Ten Minutes with Maria Estrada of Ignes Handbags

Luxe South American leathers? Check. Sleek hardware? Check. Bespoke style at an off-the-rack price? Double check. The brother and sister team behind Ignes Handbags –Maria and Ignacio Estrada–take the “custom” in customer very seriously. In addition to a line of stylish ready-to-wear handbags, totes, satchels, clutches, messengers, and more–the duo also offers engraving at no additional charge. They also offer customized color, hardware, lining, and/or strap length for a modest fee. You can invest in your new go-to bag knowing that these Handbag Designer Award-winners are not only devoted to supporting local craftspeople through their business but they also invest a percentage of their profits in local charities. Stylish and socially responsible? Triple check! Read on to learn more from Maria Estrada  about Ignes Handbags and the vision behind the design-to-do-good line.

Oligoville: Tell us about your brand and how it is different from your competition.

Maria: The brand was created in Uruguay (where we come from) and London with the aim to create unique bags of style while building fair-trade partnerships with local specialized craftsmen and women in our country. The social responsibility aspect (we also support local charities) has earned us an award in the Handbag Designer Awards.

IGNES is also best known for its custom-made service, which gives customers the chance to create their very own personalized handbag. Each bag is created individually with the finest materials, selected by Ignacio (my brother and co-founder) and me.

This custom-made service, also known as IGNES Elite, allows customers to select design, leather (more than 50 to choose from), hardware, and engraving! As well as choose extras to include in their bag—such as beautiful suede, chains, a zipper, changing the length or adding a detachable strap, and even including studs—to make their bag even more exclusive.

We don’t know many brands that offer leather bags & accessories that aim to be luxurious yet affordable while personalized! We built on this concept quite some time ago when we realized that by having our own production and leathers “around the corner,” we could really offer something unique.

Oligoville: How did your career or interest in design begin?

Maria: We moved countries growing up due to my father’s work, and the last place I worked before IGNES was Christie’s  in London. My past experiences were not fashion-related, yet I grew to love my country even more by being away, and I enjoy everything that has to do with living abroad (people you meet, places you visit). I knew I wanted to ultimately find a career that joined both worlds.

My business partner is my brother and he had a similar experience. He was working in New York in finance and then worked in an organization that supports entrepreneurs. He knew he wanted to return to South America and build a company that would support Uruguayan craftsmanship, and working with products in leathers was a natural choice. He set up IGNES in Uruguay, looking for the best craftsmanship for our designs, whilst I was in London. We work with a fashion designer from Uruguay who is also a good friend.

Oligoville: What’s your design inspiration?
Maria: I work with a designer (I studied business and did fashion marketing courses) and act as creative director in terms of designs. She is very creative and loves mixing elements (chains, studs, knots, etc.) and seeing how they will suit a design.

I am inspired by my travels, particularly after living in a city like London and traveling to other very cosmopolitan cities, and I also enjoy the whole “gaucho” element of what we can find locally. Uruguay is a small country nestled between Brazil and Argentina and known for its farms and kilometres of beaches. All the leathers are by-products of the meat industry and come from animals bred in free range farms. The variation and exclusiveness of some leathers is incredible. I know for a fact that leather buyers, such as from Hermès, come to Uruguay [for stock]. We really consider the design-leather “partnership”.

I am particularly close to my family and extended family as it is in Latin America. I take feedback, and many of the bags and their names are inspired by my girl cousins, mom, sisters-in-law, and grandmother.

Finally I was chatting with a customer—who came across the brand through the Purse Forum (an incredible handbag forum)—yesterday and she mentioned how sometimes designers ask them for input when they launch a design. I know it’s true for us. Without losing your own image and style, suggestions from customers suggestions–who will ultimately enjoy the product–are extremely valuable.

Oligoville:  Describe a typical day for you.

Maria: Having moved back, at least for some time, from London to Uruguay with my husband before my baby was born, I now wake up at 7ish or when the baby decides. I work until late when he goes to sleep at night, so whatever extra time he gives me in the morning is golden. I generally work from home, or visit tanneries, my designer, the production facility, our web designer’s office, or do similar tasks. A couple of times a week I have a personal trainer that comes home, which the baby loves. I am looking forward to traveling soon again, but for now the daily routine is basically from diapers to laptop.

Oligoville: Describe your fashion style.
Maria: I wish I could say different, but I am fairly classic, picking up a couple of trends per season. I used to love the designer sample sales in London yet visit stores like Massimo Dutti once too often.

Oligoville:  Tell us about some unexpected setbacks you have faced since starting your business and what you learned.
Maria: It’s an eternal learning process. There have been many setbacks. I would have to say preparing really well in terms of launching the brand, the online boutique, the production, without–the customers! We invested in one part of the business first and then slowly started building the customer side. The crisis also did not come at the best time, which was a significant setback in terms of competing with more established brands that had discounting their brands as a main strategy,  which makes sense yet makes it more difficult. You learn to adapt and make sure you keep evolving; re-strategizing in difficult times is key. And we also learned that whatever you do, customers will remain loyal if any changes you implement still put them first.

Oligoville: What has been the most rewarding part of your career?

Maria: Co-creating IGNES and seeing it grow (ongoing!)

Oligoville: Tell us where you expect to see your business in the next five years.
Maria: Our first objective is building our online presence. At the moment resource-wise it will still be an organic growth (while we grow the team), but I feel confident that what we offer is unique and hope through more great press, social media, forums and such, we can build a solid online presence. I am looking forward to targeting certain boutiques to develop the brand name, and we are already expressing an interest in other markets such as in Latin America (Uruguay, Brazil, Mexico for instance) and other countries such as Singapore, Malaysia, Australia, all part of current strategy. And perhaps further down the line, our own boutique, although where is not clear yet! We are also developing more products, at the moment still related, for example, more leather accessories.

Oligoville: What advice do you have for aspiring entrepreneurs?
Maria: I think you have to set off with a mix of market research, a bit of trial and error, and great product (or service) development. Make sure what you offer is the best it can be. You really need to think about what your unique selling point will be. There is no point in investing resources in marketing and promotion if what you offer is the same as the next. This may take time of course, I know from personal experience.

Oligoville: What song never fails to make you happy?
Maria: As I respond to this question I am listening to a Baby Einstein DVD my five-month-old son is watching, which has the most adorable “actors”. It’s a once-a-day relax time when he watches this, and I know he loves it, so I guess the cute Bach-based music for babies I am listening to makes me happy every day. I also love this Carla Bruni song which gets me into a romantic, half-smile mood. Oh and I remember writing to my husband “I don’t want this feeling to go away” (Jack Johnson) in a napkin when they were playing it at the beach on my first year wedding anniversary. Every time I hear that song, it makes me smile.