How to Succeed at Following your Passion While Fighting the Impossible: Interview with Joanna Maxham
While talking to Joanna, I’ve met a truly passionate and creative woman, an incurable optimistic who breaths life energy and more than that, a business woman. Joanna has transformed the passion for handbags and her marketing experience, into a big goal: create a business that satisfies customers. Then she had fight with the impossible to make it come true. It was hard work indeed, but it worth!
But no introduction needed anymore. I’ll let you meet Joanna Maxham, the handbag designer & CEO behind Joanna Maxham Label.
How do you describe the woman Joanna Maxham?
A mom, designer, entrepreneur who does not take “no” for an answer. I am a strong believer that there is never too late to make a change and that it is important to follow your passion. I’d like to pass this belief along to my daughters.
What did you do before being an accessories designer and why did you decide to take this challenge?
I have an MBA and I spent over 10 years working in strategy consulting and high tech marketing. Loved every bit of it, but I did not feel fulfilled and lacked passion about the products I was dealing with. After my second daughter was born I decided to take some time off and develop my creative side. I experimented with painting, scarves, pondered jewelry, but handbags simply clicked and I fell in love with them.
Mini Bootcamp in Anaconda Bag by Joanna Maxham
What’s your favorite handbag from your collection and why?
Currently I cannot seem to get enough of my Mini Bootcamp in Anaconda. This is a very versatile cross body style inspired by an Army bag. It is very compact, but can fit nearly everything I need – even a notebook and an I-pad! The leather is snake pattern embossed calf – but it is done so beautifully that many people confuse it with the real thing. It will be in stores for SS’12.
Cast Away satchel by Joanna Maxham
What’s your best selling bag and why?
It consistently is the Cast Away satchel. It is really two bags in one. With a snap of two locks it transforms from a compact satchel into a roomy tote. It is made of buttery soft Italian sheepskin and embodies the “relaxed luxury” my line is all about.
What do you think a woman is searching for when she buys your bags?
Great style combined with quality and craftsmanship…
Colors Palette of Joanna
How have you managed to keep your pricing so competitive while upholding the quality of manufacturing?
My bags are made in a small family atelier in Europe (Poland) of Italian leather and hardware. This is my own little luxury. Frankly I am struggling to keep the prices down while offering products made with such attention to detail and craftsmanship. I’d like to maintain it as long as possible.
How do you use your inspiration in the process of creating a collection, and what inspires you the most?
My inspiration comes from everywhere – the street, magazines, fashion shows, other designers. I love looking at vintage bags and always find some pretty incredible details or solutions there.
In design I sometimes start with a detail I love (a pocket, a frame, a pleat), and build a handbag around it. Another time I will start with a shape that I love, but miss in my collection, and try to incorporate detailing from my other designs to give it personal touch.
Interior of a handbag by Joanna Maxham
Who wears Joanna Maxham accessories? What’s the profile of the woman who wears your bags?
I like to think that a woman who carries my bags has a strong sense of personal style that is influenced by, but not limited to current trends. She invests in quality items that she can wear a number of seasons.
What handbags mean for you? What’s their value, behind the necessity of having something to put your things into.
For me a handbag is one of the most important elements of my outfit. I usually dress quite simple, and believe that any look can be easily upgraded and updated with a great accessory. On the other hand as a working Mom I have a great appreciation for functionality and would not wear anything that is not practical. This is why I pay a lot of attention to functional details. Even my clutches often have handles or other details that make them functional.
Surfing on your website is a great experience. What roles will ecommerce and social media play for Joanna Maxham brand?
Thank you! Indeed I pay a lot of attention to our online strategy, and try to do as much as I can with very limited budget. We strive to provide great online experience.
I am very proud of our blog – the JOANNA MAXHAM Notebook, edited by a brilliant writer – Lisa Quattlebaum.
Our online efforts are aimed at creating a community of people who identify to some extend with the values of the brand – hoping that they become our supporters, ambassadors and hopefully also customers.
Recommend 3 books that have influenced your personal growth and your fashion career?
** Handbags - “The Power of the Purse by Anna Johnson” – it started my fascination with the handbags.
** “Women who run with the wolves” by Clarissa Pinkola Estes – a difficult but wonderful book about women finding their true calling.
** Travel novels such as “Under the Tuscan Sun” by Frances Myers – they help me relax and feed my inspiration.
Art Deco in Sunkiss by Joanna Maxham
Can you mention 3 business women with their own sense of style that inspires you. Why did you choose them?
*** Nancy Forman – the brain and energy behind Ora Design – my New York showroom. She’s got tremendous experience in the Fashion Industry, unbelievable ability to predict trends, and is a great, generous person who believed in me early on. Nancy challenges me until it hurts and I know it is for my own good. Nancy’s style is the essence of New York and I love it!
*** DVF (Diane von Furstenberg) – I think she is the role model to many women in Fashion. She is a fantastic designer, a great leader and well-known mentor. My dream is to meet her in person one day!
*** My Friend Jowita – filled with great wisdom despite her young age. She’s also a Mom running her own business (very different from mine). I admire her for being able to maintain balance in life and to stay true to her values. I learn something from her every time we meet. Jowita’s style is her own blend of cool European casual, but somehow she manages to bring Abercrombie & Fitch T-shirts into the mix!
Bootcamp in deep wine by Joanna Maxham
What has been for you the hardest thing in this business adventure? How did you bridge it?
I sometimes laugh that I run a micro-multinational company. I am sourcing in Italy, produce in Poland, and my main market is in the US. In addition I work with showrooms and PR agencies both in New York and London and of course there is Lisa (who is the editor of the JM Notebook) - an American in China.
I am grateful to have had prior business experience that helps me navigate through the maze. However– the single hardest thing for me is still the process of creation of each new collection. There are so many elements that go into each handbag.
My idea/drawing is only a starting point, then I need to find the right leather and hardware, create the pattern and I am still not sure if the end product will make sense until I see it. I was fortunate to meet some wonderful people early on, who thought me a great deal about the Industry.
How important is for you to have a mentor who guides you?
Very much! I’ve had great mentors throughout my career, although few of these relationships were formalized. In many cases I simply sought company of people who I admired and tried to learn from them as much as I could.
What’s the most important thing for you as a handbag designer?
Satisfied customers!
Thank you my dear Joanna for all your time spent to complete Fashionarium’s questions.
This is how it looks Joanna Maxham Fabulous Experience
All Photos are from Joanna Maxham’s Gallery.
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