3D Printing Handbag Innovation and Affordability with Jonathan Romero of Romero New York

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<v Speaker 1>Hi and welcome to the Handbag Designer 101 podcast with your host, emily Boomenthal, handbag designer expert and handbag fairy godmother, where we cover everything about handbags, from making, marketing, designing and talking to handbag designers and industry experts about what it takes to make a successful handbag.

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<v Speaker 1>Welcome, jonathan Romero, to the Handbag Designer 101 podcast.

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<v Speaker 1>So excited to have you.

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<v Speaker 2>Yes, I'm excited to be here, so you, of course.

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<v Speaker 1>You and I go way back, like to the way, way, way back.

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<v Speaker 2>Yeah, yeah.

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<v Speaker 1>How long have you been doing handbags at this point?

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<v Speaker 2>Wow, I would say over a decade, almost 13 years.

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<v Speaker 2>So I've been doing, yeah.

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<v Speaker 2>Yeah, I'm addicted to handbags, so I've been working on handbags since 2010.

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<v Speaker 2>I went to FIT and the accessory design department, so I started that in 2008.

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<v Speaker 2>I finished 2010.

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<v Speaker 2>I started an internship at Calvin Klein in around 2010, 2011.

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<v Speaker 2>And then, from then, I've been working on different companies, doing different things for different brands, and I also do stuff for myself.

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<v Speaker 2>In 2016, I entered a handbag award, I think, and then I did a few other and then I finally won in 2020.

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<v Speaker 2>So I've been, you know, in different small boutiques, different design, but my main thing is just working for myself and just creating.

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<v Speaker 2>I think it's the most important part.

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<v Speaker 1>So where are you from?

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<v Speaker 1>Let's go to the way, way, way back.

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<v Speaker 2>Yeah, I'm from New York, but my parents are from Santo Domingo.

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<v Speaker 1>Okay, yeah, yeah, and were you born there or you were born here?

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<v Speaker 2>I was born there, but I came here very young.

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<v Speaker 1>So your first language is Spanish.

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<v Speaker 2>Yeah, I speak Spanish fluently and English and I speak a little bit of French.

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<v Speaker 2>Like I would say like, for example, like close incomes are all messy and stuff like that.

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<v Speaker 2>You know what I mean.

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<v Speaker 1>That's it, we're talking.

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<v Speaker 1>That's my friend.

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<v Speaker 2>That's the little, that's all you need to get around in Paris, oh my God.

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<v Speaker 1>So you were born there, you came here.

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<v Speaker 1>How many siblings do you have?

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<v Speaker 1>Five.

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<v Speaker 2>Yes.

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<v Speaker 1>What number are you?

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<v Speaker 1>I am number three.

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<v Speaker 1>Oh, that's not a middle complex, huh, yeah, yeah.

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<v Speaker 2>So, since very slow, I always like drawing and painting.

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<v Speaker 2>So I think just being the third child made me I don't know.

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<v Speaker 2>I just hung out by myself a lot and painted a lot and drew handbags.

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<v Speaker 1>Isn't that wild.

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<v Speaker 1>Like the crowd of families, you're, like you know, lonely with the big group because it's like where do you fit in?

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<v Speaker 1>Yeah, what are your other siblings, boys, girls, yeah, so it's four boys, one girl, yay.

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<v Speaker 1>Wow, what number is she?

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<v Speaker 2>The last, oh so she's queen, yeah, yeah, so she's super cool.

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<v Speaker 1>Aw, that's nice to hear.

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<v Speaker 1>I'm always happy when people refer to their siblings, you know, with kindness and love, because you never know.

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<v Speaker 1>I mean, growing up gets complicated, especially when you're a creative, and how that's received and so forth.

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<v Speaker 2>Yeah, yeah.

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<v Speaker 2>Well, they're like my number one supporters.

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<v Speaker 2>You know, when I first started making stuff, I think my brother asked me oh, can you make these costume shoes for me?

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<v Speaker 2>Oh, but can you like fix this thing for me?

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<v Speaker 2>So when I started going to the FIT, you know, was that?

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<v Speaker 1>a big deal for you to get in.

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<v Speaker 2>Like yeah, yeah, that was actually one of my highlights that year.

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<v Speaker 2>Like I was like Where'd you go to high school?

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<v Speaker 2>Oh, I went to high school and in the Bronx I went um Stevenson High.

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<v Speaker 2>Yeah, and it's not one of the best for known for art, but I managed to get you know really good art teachers and a good support.

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<v Speaker 2>Is it private?

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<v Speaker 1>or public, uh, public.

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<v Speaker 2>And I can be like.

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<v Speaker 1>Okay, okay.

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<v Speaker 1>So it's a PS of some description.

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<v Speaker 2>Yes, but it had, like, the name of some famous general, I like Stevenson or some.

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<v Speaker 2>Yeah, like they don't tell us once, oh my god.

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<v Speaker 1>So you were organized enough to actually create a portfolio while you were in high school.

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<v Speaker 2>Yeah, like it was difficult.

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<v Speaker 2>I had a really good teacher.

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<v Speaker 2>It's really hard and especially when you're in high school and your teenager to focus on one thing, to be Organized enough to do that.

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<v Speaker 2>To be organized yeah.

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<v Speaker 2>So I was able to muscle the strength to get the portfolio out.

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<v Speaker 2>I first tried out for fashion design in FIT and when I went there with my portfolio, they looked at my portfolio and they were like you should go to accessories.

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<v Speaker 2>We need more people and accessories, so I so I had to like refile my application and go into the accessories program.

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<v Speaker 1>Wait a second.

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<v Speaker 1>They made you reapply.

