Meet the Designer of 2025's It Bag, Jenny Lei of Freja New York

Summary

Podcast Summary: Let's Get Dressed – "Meet the Designer of 2025's It Bag, Jenny Lei of Freja New York"

Podcast Information:

• Title: Let's Get Dressed
• Host: Liv Perez
• Episode: Meet the Designer of 2025's It Bag, Jenny Lei of Freja New York
• Release Date: February 24, 2025

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1. Introduction

In this episode of Let's Get Dressed, host Liv Perez welcomes Jenny Leigh, the visionary founder of Freja New York, to discuss the brand's meteoric rise and its impact on the fashion industry. Freja New York has quickly become a staple in everyday fashion, with its bags gracing the arms of celebrities like Hailey Bieber and Katie Holmes. Jenny shares her inspiring journey from a Cornell graduate to a Forbes 30 Under 30 entrepreneur, highlighting the challenges and triumphs of building a successful handbag brand from scratch.

---

2. Origin Story

[01:02] Jenny recounts the inception of Freja New York, driven by a personal struggle during a crucial job interview. Lacking a suitable bag that was both functional and stylish, she resorted to a cheap, plasticky tote that ultimately contributed to her dismissal without feedback. This experience ignited her determination to create a bag that combined aesthetics with functionality.

Jenny Leigh: "So, what if I started a bag brand?" [04:07]

Without any formal design experience, Jenny took the plunge into the fashion industry, setting the foundation for what would become Freja New York.

---

3. Design Philosophy and Challenges

Jenny emphasizes that no one is born a designer and that design is a skill honed over time. Her initial focus was on functionality rather than pure aesthetics, ensuring each bag met practical needs such as long straps, laptop compartments, and resilient materials.

[05:35]

She explains the significance of long straps, a signature feature of Freja bags, stemming from her own frustration with bulky bags that couldn't fit over coats.

Jenny Leigh: "I don't want to pick between a bag and a coat." [05:53]

This functional approach ensures that Freja bags are comfortable, versatile, and seamlessly integrate into daily life.

---

4. Product Development and Testing

Jenny details the rigorous product development process, involving the creation of nearly 20 samples over a year to perfect the initial design. She highlights the importance of hands-on testing to identify and rectify design flaws.

[07:53]

One notable challenge was ensuring the magnetic closures were both secure and discreet, leading to the incorporation of a leather overlay to prevent magnets from showing.

Jenny Leigh: "We made the magnet a lot thinner so it would be stronger." [10:53]

This meticulous attention to detail underscores Freja's commitment to quality and user-centric design.

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5. Market Strategy and Growth

Jenny discusses Freja New York's strategy of validating products through proof of concept, meaning only products that sell are scaled. Despite a rocky first year, with minimal initial sales and external challenges like the COVID-19 pandemic, the brand persevered by continuously launching new products and leveraging social media.

[18:15]

In 2023, Freja achieved remarkable success, generating $5.3 million in revenue and earning Jenny a spot on the Forbes 30 Under 30 list. This growth is attributed to effective marketing, influencer partnerships, and a strong social media presence.

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6. Recent and Upcoming Product Launches

Freja New York's Mini Christie bag has become a bestseller, hailed as the "it bag of 2025" by fans and influencers alike.

[13:07] Liv mentions a viral TikTok video that propelled the Mini Christie into mainstream popularity.

Looking ahead, Jenny introduces the Hudson, their latest addition, set to launch soon.

Jenny Leigh: "This is our newest bag. It's called the Hudson." [13:36]

The Hudson promises to blend chic design with enhanced functionality, maintaining Freja's ethos of timeless elegance.

---

7. Expansion Plans and Future Directions

Jenny outlines ambitious plans for 2025, including expanding the color palette, introducing exotic materials, and venturing into men's bags. She expresses excitement about creating modern, stylish briefcases for men that offer a sophisticated alternative to traditional backpacks.

[27:12]

This expansion aims to tap into a broader market while staying true to Freja's core values of functionality and style.

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8. Industry Insights and Trends

A noteworthy discussion revolves around the shifting landscape of handbag pricing. Jenny observes the diminishing presence of mid-tier bags, noting that brands are increasingly polarized towards either luxury or affordable segments.

[22:45]

She predicts a continued decline in the mid-tier market, emphasizing consumer preference for either high-end investments or versatile, affordable staples.

Jenny Leigh: "I think the mid tiers have been disappearing too." [23:47]

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9. Styling Tips and Practical Advice

Liv and Jenny delve into the importance of choosing bag sizes that complement one's stature, advocating for proportions that enhance rather than overwhelm.

[24:13]

Jenny reinforces Freja's dedication to creating bags tailored to various body types, ensuring that each design is both stylish and practical.

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10. Advice for Aspiring Designers

Jenny offers invaluable advice to newcomers in the fashion industry, emphasizing the importance of taking incremental steps and building a supportive team.

[30:55]

She encourages aspiring designers to focus on one task at a time, trusting that resilience and adaptability will guide them through challenges.

Jenny Leigh: "Just one step at a time and just go for it." [31:36]

---

11. Conclusion

The episode wraps up with mutual admiration between Liv and Jenny, celebrating Freja New York's achievements and looking forward to its future endeavors. Jenny's journey from a determined entrepreneur to a successful designer serves as an inspiring blueprint for anyone looking to make their mark in the fashion world.

