What inspired you to create your own label? How did you set up your company?
Since I was a kid I always liked to be at the centre of events and I have always had a flair for creative arts – I have been part of dancing clubs, school theatres, musicals, played piano, did ballet etc. so from an early age I had the drive to go as far as possible in my life. I come from Riga, the beautiful capital of Latvia. Soon after finishing school, I decided to explore the bigger world. I moved to London to search for new opportunities.
Straight after graduating from London College of Fashion, I decided to start my own business as I had the vision and the drive.
I guess it was a very ambitious decision but I don’t regret it at all as by setting up on my I have managed to achieve a lot.
Did it all go smoothly or were there teething problems?
No definitely not smooth and not easy! Each part of the business had and has its own difficulties which I discover and learn how to deal with on a regular basis.
We know that you hand make your bags, how long does it take and why it is important to you?
Design development is a very long and sometimes painful process. When everything is done by hand it can take few weeks to develop a bag from a sketch to a final product. But once all is finalised, depending on the bag complexity, it can roughly take few days to make it, for example my signature Modern Extravaganza Bag takes 2-3 days to handcraft. This is a very intricate and detailed process, which I am proud to uphold in this age and time.
For me it is important to have handmade products as this makes it special. Sometimes I am surprised what the human hand can do – isn’t this amazing? Nowadays it is rare to have entirely handmade bags and therefore I am very proud to have this skill to produce my bags myself.
What type of handbag do you usually carry yourself?
I have a huge variety of samples that I can carry to different events. I like stunning, noticeable bags. But on a daily basis, funnily enough, I carry a simple shopper bag or a tote.
What is your personal favourite bag from your collection?
I love Modern Extravaganza, Karolina and Dexter bags. But all in all it is difficult to choose one favourite piece, as they are all favourites – I fall in love with them when the first one of its kind is finished. Often the most recent one becomes my favourite one! Then new ideas come and new designs are born and favourites follow – it’s an on-going process for me.
Who are your style icons?
Ditta Von Teese. Sensual, strong and sexy, like the women she represents.
What makes your handbags unique from other brands?
First of all, I think it is important to stand out and I would like to think that my designs are unique and different. I never copy or search for new ideas from others so hopefully I am reflecting my personality through handbags. Secondly, I am a perfectionist; all that I do has to be perfect or I feel unsatisfied, so quality is crucial to me. I keep improving and developing the materials and hardware all the time.
You offer customers a chance to customise handbags, what gave you the idea for this?
When the entire product is designed and hand made in the house, it makes sense to personalise it. It all started from friends and family, by adding a small wish, name or initials inside the bags or fulfilling someone’s dream and making a bag in the colour or with the detail they want. Then you tent to offer this service to more and more people. Personalisation is also the ultimate luxury in the age of mass production and I know that it means so much for my clients, who appreciate individuality and quality.
Why do you feel there is a gap in the market for this?
People love it and always come back for more… Nothing can compare to a bag that is the only one. I guess it helps people feel special and I can certainly identify with that. Before I started making my own bags I was a big fan of brands like Gucci, Luis Vuitton, etc. – ahh those small tags with your initials that LV offers, aren’t they gorgeous? You just want to keep the bag with you even while you sleep.
Overall I don’t think there are many brands that offer this service in handbags but there is a demand, thus a gap in the market.
How much freedom does the customer have when designing their own handbag?
Sometimes I work for other brands designers following their directions, then the freedom is all theirs as long as it aligns with the cost that can be involved. Design development can be quite pricey.
But at the end of the day it all depends on what both sides want, what can be possible and how much it can cost.
How long does it take to create a bespoke bag?
It will depend on design, complexity of the bag and materials availability. I’d say approximately a few weeks.
What is your handbag personality?
What are your future plans and how will you develop the brand?
Ideally, I would like to be an established brand known for amazing, stunning, top quality bags – modern luxury. The collaboration with BagServant is proving one of the best opportunities that 2012 brought and I look forward to a long term relationship with them. This is what I wish for but who knows what life has prepared in future. I believe in perseverance, hard work and staying true to what you stand for and your values. I hope that this will bring me where I want to be.
What has been the highlight of your career so far?
I have been honoured to receive great feedback and endorsements from the industry – from other designers, from several buyers for high profile stores, from the media – which I am extremely grateful and happy about. Still, the best is when a customer rings and orders a bag, especially when you realise how much it can mean to them – I’ve had clients ordering bags for weddings or for anniversaries and it’s always beautiful to see and feel the human story behind a purchase.
If you could sum up your personal style in one word what would it be?
Original.
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