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<v Speaker 1>Hey, yeah, yeah, I can't even imagine the trauma.

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<v Speaker 1>You get there.

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<v Speaker 1>It was a one-on-one right, was it?

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<v Speaker 1>Yeah, yeah, you get the interview.

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<v Speaker 1>You show up at the building.

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<v Speaker 1>You're at 27th and 7th.

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<v Speaker 1>You walk in, you've got your big portfolio, you meet them and they're like you're really good, but you should do this, try it again.

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<v Speaker 2>Yeah, well, the way it happened was like I have my garment inside of a bag that I need, right.

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<v Speaker 2>So when I took out my garment, he checked my garment.

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<v Speaker 2>He was like oh, it's good, it's good.

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<v Speaker 2>And he said who made that bag?

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<v Speaker 2>Because it was the way back.

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<v Speaker 2>I did a bag with no lining.

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<v Speaker 2>That was like 2008.

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<v Speaker 2>Everybody put linings under bags in 2008.

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<v Speaker 2>So I did a bag with no lining in raw high and then it was like wow, that's it was it was a skyped on the inside.

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<v Speaker 2>No, it was like all raw, like, almost like those Celine bags in 2010.

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<v Speaker 2>Happy to leave, of course.

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<v Speaker 1>Oh, of course.

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<v Speaker 2>I mean, it was just a rough design and it was very functional and it was very Appealing to the interviewer.

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<v Speaker 2>And he said in a bag, that kind of bag was it?

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<v Speaker 2>It was a messenger bag back then.

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<v Speaker 2>I don't even think men used to work, they used to call it men bag.

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<v Speaker 2>It was never a man bag, it was called a messenger bag, right.

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<v Speaker 2>And I made one at a lot high.

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<v Speaker 2>Yeah, flap over, roll high and a big buckle.

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<v Speaker 2>I think I have one here, let's see.

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<v Speaker 2>Yeah, like a big industrial sized buckle, uh-huh.

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<v Speaker 2>And the interviewer was like whoa, this is different.

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<v Speaker 2>You should definitely go into the accessories department.

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<v Speaker 1>Wow, and for you did that?

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<v Speaker 1>Throw you for a loop.

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<v Speaker 1>Like that was not on my bingo card, like what?

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<v Speaker 2>It made me excited that you know when somebody likes the your product, like In pursuit side.

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<v Speaker 2>I was like, oh, wait a minute, maybe I should pivot here and check out this accessory department, because they also have shoes at there.

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<v Speaker 2>I was like, oh, maybe I can just learn handbag and shoes, vecilias, right, yeah, vecilias, yeah, so.

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<v Speaker 2>So I was like, alright, so when?

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<v Speaker 2>So when I went in there, I was like, okay, so I pivoted in did you have to make a bridge?

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<v Speaker 1>Did you have to make a new portfolio?

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<v Speaker 2>No, I show my bag and they were like yes and yes, they were like okay, let's change a few things in your application and you should be good, and I started that year, wow.

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<v Speaker 2>So it was like it was actually a saving grace if I didn't bring that a bag, I wouldn't be here.

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<v Speaker 1>Isn't that wild when you think of the what ifs.

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<v Speaker 1>You know how do I not done that that day.

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<v Speaker 1>And you know what did you have inside the bag that made you bring it?

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<v Speaker 1>Was that all your stuff?

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<v Speaker 1>It?

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<v Speaker 2>was my portfolio which, like I had to bring in an actual sample and garment that you saw Right, and I had like some Portfolio stuff, like a couple of drawings and sketches, right.

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<v Speaker 2>So I like I didn't want to carry it by my hand, so I just put this bag and then, like I was like alright, I just walked in there and I'm actually happy that I brought that bag, because I think I wouldn't.

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<v Speaker 2>I don't know if I Would be able to reapply again or if you would have been accepted or if I would have been accepted again.

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<v Speaker 2>I like fashion and I do use a lot of prints and a lot of different things, but those guys are really really skills.

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<v Speaker 2>Like I had Limited skills when I first started school.

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<v Speaker 1>I'm over your 17 18.

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<v Speaker 1>How many skills are you're supposed to have?

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<v Speaker 1>Yeah, yeah, I mean like the expectation.

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<v Speaker 1>Now it's like assuming someone's coming in with a piece collection and trend forecasting and you know, followers, it's a big ask.

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<v Speaker 1>I mean the reality is most people, if they're lucky, have sketches and one sample to show for themselves.

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<v Speaker 2>Yeah, that's what I had like three sketches, but yeah, yeah, something like that, very small.

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<v Speaker 2>But I think now, because of like the internet and I guess people could be more aware what they want and be more prepared, but back then I think the internet was dialed the speed dial in three slow, so now you can get your portfolio up to speed by watching different things and yeah learning so you did this, were you there for the full four years.

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<v Speaker 2>I got recruited after two.

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<v Speaker 2>So I didn't return it like I was barely making it because I like it's kind of expensive to go to school.

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<v Speaker 2>It's totally worth it because I was able to do so many things and travel and stuff.

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<v Speaker 2>But at that time I was like I was just looking for a job.

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<v Speaker 2>So I, as soon as I got contacted for a position, I stopped at the two years so I only have an associate's degree and I was gonna cover the video finishing.

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<v Speaker 2>So I went to first internship at Kelvin Kline and then I officially got a job with the Randa accessories, which is like a multi-building dollar company that has like an excellent amount of licenses, like Kenneth Cole, ben Sherman, so they do all the designs for all those brands.

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<v Speaker 2>So that was like my real official first job.

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<v Speaker 2>And then after that I got my second real, like I would say my first associate designer job and that was working for the found company.

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<v Speaker 2>They have different brands.

