A special interview project that unravels the backgrounds and future plans of brands and designers that have close ties with NUBIAN, such as those that have hosted POP-UPs with the brand.

The fourth release is the designer of "String Ting"
Enter Rachel Steed-Middleton.

- It's been a year since the last time. Thank you for coming last time and again this time! I was looking forward to seeing you. Has anything changed since the last POPUP?

Thank you for inviting me.
I think a lot of things have changed.
I especially like my new project Bag Ting. I get inspiration from my favorite bags and my grandmother's favorite accessories. Decorating a bag is energetic and fun, similar to the feeling of touching your phone. It's fun to be able to incorporate it into your outfit depending on your mood and plans for the day.

- Please tell us the origin and background of the brand name.

When I first started this brand, my kids named it "Charity initiative bungee bracelet."
But to make the business viable, I thought I needed a name that was easier to remember. When my husband, who is from South London, suggested "String Ting," I thought it sounded good and decided on the name. This brand name was named by my husband.

- What was the trigger and process behind starting the brand?

I started my business by chance. During the first lockdown in London during the coronavirus pandemic, I made beaded bracelets and other items to raise money for charity work with children and sold them to my neighbours. I had £70 worth of beads left over, so I stringed some together to make accessories and started posting them on Instagram.

- Your pop designs, using colorful beads and crystals, give off a sense of Y2K's playful and positive spirit. What was your source of inspiration?

Most of my work comes from a positive energy, thinking about the feelings I had at that time, such as the love I felt when making things as a child, what makes me happy and excited, what combinations work best, etc. I end up creating things that are fun, happy, and remind me of my childhood, but also a little sophisticated and grown-up.

- We hear that you donate a portion of your brand's profits to charity. What are your goals for contributing to society?

I think if you're in business it's important to give back in some way.
I am a Living Wage employer in London and employ 11 people, including local women who work daily wages and students.
All materials and craftsmen are made in London.
When it comes to charity work, I think issues such as refugee issues are important.
London has a program called "Beam" that provides funding for people who have difficulty working.
I want to be in a position to help people who need help.
One day, when this business is big enough, I would like to create a scholarship program to help children attend school.
This development in society is very important, so I think if you're in business you should support it.

- What is the most memorable thing about running the brand?

There are so many, but the best one is when Dua Lip posted a picture of String Ting on Instagram while I was working in my living room and she tagged me and the brand and it went viral, I thought my phone was going to explode.
I also remember clearly that when BLACKPINK wore it, we received a huge response and it felt like a history-changing moment.
All the memories are impressive, and this is my second time in Tokyo, but I am very grateful to have been able to be with NUBIAN. Everything is memorable to me. I am grateful for everything.

- What is the most important thing to you as you continue running the brand?

Stay creative and keep making things that I love, stay true to the brand and its values, and expand and grow the brand into places that I feel are truly meaningful.
The idea behind the brand is to bring small memories into everyday life, and we hope to continue to be creative in creating items that can be kept close at hand every day and add a little touch of happiness.

- Please tell us your goals and what you see your brand as in five years’ time.

For me, rather than doing big business, I want to have things that are meaningful to people and connect them.
I will consider it a success if the same people are still shopping at my brand five years from now.
To me, this brand is truly a community.
I currently manage the brand's Instagram account and speak to a lot of buyers, and people who saw the things I posted in the past still buy from me today. I would like the brand to continue in this way into the future.

-Finally, please give a message to your Japanese fans.

The gratitude towards Japanese things and the joy of cuteness in small items are things that I have in common with String Ting, and I am very happy to be able to connect that with my own work. Thank you very much.

String Ting
Collection page is here

- String Ting -

Founded by Rachel Steed-Middleton in Peckham, southeast London, String Ting is a popular accessory brand that has been loved by many celebrities. Made with crystals, acrylic, glass, resin beads, and durable satin cord, String Ting's products are highly durable. Each piece is carefully crafted by the designer herself, bringing sparkle and happiness to your everyday life.