Designer Sold First Handbag to Bergdorf at Age 18

 Snapshot: Danielle Nicole DiFerdinando, handbag designer
Starting 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.

Three Tips for Motivating Others

Every leader is faced with the responsibility of motivating a group of people, especially when there’s an important task at hand. While some factors are hard to control and some people refuse to be motivated, there are some things that you can do to motivate others to achieve their personal goals, as well as the goals of the group. Here are a few suggestions on how to inspire a motivational spirit in others:

Keep them informed and interested

It’s not about the quantity of group meetings or memos that you give out - it’s about the quality. Every single meeting should be about sharing information and generating interest. Your memos should also aim to do the same thing. People become more motivated when they are kept ‘in the loop’, and when they know what the primary goals are. Letting them know all the details of the task also shows them that you trust them with this information, and that you expect them to have the capabilities to make the most out of this information.

Ask for everyone’s opinions and ideas.

When you’re asking for other people’s input, you’re letting them know that their presence and their thoughts make a difference. When people are aware that they are making a difference, they are more easily motivated compared with the motivation they get from simple financial gain. This is because asking for their input is a way of validating their position in the group. People also become more focused on a goal when they know that they contribute to its success. Of course, you must remember that every contribution should be accompanied by ample praise.

Don’t sell them the task, sell them the benefits.

Trying to convince people to perform certain tasks or to reach specific goals can be hard, especially if it’s demanding of their time and effort. The key to motivating others to get a job done is to sell them the benefits of performing the job, rather than selling them the job itself. For example, if you want your staff to attend daily sales meetings, let them know why attending these meetings can be beneficial to their productivity as well as to the company’s future. Every order or request should be accompanied by a benefit. Let the group know how everything affects them. You can’t inspire people blindly – they should be able to see where their motivation will lead them.

Motivating others doesn’t have to be difficult. All it takes is a genuine interest in the group’s future and the personal progress of each of its members. Following the three tips listed above can help you motivate your team and hopefully lead them towards success.

Finding the Perfect Career

When you attend a local job fair you’ll easily see that most companies are trying to lure new employees with a high salary and important benefits such as a healthy retirement plan or medical care. As a result, job seekers usually sign up with companies where they can gain the greatest financial reward or the most benefits. But are these the only criteria for a great career? Here are some things you should consider before signing that employment contract:

What are you good at?

List down your top ten skills. Include what you think you’re good at and what other people say that you’re good at. Give special attention to skills and talents that you feel are your ‘best’. Make sure to limit the list to something that most people you know cannot do, or at least they can’t do it as easily as you do. Think of the classes where you got the highest grades, as well as any special awards that you’ve gotten during your school years. While you shouldn’t limit your ideas of a perfect career on what you’re naturally good at, listing your inborn talents is a good way to start looking.

What are you passionate about?

Everybody is passionate about something. Even if you’re not sure what you’re passionate about, you should take the time to find out. You can start with your hobbies or interests or the little mundane things you do that really makes you feel inspired. Take note of which things or topics make you more curious or inspired. Whether it’s reading a good book, cooking a meal, or playing with your pets – the simplest interests can give you a hint on what kind of career you’ll love. It also helps to write a list of the things that spark your interest and think of potential careers based on that list.

What paying positions are available?

Whenever you’re planning to take on a new career, your practical side tells you to choose a career path that will pay the bills. Unless you’re lucky enough to have a substantial trust fund, you should definitely consider a career that will at least be able to supply you with your basic financial needs. If you can’t find something you love that will also give you the minimum amount of income you need, think of creative ways in which you can monetize your passions. For example, a painter can find design work or commissioned work from interior decorators or graphic design companies. Likewise, a writer can make a living from writing advertising copy or articles for magazines. If you can’t find a paying position that will give you the amount of creative freedom and growth that you want, you can work on alternatives while trying to figure out how to make a living from doing what you really want.

Simply put, the perfect career is not about getting the highest position, the best office, or the biggest salary. It’s about finding a balance in the three things that were mentioned earlier: something you’re good at, something you’re passionate about, and something that can reward you financially. Finding the perfect career can take years (or even decades). The important thing is to keep looking until you find it.