Beirut-based accessories designer Amanda Navaian founded Amanda Navai, an exclusive brand of handbags that are aimed at the multitasking, fashion-forward woman. The designs are dedicated to the independently strong and unique women who inspire her each season. Made with the utmost precision and care, every bag is handmade and transformed under the same roof to ensure quality control, creating a niche brand which is focused on uniqueness and exclusivity for its customers. Only 10 bags are produced in the same style and colour, all with semi-precious 22k gold-plated brass metal, juxtaposed against pieces of exotic leather skin and marked with a lion insignia that represents strength, a brand symbol that transcends into every collection.
What made you decide to launch Amanda Navai?
I always wanted to be an entrepreneur. I attended a conference with the motivational speaker, Sahar Hashemi, who really had an impact on me and gave me the courage to make the move. I decided to work with what I loved, handbags in exotic skin. I had also done my research and had found a niche in the market that there was a gap in, which was handbags in colourful exotic leather at more reasonable prices. I think it’s important to make sure that there is a market need before you launch something.
Was this always the career path you had planned to take?
No not at all, I never imagined that I would be in this industry and do what I do!
How much do you feel the brand has evolved over the past 6 years?
It has really evolved so much, especially in terms of quality. The main focus over the past 6 years has been to make the quality on a par with the best international luxury brands. Good quality is the key to long term survival and so we focus hard on this point, making major progress from where we started. The designs are also now far more coherent, creating a strong brand identity that has been developed over the years, especially in the last two seasons. When you start you know what you want and the styles you like, however as you start evolving it becomes clear that there are certain styles which you keep coming back to, and your identity in terms of style becomes stronger and stronger.
What advice would you give to other young entrepreneurs?
I would advise them to really focus on a solid business plan, to stick to the numbers and to have an accountant from the start to keep them on track. A good product is a given and a must, thereafter what will determine the success or the demise of your brand is the finances and if your company is profitable or not. This is the bottom line to survival and continuation.
How would you sum up the brand?
Versatile, Smart, Luxurious.
What has been your career highlight?
There have been so many things and I feel so grateful for them all. A few things that were really special was when Amanda Navai was solely merchandised in the main Saks Fifth Avenue window, it is such a huge and iconic store. Another key moment was when an Amanda Navai handbag was chosen to be the feature accessory in the Tryano launch ad campaign, the visual was on major banners all over the region. A very recent highlight was in fact at the Emirates Woman awards, I was a guest at the Tryano table as one of their important partners and I was sitting at the dinner table with Anthony Chalhoub, CEO of the Chalhoub Group. I used to work in the group many years ago, and I had previously worked with Anthony when launching the brands I managed in Kuwait, however this time we were sitting together in such a different context, and it was a highlight of where I was and where I am today. It really goes to testify how open minded and visionary the group is. They really support regional brands and give everyone a fair chance, and I am very grateful to all the support I have received from the Chalhoub Group and for all the great memories they have been the facilitator of.
You are known to name your bags after strong women in your life. Who are the women who inspire you?
I’m inspired by women who want to be a part of making a difference. I’m inspired by women that instil hope in other women, helping to empower them.
What are your bestseller bags?
The Rosemin bag, named and designed alongside Rosemin Manji is one of our best sellers. The Monir bag is also extremely successful, together with the Ramona bag. Ramona, is a special bag that we launched in 2013, the main focus is triangles and it’s so much fun to mix and match the colours of the triangles. It was from that point that the brand developed a strong love for triangles, which are also the base of the Monir bag and the Layla K bag.
If someone was going to invest in just one bag, which style would you suggest?
OK, there are two categories of women! One that really loves to stand out, and I would suggest for her to choose the Monir bag. It’s a statement piece and has a major timeless wow factor, so if she wants to impress I would recommend this. Then there is the other type of woman who would like to be a bit more discreet, and for her I would suggest one of our more classic styles such as Alice in Tehran, it has a very classic timeless shape, that is always in style, but not loud.
Do you prefer to carry a compact clutch or a roomy tote?
That’s a very tough question to answer! During the day it would be a roomy tote and in the evening a compact clutch!
What essentials do you keep in your bag?
Lipstick, phone, keys, and a credit card holder.
What do you think is the other ultimate accessory that every woman needs, aside from the handbag?
A pair of amazing knee high boots or heels. Good shoes are a must!
by Eliza Scarborough
