JEMMA was founded with founder Joanna Lau’s work life in mind. The objective was to design handbags specifically for the modern day working woman who appreciates classic elegance and sensibility, while leading the way for her to connect with like-minded women through a brand community, called #JEMMAGirls. JEMMA empowers women of any profession to be fashion-forward and organized, while personifying ambition and the go-getter approach.
HBM: How did you transition from being a trader on Wall Street into the fashion world?
Lau: “It was a real challenge, having no knowledge of the industry or connections. I had to step out of my comfort zone, meet with many people daily to learn the different aspects of the fashion world and the behind the scenes manufacturing, logistics, supply chain etc. And at the same time grasp the fundamentals of starting a business from cash flow management to recruiting talent! But not having a background in something should never stop you from doing it as everything can be learned, its a matter of how determined you want to be.”
HBM: What led you to focus specifically on bags?
Lau: “While working as a trader, I could never find a handbag (and I’m obsessed with handbags!) that met my career needs – or at least not one that met my personal style and that I was proud to carry. I found myself carrying multiple bags to work to fit everything I needed and these bags were not of the quality or style I desired. Many of my girlfriends and colleagues had the same complaints, so I knew there was a void in the handbag market for professional women that wanted a single handbag that truly accommodated all of their needs and still look stylish. I created JEMMA for the modern working woman who doesn’t want to sacrifice her style, convenience or an entire paycheck for the right handbag.”
HBM: What is unique about JEMMA bags?
Lau: “JEMMA fills a niche in the women’s handbag market for a well-designed, well-priced, high quality handbag that serves the modern woman’s daily needs. There are a lot of beautiful handbags available today, but I felt that fashion trumped function far too often. I had many bags that were pretty and cool, but when I needed to carry my laptop or an important folder or file, it was awkward — which is both unattractive and unprofessional. I was frustrated that I couldn’t find a bag that addressed my needs for a functional accessory that was also gorgeous and appealed to all my senses like a luxury handbag.”
