RAE and David Liu, brother-sister co-founder behind luxury leather accessories brand Leather science“Entrepreneur was” bug “from a young age – but he did not jump for business ownership immediately.
Image Credit: Courtesy of leatherology. David and Rai Liu.
Originally from Dallas, Texas, the early work experiences of the siblings took him to New York and other places: Rai started his career in the fashion industry, while David developed expertise in advertising, marketing and sales.
In 2001, his father, David Liu, an entrepreneur, himself officially included vertical integrated ecommerce company DC International. With complementary professional skill set under their belt, siblings decided to start a direct-to-conjumer brand under leatherology: DC International: Leatherology.
“We build ourselves in China, and it is really unique because it is ours, fully owned, and only produces (our brands),” David says. “Therefore it makes us end-to-end. Leatherology is built on top of it. (Entrepreneurship) moves in our blood, and it has brought us today where we are today.”
Related: He and his sister started a side hustle to help people elevate their homes – now his brand draws in hundreds of millions: ‘to work’
Rai’s work in Accessories Space gave rise to his initial vision for the brand. He had a deep understanding of leather products and how the industry worked, but the cost of quality goods remained a barrier for many consumers, including themselves.
“I found myself in my 20s, working for a long time in the fashion industry, and realizing that I can never tolerate the bags that I was working on,” I remember opinions. “Price point and quality were really important to me. I thought there (should be) is a better way.”
Image Credit: Courtesy of leatherology
Opinion wanted leatherology to provide high quality, timeless leather design at a reasonable price, directly to consumers, and he asked David if he could use his advertising background for help. Of course, David agreed. Both started business in 2008.
In later years, leatherology has developed into an 8-incense brand, even amidst the supply chain instability and economic uncertainty.
entrepreneur To learn more about his successful development strategies, he sat with opinion and David – and what’s next to the brand.
1. He owns self-funds and process
Leatherology has been nurtured from day one; Without external investment, founders can always take decisions that are in the best interest of business.
“We talk about it (eg) we are building a house in which we want to live, not in the house we are going to flip and then try to sell for the most amount,” Rai says. “This means that we make strategic decisions and invest very heavy in things that you were not looking for if you were looking for a exit.”
In the outlook of the founders, the smart development is “slow and stable” – and translates into “complete freedom”.
“We are proud to maintain a profitable business,” says David, “
Related: He has used $ 10,000 in savings to convert his side hustle into an 8-buzz brand that you have probably seen
2. Bend quality and what the product separates
From the very beginning, founders preferred quality craftsmanship and monogramized personalization in leatherology products.
The brand first used blind stamping, where the initial materials are pressed into, then the foil is introduced for its designs, expanding various colors and font options.
“We have been doing hand paintings for years,” Rai says. “Many people in space do digitally printed personalities. You usually see only luxury houses still doing hand paintings, but we are clinging to our guns – (and) This idea of crafts. So what we are still doing. We have artisans painting each letter, and we are actually more time to expand that classification with more fans and letters that we are really more time. Are for. “
The vertical integration model makes that meditation possible at the level of expansion and personalization, saying the founders. Leatherology is also launching an option for custom artwork, allowing people to upload their own design – for example, a handwritten note – for convenience on products.
Related: How ‘We-commerce’ may be the next big trend for startups
Image Credit: Courtesy of leatherology
3. Do not consider the value of diverse marketing as low
Leatherology did not rely on social media to grow in the early days; Instead, the founders laid the foundation for the brand, then diversified their marketing channels.
The brand has a “strong” B2B business, working with Fortune 500 companies and small businesses is equally to keep their logo on products they gift to customers and employees.
David says, “Many of our consumers who have been with us for years, hearing about leatherology for the first time (when) it was really obtained as a gift,” says David. “This is actually the word (enhancement) from the word of the mouth, which is the most important and cheapest form of marketing you can find. So we are bending in giving gifts. We are doubled on it as we go in this holiday season, more gifts, curate moments.”
David also recalls once when she met a customer in Google and mentioned her family brand: A woman took out her own leatherology bag, she said she would receive it as a gift and was giving one to everyone – an ideal example of that “snow -impact”.
Related: This is the reason why your success number should be one metric.
Now, as the brand continues to grow, Rai and David are excited to forward the international expansion of leatherology and double their commitment to innovation and adaptation.
“I really want to own the privatization location,” Rai says. “I want to know as Go-Two, that we are doing better things than others in a way that is more accessible. We live in a very consumerist society, and I will clearly like to buy people better and consume better and do not buy cheap items, but I will buy something that is going to last long.”
Image Credit: Courtesy of leatherology
What is more, founders say that working as a family business gives them a different benefit, especially their long -term goals and interests have always aligned.
“It’s fun, our father says,” You guys can argue about anything, but never fight about money, “David says,” (and) It’s something that we never argue. We want to build this company, and we have the same drive and inspiration to do so. As we say, we want to repeat this house.
Want to read more such stories? agree money makersOur free newspaper is packed with the upper ideas and successful strategies of the creative side. Sign up here.
