Jordanian designer Farah Asmar first launched her handbag line in 2011, and in a few years has taken her brand international, with clients sporting her products all across the United States, United Kingdom and Europe.
What is your background, and how did you develop an interest in fashion and design?
I have a BA degree in Graphic Design, and I worked in advertising. Then I moved to London and [received] a post-grad diploma from Marangoni. After that, I interned with an Italian handbag designer based in London and worked as an editor in fashion magazine, then moved into design.
Tell us more about yourself, where did you grow up? Your family? Do you think your background has influenced your designs?
I was born and raised in Saudi Arabia. My parents made sure we got the most possible exposure [to art]. So I used to take painting classes, piano, ballet and more. My mother noticed my artistic side since I was 5, when I use to choose my outfits and style hers. I always knew I wanted to do design, but graphic design seemed more sensible at the beginning. It gave me a strong background in design skills.
How would you define your handbag brand? What sets it apart from others in the region and globally?
My handbags are known for being unique in color-blocking, quality of finish, in addition to being affordable luxury.
What are some of the key sources from which you draw inspiration in your work?
Trends are all around us. It’s a matter of working it around the piece you are creating in a functional way. I get my inspiration from travel, music, art, architecture and my surroundings.
Is there anything unique about your business model? How you promote your brand?
I’m very much involved in every single detail. I make sure to communicate with my customers, listen to their needs and develop according to my vision. Social media plays the biggest role in any kind of business, so I focus on that a lot.
When did you launch Farah Asmar as a brand and how have you seen your business grow and develop since you started?
Farah Asmar was founded in 2011 and the growth has [increased] drastically. I started more with classic designs, and now I kept that but added a twist of either color-blocking or the use of different materials in one item. My market is much bigger and is spreading to the U.S., U.K. and Europe.
Who do you see as your target clientele?
I want to become an established brand in Europe, the U.K. and the U.S. The online store gives more exposure and detailed analytics of your visitors. That helps a lot in the marketing campaign and choosing your target audience.
My customers in the Middle East require special designs and customized colors to feel more unique.
Where do you see your brand going in the next few years? What are some of your goals and plans for your brand?
I want to have A-list celebrities carrying Farah Asmar in addition to influential bloggers promoting my line. [Making it] in Europe is not easy, so I want to [establish myself] in fashion weeks. I’m also looking to expand the line to include leather goods for both men and women.
Is there anything else that you would like to share with the StepFeed community about yourself or your brand?
It all starts with your intuition, just have faith, try it! You have to fall so you can rise and shine after. Keep on doing what you love, life is too short for unhappiness!