Jenny Leigh: "I can't wait to send you guys bags for your husbands." [32:09]

Liv Perez: "Thank you so much for coming on. This was a really fun chat." [32:05]

---

Key Takeaways

• Functionality Meets Style: Freja New York's success stems from prioritizing functional design without compromising on aesthetics.
• Persistence Pays Off: Overcoming initial setbacks and continuously refining products lead to significant brand growth.
• Strategic Expansion: Diversifying product lines and entering new markets (e.g., men's bags) are crucial for sustained success.
• Community and Team Building: Building a supportive team and leveraging community feedback are essential for brand development.
• Adaptability: Navigating industry trends and consumer preferences requires flexibility and forward-thinking strategies.

---

Notable Quotes with Timestamps

• Jenny Leigh: "What if I started a bag brand?" [04:07]
• Jenny Leigh: "I want to make it really functional." [05:35]
• Jenny Leigh: "We made the magnet a lot thinner so it would be stronger." [10:53]
• Jenny Leigh: "I can't wait to send you guys bags for your husbands." [32:09]
• Jenny Leigh: "Just one step at a time and just go for it." [31:36]

---

This episode serves as a comprehensive insight into the journey of Jenny Leigh and Freja New York, offering listeners not only fashion inspiration but also entrepreneurial wisdom.

Transcript

[Jenny Leigh]

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[Liv Perez]

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[Jenny Leigh]

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[Liv Perez]

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[Jenny Leigh]

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[Jenny]

Hey everyone. Welcome back to another episode of let's Get Dressed. It's your host, Liv Perez. I can't believe I'm saying this, but I'm sick again. I'm sure you guys can hear it. I have no idea how this keeps happening to me, but I have the exact same cold that I had a few weeks ago. So another intro with my lovely, sultry, raspy, sick voice. I love today's episode because I absolutely love Freya New York. It's become a good go to everyday staple bag for me in my closet. So I'm so excited to have the founder on today. For those of you who are just learning about Freya for the first time and Jenny's story in 2019, Jenny designed her dream work tote with zero design experience or a fashion degree. She had actually just graduated from Cornell and felt really insecure going into job interviews with the bags that she had in her closet. So she decided to go out and make her own. Six years later, Freya New York made $5.3 million in revenue in 2023 alone, made the Forbes 30 under 30 list last year and her bags have been seen on celebrities from Hailey Bieber to Katie Holmes. In today's episode, Jenny and I chat about how she bootstrapped her business from the ground up, her goal of designing luxury bags at an affordable price point, and the exciting new category that she is going to tackle next.

[Liv Perez]

And if you guys want to shop.

[Jenny]

Freya, head to the website and use my code LIVE20. The website is linked in the description of this episode. If you use Live20, you'll get $20 off again. I love this brand. I've been living in the mini Christie lately. I wear it all the time. I have the espresso color, and it just works so well with my wardrobe. Let's go get dressed with Jenny Leigh of Freya New York.

[Liv Perez]

Jenny, welcome to the pod.

[Jenny Leigh]

Thanks, Liv. Thanks for having me.

[Liv Perez]

Of course. I'm so excited to have you. But, you know, I'm a huge fan of your brand. I wear it all the time. I think it's so chic. And also hits a market that really needs elevated classic handbags. And I'd love to hear the origin story of Freya.

[Jenny Leigh]

Sure. So I like to say I was in. I was in grad school. I was interviewing for a very important interview. So I think I thought it was going to be, like, my last shot to get a job and to stay in the country. So I was prepping all night, and then at 1am I was looking through all my bags to find one that I could bring to this interview, and I couldn't find one that had. That was, like, low key and still looked nice and had room for my laptop and change of clothes because I always have to go down to New York City for the interview. So I ended up picking one up from a convenience store, like a $20 plasticky tote. I walk in there with my new heels that I can't walk in. They let me go. So I was supposed to be there for the whole day. They let me go after three people talked to me.

[Liv Perez]

Oh, wow.

[Jenny Leigh]

No one told me anything. I was just in the room by myself. And they're like, you can go now. So I left.

[Liv Perez]

Interviews are a brutal experience.

[Jenny Leigh]

Brutal, but they didn't even tell me. So I hobbled down, changed into my shoes, went to Bryant park, and decided, you know what? I don't think I'm going to get the job. However, I do blame it on the bag, and I'm sure there are more people out there who have this same experience. So what if I started a bag brand?

[Liv Perez]

Blame it on the bag.

[Jenny Leigh]

Always.

[Liv Perez]

Yeah. Feel like it just wasn't right.

[Jenny Leigh]

As long as it's not a Freya bag. Blame it on the bag.

[Liv Perez]

That is crazy. So you had no prior design experience. What were you interviewing for?

[Jenny Leigh]

No design experience. So there is more backstory to that. Okay, but I was interviewing. I don't even know. I think it was some kind of analyst position at a hedge fund.

[Liv Perez]

Okay, so you were in nowhere near fashion.

[Jenny Leigh]

No.

[Liv Perez]

How old were you?

[Jenny Leigh]

At the time, I was, I think, 22 at the time.

[Liv Perez]

I feel like I often get asked the question of, like, hey, I'm in my mid-20s. I didn't go to school for fashion. I have no background in it. How do I start? And I'm curious for you, as someone who had no design experience, now designing what I would like to say, like, very high end designed bags.

[Jenny Leigh]

So sweet.

[Liv Perez]

Well, they have great.

