
LET'S TALK SUSTAINABILITY & CIRCULARITY
We’ve become hooked on Brittany Sierra’s podcast series, 'Green Behavior.' If you haven’t tuned in yet, it’s essential listening for anyone dedicated to promoting sustainability in the fashion industry.
Like Brittany over the past few months, we’ve delved into the websites and social media of secondhand platforms, resale businesses, and everything in between. From mass-market brands to luxury labels, tech platforms, repair services, and retailers promoting circular solutions, we’ve looked at them all.
The conclusion? It’s essentially the same narrative, just tailored differently for each brand or audience. The tone and branding may vary, but the core messaging is nearly identical. It’s as if everyone is reading from the same playbook with a simple CTRL+C & CTRL+V.
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Highlight the environmental problem, sustainability angle and case for change
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Position [Brand Name Here] as the solution or offer
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Emphasize the Scale and Impact of their offer, usually via an impact report
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Share Educational Initiatives or sustainability tips
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Throw in Buzzwords, a Dash of Greenwashing and some clever tech (i.e. integrated impact calculators)
And there you have it—another circularity/sustainability business in a nutshell. It’s logical, sure, but after seeing the same messaging repeatedly, it becomes predictable—and frankly, dull. Eventually, consumers start to tune it out.
If brands want to transform their mission into a movement, they need to break away from the standard script. As more businesses enter the circular fashion space, how you communicate about circularity is as important as the solutions themselves. To stand out, you need fresh, compelling storytelling that captures consumers’ attention and fosters genuine connections.
At Designer Kids Club, we’re determined to be different. We’re not here to recycle the same tired message. Instead, we’re building a complete ecosystem for true, full-circle circularity. For us, circular fashion isn’t just a trend—it’s part of a broader circular economy rooted in waste reduction, resource conservation, and sustainability.
We aim to implement the principles of the circular economy directly within the children's fashion industry, with the goal of prolonging product lifecycles by keeping them in circulation for as long as possible. By reimagining the way clothing is consumed and owned, we can significantly advance sustainability, creating a future where waste is reduced and resources are conserved.
OUR PERSPECTIVE ON FULL CIRCULARITY IN LUXURY CHILDREN'S FASHION
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LOOKING INTO THE FUTURE
At Designer Kids Club, we envision a future where luxury and sustainability coexist in perfect harmony. By offering high-quality, preloved children's clothing, we actively promote responsible consumption while working to reduce our environmental impact.
We are stepping into an exciting new chapter of growth, with the goal of becoming the premier brand in sustainable, preloved luxury apparel for children. Our success is rooted in a deep understanding of our customers, driven by passion, care, and a keen attention to detail in all our endeavors.
This is just the beginning of our journey toward growth, with so much more to come. Together with our community and partners, we can create a more sustainable world for the generations to follow