Interview: Jordana Paige
Last week marked an important anniversary for Jordana Paige. Her company, which she founded at the tender age of eighteen, celebrated 5 years of sales on June 4. Jordana Paige’s bags have been lauded as “the perfect knitting bag” by Vogue Knitting. Who doesn’t want to look stylish without sacrificing space for a knitting or crochet project? Despite her busy schedule, Jordana graciously agreed to answer a few questions for the Chum.
How did you start your company?
When I first came up with the idea for The Knitter’s Purse my intention was to make the bags myself. I enjoyed sewing and figuring out construction. I began sourcing materials–everything from fabric to hardware. It quickly became very frustrating. I didn’t know how to predict sales volume, so I only wanted small quantities of the materials. Companies had very large minimums that I just couldn’t meet. Many of the companies didn’t take me seriously because I was so young. I was also having a difficult time finding fabrics that matched what was in my head. Ready to give up, I decided to make one last attempt and approach the challenge from a different angle. I researched handbag manufacturers and found one that seemed like a good fit. I sent them my sketches and ordered a prototype. After a few prototypes I placed the order and got to selling. The whole process, from concept of the purse to having product to sell took me about a year and a half.
How has the growth of the online knitting community affected your business?
The online knitting community has affected my business tremendously. It makes viral marketing possible, which is probably the most cost effective form of raising brand awareness. It also lets me connect directly to my customer. I can read in forums what knitters want in a knitting bag and learn what projects they like to make.
Where do you see your company headed in the next 5 years?
More bags of course. Later this year I’m releasing a line of self-published knitwear patterns. Developing this will probably consume my focus for some time.
Where do you find inspiration?
Function inspires my handbag designs. The bag has to help the knitter, otherwise she may as well purchase any bag for her knitting. I usually start with the main closure. I don’t use zippers for this. They’re not knitting-friendly. Then I pull out my list of features the bag must have and requests from customers. I play with shapes to find the best design to accommodate all the features.
What other designers do you admire?
Ralph Lauren for the business, or rather “world” he’s built using lifestyle marketing. For style my favorites are Hubert de Givenchy and Christian Dior (high couture era) and Carolina Herrera.
You’ve spoken some about this in your blog. Do you mind sharing how your family has impacted your business?
Without my family there would be no business. They’ve encouraged me through every challenge. The first couple years in business it seemed nothing would go right. There was a big learning curve. I didn’t know how to get handbags made, nor did I know anyone who did. If it hadn’t been for my family telling me I could accomplish my goals, I probably would have given up years ago. While I run the business on a day-to-day basis by myself, they’re there for me whenever I need them; for sales calls, working shows, modeling, MIS, and just letting me bounce ideas off them.
When did you begin sewing and knitting?
I learned how to sew in elementary school, but really became interested in high school. This was when I decided I wanted to pursue a career in the fashion industry. When I was a junior in high school I learned how to knit. Two years later knitting had surpassed sewing as my preferred method for garment-making. After all, with knitting you get to create the fabric and shape the garment at the same time.
You’ve designed some beautiful knitting patterns. Have you ever considered writing a book?
Thank you. Yes, I have been approached to write a book, but it wasn’t the right fit. I don’t want to write a book just for the sake of writing one. I want all the elements to be right. It’s certainly on my “to-do” list.
What do you have on your needles?
A raglan cardigan I designed which will be available in August.
What hints can you give us about your next bag?
The next style has been in the works for about 2 years. It took several tries to find the right fabric to suit the design. I’ve finally settled on a fabric and am now just tweaking the little details. When I designed it my goal was to improve on my original design, The Knitter’s Purse. The new design actually ended up very different than The Knitter’s Purse in appearance, but definitely functions like it.
Thank you again, Jordana, for the interview. Happy anniversary, and we can’t wait what you have for us next.
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