[Jenny Leigh]

It took a long time to get here.

[Liv Perez]

There's a specific shape to them and there's a specific style to them. So where did you start?

[Jenny Leigh]

Yeah. So the one thing I kept telling myself was, no one's born designer.

[Liv Perez]

Okay.

[Jenny Leigh]

And I believe that if I were to do this for a couple years, why couldn't I maybe become a designer? I'm still not sure if I would consider myself like, a designer designer. But I think we're getting better. And so our first year, my philosophy wasn't like, oh, I need to make it super beautiful. I was like, I want to make it really functional. So that was kind of the angle that I took. I was like, okay, I know I. I want long straps. I know I want the pockets in this way. I need it to fit a laptop. I need it to be soft but structured. So I kind of designed it from the inside out. So I was like, let me put all of these elements into a bag and then just kind of make a bag around it.

[Liv Perez]

I love that.

[Jenny Leigh]

So that's kind of what we did the first year. And it took it a whole year to get the first design off the ground because I was just didn't know what I was doing.

[Liv Perez]

The long straps are a very specific choice, and I think they obviously, like, ooze that functionality. But tell me a little bit about how that came to be, because the staple of your bags is the long strap, I think.

[Jenny Leigh]

So you'll see a common thread through some of our bags now just because we've kind of found our stride. But for me, I know something that's really annoying is when a bag doesn't fit over a coat. And like we were discussing, it's very cold here. You can't be coatless. And I don't want to pick between a bag and a coat. And I don't like to carry handheld bags.

[Liv Perez]

It's very distracting.

[Jenny Leigh]

Yes. And you have. You're missing. You're missing a hand.

[Liv Perez]

Yes. This whole weekend I was carrying, like a big pouch clutch that I love.

[Jenny Leigh]

They're so chic.

[Liv Perez]

Yeah. I was like, at a party on Friday night, holding this Bag. And it's like two in the morning and I'm like, what am I. Why am I still holding this thing?

[Jenny Leigh]

And you need two hands to open it. Because one hand is holding it.

[Liv Perez]

Yeah, but like, then I have like a drink in another hand.

[Jenny Leigh]

Exactly. So you can't.

[Liv Perez]

Yeah, it's.

[Jenny Leigh]

Hi, can you hold my drink? I need to get into my bag.

[Liv Perez]

Yes. It's really an antiquated thing. It's really just for me. Like the, the clutch bag, like that is a bag for LA people.

[Jenny Leigh]

They have their moments.

[Liv Perez]

They. They're in the car, you pop in and out. But it, besides that, it is the least functional thing on planet Earth.

[Jenny Leigh]

I actually got. Do you remember when Bottega pouches were so big?

[Liv Perez]

Of course.

[Jenny Leigh]

It was when I was in college. I got one and I'm like, jenny, are you going to wear this to class? Like, what? Yeah. Where are you wearing this?

[Liv Perez]

What size did you get?

[Jenny Leigh]

The big one.

[Liv Perez]

Oh, wow.

[Jenny Leigh]

I had Returnx. I'm like, this is a. This is a one. I have a car or a driver kind of bag and I don't have either.

[Liv Perez]

Yeah. Okay. So the long straps, not wanting to sacrifice coat versus a bag.

[Jenny Leigh]

I think it's just easy. I like a soft strap so you can kind of tuck it in. I don't like straps that are super stiff because then if you're trying to store it, you need to make room for the handles. And I feel like I like it when they can lay down.

[Liv Perez]

I love hearing all these kind of functional moments of your bags that just make sense. And when I was learning more about you and the brand. I think my favorite part of your website is the blog section where. And I went like all the way to the beginning. You were showing the. The various steps of you starting to put together your original tote bag. Talk to me through your test process. Like, how many bags did you test? What was that experience like to kind of get to the perfect thing?

[Jenny Leigh]

It was, I want to say, almost 20 samples over the course of a year.

[Liv Perez]

Okay. Wow.

[Jenny Leigh]

The first sample I designed, we had made in Brooklyn. It was terrible. There's a picture of it on the website.

[Liv Perez]

I saw it.

[Jenny Leigh]

I was distraught. I was heading back to China anyway, so I found a sourcing agent and I asked her like, hey, these are the parameters I'm looking for for a factory. Could you help me find a factory that would make a hundred bags for me? That summer I went back and we visited five or so factories. I took my dad with me. Our first little business trip and Then we had three of them, kind of March Madness style, make the bags for me. And I just kept going down until I found the factory that I like the most. And they're still the ones that we're working with today.

[Liv Perez]

Were you out, like, in the market, like, testing other things that were there?

[Jenny Leigh]

I did do market research.

[Liv Perez]

Okay.

[Jenny Leigh]

So I AKA I went to expensive stores and tried the bags I couldn't afford. Yeah. So I think that helped me hone down, like, what I really wanted.

[Liv Perez]

Yeah.

[Jenny Leigh]

And I think for that was a structured base, some kind of closure. I'm not a huge zipper person.

[Liv Perez]

Yeah.

[Jenny Leigh]

So we decided on a magnet, had to fit a laptop, long straps, obviously. And I like having a key leash. So we added a key leash inside the bag.