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<v Speaker 2>One of them was a Lynn Tracy and another one was Andrew Mark and I did some design for Andrew Mark and some of their other stuff.

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<v Speaker 1>So you were.

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<v Speaker 1>Let's see, you must have been 21 at this time.

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<v Speaker 2>22, yeah, we're still very young, very young, I mean.

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<v Speaker 2>You have to be sure very quickly, especially when you get your first job, because you don't want to mess up right and you take it seriously.

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<v Speaker 2>You have to be there early, you have to be the last one out, the first one in and last one out.

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<v Speaker 1>Yeah, I always say that especially I mean, I can only speak to this at FIT.

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<v Speaker 1>But I always say, whoever the good ones are, you don't see them, at least from the design angle.

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<v Speaker 1>You don't see them after two years because someone scooped them up and you know, it's like the cost-benefit analysis of going to school versus getting the opportunity, because once you're there, you're so hungry to get out there, right, you're like that's it, that's it.

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<v Speaker 1>And then there's also paying for school, and then there's like, well, if I stay two more years, what else am I going to get?

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<v Speaker 1>So it's like, in your heart of hearts I know you probably want to go back and finish at a principal.

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<v Speaker 2>Yeah, I definitely want to finish and I definitely want to go, but it's not like you didn't go, no, yeah, well, I think going actually I learned.

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<v Speaker 2>So you learn so much just for being there and, like you, have a lot of good classmates that end up in different companies, in different positions that will be able to help you in the future.

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<v Speaker 2>And I mean one of my classmates she's super famous, sarah Flynn.

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<v Speaker 2>She made shoes.

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<v Speaker 2>So she was one of the students in the year that I graduated and she was my classmate.

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<v Speaker 2>So if you ever in need of some well-made Italian made shoes, go to Sarahflintcom.

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<v Speaker 1>Oh my God.

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<v Speaker 1>Well, I let her know that she's getting a shout out, but I always tell my students like today's classmates are tomorrow's colleagues.

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<v Speaker 1>So be nice to everyone, because especially in environments like that, or any environment it pays, because you just don't know where people are going to end up and people don't forget you're a jerk Right.

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<v Speaker 1>Be kind to everyone, especially if you're in a design environment, because everyone's going after the same thing.

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<v Speaker 2>Yeah, and also be helpful to like someone like, for example, have a project or something and they need help with something, or just giving someone a helping hand will help you out in the future.

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<v Speaker 2>Designers, especially when you work in the corporate world, you have to definitely be really, really nice and be careful.

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<v Speaker 2>The different types of, because every designer has a different personality, so you have to like be able to work with different personalities and different types of designer and just trying to glue everything together.

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<v Speaker 2>At the end of the day, the main job is to get orders for the company you're working for.

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<v Speaker 1>And for any company.

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<v Speaker 1>Yours is a little bit, I mean.

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<v Speaker 1>I think a lot of designers tend to forget that right, like the whole point.

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<v Speaker 1>Yes, it's important the product, the product, the product.

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<v Speaker 1>But people need to buy it.

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<v Speaker 2>Yeah, yeah, you have to sell, so all the other things need to like wait, you know.

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<v Speaker 2>So price in design is the thing that I'm looking at right now, and that's why I think I mentioned early that 3D printing is actually going to save my business, because this is one way.

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<v Speaker 2>Well, this is one part of my design, like one of my bags.

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<v Speaker 2>So this is, for example, this design.

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<v Speaker 2>So it starts as a shell, okay, so in order to get this shell going, you need to spend like an hour to put together.

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<v Speaker 1>So show that, show that, put it more in the camera, the shell, and what is that made out of?

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<v Speaker 1>What's the interior?

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<v Speaker 2>So it's made out of a special cardboard that doesn't if it gets wet, it doesn't like deforms.

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<v Speaker 2>So that alone to put together and you need to get the shells to look evenly, and so you need a highly skilled person and that usually costs around $20 to $15 an hour in New York, because you know, when you have a small business, you want to do the right thing, you want to pay, you know correct labor amount.

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<v Speaker 2>So $20 to $15 is probably just the minimum and that would take about an hour or two to put together.

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<v Speaker 2>So with 3D printing I can print the half of the shell within one hour.

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<v Speaker 2>And I use something called PLA, which is a biodegradable filament which is let me bring it out where you see, you guys can see it so.

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<v Speaker 2>So this is biodegradable and this is what you use for fuel for your 3D printer.

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<v Speaker 2>So you can print the shell within an hour, and this filament is made from biodegradable plants and it is a byproduct from the corn industry.

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<v Speaker 2>So after they process the corn, they leave the husk and the starches and they make it into this filament and this filament is good for put together shells, to actually even design the bags themselves.

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<v Speaker 2>So this is where I want to take my business in the next step because my biggest hurdle is like the price.

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<v Speaker 2>It was price.

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<v Speaker 1>Yeah, price because you had these beautiful, beautiful bags.

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<v Speaker 1>And, ironically, dealing with all these designers that I deal with and you're aware, all of them have had day jobs brands where the prices have economy of scale, so the prices are lower because they make more bags and yet the designers with whom I work and deal, their bags are extraordinarily expensive and all of them know that they need to be more cost effective to get people to buy, yours included.

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<v Speaker 2>Yeah.

00:15:42.235 --> 00:15:56.043
<v Speaker 1>And it killed me, because your bags are so beautiful and so special that, knowing what you know to actually make a bag, it was probably like you know, no one can afford it, or maybe like a handful of people, and then you can't be a business.

00:15:56.043 --> 00:16:12.597
<v Speaker 1>Then you're just, you know, a very expensive hobbyist trying to hopefully sell bags, and I know that probably guts you because here you are, developing and designing all this incredible stuff for someone else, when you're like I got all this great stuff and I can't do anything with it because it's too expensive.

