Built for industry: Shilah Tyrell

We caught up with Shilah to hear about her journey since graduating, how industry projects at Ravensbourne shaped her creative practice and how she has built her own brand around self-expression and material experimentation.

What have you been doing since graduating from Ravensbourne University London, and how has your career progressed so far?

Since graduating from Ravensbourne University London with a degree in Fashion Accessory Design, I’ve focused on building my career as an accessory’s designer and entrepreneur. I launched my own statement jewellery brand, SHICHI, where I design and develop bold, colourful pieces that allow people to express their individuality.

Over the past few years, I’ve expanded from statement earrings into new product categories, while continuing to refine my design skills, product development process and understanding of customer needs. Alongside the creative side of the business, I’ve gained experience in branding, e-commerce, social media marketing, content creation, pop-up retail and customer engagement.

Running my own brand has given me experience across every aspect of the business, covering concept development and production through to sales and marketing. It’s also helped me develop problem-solving and entrepreneurial skills.

Looking back, my career has progressed from being primarily focused on design to becoming a multidisciplinary creative and business owner. I’m excited to continue growing SHICHI, exploring new product categories and creating accessories that resonate with customers who value creativity, self-expression and unique design.

Were there any industry projects, live briefs, placements or collaborations during your studies that helped shape your career path?

Yes, several industry projects and live briefs during my studies had a significant impact on my career path.

One of the most influential ones was a project with the Pentland Brands team, working on a brief for Ellesse. The project gave me insight into how a commercial fashion brand approaches design, product development, branding and consumer engagement. It helped me understand how creativity and business strategy work together, which has been particularly useful in building my own brand.

Another key experience was a collaboration with Shelter, which led to me being awarded runner-up in the Graduate Fashion Week competition. The project challenged me to think beyond aesthetics and consider how design can communicate meaningful messages and create social impact. 

Perhaps the project that most directly influenced my career was a brief called ‘Make Your Own Material’.  Through that process, I began exploring the bold use of colour, shape and materiality that would later become the foundation of SHICHI. 

Together, these experiences strengthened both my creative and commercial understanding of the industry and played an important role in shaping the designer and business owner I am today.

How did the connections you made at Ravensbourne with tutors, peers or industry partners influence your professional journey?

The connections I made at Ravensbourne played an important role in my development as a designer. I was fortunate to learn from tutors and industry professionals who challenged me to think more critically about my work and helped me build confidence in my creative voice.

The relationships I built with tutors, peers and industry collaborators at Ravensbourne helped shape the way I approach design today. They taught me the importance of constructive criticism, and continuous development; lessons that I still apply when designing new collections and growing SHICHI.

What skills or experiences from your time at Ravensbourne do you use most in your current role?

The skills and experiences I gained at Ravensbourne are ones I use every day in my current role as a designer and business owner.

The most valuable skill was learning how to develop a concept from initial research through to a final product. Ravensbourne encouraged us to think deeply about the story behind our designs, rather than focusing solely on aesthetics. 

Material experimentation was also a huge part of my studies, particularly through projects such as Make Your Own Material. Learning to explore unconventional materials and test ideas helped shape the creative identity of SHICHI and continues to influence how I design today.

Another key skill was learning how to respond to feedback and critique. My tutors challenged me to push my ideas further and think more critically about my work. That ability to evaluate and improve ideas is something I use constantly, whether I’m developing products or planning future collections.

Ultimately, Ravensbourne taught me to be curious and resilient: qualities that have helped me build and grow my own brand while staying true to my creative vision.

How does your career development connect to Ravensbourne’s current focus on creativity, technology and business?

My career journey reflects Ravensbourne’s focus on creativity, technology and business because building SHICHI has required me to bring all three areas together.

The creative foundation I developed at Ravensbourne has been essential in shaping the identity of my brand. I learned the importance of having a strong concept, and creating products with a clear story and purpose.

Technology has also played a major role in my progression. Since graduating, I’ve used digital platforms to grow my business, building my online presence and e-commerce store with customers through social media. These tools have allowed me to share my designs with a wider audience and build a community around the brand.

The business side has been one of the biggest areas of growth for me since university. Running my own brand has taught me how to make creative decisions while also considering production, pricing, marketing, customer experience and long-term growth.

I think Ravensbourne’s approach prepared me well for the reality of the creative industries today, where designers are increasingly expected to be adaptable and understand how to create, but also how to communicate, develop and bring ideas to life in a commercial environment.

What advice would you give current Ravensbourne students hoping to start out in industry?

My advice to current Ravensbourne students would be to stay curious and not be afraid to push ideas that feel different. Some of the strongest parts of my own journey came from projects where I was encouraged to take risks and develop my own creative voice.

I would also encourage students to make the most of the industry connections, feedback and support available while at university. The guidance I received from tutors helped me understand the importance of refining ideas, accepting constructive criticism and continuing to develop my work beyond the first concept.

Finally, I would say don’t wait until graduation to start putting yourself out there. Share your work, build connections, enter competitions, collaborate and create opportunities for yourself. .

What are you most proud of in your career so far?

One of the things I’m most proud of in my career so far is the community I have built around SHICHI and the relationships I’ve developed with my customers. When I started the brand, my goal was not only to create statement accessories but to create pieces that people feel connected to and excited to wear.

Seeing customers return and recommend the brand has been incredibly rewarding because it shows that the designs have created a genuine connection beyond just the product itself.

I’m also proud that SHICHI has reached customers internationally, with pieces being purchased by people in places such as the USA, Dubai and Canada. Knowing that something I designed and developed has travelled across the world is a huge achievement and a reminder of the impact that independent design can have.

Building those relationships has taught me the importance of authenticity, customer experience and creating a brand that people want to be part of.

For me, success is about creating something meaningful that resonates with people and builds a loyal community around the brand.

Is there anything else you’d like to share?

I think the biggest thing I’d like to share is how meaningful it feels to be bringing my journey at Ravensbourne full circle through my upcoming collaboration with Shelter. My first connection with Shelter came during my studies, where the project challenged me to think about how design can create impact beyond the product itself. Being able to revisit that relationship through SHICHI feels incredibly special.

I’m currently developing a collection in collaboration with Shelter, where a percentage of sales will be donated to support their work. The collection brings together the bold, statement-driven style of SHICHI with a purpose-led message, and it’s been exciting to explore how accessories can tell a story and support something bigger.

Discover more about Shilah’s journey and explore how Ravensbourne graduates are turning creative ideas into careers in industry via our Community Blog.