Branding, Storytelling & Handbag Success with Idalia Salsamendi 👜✨ | Emily Blumenthal & Idalia Salsamendi

Step into the world of fashion, strategy & storytelling with industry powerhouse Idalia Salsamendi! From PR to fashion leadership, Idalia shares the must-know fundamentals of branding, competition, and consumer demands—especially in sustainability. 🌿✨

💡 Key Takeaways:
🔹 Brand Identity Matters: Understanding your niche & standing out.
🔹 Creativity Meets Business: Turning handbag dreams into reality.
🔹 Sustainability’s Role: Why conscious fashion is the future.

This episode is packed with game-changing advice for aspiring designers looking to build, grow & sustain a fashion brand. Don’t miss it! 🎧

🎧 Tune in now! #HandbagDesigner101 #IdaliaSalsamendi #FashionStrategy #BrandBuilding #SustainableFashion

Our Guest: Idalia Salsamendi is a fashion industry expert and business strategist who has transitioned from PR to building a powerhouse brand, guiding designers on branding, storytelling, and sustainable success.

Host Emily Blumenthal is a handbag industry expert, author of Handbag Designer 101, and founder of The Handbag Awards. Known as the “Handbag Fairy Godmother,” Emily also teaches entrepreneurship at the Fashion Institute of Technology. She is dedicated to celebrating creativity, craftsmanship, and the art of building iconic handbag brands.

Find Handbag Designer 101 Merch, HBD101 Masterclass, one-on-one sessions, and opportunities to book Emily Blumenthal as a speaker at emilyblumenthal.com. 

Buy Emily’s Books: “Handbag Designer 101” & “Savvy Suzanna’s Amazing Adventures in Handbags”

Youtube: / Handbagdesigner101-ihda | Instagram:/ Handbagdesigner

TikTok: / Handbagdesigner | Twitter: / Handbagdesigner

Chapters

• 0:00 Introduction to Handbag Designer 101
• 10:00 Idalia's Journey from PR to Influencer
• 20:30 The Importance of Knowing Your Business
• 30:45 Key Strategies for Building Your Brand
• 53:15 Lessons on Growth and Self
• 1:06:00 Call to Action and Wrap

Transcript

Speaker 1: 0:00

And I remember thinking to myself okay, well, I'm obviously not the first. I mean, I'm the first with influence with bloggers, but not with celebrities. I'm not the best. I don't have that many years behind me in this sector, so I decided to be the fastest.

Speaker 2: 0:22

Hi and welcome to Handbag Designer 101, the podcast, with your host, emily Blumenthal, handbag industry expert and the handbag fairy godmother. Each week, we uncover the stories behind the handbags we love, from the iconic brands and top designers to the creativity, craftsmanship and culture that define the handbag world. Whether you're a designer, collector or simply passionate about handbags, this is your front row seat to it all. Welcome, idalia Salsamendi, to Handbag Designer 101, the podcast. Idalia, welcome, welcome, welcome. I'm so excited to have you. This is so exciting.

Speaker 1: 1:02

Thanks for having me. Emily Blumenthal, I love how you say my entire name. You're probably one of the few people that when you asked me, did I pronounce this correctly? I'm like, yes, you got my first name correct, idalia. Normally I have to give like a story and like Italy, italia, but with a D, idalia. You got it right.

Speaker 2: 1:19

So Idalia, you have morphed into an influencer and someone who has just so much impact on so many people. How did all this get started? Like, what did you do with your background to get to this point? Because you know, on our podcast we talk a lot about small business and growth and entrepreneurship and really finding your voice, and obviously it doesn't necessarily need to be within handbags, but it's more about business and you know, taking something from nothing and turning it into something Sure.

Speaker 1: 1:50

So great. First question I actually grew up in the industry. So my mom did public relations for Univision, like the TV network. So yeah, I would go to upfronts with her. When I was a little kid I used to go to like all her events. So I knew at a very early age what public relation was and I really understood at an early age what talent management like took. I thought it was just a really interesting avenue. So I at 19 years old I'm 41 now, so for 21 years 19 was my first job at a peer agency here in Miami and that segued over to me working at two of the top modeling agencies in the States, which was Ford, and then at Next. So by the time I came to Next, we were just beginning to sign what we call bloggers, Right. So Chiara Farani, Julie Sariania, Sincerely, Jules, Danielle Bernstein so we were really at the forefront of this blogger movement. I was transferred over to their New York office because this was in LA and I became the forefront of this blogger movement. I was transferred over to their New York office because this was in LA and I became the director of talent. So that's where I really got to work with top stars like Pamela Anderson and Dua Lipa. So I really, from a very early age, I understood the public relations side of the business because I worked PR. I grew up in PR.