00:16:12.597 --> 00:16:18.576
<v Speaker 1>If you ever wanted to start a handbag brand and you didn't know where to start, this is for you.

00:16:18.576 --> 00:16:24.416
<v Speaker 1>If you had dreams of becoming a handbag designer but aren't trained and designed, this is for you.

00:16:24.416 --> 00:16:29.095
<v Speaker 1>If you have a handbag brand and need strategy and direction, this is for you.

00:16:29.817 --> 00:16:37.681
<v Speaker 1>I'm Emily Blumenthal, handbag designer expert and handbag fairy godmother, and this is the handbag designer one-on-one masterclass.

00:16:38.282 --> 00:17:05.393
<v Speaker 1>Over the next 10 classes, I will break down everything you need to know to make, manufacture and market a handbag brand, broken down, to ensure that you will not only skip steps in the handbag building process, but also to save money to avoid the learning curve of costly mistakes For the past 20 years I've been teaching at the top fashion universities in New York City, wrote the handbag designer Bible, founded the handbag awards and created the only handbag designer podcast.

00:17:05.393 --> 00:17:11.940
<v Speaker 1>I'm going to show you like I have countless brands to create in this in-depth course, from sketch to sample to sale.

00:17:11.940 --> 00:17:22.104
<v Speaker 1>Whether you're just starting out and don't even know where to start or begin, or if you've had a brand and need some strategic direction, the handbag designer one-on-one masterclass is just for you.

00:17:22.104 --> 00:17:25.957
<v Speaker 1>So let's get started and you'll be the creator of the next eight back.

00:17:25.957 --> 00:17:30.226
<v Speaker 1>Join me, emily Blumenthal, in the handbag designer one-on-one masterclass.

00:17:30.226 --> 00:17:42.343
<v Speaker 1>So be sure to sign up at EmilyBloomethalcom slash masterclass and type in the code on cast to get 10% off your masterclass today.

00:17:45.849 --> 00:17:46.672
<v Speaker 2>Yeah, that was like.

00:17:46.672 --> 00:17:52.903
<v Speaker 2>My main problem with this design is that I got so much traction on it.

00:17:52.903 --> 00:17:53.805
<v Speaker 2>I love that bag.

00:17:53.805 --> 00:17:55.186
<v Speaker 2>I love this bag.

00:17:55.186 --> 00:17:57.076
<v Speaker 2>It's a spectacular bag.

00:17:57.718 --> 00:18:04.898
<v Speaker 2>It's so difficult to put together that the price will be at least $400 to between $400 to $300.

00:18:04.898 --> 00:18:11.097
<v Speaker 2>Yeah, so with the string printing method I should be able to bring this down to 200.

00:18:11.097 --> 00:18:17.902
<v Speaker 2>The thing is, there is like a price point that people are they can tolerate a price around 200 to 250.

00:18:17.902 --> 00:18:24.417
<v Speaker 2>I think, max, if you go over that, you have to look for a smaller amount of clients.

00:18:24.417 --> 00:18:33.787
<v Speaker 2>And the problem is when you have a small amount of clients, you cannot please everyone and then you're during the same spot as you had it before.

00:18:33.787 --> 00:18:43.420
<v Speaker 2>So I think with this new method, I should be able to relaunch at a $200 price point, which will have that sweet spot of 200.

00:18:43.420 --> 00:18:45.865
<v Speaker 2>And I should be able to maintain.

00:18:45.865 --> 00:18:51.269
<v Speaker 2>People call them a 3D printing farm, where you have multiple machines running at the same time.

00:18:51.269 --> 00:18:53.297
<v Speaker 2>Can you tolerate the noise?

00:18:53.297 --> 00:18:55.384
<v Speaker 2>Well, they're silent.

00:18:55.384 --> 00:19:00.821
<v Speaker 2>They have a lot of orders, silent, you all care about my God, our 3D printer.

00:19:00.882 --> 00:19:06.019
<v Speaker 1>It sounds like it sounds like a cat is getting run over, to the point where I'm like we're not doing this anymore.

00:19:06.019 --> 00:19:26.026
<v Speaker 1>I mean, we used to have 100, like tons of these skulls I think you can see it right there where I see where my roommates would get excited and then it was like enough with printing the skulls, because it was like here and here and like ah, so you obviously have to know about, because we have, like we had the beta, I think, of printing printers.

00:19:26.548 --> 00:19:33.246
<v Speaker 2>Well, now they're silent and they're like so inexpensive, so you can get a real good printer for like $200.

00:19:33.246 --> 00:19:41.538
<v Speaker 2>Yeah, so you can get like a quadrillion, so yeah, I think that was one of the problems with the first users is the price point.

00:19:41.538 --> 00:19:45.811
<v Speaker 2>So now that it's like very all the parts are available.

00:19:46.433 --> 00:19:47.617
<v Speaker 1>How did they discover this?

00:19:48.340 --> 00:19:55.161
<v Speaker 2>Well, maybe like two years ago, my dog got injured and I needed to put together something because, like, he is really heavy.

00:19:55.161 --> 00:20:01.728
<v Speaker 2>So I bought a 3D printer to print parts to put together a wheelchair for him, oh my God.

00:20:01.728 --> 00:20:04.636
<v Speaker 2>And from there I started printing my handbag parts.

00:20:04.636 --> 00:20:15.067
<v Speaker 2>I was like, you know, I do need like hardware and stuff like this, like mockups, and I'm thinking if they could be a usable part, it could be a functional part.

00:20:15.434 --> 00:20:17.019
<v Speaker 1>When did you have that aha moment?

