Interview with Jackie

Saturday, 08 May 2010 by Belen Echandia Q. So Jackie, you were a lawyer with no training or fashion knowledge - now you own a luxury handbag company - how did you get here?

Ha, everyone wants to know the secret. I always wanted to do something creative and I always wanted to work for myself. My vision for Belen Echandia was as a personable luxury accessories company; beautiful leather, colour, well-made handbags; customer choice; exclusivity and great design without the astronomical price tag. I just did what I do best - I worked hard, I never took no for an answer and I followed my gut instinct.

Q. What did you set out to achieve when founding Belen Echandia? Did you always want to build a luxury handbag brand?

To create a global luxury fashion brand with a reputation for beautiful leather handbags, colourful leather accessories and the best customer service in the industry. I wanted to challenge the notions of grandeur associated with many fashion designers. Someone once warned me that I shouldn't speak directly to customers - I was supposed to behave like a celebrity. But that isn’t me and I only know how to be myself. Women really appreciate our approach.

Q. But how did you even start out in the cut-throat fashion industry, did you have contacts, or a rich backer?

I wish! No I had a few contacts at a workshop in Spain and I created a few handbag designs whilst still working as a lawyer. One of London's newest, most fashionable stores Austique agreed to take a few Belen Echandia bags on sale or return and the label took off slowly from there. I had to keep my job at the beginning and forgo any personal income for 2 years. It was hard and frustrating at times. But Belen Echandia was moving in the right direction and that motivated me to continue.

Q. Belen Echandia luxury purses and women's accessories have been sold in the world's best stores - how did you do that?

We have a fantastic product. Belen Echandia handbags and accessories are extremely well made using old-world, artisan production methods. Buyers are business people— they want the best products by the best designers. That’s not to say that we didn't make a lot of phone calls in the early days.

Q. What about persuading all these fashion magazines, like Vogue.com and Harpers Bazaar, to feature an unknown handbag brand?

Vogue.com editor Dolly Jones launched the Belen Echandia collection with an online fashion article read by international buyers and press. belenechandia.com had 15,000 hits and the Belen Echandia website crashed! But a week later it was all back to normal - except that the Vogue Online piece gave us the credibility we needed to develop our contacts and get our handbags featured in other luxury magazines.

Q. Although you sold to many of the world's best shops, now you sell only online. Why did you do that?

The price of everything is becoming more expensive. We are not prepared to compromise on our values by using cheaper materials or unskilled labour to make our products. We decided to sell to online stores only and through our own online store to keep our costs lower so that we can continue to use the very best materials without having to double our prices.


Q. What makes Belen Echandia different from other luxury handbag brands?

Belen Echandia sells online and our USP is the best customer service - not something that is easily replicated since it is about who we are. Belen Echandia soft leather handbags are very well-made and though delivered on a global scale they are produced in small quantities, so customers won’t see them everywhere. Most brands are either high street or mass-market luxury. Belen Echandia is different.

Q. What does the Belen Echandia woman from her luxury handbags?

The Belen Echandia woman is stylish and wants to be noticed, but she doesn't want an obvious label because she is confident enough already. She wants her bags to be well-made, she likes soft leather handbags and practicality is important. As an Australian customer once told me, the Belenechandia woman wants her bags to whisper 'look at me’ instead of screaming it. Most of all the Belen Enchandia woman wants to feel special and appreciated and she loves personal service.

Q. What does Belen Echandia mean?

Belen Echandia is a Spanish girl's name. We wanted the name of our handbag label to reflect the company origins and Jackie was inspired to start a luxury handbag company when she lived in Spain. Belen Echandia does that perfectly.

Q. What is your overall philosophy - and what lies ahead for Belen Echandia?

I don't believe in luck - I believe in hard work and determination. I don't like the word no and I will always find a way to do something I believe in. The future is a bigger version of what we are today - and we must never be complacent. A brand needs to be creative, to reinvent itself constantly. The biggest challenge is to expand Belen Echandia without compromising our values, quality or integrity - but we love a good challenge and we will achieve it.