 BagTrends: What do you love most about being a designer?
Joanna Maxham: the creative aspect, although as a marketing professional I am also very passionate about the entire process of developing and growing the brand – from visual identity, through traditional and online marketing and Public Relations.
BT: What was the first "Joanna Maxham" handbag?
JM: The first “official” “Joanna Maxham” bag was the Tulip in early 2007, which to this day remains one of the best selling products. We are planning to revive it and offer it in more color options for SS 2010.
BT: You produce in Italy, which is rare today even for established luxury brands.
JM: Originally, my decision to produce in Italy was driven by my geographic location. I lived in Paris at that time and since French manufacturers I met were not very open to working with a new designer, I focused my search on Italy. The Italian team I went with gave me a crash course in handbag design and construction, as well shared many of the Industry secrets. The biggest challenge remains the labor cost and the shipping charges.
BT: Is there a difference between the European bagista and the American bagista?
JM: They both love bags! But they may be coveting different brands. Europeans love designers such as Anya Hindmarch or brands such as Gerard Darrel, Francesco Biasia, Coccinelle, Longchamps, or Lancel. Many of the top US brands are almost unknown in Europe…and vice versa.
BT: From the current fall/winter 2009 season, what are the best sellers?
JM: Cast Away and Gallery Clutch. Cast Away is an ideal everyday bag – roomy, light, fashionable and sporty, but due to the selected materials also quite dressy. The Gallery is very classic and elegant, and because of its rounded bottom can fit much more inside than a typical clutch.
BT: What is coming up for spring 2010?
JM: Current collection with some edited shapes and colors and a refreshed Tulip. We will be adding more completely new styles for FW 2010/11.
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