00:20:17.019 --> 00:20:20.678
<v Speaker 1>While your little dog was chubby dog, was running around on a wheelchair?

00:20:21.319 --> 00:20:26.657
<v Speaker 2>And well, last year I was like, when I get a time, I'm going to start learning how to use it.

00:20:26.657 --> 00:20:34.020
<v Speaker 2>Now I'm a pro at it and I think more designer should look into learning how to use the 3D printing software.

00:20:34.020 --> 00:20:41.604
<v Speaker 2>And for the last five months I've been uploading content on YouTube and I have been growing really fast.

00:20:41.604 --> 00:20:48.638
<v Speaker 2>So right now we're at 3000 subscribers and my YouTube channel and we started five to six months ago.

00:20:50.388 --> 00:20:51.933
<v Speaker 1>And what's your YouTube channel called.

00:20:52.465 --> 00:20:53.329
<v Speaker 2>I design 3D.

00:20:53.329 --> 00:20:57.125
<v Speaker 2>Wow, I design 3D, yeah.

00:20:57.125 --> 00:21:13.498
<v Speaker 2>So right now I just go over the basics of the 3D printer, but I'm going to go into more advanced handbag techniques on the 3D printer, because you can print something about this big to that big that's a handbag size so you can print your handbag from scratch, or your shell, or your frame.

00:21:13.498 --> 00:21:15.813
<v Speaker 2>I'll call it a framework of your handbag.

00:21:16.744 --> 00:21:19.473
<v Speaker 1>Now, just out of curiosity, into the cost.

00:21:19.473 --> 00:21:26.474
<v Speaker 1>Now I understand, now you've cut the labor element out, especially as a small designer or you know.

00:21:26.474 --> 00:21:30.259
<v Speaker 1>But how does the cost of the filament integrate into the overall cost?

00:21:30.259 --> 00:21:33.114
<v Speaker 1>Have you figured out the numbers yet, to make sure?

00:21:33.114 --> 00:21:38.925
<v Speaker 1>So the filament is for example how many bags can you get out of one wheel Out?

00:21:38.965 --> 00:21:42.054
<v Speaker 2>of one roll, so these rolls are one kilogram.

00:21:42.054 --> 00:21:48.797
<v Speaker 2>Okay, so it takes about I can get two bags out of one of these and these are $10.

00:21:48.797 --> 00:21:50.829
<v Speaker 2>Okay, and where do you?

00:21:51.030 --> 00:21:51.653
<v Speaker 1>get them from.

00:21:52.565 --> 00:22:00.579
<v Speaker 2>So right now, I'm getting them from the manufacturer, you can get them from Amazon, you can get them from anywhere, like they're so available, right?

00:22:00.579 --> 00:22:03.671
<v Speaker 2>I do have some brands that I use very frequently.

00:22:03.671 --> 00:22:13.125
<v Speaker 2>It's like, for example, like this German brand, they make polycarbonate, so I'm thinking about doing some polycarbonate filament.

00:22:13.385 --> 00:22:16.073
<v Speaker 1>Have you noticed the difference of one material versus another?

00:22:16.073 --> 00:22:17.457
<v Speaker 1>Or it's all basically the same?

00:22:17.986 --> 00:22:21.817
<v Speaker 2>Well, one material can look like glass with no flaws.

00:22:21.817 --> 00:22:24.345
<v Speaker 2>Another material could be more rough, more texture.

00:22:24.546 --> 00:22:25.490
<v Speaker 1>But you're covering that.

00:22:25.490 --> 00:22:28.404
<v Speaker 1>You're actually covering it with leather right.

00:22:28.705 --> 00:22:31.412
<v Speaker 2>Yeah, so there are some leathers that I have.

00:22:31.412 --> 00:22:32.355
<v Speaker 2>I have lamb skin.

00:22:32.355 --> 00:22:38.015
<v Speaker 2>They're very thin and you can put like an actual embossing within your design.

00:22:38.015 --> 00:22:44.244
<v Speaker 2>It will show over, it will cover your design, but it will have that embossing on it.

00:22:44.486 --> 00:22:45.247
<v Speaker 1>Right, right.

00:22:45.247 --> 00:22:47.152
<v Speaker 1>How are you putting it on?

00:22:47.152 --> 00:22:49.617
<v Speaker 1>Are you using glue or are you sewing it on?

00:22:50.446 --> 00:22:51.230
<v Speaker 2>For this design.

00:22:51.230 --> 00:22:52.839
<v Speaker 2>I am actually gluing it on.

00:22:52.839 --> 00:22:55.548
<v Speaker 2>Okay, so it comes in two parts.

00:22:55.548 --> 00:23:02.971
<v Speaker 2>So I print the shell Right and then I just glue on one half and then I glue the other half and pretty much.

00:23:03.846 --> 00:23:05.169
<v Speaker 1>Does that back have a gusset?

00:23:05.169 --> 00:23:08.037
<v Speaker 1>Does it open all the way or just opens halfway?

00:23:08.786 --> 00:23:14.218
<v Speaker 2>It has an elastic gusset so when you open it you can open as wide as you want.

00:23:14.218 --> 00:23:21.897
<v Speaker 2>Oh, let me see the lining it's just the oh wow, Did you make that?

00:23:21.939 --> 00:23:22.082
<v Speaker 1>lining.

00:23:22.846 --> 00:23:29.384
<v Speaker 2>No, no, no, it's one of those linings that you can buy at the store, but it's very, very beautiful, colorful lining.

00:23:29.384 --> 00:23:35.317
<v Speaker 2>It looks almost like a school day of the dead, kind of thing yeah, yeah, yeah, right, right Right.

