How she did it: 'Build-A-Bear gave me the idea for my bespoke handbag business'
Entrepreneur Lana Hopkins had the idea for her bespoke accessories brand while buying a teddy for her nephew. After an afternoon spent personalising it in a Build-A-Bear workshop in her home city of Sydney, Hopkins wondered why she and her friends couldn't do the same with handbags - and at an affordable price.
The 33 year-old - who had studied International Business and Marketing at the University of Technology Sydney - embarked on a mission that saw her travel the world, knocking on the doors of manufacturers in the hopes of finding one who shared her vision.
Not even five years later, her brand - Mon Purse - is stocked across Australia, in Selfridges London and Manchester, New York and San Francisco.
Here, she tells us how she did it...
Tell us briefly about your business
I had a vision of a design-your-own handbag and leather accessories brand, that combined fashion and technology. The bags are designed by you, down to every last detail – from leather colour and texture; to lining and hardware. You want your initials on your purse? Perfect. We offer a monogramming service, so every purchase is a truly personal creation. Using our own technology, our customer can create their desired handbag and immediately see what the final product will look like.
All our leather goods are by our ateliers in Europe using fine luxury leather - and then it’s shipped right to your doorstep. We’ve built an authentic, high quality brand, where the customer tells us what they want. There are no other handbag brands globally within the affordable luxury market space who manufacture premium quality handbags in Europe, let alone handbags crafted in luxury leather and tanned and cut for a specific individual.
A post shared by Lana Hopkins (@lanahopkins_monpurse) on Nov 13, 2016 at 9:57am PST
What inspired you to start it?
In 2014, I was in Sydney's Bondi Junction trying to find the perfect handbag - right colour, right leather, right shape – and nothing really spoke to me. Designer handbags are an investment, and if you’re going to spend that much money on something it should probably be perfect.
It occurred to me – what if I actually could design my own perfect bag? If Jane Birkin could have one in her name, why couldn’t I? This was the beginning of Mon Purse. We started scoping the viability of the project, travelling to Europe to source the leathers and set up our atelier. We then built a tech team and deployed our first version of the bag builder in late October 2014.
How did you raise awareness?
Our ethos from day one was that Mon Purse is not just a brand. It is a media authority. To be a media authority you have to be highly engaging, highly interesting, compelling and genuinely authentic. For us, it’s about speaking to the woman who wants to be her own brand.
When things get tough keep going anyway, as that is when breakthroughs tend to happen
Word of mouth via likeminded influencers, and everyday women helped spread the word - as did meaningful collaborations. In Australia, we partnered with Neighbours star Jodi Anasta (she plays Elly Conway), who designed her own range. In the US we have just joined forces with Laura Brown, the editor-in-chief of InStyle USA. These women believe in the brand and are sharing their genuine passion with their highly engaged tribes.
What has been your biggest challenge?
The idea of monogramming has been around for many hundreds of years, so the challenge is to continue to offer people more personalised options. The consumer has changed and said they want the product to be more relevant to them. That may not be a monogram - it may be something we haven’t even thought of yet - but the concept of personalisation and making it available to the everyday consumer is essential to Mon Purse.
My latest obsession the @mon_purse Trapeze Top handle bag. #xmas ��
A post shared by Lana Hopkins (@lanahopkins_monpurse) on Dec 20, 2016 at 6:50pm PST
What helps you stay motivated through tough times?
Spending time with my husband, James, and family, long walks, surrounding myself with positive like minded people and remaining focused on the end goal.
What’s the best thing about running your own business?
Knowing that together we are creating something completely new, disruptive and innovative, which makes our customers ecstatic. Nothing can be achieved without the support of an incredible team, including my co-founder Andrew.
Do you have a business philosophy?
Impossible is nothing. Secondly, quality trumps everything. Hence our philosophy, which is deeply embedded into our DNA to invest in nothing but the finest luxury European leathers and craftsmanship. At Mon Purse, we believe in being fearless, passionate and strategic.
What advice would you give budding entrepreneurs?
Always back yourself, and never give up. When things get tough keep going anyway, as that is when breakthroughs tend to happen. Surround yourself with positive like minded people and remain focused on your end goal.
Designing my next @mon_purse @bloomingdales San Francisco. #girlpower #internationalwomensday ����
A post shared by Lana Hopkins (@lanahopkins_monpurse) on Mar 7, 2017 at 10:47pm PST
How I did it
My greatest fear is…Getting trapped in an elevator.
The bravest thing I’ve done is… I really need to do more!
I would tell my teenage self… Believe in your dreams.
I believe… Where there is a will there is always a way. The sky is the limit.
I value... My family. My parents are both academics, as is my elder brother so I always was a bit of a black sheep. We are a small but incredibly tight unit.
I unwind by... Running is my escape, it's what I often do to relax after a long day or to kick start my morning.
The biggest lesson I’ve learned is… With the right team anything is possible.
My top business tool or resource is… Planning is everything. Communicate your vision clearly and thoroughly for the best outcome.
My favourite quote… Impossible is nothing.
