When Selfridges met: Ted Baker

— 2 November 2011

Ray Kelvin at Selfridges

Ted Baker is a key fashion player and globally recognised name, but as for the founder of the brand? You probably won't recognise him at all. Ray Kelvin started Ted Baker from his front room in 1988 and to this day remains the driving force behind the brand. However, personal publicity is not his thing: interviews are a rarity and finding a photograph of his face – almost an impossibility. Following the launch of Ted’s Sweet Shoppe at Selfridges, we had the honour of talking to the man behind it all.

The mouth-watering pop up shop showcases Ted Baker’s juiciest women’s accessories. Complete with candy stripes, retro sweet jars and old-fashioned weighing scales, it feels like you’re stepping into a 20th Century sweet shop. “I used to love Woolworths pick n’ mix, did you ever steal one?” asks Ray. “I like to show as much colour as I possibly can. I always I want to create a sweet shop effect so you don’t know what to choose and in fact you want it all because you’re greedy and enticed by everything.”

It’s easy to be enticed by the fruity-coloured bags, purses and jewellery that really do look good enough to eat, but what is it that’s so irresistible about accessories? “I think it’s a way of brightening up your day. It brightens up an outfit and makes you feel special without having to break the bank. And they always fit.”

Undoubtedly part of the pop up’s appeal, it epitomises an alluring combination of two ultimate indulgences – sweets and shopping. Trying to sneak an insight into this man-of-mystery, we wondered about Ray’s guilty pleasure. “I’ll tell you my second, it’s fly fishing. I love it. It’s inspired my new season collection. But my real passion is my work and clothing and the people and the business. I love it so much it hurts.”

Ray’s passion for the brand is unquestionable and, like the sticks of rock in the glass jars, his playful, whimsical approach runs through everything Ted Baker does. “We have a lot of fun and we have got that glint in our eye that means we think out of the ordinary. We work hard at that. Like Selfridges. We like hugging and stuff and don’t allow shouting. If you’re late in our office it’s press ups. You’re not allowed to put phone calls on hold. Old fashioned values are important - if you have good manners it gives you an advantage.”

As the interview draws to a close we have one final burning question – who is Ted Baker? The brand’s muse, Ray’s alter ego or imaginary friend – what’s he like? “I’m just sorry he can’t be here today, he’s just getting ready to go off skiing. He loves the après ski. He’s a real dude, he left me to get on and run the business - he’s a good guy is Ted.”

Shop Ted Baker accessories online now.