00:23:35.317 --> 00:23:36.078
<v Speaker 2>Yeah.

00:23:36.487 --> 00:23:37.545
<v Speaker 1>The other one, though, right.

00:23:37.992 --> 00:23:39.765
<v Speaker 2>Yeah, the other one, right, right, right.

00:23:39.765 --> 00:23:42.153
<v Speaker 2>So I have a big piece right here.

00:23:42.153 --> 00:23:42.734
<v Speaker 2>Let me show you.

00:23:43.227 --> 00:23:45.213
<v Speaker 1>Okay, I love this part.

00:23:47.105 --> 00:23:50.826
<v Speaker 2>So this is the Ah, wow, wow.

00:23:50.826 --> 00:23:56.478
<v Speaker 2>So I put this all on all my bags, the new ones, the new editions.

00:23:57.807 --> 00:24:00.776
<v Speaker 1>So how are you envisioning growing your brand at this point?

00:24:00.776 --> 00:24:02.320
<v Speaker 1>Because you know you have.

00:24:02.320 --> 00:24:03.765
<v Speaker 1>You figured out this method.

00:24:03.765 --> 00:24:11.420
<v Speaker 1>You found a hack, if you will, but it's not really a hack, but you found a method to produce more goods to lower your costs.

00:24:11.420 --> 00:24:13.429
<v Speaker 1>Yes, how are you able to look at this?

00:24:13.429 --> 00:24:17.832
<v Speaker 1>To grow theoretically, to scale Right, like what's the next steps?

00:24:17.832 --> 00:24:19.461
<v Speaker 1>Because you're still you still have a D job.

00:24:19.461 --> 00:24:19.782
<v Speaker 1>Yeah, yeah, yeah.

00:24:20.105 --> 00:24:24.817
<v Speaker 2>Yeah, yeah, yeah, I still design and I still have to do other things to keep the lights running.

00:24:24.817 --> 00:24:33.398
<v Speaker 2>So my thinking with this by reducing the cost, then I could put my money on advertising, because I want to get to the customer.

00:24:33.398 --> 00:24:36.894
<v Speaker 2>If people can't see me, it's, you know, it's pointless.

00:24:36.894 --> 00:24:46.339
<v Speaker 2>So I'm thinking that now that I save this money, I can put this money into customer acquisition and I can, you know, do the Facebook advertising.

00:24:46.339 --> 00:24:48.508
<v Speaker 2>Now I can do, I can afford it now.

00:24:48.508 --> 00:24:56.961
<v Speaker 2>Before it was just impossible because you need to have at least, you need to spend at least about $100 to $50 per customer.

00:24:57.565 --> 00:25:01.836
<v Speaker 1>So if you're back, are you trying to sell it to retail at this point or are you keeping a D to C?

00:25:02.464 --> 00:25:04.067
<v Speaker 2>Yeah, yeah, straight to consumer.

00:25:04.067 --> 00:25:16.958
<v Speaker 2>At this moment, if I am doing retail, it's going to be probably something like Marmax or something like this or TJ Maxx, where I can sell bigger quantities but it's a more affordable price for the customer.

00:25:16.958 --> 00:25:29.836
<v Speaker 2>My top tier brand I want to sell direct to consumer because most of the retailers I mean they're having trouble, you know, and it's really hard to compete with big brands at the retail.

00:25:29.836 --> 00:25:35.925
<v Speaker 2>Yeah, especially that they already have so much money for advertising so people recognize them Right.

00:25:35.925 --> 00:25:40.477
<v Speaker 2>So I rather just stick to small business straight to consumer.

00:25:40.477 --> 00:25:53.409
<v Speaker 2>Yeah, and I want the people to know me as a designer and as a brand instead of, like you know, getting in between micro course and coach, because that would be very difficult.

00:25:53.828 --> 00:25:55.132
<v Speaker 1>That's a hard one to do.

00:25:55.132 --> 00:26:02.330
<v Speaker 1>I mean, we all know what the challenges of that, you know, of going from course to coach per se.

00:26:02.330 --> 00:26:05.376
<v Speaker 1>I mean, both of them are well oiled machines.

00:26:05.376 --> 00:26:09.945
<v Speaker 1>Well, I think course was just acquired by coach or whatever tapestry.

00:26:09.945 --> 00:26:16.338
<v Speaker 1>They're all now going to be under the same umbrella at this point, which is what could do for people like you and me.

00:26:16.338 --> 00:26:20.836
<v Speaker 1>We're, you know, trying to maintain this voice of the people and individuality.

00:26:20.836 --> 00:26:22.107
<v Speaker 1>Yeah, how many pieces?

00:26:22.107 --> 00:26:23.771
<v Speaker 1>Are you keeping a part of your collection?

00:26:23.771 --> 00:26:24.713
<v Speaker 1>Are you expanding it?

00:26:24.713 --> 00:26:26.137
<v Speaker 1>Are you looking to different colors?

00:26:26.137 --> 00:26:34.707
<v Speaker 1>Because I know, mostly with those bags of yours, you have that big chain which I love, yeah, yeah, and the dark colors for the body.

00:26:35.902 --> 00:26:36.123
<v Speaker 2>Whoa.

00:26:36.123 --> 00:26:47.505
<v Speaker 2>So this is the part where it becomes really really fun, because with this new method, I am trying to have the customer customize their bag, so it's more like a made of.

00:26:47.505 --> 00:26:59.400
<v Speaker 2>It's very difficult, I know it's very difficult, but as the customer like orders their bag, they can choose the color, because it's really hard to keep stock of something.

00:26:59.400 --> 00:27:01.928
<v Speaker 1>But you can't scale if you keep it up to them.

