Almost every woman knows the wonderful and satisfying feeling that comes with retail therapy, that one crazy moment when nothing and no one else matters but the shoes you want, or that handbag you just got to have.

This feeling is what drove Roechelle Montenegro, 32, to put up a business selling unique bags by creating Therapy Bags; a line of bags, accessories, and sandals sans the hefty tag price. A marketing manager by trade, she tried her hand in bag design as an ode to her fashion forward sensibilities.

“It started as a sideline and at same time to have fun. I got to know some suppliers who make bags from my previous work in the retail industry. It got me interested as it’s not exactly hard work [for me] since it’s about fashion, which I’m really into. So I had the supplier produce my own designs at first,” says Montenegro.

STARTING UP

With an initial investment of P30,000, Montenegro started selling her first batch of bags in 2001 by joining bazaars, a medium she now says is becoming less and less effective because of poor management by some organizers.

“Bazaars then were really good and something to look forward to. Unlike now that some organizers just put up bazaars without having much knowledge and the concessionaires are the ones who suffer due to lack of publicity and other factors. And [back then] when you say ‘bazaar’, one can be assured that the items that can be found are one of a kind and not readily available to the public or at the mall. Organizers screen the goods and that’s when you get in,” explains Montenegro.

The positive feedback and inquiries she received long after the bazaars were over enabled her to start her own small factory in 2003, manufacturing bags, accessories, and shoes for major brands in the retail industry along with selling her own line of bags. However, it wasn’t until 2006 that Montenegro thought of giving her line of bags a name.

She quickly thought up Therapy, “… because you will feel good when you buy our products,” she says with a smile. Aside from joining bazaars, Montenegro would sell her bags through her friends who would show her bags to their officemates.

“A lot [of women] don’t have time to go to the malls so why not bring the products to them? I give terms so it’s easily payable. You have a stylish, nice bag that cannot be found anywhere, on-hand with an affordable price... then knowing that you can pay in ‘2-gives’… how can you say no that?” says Montenegro.

She also kept up with the times by not restricting herself to producing the usual ladies’ bags, and has even ventured into laptop bags, as well as stylish camera bags. Further, she has expanded to produce a line of accessories and sandals to complete the look.

THE MULTIPLY FACTOR

Setting up an online store in popular social networking site Multiply.com also helped Montenegro reach a wider audience for her unique creations.

“It really helped us big-time as many others got to know more about us. We can now also reach the provinces and abroad; we get a lot of orders from there,” she explains. Her marketing experience in the retail industry also helped, as Montenegro was already familiar with key persons in the fashion industry.

“[There are] magazine editors who borrow our items, if they think it will fit in their concept for their shoots. And some media just call us, maybe a recommendation from some buyer or a friend, then they feature our products,” she said.

As her business grew, she eventually opened her first store in the Powerplant Mall’s Hip section, then quickly expanded to Alabang Town Center’s Pop Culture Section and in Glorietta 3’s Teen Zone. In spite of this, Montenegro still continues to sell through her tried and true venues, bazaars and through friends

“I still join bazaars since it greatly helps us by getting more buyers; not only for retail but for wholesale and manufacturing as well. I give out my contact details to other concessionaries and buyers during bazaars and give it after two months; some will call you for their needs," she said.

Montenegro is currently working hard to make her line more available and visible in other malls. “[We want] to have bigger shops. And we would like our items to be exported. We are also thinking of coming up with a new concept this coming holiday season...it’s a secret for now. Also we want to offer other products such as casual shirts/dresses,” she says. Not bad for somebody who started with only P30,000 as capital.

Contact details:

Website: therapybags.multiply.com
Mobile: (0917)8434777
Email: roach_gm@yahoo.com