Remix chats with Patridge Jewellers’ Nicole Ku

Behind the scenes of Partridge Jewellers sits Nicole Ku, the luxury queen and Content Marketing Manager who knows her way around a diamond (or two). A go-to for Remix luxury and fashion shoots, Nicole is as stylish as she is unstoppable, often managing to be in two places at once. In this feature, Remix team member Beth sits down with Nicole to talk about all things that social media doesn’t always capture.

Can you tell us about your role at Partridge Jewellers and what a typical day looks like for you?

My official title at Partridge is Content Marketing Manager, but over the years the role has evolved into something much broader, across events, content creation, and Chinese marketing. With Partridge hosting so many events a year, my time is often divided between planning concepts at my desk, or being on the ground managing an event from start to finish. On the content side, I’m involved from strategy and ideation through to execution, while for Chinese marketing, I oversee our social channels and work with an external team to ensure we remain visible and engaged with the Chinese community.

What first drew you to marketing in the jewellery industry?

My background was originally in fashion — I worked in retail throughout high school and university before moving into fashion marketing. I love the fast-paced energy of that industry, but what drew me to jewellery was the extraordinary level of craftsmanship and care behind each piece. It’s a world that moves at a slightly slower pace than fashion, yet it carries a timelessness and meaning that I found incredibly compelling. Of course, at Partridge, it still feels fast-paced, but with a very different kind of rhythm.

The cycle of fleeting trends seems to be at its fastest pace to date. How does a brand like Partridge navigate trend cycles, and what helps it stay grounded in its vision and brand story?

What I love about the jewellery and watch world is that while trends may come and go, they aren’t the driving force behind the industry. Every brand has a rich heritage and narrative, and every piece takes time — often years — to bring to life. The focus is on timeless design, storytelling, and craftsmanship, rather than chasing what’s momentary. That grounding is what allows Partridge to stay true to its identity while still feeling relevant.

Of all the campaigns you’ve worked on at Partridge Jewellers, which has been your most memorable, and why?

One of my favourites has been the REBE x Partridge New Zealand Fashion Week partnership. It was such a natural collaboration, and it was inspiring to work alongside like-minded, creative individuals in the lead-up. Together, we produced beautiful content that translated into an in-store experience for the public. Seeing the videos we produced displayed on our big screens at 80 Queen Street, throughout September, was a highlight. It's always rewarding to watch a project come to life on that scale.

What opportunities has your career at Partridge Jewellers given you that you never imagined could happen?

Partridge has really propelled my career in ways I hadn’t anticipated. Before this, I spent years working as a freelance fashion photographer and stylist (and somewhat accidentally as an influencer) as well as marketing in fashion/beauty, so my perspective was primarily creative. Stepping into the Partridge team has given me a deep appreciation for the complexity of running a business at this scale. It truly takes a village. I’ve also had the privilege of working alongside incredibly talented women at the top of their fields, and watching everyone’s skillsets merge seamlessly, like a well-oiled machine, has been both inspiring and empowering.

What are three jewellery pieces you'd love to add to your collection?

I'd love to add the Ole Lynggaard Copenhagen BoHo Ring, the Partridge Zodiac Pendant, and the ASHOKA® Entwined Three-Stone Ring to my collection—I love my yellow golds!

What advice would you give to someone who is thinking of entering the realm of marketing within the jewellery industry?

My advice would be to focus on developing a genuine appreciation for jewellery, beyond the surface beauty. Marketing, especially in jewellery, is about storytelling, heritage, and connecting people to something deeply personal. Build your skills in marketing wherever you can, but stay curious about the craftsmanship, design, and history that make jewellery meaningful. If you can combine technical marketing ability with a real passion for the art, you’ll be able to create work that resonates on a much deeper level.