Elaine Turner on Elaine Turner

The Summer Look from Elaine Turner

My husband and I own the business. I was a former apparel merchandiser and designer in NYC. My background is in private label design for mass retailers such as Talbot's, Ann Taylor etc. My dream was to have my own business. It was great timing for accessories. All the hot ready-to- wear designers were branching off into accessories and I felt there was a niche in the mid-market handbag area for contemporary, classic, accessible handbags. Accessories were becoming the best way to update your wardrobe and express your individuality. My work experience enabled me to understand the needs of a wider audience. We got started 7 years ago. Handbags are an instant, "feel good" item. Accessories are the surest way to make a customer happy- no trying them on, no, "I am feeling too fat today" etc.. It's all about the moment and watching someone instantly become happy with the purchase of her new handbag! I respond to that and this is why I wake up happy and WANT to go to work everyday.

Our target audience is late 20's to 65 and up. We seem to attract young professionals and chic Mom's. We are known for our unexpected mix of materials and for our ladylike elegance. For example, we have an extensive straw collection and we combine straw with the luxurious leathers such as python and croc. We source all Italian leathers. We have been extremely successful with our distressed lamb collection that is in stores now. Our inspiration really comes from our customer base- everything we do stems from what we feel she would respond to. We follow all the current trends, but we are sure to interpret them in a way we feel she would like. We never want to lose sight of who she is. Our line is contemporary yet classic. We never want to be a "fly by night" trend collection. We want there to always be longevity and value in the bags we create. We are currently designing Spring 2008 and just opened our first retail store in Dallas at North Park mall. And we are expanding our product offering into baby bags, weekenders, Small leather goods and cosmetic cases.

We are a true original. It was really about 2 people who wanted to start and business and did just that. I think the intimacy of the brand is unique -there is a face behind the brand. I feel like we separate ourselves from our competitors in that we are offering an elegant, sophisticated product at an approachable price point. All too often what you are envisioning in your head is not what the initial design or prototype looks like! It's a definite "UH-OH" moment. But you have to put your nose to the grind stone and fight through it and be persistent about what you want.

My greatest achievement with regard to my business is starting it. I think that is ultimately the hardest part. It really is about the journey and living each day. I do not want to be living for what "might" happen in the future. That is futile. So I choose to look at what I have accomplished now and how I can build on that each day. From a more literal perspective, opening a store in North Park center in Dallas has been exhilarating. There is nothing quite like experiencing a tangible, three dimensional space that communicates your brand. Every time I walk in that store I am affirmed as to why I am doing this. The reason it is all worth it, is making women happy everyday! I have to say, we are in the "make women happy business." You don't meet too many disgruntled customers in the handbag business- you see lots of smiles! That's what keeps me going!