Celia: FEMANCE was founded by two childhood friends, Angel and Celia. We met in secondary school and reconnected after college. I had studied fashion design but struggled to find a designer job in Hong Kong, so I started freelancing in handbag design. During a casual conversation with Angel, I shared my thoughts about starting a handbag brand, and she, having connections to a factory through her mom, suggested we try it together. That's when we decided to launch FEMANCE in 2018.
Angel&Celia: Initially, we designed handbags for women in their early twenties who had just graduated and started working—people who wanted stylish, affordable bags. Over time, as we matured, our brand evolved to cater to more independent, career-driven women who appreciate both practicality and creativity in their accessories. We now design for a wider range of customers, including those who value both fashion and functionality.
Angel&Celia: The FEMANCE woman is independent, hardworking, and loves to express her personality through fashion. She’s someone who appreciates unique designs and rewards herself with a new piece when she’s achieved something. Whether she’s at work or traveling, she wants a bag that complements her lifestyle and makes her feel confident and stylish.
Angel&Celia: Growing up in Hong Kong, a blend of Eastern and Western cultures, definitely influenced our design process. For me, studying abroad and immersing myself in different cultural perspectives broadened my artistic views. We draw a lot of inspiration from abstract and emotional art, using these influences to create unique, asymmetrical silhouettes in our handbags that reflect our philosophy of beauty and harmony.
Angel&Celia: Yes, being from Hong Kong, we understand the Asian market’s unique body types and preferences. For example, we avoid oversized bags like XL sizes, as they often don’t fit the proportion of Asian customers. We make sure our designs are practical yet still unique and stylish for the region’s preferences.
Angel&Celia: We want our customers to feel confident and empowered when wearing a FEMANCE bag. Our goal is for them to smile at their reflection and feel that the bag complements their style—whether they're at work or traveling. We also hope our brand inspires them to be more confident in their own personal journey, just as it inspired others to pursue their own entrepreneurial dreams.
Angel&Celia: In the next five years, we aim to expand our presence in Southeast Asia and beyond. After starting in Hong Kong and Taiwan, we're looking to open pop-up stores in major cities like Tokyo, Singapore, and Shanghai. We're also planning to collaborate with other brands for global pop-up events, like in Milan. Our long-term goal is to establish a strong international presence, especially in Western markets.
Angel&Celia: The biggest lesson we’ve learned is to never stop learning. As young entrepreneurs, we faced numerous challenges—from managing inventory and finances to branding and marketing. It's crucial to keep educating yourself and seek advice from industry experts. We’ve attended conferences, worked with consultants, and constantly pushed ourselves to improve. Experience and knowledge are key to sustaining and growing a brand.
Angel&Celia: In hindsight, we might have benefited from working in a larger company for a few years before starting our own brand. The experience we lacked early on could have helped us avoid some of the initial struggles. However, we don’t regret the decision—starting FEMANCE right after graduation has been a rewarding journey, even if it was challenging at times.
It's crucial to keep educating yourself and seek advice from industry experts.
