Suki Waterhouse is looking to prove that she is more than just a pretty face.
Today, joined by best friend Poppy Jamie and e-commerce entrepreneur Leo Seigal, the trio will launch accessories label Pop & Suki for preorder.
The digitally-native, direct-to-consumer brand looks to capture a fun-loving portion of the Millennial market with customizable handbags and jewelry, largely priced at less than $250. Since launching its pastel-swathed Instagram account in January, the label has already gained traction — amassing more than 18,000 followers.
“After working in the fashion industry for so long, I’ve always been around other people’s ideas, it comes from the control freak part of me — I love fashion and I love photography and wanted to create things with my friends,” Waterhouse said. “It’s something I never thought I’d be able to pull off.”
The label will launch with two handbag styles — a shopper tote and a camera bag, each available in pink, cognac and black. The latter style can be personalized on its bottom, with shoppers also having the option to purchase a variety of interchangeable strap packages (cross-body, backpack, fanny pack), and hangtags (luggage tags, tassels) to make the look their own.
Waterhouse and Jamie said the camera-bag style is predicated on their needs for a night out. “It’s inspired by our love of dancing; it’s such a nightmare when you are that lame person trying to dance with a heavy bag,” said Jamie. “It’s one of my top irritating things when someone has a big bag on the dance floor,” added Waterhouse. All of the brand’s bags are manufactured in downtown Los Angeles.
The jewelry line relies on a paper clip chain design that can be expanded into varying shapes and draped with interchangeable charms. It will come cast in silver, gold vermeil and 14-karat solid gold.
Both the handbag and jewelry ranges will eventually expand, with designs dependent on consumer reaction to the initial styles. “That’s one of the best things about the direct-to-consumer model is that we can learn what the customer wants and what they are reacting to,” said Seigal.
Sunglasses, tech accessories and stationery are on the table for the future. “We may go the functional route but we are also open to going more down the fashion route. We are not ruling anything out, but there are no plans for apparel in the pipeline. We’re pretty keen on keeping with accessories,” he added.
The team said that it has no current plans to wholesale. “We intend to do brick-and-mortar a year or two down the line. We have stronger plans for that then we do for wholesale,” said Seigal.
The label, based in Los Angeles, presently has a staff of six employees.