Keith Davis, KJD Jewellers
Keith Davis, Retail Director of KJD Jewellers, a division of Toye, Kenning & Spencer.

Can you introduce KJD Jewellers to us in one sentence?

A small Company, living and breathing the world of cufflinks, eager to push the boundaries of design and to challenge the status quo.

Who are you and what are you in to?

I’m Keith, founder of KJD.  What am I into?  Well, anything creative I guess.  At work - designing cufflinks, naturally.  At home - playing the piano, listening to (mostly classical) music and writing.  I’m partial to a good book too.

How did KJD Jewellers come about?

After completing a Law & Politics degree at London University, I decided to take a change of direction and try my hand at a start-up.  The challenge of creating a new business and developing a product that would turn into a successful brand seemed far more exciting that pursuing a career in either law or politics.  And, looking back on the past 17 years, I can honestly say it’s been very exciting!

What are your design inspirations?

Inspiration comes from everywhere to be honest - nature, art, sports.  You name it.  We have even designed cufflinks based on manhole covers!

Where do you see your company in 5 years time?

Still manufacturing the finest cufflinks and seeing them for sale in the very best shops.

Do you have any advice or tips for any other aspiring entrepreneurs?

It sounds corny but don’t be afraid to pursue your goals.  Be sure of yourself and your ideas.  You will also need this resolve to tackle often aggressive competitors, who will do their utmost to keep you out of the market.  Be stalwart and you’ll get through!

What are your ethical motivations?  ie what are the issues that get you fired up?!

I am a firm believer in meritocracy.  No one has a ‘right to business.’  If you’re the best at what you do, then you should reap the rewards.

Can you tell us a bit about why you chose to use cufflinks?

It was both destined and random at the same time.  ‘Destined’ because both my parents had been manufacturing jewellers, which provided me with a familiarity around jewellery; ‘random’ because they never produced cufflinks.  For my part, as a cufflink wearer, I thought the choice in the market was very limited.  It was an area where I thought I could contribute something positive.