Snapshot: Danielle Nicole DiFerdinando, handbag designerStarting
with a single handbag she designed and made herself, Danielle Nicole
DiFerdinando has been creating and selling chic handbags to some of top
retailers in the world. At the tender age of 18, she sold her first
collection to Bergdorf Goodman while studying with the Fashion Institute
of Photo Technology (FIT) in New York City.
Six years later,
DiFerdinando has transformed her business from strictly high-end pieces
to a more diverse and affordable collection of handbag designs. She
started her business, Danielle Nicole, in 2006, and has since opened her
own showroom in New York City in addition to selling her designs in
such prestigious stores as Macy's, Nordstrom, and Coin in Italy. She
strives to give her customers a runway-fashion look paired with
function, at prices that often fall less than $100.
During her
studies with FIT, DiFerdinando learned about design and production with
European designers including Fendi, Hermes, Prada, and Armani. She went
on to apprentice with companies such as Gucci and Anthony Luciano. She
credits her father, co-owner of Boardwalk Fries, with helping her
develop strong business savvy at an early age.
A native of Maryland, she lives in New York City with her dog, Cookie Monster.
Womenetics: How did you find your niche in such a competitive international market?
Danielle Nicole DiFerdinando:
Focusing on fresh and innovative designs at the right value. I came
from a contemporary marketplace and saw there was a void in the fast
fashion handbag marketplace. I wanted to create something that was more
of an impulse purchase than an investment. I never want one of my
customers to have the feeling of guilt after purchasing a handbag. She
should be happy and proud of herself and can’t believe she just spent
$80 on a chic and functional handbag.
Womenetics: Where did you find the inspiration and confidence to create and market your own line of handbags at the young age of 18?
DiFerdinando:
I have always loved designing handbags. I started my company when I was
a freshman at FIT. During the summer of 2007, I was interning at
Bergdorf Goodman, and the cosmetic buyer asked me to design a line of
cosmetic bags. The success of the line was instantaneous, and I was
subsequently asked to design a complete leather collection for the
prominent department store. Orders from other luxury department and
specialty stores such as Neiman Marcus, Saks Fifth Avenue, Lane
Crawford, Holt Renfrew, and Nordstrom soon followed.
Womenetics:
Who are the main customers you are trying to reach with your fashion
and function twist on handbags? How do you reach out to that market?
DiFerdinando:
My customer loves and appreciates fashion. She likes to pair designer
pieces with her fast fashion pieces. My collection features unique
modern and feminine detail that gives the product value.
Womenetics: How do you use social networking in your marketing? How important is social networking to the success of your business?
DiFerdinando:
Social networking is very important in my industry. It’s a great way
for me to connect with my customers and relate to them on a personal
level. I use Facebook and Twitter to test out new products. I receive
instant feedback that helps me and my design team know what design works
and what doesn’t.
Womenetics: How did
you get connected with the major European design houses, such as Hermes
and Prada, and secure apprenticeships there? What important lessons did
you learn during your European education?
DiFerdinando:
I studied abroad at the European design houses during my freshman year
at FIT. This is where I learned how to construct handbags. This is the
No. 1 key to this industry. Know how to produce your product at every
stage. I learned the ins and outs of designing, pattern making,
leathers, workmanship, etc., when I studied in Europe.
Womenetics:
Not all creative people also have the skills to run and grow a
successful business. How do you balance your creative design side with
the daily management needs of your company?
DiFerdinando:
It’s not easy! It’s all about balance, having a clear view, and setting
goals. I am a creative person, but I grew up surrounded by my father
and his business, Boardwalk Fries. He is the one who taught me how to
balance between the two.
Womenetics:
How did you finance your first handbag design and the marketing of that
design? How is that different from how you now fund your new design
lines and marketing?
DiFerdinando: I financed my
first handbag myself. The marketing was done through word of mouth. I
would wear my handbag everyday when I interned at Bergdorf Goodman. The
elevator was the best place to be spotted. Today my company is funded by
FAB/Starpoint, and all marketing is done by Now and Zen publicity.
Womenetics: If there was one thing you could do differently from the last 10 years, what would it be?
DiFerdinando:
I wouldn’t do anything different. I learn from my past experiences that
have led me to where I am today. Everything that has happened has
helped me learn and grow in some way.
Womenetics:
What can we expect to see in your next line of handbags? Do you have
plans to expand into other types of design, such as luggage?
DiFerdinando:
The hottest item from our upcoming Fall 2011 line is the Sydney
reversible tote. It is the perfect bag for going back to school, work,
weekends, and the perfect gift for the new mom. I am working on building
Danielle Nicole into a lifestyle brand. We will be soon expanding into
other categories such as small leather goods, travel items, and luggage.
Within the next five years, I plan on coming out with a shoe and home
décor line as well.
Womenetics: What advice do you have for women business owners trying to grow their businesses in this hard economy?
DiFerdinando:
Being 24 years old, I have learned a lot about life and business since
moving to New York. Never let anything stop you from getting want you
want. Your passion and drive will lead you to your goals. You will get
what you want as long as you stay focused and motivated. Don't be scared
to ask. What's the worst someone is going to say – “No?”
Womenetics: How do you like to relax and unwind?
DiFerdinando:
I love working out. I look forward to spinning at Soul Cycle in New
York. It’s the time where I can clear my head. I also love to travel.
My favorite cities are Hong Kong and Paris. I love their cultures and ways
of life.