[Liv Perez]

I do too. That's cute. It's interesting. I would say in the top three most asked questions I get on my Instagram, it's what is the perfect work tote? And no one can seem to at this point, I feel like there's no way to identify, like, where all the bag brands are getting it wrong. Obviously your tote is perfect and is the one I always recommend, but at the time, like, where were they getting it wrong for you? It's funny, even my agent moved here at the end of last year and she came to me and was like, I need a tote. And I was like, okay, well, give me, like, your bounce. Like, what are your guidelines? Like, what do you want in a tote? And she was like, I don't want a zipper, and I don't want it to be wide. I want it to be slender so that it could fit under my arm when I'm on the subway because I don't want a zipper. But it's interesting how everyone kind of has their own specifications for a tote. So where do you think during that time, it just, like, wasn't working for the industry.

[Jenny Leigh]

And I agree, everyone does need something wrong. We even have a tote guide. I'm like, you know, the Linea might not be for you. The Paloma would be for you. If you. You are like this kind of person, that's fun. We have kind of a choose your own adventure for our totes. But for me, I think where what I was looking for was something really understated and timeless, like very classic. I didn't want any logos. I didn't want too much hardware. It's kind of hard to match hardware. And even to today, we're not big on hardware. I wanted. Same as your friend. I wanted something really Slim, but still roomy. And I think that really depends on how the shape of the bag is made. Like some of our most. Some of our biggest bags actually don't hold the most just because of the design. And I think that's something you don't know until you test it. So one thing that we do is I do test every single design that we make for at least a month, post every sample.

[Liv Perez]

Okay. So I'm using it every day out in the world.

[Jenny Leigh]

Yes. And then I think you discover so many issues when you do that.

[Liv Perez]

Is there one that's coming to mind where you're just like, oh, I thought it would be this, but it actually wasn't.

[Jenny Leigh]

I can't remember for the linea, but I remember our newest bag. Like the magnet would kind of pop open at a certain length on the shoulder strap. So we made the COVID on top of the magnet a lot thinner so it would be stronger.

[Liv Perez]

Like the material that. Like the lining almost.

[Jenny Leigh]

Yeah. Because I don't like magnets showing either. So we always, like put a leather of layer over it.

[Liv Perez]

I mean, I think of my bag collection now and how many times I reach for a bag, but the hardware doesn't work with what I'm wearing. And in a dream world recently, I've been like, oh, I love this bag, but I just want to take that big silver buckle off of it. And I think that's like a huge thing with your brand is like, the hardware is kind of insignificant. I can wear it with anything. What was the choice of being like, okay, we're not doing. No, we're doing zero hardware here.

[Jenny Leigh]

Okay, well, Liv, I'm not a designer. Hardware is like one more thing I need to design. And also in the beginning, there's minimum quantities for everything. And we don't have money to make a mold for new hardware.

[Liv Perez]

Yes.

[Jenny Leigh]

Especially if I wasn't sold on it. So right now we have custom zippers and everything, but we're still not huge on hardware. And also, I want the bag. I want to work with every outfit. I want it to be like a no brainer, effortless. I know this is the bag. It's gonna be comfortable. I don't need to fuss with it. It's gonna fit a lot of stuff. I know exactly where my keys are. I don't need to worry about the hardware. And the material's resilient. You can take it out in the cold, you can take it out in the rain. It can take a beating. I think that's. Those are the important qualities for Actually reaching for a bag. Like, I have so many bags that are gorgeous. I'm. I'm so in love with them, but I never reach for them. And I think that's the difference.

[Liv Perez]

It's so interesting to hear you talk about all of this because at the end of the day, like, I feel like I'm surrounded or hear stories frequently of, you know, people who love fashion and want to be designers and, and want to build like a full collection with, you know, a storyboard and a whole thing. But for you, you came from a totally different background and you wanted something that was just like, functional and you could use every day. And a lot of your pain points are just things that like, you either didn't know how to do or, like, couldn't afford.

[Jenny Leigh]

Yeah.

[Liv Perez]

And at the end of the day, it ended up being a product that, like, really worked for everyone.

[Jenny Leigh]

It's working for some people and I'm really grateful for that.

[Liv Perez]

Yeah, it's definitely working. I mean, even your, your Forbes article said that you guys had, you know, close to 5 million in revenue. Two year 2023. I can imagine it's only grown since then because I see it literally everywhere.

[Jenny Leigh]

Thank you.

[Liv Perez]

At the end of last year, I remember seeing a TikTok that was like, this is the it bag. It was a video of the larger Christie, I think that I was wearing the. The one that's in. I have it in like the camel brown. But it was like, this is the it bag that everyone's been wearing. It is going to be the it bag of 2025.

[Jenny Leigh]

No way. I feel like the Christie, the Chris.

[Liv Perez]

Yeah.

[Jenny Leigh]

Put us on the map. Ish.

[Liv Perez]

Do you feel like it's like the it bag?

[Jenny Leigh]

I think our newest bag is going to be the it bag, but I think right now the Mini Christie is like one of our best sellers for sure.

[Liv Perez]

Is this new bag not out yet?

[Jenny Leigh]

It's coming out this week.

[Liv Perez]

Oh. Sneak preview.

[Jenny Leigh]

So this is our newest bag. It's called the Hudson.

[Liv Perez]

I'm obsessed with it. Help.

[Jenny Leigh]

I love her.

[Liv Perez]

Yeah. That is like the perfect everyday because.

[Jenny Leigh]

We do so much east, west. I want to do something a little.

[Liv Perez]

Bit more north, south.

