In this episode of the Beyond Threads podcast, host Erik Janssen Steenberg sits down with Sepideh Asghari, founder of Antwerp-based luxury handbag brand Sepi Agari. Together, they explore what it really takes to build a successful fashion brand from the ground up – and why a resilient mindset is just as important as creative inspiration.
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From finance to fashion: Sepideh’s entrepreneurial journey
Instead of a traditional design background, Sepideh’s previous career was in financial management for international fashion companies. This commercial perspective shaped her approach to brand-building from the outset. “I’m not a classic designer,” she says. “First and foremost, I’m an entrepreneur with a background in business.” This meant she had visibility across strategy, product development, marketing and sales – which she put to good use when she decided to quit her job and start her own handbag brand.
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Finding the right niche: Combining luxury and accessibility
While high-fashion handbags can typically retail for tens of thousands of euros, Sepideh was on a mission to bring that same degree of quality and craftsmanship to a wider audience. This quest took her to Italy, where she learned bag-making from master artisans, studying everything from pattern-making to construction to understand what goes into a high-value product. “Our brand creates a bridge between the heritage luxury bag brands and a new generation of customers,” Sepideh continues. “They want quality, they want sustainability, they want timeless design, yet they want it to be accessible.”
True to that promise, Sepideh chose to source exclusively from Italian suppliers and haute couture ateliers – some of the same manufacturers who produce for Chanel and Louis Vuitton – using premium leather, Italian galvanised hardware, FSC-certified packaging and organic cotton linings. On the design side, collections are intentionally timeless, with considered statement pieces designed to hold their value rather than chase trends. The response from shoppers and the wider industry across Europe and beyond has validated this approach, but there have also been challenges along the way.
Overcoming obstacles on the path to global growth
Roadblocks are inevitable on the journey to building a successful brand, but Sepideh believes two factors are key when you’re facing adversity: remaining authentic to your original vision and surrounding yourself with the right team. “One-third is going to be really hard, one-third is going to be okay, and one-third is going to be good,” she continues. “You have to know yourself to know when you push and when you redirect and you pivot.” This clarity of vision is key to maintaining brand integrity as you grow.
Equally important is finding the right collaborators in all areas of the business. During the year-long process of creating her brand, Sepideh invested significant time in travelling across Italy to find the ideal suppliers. These include, for example, an 80-year-old artisan working alongside his two sons, whose atelier produces for some of the world’s most prestigious luxury houses. “He feels like every bag is a reflection of his honor for his work,” Sepideh explains. “It’s not about shortcuts, but it’s about doing things the right way.”
If you’ve been inspired by Sepideh’s story, check back soon for the next installment or get in contact for a free consultation with a Bleckmann expert to discuss your logistics needs.