00:27:03.020 --> 00:27:10.510
<v Speaker 2>Yeah, it's going to be difficult, I know, but I'm trying to stay small as possible but also survive.

00:27:10.510 --> 00:27:12.061
<v Speaker 2>It's right now.

00:27:12.061 --> 00:27:13.587
<v Speaker 2>It's a working process.

00:27:13.587 --> 00:27:15.625
<v Speaker 2>I'm trying to see if it works.

00:27:15.625 --> 00:27:21.652
<v Speaker 2>If it works, I'll expand on it, but if it doesn't, I know that the customer understands what they like.

00:27:21.652 --> 00:27:22.602
<v Speaker 2>A lot of them.

00:27:22.602 --> 00:27:30.606
<v Speaker 2>Most likely they will pick black, black or brown or red, but if they want to choose the color, of their handle.

00:27:31.279 --> 00:27:35.148
<v Speaker 1>But don't you think that it would serve you more if you dictated what the options were?

00:27:36.559 --> 00:27:39.971
<v Speaker 2>That is something that I could put together as well.

00:27:40.099 --> 00:27:49.487
<v Speaker 1>The problem is with bespoke is it's very difficult for the customer to see the value, and I've spoken about this with other people.

00:27:49.487 --> 00:27:56.023
<v Speaker 1>It's the Baskin Robbins drama of taking a small child and they always end up just wanting chocolate, vanilla or strawberry.

00:27:56.023 --> 00:28:01.845
<v Speaker 1>But if you allow them to sample cookies and cream and caramel and coconut, then they're going to.

00:28:01.845 --> 00:28:06.047
<v Speaker 1>I want this and I want that you, as the owner, have to give the guidance.

00:28:06.680 --> 00:28:11.930
<v Speaker 1>It's not to say that they're not wrong, it's just the cost and the time value of what you put in.

00:28:11.930 --> 00:28:21.969
<v Speaker 1>You have to take that into consideration for your actual cost, so you might not be spending the money on the materials, but the time value of what you put in could be spent on doing something else.

00:28:21.969 --> 00:28:23.746
<v Speaker 1>That would, of course, bring you more money.

00:28:23.746 --> 00:28:58.767
<v Speaker 1>So again, I don't like telling people what to do, like I'm not the doctor, I'm not the lawyer, but I could just put it out there that if you know the DNA of your brand and you have a good idea of who your customer is, socioeconomically, ethnographically, what they need from a morning until night, and recognizing where your bag fits in to what they use in day to day and what actually goes into the bag, then you should be the one who dictates what it is, because if you leave it up to them, you know they'll never check out, and then it's too much time for you to spend with them one on one.

00:28:59.188 --> 00:29:04.347
<v Speaker 2>Yeah, yeah, that was one of the dilemmas that I kind of coaxed it with, so it's it for you.

00:29:05.068 --> 00:29:13.430
<v Speaker 1>That's it, it was done, done, done, done, done, yeah, so well, show us one more of the bags that you're working on.

00:29:13.430 --> 00:29:14.746
<v Speaker 1>Do you have another one to share?

00:29:15.180 --> 00:29:24.730
<v Speaker 2>I love the work soul behind you, oh thank you, I'll give you like a overview, and this is one of the ones that I'm launching this holiday season.

00:29:25.319 --> 00:29:27.784
<v Speaker 1>Is it real Craco or it's leather Craco?

00:29:27.784 --> 00:29:30.125
<v Speaker 1>Is leather Craco, okay.

00:29:30.385 --> 00:29:32.720
<v Speaker 2>Yeah, and how much is she?

00:29:32.720 --> 00:29:35.039
<v Speaker 2>So this is 190.

00:29:35.039 --> 00:29:37.647
<v Speaker 2>So it's very, very inexpensive.

00:29:38.440 --> 00:29:39.624
<v Speaker 1>No, it's very affordable.

00:29:39.624 --> 00:29:41.852
<v Speaker 1>Affordable Not expensive, of course it.

00:29:41.852 --> 00:29:48.547
<v Speaker 1>You got to be mindful of that, because everything that comes out of your mouth as a brand owner has to have a positive spin.

00:29:48.547 --> 00:29:49.789
<v Speaker 1>So it's affordable, yes.

00:29:50.170 --> 00:29:54.548
<v Speaker 2>It's affordable, and this one as well is 200.

00:29:54.548 --> 00:30:07.241
<v Speaker 2>So right now, I am really really excited this holiday season to see how they do, because I am going to run Facebook campaign, instagram, google, everywhere where people hang out.

00:30:07.241 --> 00:30:20.784
<v Speaker 2>I'm going to send out a little bit of information about the brand and I want to send some products that we serve people and I want to see the reaction of the people, because if I see that it's too expensive or it's not too expensive, look, I think it's right.

00:30:20.824 --> 00:30:22.189
<v Speaker 1>On the money, I think so too.

00:30:22.189 --> 00:30:23.644
<v Speaker 1>It is not too expensive.

00:30:23.644 --> 00:30:27.729
<v Speaker 1>If you make it cheaper, then people are going to think it's PU and no one's going to send the money.

00:30:28.411 --> 00:30:28.731
<v Speaker 2>Yes.

00:30:28.731 --> 00:30:36.626
<v Speaker 2>So I think once I get this test and I see the results, I definitely want to come back on your show and let you know what happens.

00:30:37.803 --> 00:30:41.627
<v Speaker 1>I'm looking for it, I appear for it 100%.

00:30:42.169 --> 00:30:45.066
<v Speaker 2>Yes, well, let me show you the workshop.

00:30:45.066 --> 00:30:46.871
<v Speaker 2>Okay, yeah.