[Jenny Leigh]

Literally. I don't even know what to call this, but like round. Yeah. Yeah. More north, South. Yeah.

[Liv Perez]

I also really like, I'm loving bags right now that feel like an envelope. Clothes almost. And that to me feels kind of like some envelope closure.

[Jenny Leigh]

It's just easy. It's easy.

[Liv Perez]

And I think the, the roundness adds a chicness to any outfit versus Kind of the heart again. The hardware, hard edges. I'm really loving. Like, that kind of reminds me of the totem tea lock shape. And that. That bag, to me, I absolutely love. And I think there's a reason why it's like a bestseller. It's the shape that I think everybody really loves.

[Jenny Leigh]

It's like a universal.

[Liv Perez]

Yes.

[Jenny Leigh]

Kind of soft.

[Liv Perez]

I think that dumpling. So cute. I think the it bag of 2025 is an envelope full just like that.

[Jenny Leigh]

Really?

[Liv Perez]

It's your new bag.

[Jenny Leigh]

All right.

[Liv Perez]

Yeah.

[Jenny Leigh]

Well, we're launching right in time.

[Liv Perez]

That's so exciting. Any other colors? Any other stitching? Tell me more.

[Jenny Leigh]

So many colors. Oat, espresso, black at first Exotics, which we will have our first foray into around May.

[Liv Perez]

Okay, what is that like? Like jumping into a whole new category as a brand that's like, kind of worked with your consistent color since you've launched.

[Jenny Leigh]

Yeah. So my philosophy, at least for design in the beginning, I don't. We don't do collections. I release a bag when I think there's a need for it or when our community wants something. So we've never had, like, anything really, really consistent. But this year, I think, Liv, I decided last year that I was going to take this as my career. Like, this is going to be my career. Just last year, last year, I wasn't.

[Liv Perez]

Sure before, what was the shift like, what was the moment for you where you were just like, yeah, this could be it. This is it. I'm diving in. Like, head first.

[Jenny Leigh]

I thought I saw some potential.

[Liv Perez]

Yeah.

[Jenny Leigh]

Like, long term potential. And people were telling me that. So I'm like, okay, what if I invested my whole whatever foreseeable future into this? And that's why I also hired pr. Like, I was like, okay, let me become the face of the brand. Because even before then, there was not a single picture of me on the website. Not a single mention. Because I wasn't sure if this was something I wanted to do long term. But now it is. So now I'm like, okay, I think we can start playing around with designs and colors and making it a real brand. Like you said, I'm so much in the functional. Like, I. The design is not my favorite part. I like the operations. I like the business side. So I think that comes to me naturally. But the actual design and the product and the branding, I need a lot of help for that. So I also bring on amazing people to help me out with product development and the branding and just making it all really, really cohesive and thinking. Really strategically about where we want to take the. And what it's gonna look like in the next couple of years. And I think having people got me really excited, and it's infused, like, a new air into the brand. Whereas the first couple of years, it was just me in myself and I in my own head, which is not a scary place to be.

[Liv Perez]

Yeah, not a scary place to be. I think with any business, but especially in a fashion business, where there's just so many different points you have to hit. Outsourcing the things you're bad at is crucial.

[Jenny Leigh]

Yeah.

[Liv Perez]

Like, okay, design might not be your thing, but you know how to run a good accessories business, and there's a world for you to do that and thrive and succeed. I'm. I'm pro. Outsource all the things.

[Jenny Leigh]

Me too.

[Liv Perez]

All the time.

[Jenny Leigh]

Delegate. There's so many people who are better at the thing that I need to get done. Yep, I'm gonna find them.

[Liv Perez]

And I think also, like, I remember when I was living here, it was kind of the era of girl boss. It was the. The glossiers and the aways, et cetera. And I think during that time, a lot of people thought they kind of needed to do things on their own, start things on their own. But it sounds like with you, like, finding those right partners made you see the full vision of your brand. Whereas sometimes when you're. At least in my opinion, there have been ideas that I've thought about or friends that I've seen bring ideas to life. And kind of sitting on the bench alone trying to figure out all the things is a very scary prospect. So anytime someone comes to me and is like, hey, I have this idea. Do you think I should do it? I'm like, yeah, of course. Step one needs to be, like, build your team of people that are gonna make you feel supported and like you can execute on your vision.

[Jenny Leigh]

Yeah, I agree. I think after I had proof of concep concept, my next step was let me build out a team, and it's made everything so much more fun.

[Liv Perez]

Talk to me a little bit about this idea of proof of concept, because, again, we talked about revenue kind of earlier. Is there one thing that you think was the biggest indicator or most helpful in growth for your brand last year? I wonder, especially for fashion brands right now, what's moving the needle for a fashion brand?

[Jenny Leigh]

Honestly, every year it's different. I feel like I'm running a different business every now. It's like every couple months. Like, the problems that we have, the people that we're Hiring, like, everything is so different. But I think for me, proof of concept means, does this thing have legs? So for my first year, I'm like, I don't need to worry about branding. I don't need to make it super polished. I just want to know, is this a product that people actually want? Like, can I sell these bags? And I think that's just been my philosophy ever since our first year. We only made 300 pieces. It took us a year.

[Liv Perez]

It took you a year to sell them or make them?

[Jenny Leigh]

Both.

[Liv Perez]

There you go.

