Tonkilled: Elegant jewelry and clothing from Moscow

IN RUBRIC "NEW MARK"we present young designers and tell them where and why they should buy their things. Our heroines this week are Victoria Nikulnikova and Anna Lukyanova, who are responsible for the Tonkilled brand of clothes and jewelry.

Tonkilled (or "Thin ice") is a rare example of a young brand that develops in two directions at once: clothing and accessories. The creators of the brand, Anna and Victoria, shared responsibility: Victoria does things, and Anna oversees jewelry. Together they manage marketing and promotion, the benefit is the experience: both are marketers by education and have studied at the HSE Master’s degree. Before the founding of the brand, they worked by profession, at the same time doing what they loved as a hobby. Like many others in this category, Anna and Victoria came up with the brand because they could not find something suitable for themselves - moreover, they had been carrying out the idea separately for more than one year. Having decided, they simultaneously quit and devoted all their free time to the launch; the girls say that they are encouraged by teamwork: "We understand each other aesthetically without words, we have similar tastes and preferences."

All materials - wool, cashmere, cotton, silk, flax, blended fabrics - are ordered from Italy. Jewelry is molded by hand from silver, and rhodium and gold from the 585th and 999th samples are used as a coating - they also protect products from premature wear. The clothes are customized according to the real figure, taking an example from the tailoring studio for individual tailoring: "We take into account the physical characteristics and desires of each client, build patterns and choose a cut so that each woman looks harmonious in our clothes." Ideal for those who can not pick up things in the shops, because it does not sit right.

Despite the originality of the collection, the creators take into account all current trends: there are wide shortened trousers — there are transparent fabrics — there are unusual sundresses — too. Jewelry continues the brand idea, but looks great with other clothes. Most impressive are the earrings: pairs that look like gold bars, clips that combine matte and glossy textures, and mono-earrings inspired by classic piercings.

If at first it was necessary to invest enormous efforts in gaining a base of subscribers and customers, now the main difficulty is to maintain a stable and fast production. The creators are involved at all stages and already feel that they need help: in the organization of filming, and in the conduct of social networks. It is easy to see that the main emphasis falls on the brand instagram; judging by the predictions, the tactics are correct.

Quality is most important to us. The price is rather a consequence of the costs of hard, often difficult work and costly good materials. At the same time, we minimize the indirect and marketing costs, as well as profit, so that our models remain affordable. Every thing is the work of one master from beginning to end, attention to every detail.