WoW Woman in FashionTech | Sandy Friesen, founder and CEO of Welden
Interview by Marija Butkovic
Sandy Friesen leads Welden with over twenty years of experience as a designer, product director and production expert for influential luxury handbag companies such as Coach, Kate spade and Calvin Klein. Having specialized in manufacturing, she’s a self-described “factory nerd” and brings her exacting eye and technical expertise to each Welden bag. Her talent for effortlessly blending form with function comes to life in every Welden design.
Sandy, tell us the story behind Welden and how you started.
I’ve been in handbags almost 20 years working for Calvin Klein, Coach, Banana Republic and Kate Spade. I decided to leave corporate after my first son was born. My husband has always been supportive of my passion and pushed me to go out on my own. So with a leap of faith… I started the journey 7 years ago.
I created Welden from a different angle, I’m not a designer by trade. My background has been in development, material sourcing, technical understanding and a love for manufacturing. I noticed so many brands were being lost to automation and what I love most, the craft of creating by hand, was fading.
I played with several ideas, but kept coming back to the hexagon. It’s understandable, modern, and because it’s a three-part weave, it never can be replicated by machine.
The name Welden is a combination of “well done” and my son “Alden”.
We also wanted to create a meaning behind each of our designs/colors. Everything connected.
I’ve always had a love for travel. To experience the world, different cultures, foods.. you name it. Therefore, many of our designs are inspired by my trips. Each of our bags are named after a travel word. We want the customer to be living life when they are wearing our bags. Where are you “jaunting” off too? Where are you “exploring” next.
Describe Welden in 3 words.
Modern Craftsmanship Redefined.
You've worked in the fashion industry for more than two decades. How would you compare the fashion industry 20 years ago, 10 years ago and now? What are some of the major changes you've witnessed so far?
My entire career has been in handbags, I have a slight obsession you could say..
I’ve seen the industry shift in many ways, to highlight two would be quality of materials and automation.
Leather handbags lasted season after season, they grew more beautiful over time.
I’ve seen a huge shift over the decades to synthetic materials, split leathers and quality of the product only lasts a season. The trend of fast fashion.
I wanted to go back to the thought, beautiful designs deserve to be beautifully made. Design, color and quality that will last year after year.
‘At Welden, we believe the elements of our lives become more meaningful when they are intertwined to create something truly unique, and the same is true about each of our designs. Our signature hexagon weave is crafted using three strips of leather that come together to create a singular shape, exceptional details woven into one beautiful story.’
We started talking more about sustainability, and it is such a broad term with several definitions. What is your definition of sustainable fashion?
The term sustainable fashion has so many meanings, the direction of Welden is similar to what I mentioned above.
We wanted to create something you are excited to wear season after season, year after year. Not disposable fashion but timeless fashion. Each design, color, material is carefully selected.
We also looked at this one step further, in an industry dominated by machines, we are passionate about preserving the craft of hand-weaving. We wanted to protect the artisans who perfected the craft of hand-weaving leather over the decades, we want to keep this craft alive and thriving.
What was it like starting a business on your own? What were some of the challenges you've faced in your entrepreneurial journey?
Scary! But amazing. I still face new challenges every day.
I try to have plans A, B, C, D and sometimes E in my back pocket.
I started back in 2007, direct to consumer. I quickly realized it was very expensive to break through the noise of big brands online.
To survive I needed to pivot, find another way. I needed cash flow and credibility as a new brand. The traditional route was crowded, how could I stand out?
Unless you have unlimited funds you need to be creative. I started with bag parties at my home, mailing flowers to buyers to grab attention, messaging everyone I saw on Instagram, carefully spending marketing dollars, taking any and all calls and finally.. something clicked.
Each day is still full of opportunity and challenges, never a dull moment.
What's your most popular product?
Our tech line! The 13- inch improvisor laptop case and the accessory case are our top sellers.
For handbags, the Sonder Tote has been our staple for the 3rd year.
What will be the key trends in the fashion industry in the next 5 years and where do you see it heading?
I think now more than ever, customers wanted to be connected to the brand.
It’s no longer about just selling a bag or article of clothing, it's about the connection and the story behind the brand.
There is a trend of sustainability, less is more, ethical manufacturing, community, diversity to name a few.
What is the most important piece of advice you can give to all female founders and female entrepreneurs out there?
Never give up, be open-minded, listen, but always follow your passion. Each day presents a new success and/or a new challenge- this isn’t for the faint of heart but it’s beyond rewarding even if you fail.
Another suggestion, find a mentor or form a founders group.
I meet with a group of 3-4 other women founders each month, we cry, we laugh, we support and we give each other advice. And don’t forget to pay it forward.
Women of Wearables members can use code WoW25 for 25% off Welden bags! Discount promo code can be used for both the US store and UK/European store!
Don’t miss the chance to enter our giveaway with Welden where you could win a beautiful laptop sleeve + accessory case. More info can be found on our Instagram!
Facebook / Twitter / Instagram
Websites:
US site - www.weldenbags.com
UK/European site - www.weldenbags.co.uk
This interview was conducted by Marija Butkovic, Digital Marketing and PR strategist, founder and CEO of Women of Wearables. She regularly writes and speaks on topics of wearable tech, fashion tech, IoT, entrepreneurship and diversity. Follow Marija on Twitter @MarijaButkovic.