[Jenny Leigh]

Took us a year to sell them. Our launch strategy, if you can call it that, was me running Facebook ads to collect emails. We collected 2,000 emails, sent out the email. Not a single order. Not a single order. That was Feb. In 2020. And then we also. The world shut down. And then I was trying to sell a work bag. So I'm like, how do I market this work bag to people who aren't going to work? Yeah, but that was the whole first year. And then after that, every year I would try to launch like one or two new products, and then I would just see, can I sell out these products? If I can sell out, we'll keep going. But that's just been the philosophy ever since. Like, I'm not going to make product that if I don't sell. For sure.

[Liv Perez]

Yeah.

[Jenny Leigh]

That it's going to move.

[Liv Perez]

I think that's true.

[Jenny Leigh]

And I don't have money to. Like, we didn't have capital to invest in inventory.

[Liv Perez]

No. I mean, look, I think being able to kind of temper it out and not go full force is a blessing. To be able to say, okay, you know what, I have a job. I want to try this out. Let's see if a few move is a great way to see if you even have an audience and if people even like your product versus, like, investing a bunch of money and potentially failing and having to start all over.

[Jenny Leigh]

Scary. Yeah. And I think that's the. I think I'm blessed to not have the whole fashion design brain.

[Liv Perez]

Yeah, you're a different.

[Jenny Leigh]

Exactly.

[Liv Perez]

In this different category. That is so fascinating to me. Like, I would. You're not. You don't have to operate within the rules of quote, unquote, fashion, but you've also somehow attracted every single person in the fashion industry.

[Jenny Leigh]

I think that is the work of our social team.

[Liv Perez]

Yeah. Yeah.

[Jenny Leigh]

So we started as a work bag brand, and I think, you know, we ran a lot of ads to sell those. So I have a kind of a background in ads. We can get into that later. But it's easier to sell a work bag through ads because you're giving people a reason because there's like a functional purpose to it.

[Liv Perez]

Makes sense.

[Jenny Leigh]

And you can make an ad around that. And then after I hired my first social girl, Mia. Hi, Mia. Yeah, she's the best. We also launched some more smaller products, and I think the influencers and the content creators, they really gravitated towards their smaller bags.

[Liv Perez]

Totally.

[Jenny Leigh]

So right now, even now, like, our strategy is social media and content for to move the smaller bags and then the bigger bags. We still run all of ads.

[Liv Perez]

I mean, social media is positioning completely. Branding, too. You can have a 250$350 bag, but your content can market you as a luxury brand. You can completely change the narrative of your brand via social.

[Jenny Leigh]

That's something I'm learning now. Yeah. And I think it's still niche enough where you don't see it everywhere.

[Liv Perez]

Yes.

[Jenny Leigh]

It's like, oh, I have something special.

[Liv Perez]

And even if you do, it's not a trendy bag. So it doesn't matter that I've seen it on Hailey Bieber and I've seen it on a million other celebrities. Like, it's styled so differently in my wardrobe because it's not trendy and I.

[Jenny Leigh]

Feel like it's not marked by a time period. I feel like, especially our bigger toes. You're like, oh, that's not. You don't look at it. You're like, oh, that's from 2000. Right?

[Liv Perez]

It can kind of be from any time.

[Jenny Leigh]

Yeah, that's the goal.

[Liv Perez]

I was just on vacation over the holidays, and a friend of mine who's in branding, the two of us were having a really interesting conversation about the future of handbags and how we're kind of in a weird spot right now. I feel like I do an AMA on my Instagram every week. So I see a lot of market research on what people are shopping and what they're looking for. And I notice with bags specifically, people are either asking me for a luxury $3,000 bag recommendation or they're asking me for a bag under 250. And it makes me wonder about the future of kind of that mid tier bag. Maybe five years ago, if you asked me, I'd say, oh, monster. Gabrielle. I would say you fall into the category of people looking for, like, the 250 to 350 bags. But I couldn't tell you right now if you were like, oh, I'm looking for like a black bag. That's like 650 or 700? I couldn't tell you one. And so I've been thinking a lot about the future of those mid tier bags and I wonder if they're going to exist in a decade, especially post like Walmart duping the Birkin. It's like, are people just going to either go for, you know, something inexpensive and classic, or maybe something inexpensive in a dupe of something that's more expensive that they can't get but want, or are they just going to go luxury? What do you think?

[Jenny Leigh]

I feel like, I mean, for me personally, if there's something I really, really want, nothing is going to stop you, right? Like, nothing. Like no dupe is gonna satisfy that craving, right? So I'm like, I'm gonna go for it, I'm gonna go big. But then otherwise, if I'm not gonna go big, I'm not gonna go like halfway, right? So I think it makes sense. I think some feedback I've gotten is like, they like the price point because if they like a bag, they can grab a couple of them.

[Liv Perez]

Exactly.

[Jenny Leigh]

It's not crazy, right?

[Liv Perez]

And it's a perfect, simple silhouette that, like, I would be like, like that bag, for example. I should have that in every color in my closet. Why would I not have that in every color in my closet? It's a bag that's gonna last me for a decade plus and will look good with literally everything.

[Jenny Leigh]

Hey, guys. Liv said it here first.

[Liv Perez]

You heard it here first. But it's true. It's like, at this point, why would I invest in a bag that's, you know, 750, $800 and not just maybe save up for something a bit more designer dream, like the dream bag. It's interesting. I really don't know if in the next decade we're gonna see that mid tier.