00:30:46.871 --> 00:30:51.583
<v Speaker 2>So here I have the 3D printer, I have my tools.

00:30:52.084 --> 00:30:54.327
<v Speaker 1>Love it, love it, love it, love it.

00:30:54.327 --> 00:30:59.251
<v Speaker 1>Jonathan's workshop here in Paul oh my God, that's amazing.

00:30:59.251 --> 00:31:00.986
<v Speaker 1>That is something in itself.

00:31:00.986 --> 00:31:30.868
<v Speaker 1>I mean, you know you are a creator, you are definitely a designer and I just think you should stay on the money but also take all that day job stuff that you're learning and try and integrate it in, because I think a lot of people what they do is you know, you have all this knowledge of what you gain from working for somebody a mass, or not even so much mass, but someone who has the budget to do these kinds of things and see what they do and see the kind of research they do and how many colors are in their skew, in their palette.

00:31:30.868 --> 00:31:32.284
<v Speaker 1>Is it three?

00:31:32.284 --> 00:31:36.190
<v Speaker 1>Is it like the black, the brown, the ox, blood and one pop of color?

00:31:36.190 --> 00:31:37.484
<v Speaker 1>What is that pop of color?

00:31:37.484 --> 00:31:41.688
<v Speaker 1>Because, as independents, you're not doing three seasons or four seasons, you're doing one.

00:31:42.028 --> 00:31:43.972
<v Speaker 1>Yeah, what does that work in?

00:31:43.972 --> 00:31:44.884
<v Speaker 1>Is it timeless?

00:31:44.884 --> 00:31:46.679
<v Speaker 1>Can you develop a cousin?

00:31:46.679 --> 00:31:49.688
<v Speaker 1>I mean, I like to speak about if you're developing a back.

00:31:49.688 --> 00:31:56.872
<v Speaker 1>Let it be a family, like who are the parents and who's the cousin and who's the grandma and who's the titi.

00:31:56.872 --> 00:32:04.827
<v Speaker 1>You know how do they all integrate in Because they all need to look related so they can sit together, but they all need to have their own DNA and try them out.

00:32:04.827 --> 00:32:09.731
<v Speaker 1>And if you're going to have them tried out like record, the use that as content.

00:32:09.731 --> 00:32:13.383
<v Speaker 1>Like we're taking the bags for a test drive today, we'll see how they work.

00:32:13.383 --> 00:32:14.385
<v Speaker 1>What can I change?

00:32:14.385 --> 00:32:15.549
<v Speaker 1>Here's what my feedback.

00:32:15.549 --> 00:32:16.303
<v Speaker 1>What do you think?

00:32:16.303 --> 00:32:17.320
<v Speaker 1>Things like that?

00:32:17.320 --> 00:32:25.247
<v Speaker 1>Because someone like you, who's so extraordinarily talented, you know we want your bags to sell, because people should have them, because what you make is that good.

00:32:25.247 --> 00:32:26.388
<v Speaker 1>It really is.

00:32:26.828 --> 00:32:28.030
<v Speaker 2>Yeah, thank you very much.

00:32:28.030 --> 00:32:28.432
<v Speaker 2>I'm a.

00:32:28.471 --> 00:32:29.373
<v Speaker 1>Jonathan Stan.

00:32:29.373 --> 00:32:30.335
<v Speaker 1>I love it.

00:32:33.403 --> 00:32:41.769
<v Speaker 2>Like when I first entered the Handbag Award, and the second time and the third time, and I think what you're doing is very special.

00:32:41.769 --> 00:32:45.490
<v Speaker 2>It keeps the designers interested of what other designers are doing.

00:32:45.490 --> 00:32:49.509
<v Speaker 2>We need community, yeah, yes, absolutely.

00:32:49.509 --> 00:32:56.251
<v Speaker 2>So I think definitely I'm going to keep working with you and show you guys what I'm doing.

00:32:56.251 --> 00:33:06.351
<v Speaker 2>And this is the hardest part is turning on the camera, forgetting that you are the brand and you need to turn on the camera every time you're doing something.

00:33:06.351 --> 00:33:08.615
<v Speaker 2>So this is the part that is the hardest part.

00:33:08.615 --> 00:33:13.669
<v Speaker 2>This is the hardest part, you know, learning to do it like automatically, without thinking.

00:33:14.289 --> 00:33:14.991
<v Speaker 1>Yeah, yeah.

00:33:14.991 --> 00:33:18.305
<v Speaker 1>Well, jonathan, how can people find you and follow you?

00:33:18.305 --> 00:33:19.969
<v Speaker 1>Share away Sure.

00:33:20.029 --> 00:33:29.409
<v Speaker 2>Sure, you can find me at at new Romero, new York and Instagram, and also you can find me on YouTube at iDesign3D, with a lower case, I Okay.

00:33:30.250 --> 00:33:35.429
<v Speaker 1>Okay, okay, jonathan Romero, thank you so much for being part of the Handbag Designer 101.

00:33:35.469 --> 00:33:35.910
<v Speaker 2>Thank you.

00:33:36.680 --> 00:33:38.287
<v Speaker 1>We can't wait to see what you do next.

00:33:38.287 --> 00:33:39.643
<v Speaker 1>We're going to keep following, for sure.

00:33:39.643 --> 00:33:42.830
<v Speaker 1>Thank you, thank you, thanks for listening.

00:33:42.830 --> 00:33:48.210
<v Speaker 1>Don't forget to rate and review, and follow us on every single platform at Handbag Designer.

00:33:48.210 --> 00:33:49.071
<v Speaker 1>Thanks so much.

00:33:49.071 --> 00:33:54.002
<v Speaker 1>We'll see you next time.