How Tala by Kyla Shook Up the Local Jewelry Market with Diffusion of Innovations Theory


From where I live in the Philippines, there's a local brand name Tala by Kyla, owned by a 23- year-old woman named Kyla Cañete. She started her brand from scratch and now earns 8 figures a month. Let us discover how her brand has taken on the local market and never looked back. 

Looking back to ‘Tala by Kyla’s’ history, it is a local jewelry brand in the Philippines that started last 2018. It was her love for accessories that drive her passion into creating her own empire. She makes very beautiful jewelries with high quality materials at a very affordable price. Her target audience are the Gen-Z as she is a Gen-Z herself and specifically students and of course I am among them. It wasn’t on the year of 2023 when Tala by Kyla skyrocket the local market and was featured in various news like GMA, NYLON Manila, Lifestyle, and many other more. 

But how did this brand rose up to market and became a trend that every business owner wants to copy it? Even before, there were already jewelry brand that are affordable but with its cheap qualities that will only last you for a week before it tarnishes from its color. However, with Tala by Kyla they add a little rise to the price but in exchange for that is a high-quality accessory that will last forever as long as you take care of it and not like how your ex treated you. 

It was this Innovation that also inspired the market to mass produce a high-quality jewelry with a very student price. That even I myself has bought a lot of accessories from her especially necklaces and I can say that they really lived up with its fame. As a college student who loves to dress fancy every chance she gets, it is a mandatory for me to own nice accessories that I can pair up with my outfits but of course at a student rate and when I first heard of Kyla from social media, I immediately visited their shopee account and after seeing those prizes I was immediately convince to buy specially with their different styles and ways to use. 

Tala by Kyla’s journey is a great example of how new ideas spread. Kyla Cañete really understood her audience and used her innovative products to move from early adopters to a wider market. She made smart use of social media to show off her jewelry and connect with customers, which sped up the whole process. This story shows how fresh ideas and quality products, when well-communicated and demonstrated, can quickly catch on and set new market trends.

Jovelyn Mondano

Necklace from Tala by Kyla

☺☺☺

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