[Jenny Leigh]

I honestly, I think they've been disappearing too. Like, the mid tiers have got. They're like pushing past the four.

[Liv Perez]

I feel like back in the day I could say, like, oh, the Proenza bags were somewhere in that price range, but not anymore. Everything's either gone one way or the other.

[Jenny Leigh]

Everything's expensive now, though.

[Liv Perez]

Everything's expensive.

[Jenny Leigh]

It's wild.

[Liv Perez]

When shifting gears a little bit to styling. Freya bags, you and I are similar size and height. And something that I talk a lot about is that your height should define what kind of what size bag you're carrying.

[Jenny Leigh]

Ah, I've never heard that, but I like that.

[Liv Perez]

I think about it a lot. I have friends who will carry like really oversized bags, but If I carry them, they completely overwhelm me, take up my whole body. So since you've never heard that, maybe it's not the question for you. I was gonna ask a few style bags and look at like your height as part of it.

[Jenny Leigh]

Ooh. I, I don't think about that too much because I make my bags and I make them to me, to my size.

[Liv Perez]

You're like, it's my own thing.

[Jenny Leigh]

But we do have. I think one of the best performing posts we've ever did on Instagram was a height comparison of our different bags on different heights models. See, especially because work bags, it makes a difference. Like you don't get overwhelmed by your bag.

[Liv Perez]

Huge difference. Sometimes there are totes that are just too big on my frame and I can't be wearing them. Whereas like, you know, I could use the example of like a bucket bag. Like a middle sized bucket bag would kind of fit my body frame. Whereas if I was 5, 9, 5 10, like I could use the actual big size. But I don't like feeling like the bag is my entire, the entire of my torso. I hate that feeling.

[Jenny Leigh]

I agree.

[Liv Perez]

I always pay attention to that.

[Jenny Leigh]

I think you should start paying attention to that.

[Liv Perez]

Well, you make the bag so you're making them like to your fit. But for people listening who are like, how do I find my perfect bag? I think that that's a good.

[Jenny Leigh]

A lot of it is about the proportions of the bag too. Like sometimes it'll be the perfect size, but it'll be so thick and your arm is just. It's like you're carrying a football.

[Liv Perez]

I hate that.

[Jenny Leigh]

I don't like that either.

[Liv Perez]

I hate that feeling. It's the same thing with the pouch. It's like if it infringes on my function for the day, I have a hard time. It's usually not something I'll reach for in my closet.

[Jenny Leigh]

Yeah, see that's the whole reach for. Cuz I think reaching for it's not just the aesthetics. Like am I actually going to want to be carrying this.

[Liv Perez]

Yeah.

[Jenny Leigh]

Around with me.

[Liv Perez]

I feel like last year we saw the rise of what I like to call is the dachshund bag. Like long skinny bags. And I feel like obviously from the Alaia bag that came out, people were loving it, but I had not seen a bag like that before and now I see them everywhere.

[Jenny Leigh]

It's funny. So we, I would say we launched our Caroline bag a couple years ago and then everyone last year was like, oh, how did you know to hop on the east west trails, like, I don't know. We. We just got caught up in it. We were lucky.

[Liv Perez]

Yep.

[Jenny Leigh]

We were lucky. Hopefully the east west bags stick around for a while.

[Liv Perez]

I think so. I mean, east west, they're so classic. Well, I also think east west is, like, penetrating a lot of different things. Like, I have never seen more east west engagement rings in the past three months than I have in the past three months. Like, I've seen so many east west engagement rings where the diamond is switched.

[Jenny Leigh]

Yeah.

[Liv Perez]

Three of my friends got engaged at the end of last year and had east west engagement rings. Wow. Zendaya's engagement rings. That's what I was supposed to say.

[Jenny Leigh]

Okay, that's what I thought. Yeah.

[Liv Perez]

So I don't know. I think we're just.

[Jenny Leigh]

We're just in the east west era.

[Liv Perez]

Directionally challenged.

[Jenny Leigh]

I love that.

[Liv Perez]

Trying something new, but I like it.

[Jenny Leigh]

I like the description. Your favorite directionally challenged bag.

[Liv Perez]

Yep, my favorite. My new favorite direction challenge bag. It's so funny. Okay, so what are you focusing on for 2025 New Year? What are you hoping to invest in more of as a fashion brand?

[Jenny Leigh]

Yeah. So now that we're an official fashion.

[Liv Perez]

Brand, you're like, as of one year ago.

[Jenny Leigh]

As of one year ago, I really want to expand our collection. So I do want to focus on bags, but I want to do some more colorways. We'll do exotics. I want to do men's. Cool.

[Liv Perez]

Oh, my God.

[Jenny Leigh]

I want to do men's.

[Liv Perez]

I could not co Sign that more.

[Jenny Leigh]

Okay. Men, they need.

[Liv Perez]

They need.

[Jenny Leigh]

But also, it's not a backpack.

[Liv Perez]

Oh, girl, you just opened a can of worms for me and Lydia, who's sitting in the corner over there, and my husband and her boyfriend wear backpacks to the office. And it makes me want it to die. No.

[Jenny Leigh]

For long.

[Liv Perez]

So it's interesting. I. My birthday just happened. I went to Loro Piana because I wanted to get a pair of shoes for my birthday. And there's a new bag from the brand that they just released. It's called the Lume bag, and I've been wearing the small version of it. They made a large duffel version of it for men. And it's kind of like that classic medicine bag where, like, it magnetizes at the top, and you can open it, and then there's a zipper. Okay. And the way that both my husband and I drooled, swooned over this bag, and I've been thinking about it since I saw it.

