Can lightning strike twice? Jennifer Tash and Trang Huynh seem to think so.

After rapid success with their first design collaboration, Isabella Fiore, the powerful duo are out to make a new, more sophisticated mark on the handbag world with the launch of Lockheart. This time, as Jennifer Tash puts it, “We’re perfectly content taking the stairs instead of the elevator and building a strong, loyal customer base.”

Speaking with me via phone from the Lockheart headquarters in Los Angeles, California Jennifer shares her and Trang’s secrets to success, their passion for functional fashion and what’s in store for next season.

BagTrends: Why venture and start a new company?
Jennifer Tash: Passion. Love. Still wanting to do it and to put out the type of bags that have all the details that we love and the functionality that is essential for women. But, more importantly, it all stems from passion.

BT: What’s the hidden meaning behind the brands name?
Jennifer: The name comes from our team which has been together for a long time. It’s about our hearts locking together in what we do. It sounds corny, but it’s who we are.

BT: How do you hope to distinguish Lockheart from Isabella Fiore?
Jennifer: We don’t think it’s an issue. For us, it’s 'how do we distinguish from the overall market' and 'how we stand out from the whole pack?' We do it with detail, functionality and doing things not like everyone else. We like taking risks and we are used to that – we are pioneers! If everyone is doing masculine, we may go feminine.

BT: What role do you play in Lockheart and what role does your partner, Trang Huynh play?
Jennifer: We are co-creators, co-designers, co-everything. All decisions are made together. WE are very much a democracy. Everyone on our team has a voice.

BT: Who is the Lockheart girl?
Jennifer: I can’t put an age on her because age is a point of view today. Everyone wants a cool hip bag that has lasting value. Our girl isn’t just a trend shopper; she wants something she can pull out from her closet today, in a month, or in two years.

BT: How important are celebrities to building brand recognition?
Jennifer: Well you want to say it’s not, but it does help your brand. But, there’s nothing like just developing loyal customers. This time around, we’re comfortable taking the stairs instead of the elevator. I think it’s better to win your attention the old fashion way. We love the words “organic” and “grass roots”. We’ve had celebrity fans, but we are OK just following our path and building a loyal customer base.

BT: From Spring/Summer 2007, what is your favorite Lockheart bag?
Jennifer: The Rebecca large frame Hand Touch – buffalo grain leather – big vintage equestrian big frame bag. I choose it because it’s different from everything else in the market place.

BT: What bag did you wear to work today?
Jennifer: Right not I carry an old Braidy Bunch Lindsey hobo – it’s so hard for me to change bags – you just fall in love and get lazy. I do want to switch bags more often, and I should.

BT: What is the theme/vibe for Lockheart’s fall 2007 line?
Jennifer: We want a return to classic with a vintage twist. There are lots of satchels; leathers have more gloss to them; it’s more sophisticated. We are also becoming known for artistin touching – hand embroidery, hand whip stitching …It takes a lot of time to produce such intricate details, but it truly sets us apart from other brands.

BT: If we opened up your closet, what other bag brands would we find?
Jennifer: Only vintage. If I go to Paris the first stop is the flea market. People had such guts back then.

BT: What are your in-the-bag essentials?
Jennifer: Wallet, iPod, photo-book that I use to hold receipts, and a Laura Mercier lip color that is a discontinued. I’d freak out if I lost that lipstick.

BT: What advice would you give to other designers or other entrepreneurs?
Jennifer: With Lockheart, we transcend trends and we bring products that are good for today, yesterday, and tomorrow. We had been given good advice early on which was that you love to go on fire, but when you go on fire you eventually burn out. It’s better to just keep on smoking. Keep in mind the big picture and plan for an Act 2 in order to stay on top.

Shop Lockheart at www.Saks.com

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