Bag of Tricks One handbag creator's secret formula for success: Make your products fun, fashionable and fully customizable.
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What: Line of create-your-own handbags
Who: Jennifer Velarde of 1154 Lill Studio
Where: Chicago
When: Started in 1999
Some women are notorious for having a bag to match every outfit.Jennifer Velarde, on the other hand, has a bag to match nearlyevery friend. Each design in her line of custom-made handbags isnamed for a friend, a family member or an employee of her company,1154 Lill Studio. Andi, the hobo bag, was inspired by a closefriend. Pamela, a versatile tote, is named for her mother.
Velarde's background as an interior designer specializing incorporate offices helped her implement the idea, which she came upwith as a way to gain independence from her job. "It seemednatural to give [each] handbag a personality, and who better toname them after than friends and family?" Velarde says."The hard part is when you have to discontinue one."
The unique line of handbags, which Velarde, 32, launched fromher apartment in 1999, capitalizes on the customization trend.Whether online, at a store or at an in-home handbag party,customers can choose from 25 different styles of bags and anextensive collection of fabrics. At the store, customers can buypremade bags or place orders that can either be picked up orshipped to them later.
A few accessories have been added to the product line, such asthe Joey photo album and the Nathalie belt, but Velarde wants toconcentrate on fabric handbags. "Having a focus helped directthe growth so we could make the business bigger," she says."Our focus is still on what we do best--having an unparalleledvariety of fabrics that keeps our line fresh."
In addition to a growing product line and increased sales--$5million projected for 2006--Velarde opened 1154 Lill Studios inBoston and Kansas City, Missouri, in 2004 and currently has 32representatives in 28 cities across the country. As part of theLocal Lill program, these reps extend Lill's products tocustomers nation-wide by providing all the materials necessary forgroup bag-making parties and handling party sales. The programcaters to cities without retail locations and is popular for bridalparties and business networking. Says Velarde, "The Local Lillprogram gets our product out there and gives us a good feel forwhere the next store would make sense."
No matter where 1154 Lill takes her, at least Velarde knowsfriends and family are along for the ride.