[Jenny Leigh]

Okay.

[Liv Perez]

They also have Laura Piano.

[Jenny Leigh]

I'm Going right after this.

[Liv Perez]

You absolutely should. You absolutely should. But beyond that, to me, Laura Piano has also, like, quietly been doing great men's bags for a long time. I just think it's a very specific audience. But I do think there needs to be like a revolution of menswear bags where any guy can wear this to the office and feel like they are themselves and not wearing something that's too fashionable. Because there have been so many times where I've been to my husband, like, hey, can I get you a nice briefcase? And he's like, what am I gonna wear? Like a Louis Vuitton briefcase? And it's so not him. So, yes, do it.

[Jenny Leigh]

Especially if he's wearing a backpack. Like, his friends are going to give him crap.

[Liv Perez]

So, like, are you thinking like chic backpacks? What are you thinking?

[Jenny Leigh]

I don't really want to do a backpack.

[Liv Perez]

Please don't do it back.

[Jenny Leigh]

I don't think it's hard to make it chic.

[Liv Perez]

This is like, you can tell I'm very passionate about this.

[Jenny Leigh]

I don't, I don't like backpacks.

[Liv Perez]

Don't do it. Like, I want to see, like, I want to see what a modern version of a men's briefcase could look like.

[Jenny Leigh]

Because we don't make backpacks for women.

[Liv Perez]

Right. So why would you make them for men?

[Jenny Leigh]

Exactly.

[Liv Perez]

I want to see what a modern men's briefcase looks like that doesn't remind them of their dad going to the office in the 80s and 90s. Like, give me something updated, Challenge accepted.

[Jenny Leigh]

And I'll have it by October.

[Liv Perez]

Okay, I can't wait.

[Jenny Leigh]

But before that, we'll do some suede.

[Liv Perez]

Perfect for October. Because when I started to realize this and I was like, really? There's not that much out there. And they're also very expensive.

[Jenny Leigh]

Like, it's a big investment.

[Liv Perez]

Not even that. I was looking at like, metier, for example. I think they have one for men's, but it's like two grand.

[Jenny Leigh]

No way.

[Liv Perez]

And I was looking at this holiday last season because it's a great gift for maybe a partner or like a guy friend in your life. So yeah, girl, I'm counting down the days till October on that one.

[Jenny Leigh]

Fray Amends.

[Liv Perez]

Fray Amends is a great idea.

[Jenny Leigh]

Duffel for gym or travel, A briefcase for work, an everyday hands free bag for, like, when they're just bopping around. I don't know what men do. And then maybe some smaller accessories. The.

[Liv Perez]

My favorite bag from Loro Piana is the L19, which is the tiny one that has the handle and then there's a strap. And they make it for men's. And I think it's like a great silhouette for hands free, sleek, kind of unisex. And I'm sure you'll make something equally as epic.

[Jenny Leigh]

I have so much research. There's like my to do list, like Laura Fiona, this bag. Laura Fiona, that bag. Metier, this bag. Let's go do some market research.

[Liv Perez]

They're my favorite accessories, like high end accessories.

[Jenny Leigh]

I love Matier. I feel like it's so under the radar. I went to their store in London a couple years ago, but the designer, she used to design for, I want to say Audi. Like a car.

[Liv Perez]

Oh, wow. A car function.

[Jenny Leigh]

Exactly.

[Liv Perez]

Pockets, space in the car.

[Jenny Leigh]

You can tell.

[Liv Perez]

Yeah.

[Jenny Leigh]

And you can really tell you need.

[Liv Perez]

All those things to close out. If there's someone listening right now who wants to start a brand and maybe has no experience, what's your piece of advice?

[Jenny Leigh]

To start. Honestly, you're gonna learn everything you need to along the way. And I think a lot of people, what they do is so I'm naively optimistic. I don't think three steps ahead. I'm just like, that's the next step I need to do. So just one step at a time. And I think you get so overwhelmed if you think way too, too far ahead. And remember, like, the you that'll be tackling that problem down the line is not the you that's sitting in this chair right now. So you today, you might not have the experience or the know how to do that, but the you down the line, you know, at step two will know exactly what to do. And just trust if I can do it, you can.

[Liv Perez]

That is such a great point of like the you five steps from now.

[Jenny Leigh]

Yeah.

[Liv Perez]

Might have like a small of actually knowing how to do that because you've gotten through the five steps.

[Jenny Leigh]

Yeah, it's.

[Liv Perez]

That's a very great kind of mental activity or exercise to think of if you're ever overwhelmed. Yeah.

[Jenny Leigh]

And I think I heard this on a podcast, but the way he described it was you're holding a flashlight and you can only see the next step forward, but once you take that step, you'll illuminate the next step forward.

[Liv Perez]

Yes, 100%.

[Jenny Leigh]

So just one step at a time and just go for it.

[Liv Perez]

I love that. Thank you so much for coming on. This was a really fun chat. I'm such a big fan and can't wait to see all the things that you build.

[Jenny Leigh]

I can't wait to send you guys bags for your husbands.

[Liv Perez]

I'll be. I'll be waiting, babe. I'll be waiting.

[Jenny Leigh]

I can't wait.

[Liv Perez]

Thank you, Sa.