Designer Spotlight : Amour Crystal

At House of Coco you can tell from our insta feed that we love a bit of bling. Amour Crystal formally known as Crystal Designz is a luxury crystallisation company designing and customising items using Swarovski® crystals, which is right up our street.

The company was founded in 2010 by Gursimran Kaur, Owner and Designer and was named Crystal Designz. After a few years of careful thinking and brainstorming, they decided to rebrand to Amour Crystal and placed their brand on the UK style map. We spent some time finding out more…

When did you launch the brand and what was the reason behind it?

I launched Amour Crystal in 2010 under the name Crystal Designz. The idea for the business came about when travelling to the Far East on my honeymoon. Everywhere I looked everything and everyone was dripping in bling! I fell in love with Swarovski Crystals and wanted to incorporate it in to the latest fashion accessories. When arriving back to the UK I got to work and put my business plan together. My business grew from strength to strength and before I knew it I was creating fashion accessories for Celebrities.

In 2014 we rebranded to Amour Crystal. We wanted to have a unique brand name, something that would set us apart from all of our competitors. The name Amour came from our travels to Paris, the word Amour means Love. We redesigned our logo and website and it was a big step but a step in the right direction. We have won many contracts with companies since we have rebranded, it really has been a positive impact on our business.

What’s your background?

I was born and raised in London for 21 years and now married and live in beautiful Warwickshire. I have always been business minded as I have helped in my family business from a young age. My father has always been my role model to follow in his footsteps to achieving a successful business. I was studying Childcare and Education at university and left this to pursue my dreams in owning my own business, it has been the best decision I have made so far to work for myself. I love the fact that I can do something I am passionate about as a career.


How many people are involved in the company and what are their roles?

At the moment it’s just myself who works full time in the business, however I do have a lot of help from my supportive husband and family. When we have busy periods we have volunteers who help us get orders out to all our lovely customers.

If you could start over with the business, would you do anything differently?

I wouldn’t change anything about my business, I have really poured my heart and soul in to every aspect of the business. I made the biggest change in our business last year when we rebranded and now everything is perfect!

What is the hardest challenge you have faced since you started the company?

The hardest challenge I have faced since opening my business is the back end of running a business, the accounts, rules and regulations, law, book keeping etc. It’s been a tough journey learning everything, as I haven’t had any formal qualifications in business but with the help from my father and his business associates I have pulled through it all.

2015 is here, where do you plan on taking the brand?

It’s been one year since we have rebranded and we want to get in to the big department stores like Harrods and Selfridges this year. We will be introducing our home and wedding range this year too. We are also aiming to be a seller on Not On The High Street. We will be having many pop up shops around the UK at fashion and shopping events also in independent boutiques. We have a lot planned in the pipelines and think this year is going to be amazing.


To date, what has been the highlight since launching?

I have had many highlights in my business journey and it’s hard to pick one and some of them are client confidential and details cannot be given at present. However, We were approached by Amy Childs who visited one of our pop up shops at Clothes Show Live last year who loved our products and placed her Christmas gift orders with us. She even modeled some of our products at the show! We received a great increase in social media numbers and even got a few celebrity followers! Thank you Amy!

What is your favorite product?

My favorite product has to be my ‘Fairy Tale’ design. I am completely in love with this design on anything from mobile phones to handbags. We use around 50+ different style of Swarovski crystals in this design, therefore its one of our most expensive designs.

In future, how do you plan on expanding the company?

I need a bigger studio to work I am currently out growing my current office. I would also like to employ full time designers and an personal assistant (Definitely need one of those!!!).

My ultimate goal is to open my own boutique for Amour Crystal. I can’t give too much information away as this is top-secret stuff!


Do you have any advice for anyone wanting to start their own business?

A lot of people get scared to start out on their own and don’t usually take the leap. Make sure you do your market research and see what’s out there; it doesn’t matter if there is something similar out there. You just have to be clever and unique in the way you sell your products and design them to be different from your competitors.

Don’t get put off by the big companies! Don’t let them scare you! After all look at the lady behind Cambridge Satchel Company she started from her kitchen table and now has factories all over England with a multi million pound turnover!

Take each day at a time and set yourself achievable goals. If you put in the effort you will see your business grow from strength to strength. Remember Rome wasn’t built in a day so don’t give up if after the first year you don’t succeed, keep going you will get there!

Where can people find out more?






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