Speaker 1: 3:01

Did you go to college? Yeah, I went to FIU, Florida International University. I studied journalism and mass communication with a minor in business administration. So were you working while you were going to school? Oh yes, ma'am, I'm a first-generation American. My parents were like study and work, study and work.

Speaker 1: 3:18

Yeah yeah, yeah, yeah. So it was during college that I was getting my bachelor's in journalism and working at a PR agency and vice president of my sorority and vice president of, like, the number one non-for-profit that they have, which is Dance Marathon. So, yeah, I was a very busy student. That really shaped who I was for various reasons. The PR agency that I worked for were all women and it was women run, which, you know, 20 years ago that wasn't anything that you would say out loud, not for any particular reason, it just was a point of conversation. But I knew there was something special there because I was surrounded by very strong, beautiful women and you know to this day they're very close friends of mine. And then I was in authority and that also was very strong women. You know you had to keep a certain GPA, you had to do X amount of community service hours. They held you to a standard as a civilian that you know. I thought that that was a really good fit for me, you know. So my university life that really shaped me into oh, this is what a business would look like. Oh, this is what giving back looks like. Oh, is what a business would look like. Oh, this is what giving back looks like. Oh, this is what being part of a community looks like.

Speaker 1: 4:26

So by the time I hit next models and next management in New York and I was dealing with the celebrities, that's where I realized I think there's a white space in this creator economy where consulting and strategy really need to take the forefront. Because, yes, you can go into an agency and they say, yeah, we're going to strategize, yes, we're going to do this, but you may talk to your agent in that capacity maybe once, twice, three times a year. And what I realized is a lot of these young entrepreneurs I mean literally these bloggers were 19, 20 years old, making seven figures. They really did understand how the business worked and why should they? Like no one ever taught them. So Idalia Inc really stemmed from educating content creators and saying, ok, well, if you do want to make this a business, how can you protect yourself intellectually, financially, legally? And that was like the start of what my company. That was like the literally the birth of Idalia Inc.

Speaker 2: 5:16

What was the incentive for you to say, OK, I'm going off on my own. What brought you to that point?

Speaker 1: 5:22

It's interesting. I was working with a co-worker of mine, jane Lim, who's Chris Soutland's little sister, and she turns to me one day and she says you know, you're not happy. And I'm like Jane, of course I'm happy. I'm like I get into the best restaurants, I go to the best parties, I go to Fashion Week. She's like, yeah, that's not filling your cup, Right?

Speaker 1: 5:40

And it was the first time someone really looked at me and said that's not what life is about. And I was in my early 30s and I'm like isn't that? Like? It reminded me of the scene in the Devil Wears Prada where Meryl Streep turns to Anne Hathaway Everyone wants to be us, everybody wants to be us, yep, and Anne Hathaway really had to take that in, absorb it, digest it and say is this true?

Speaker 1: 6:04

And for me it wasn't true. Sure, everybody wants to be us, but once you see the amount of work that goes into the background, once you see the sacrifices you need to make, does everybody want to do that? Obviously not, because if not, everybody would be doing what we're doing. So I had to figure out what made sense for me, and for me it was really really communicating with young entrepreneurs mostly women, right, because bloggers back then. I mean, maybe you had one or two guys, but it was mostly women. I go wow, this is an industry where women make more than men. This is amazing. You know, like so cool. What if I could teach them to be CEOs?

Speaker 2: 6:48

What would that look like? That's so fascinating. But while you were still day jobbing, had you templatized how you work with clients, like what was the first thing you would look for? Like you took on someone because dealing with brands and designers? Yes, especially teaching students who are aspiring designers. So much of that is never, ever taught. What are the keystones that you would say okay, what are the things that you have or need to get locked down before we even move forward?

Speaker 1: 7:12

As a content creator? Yeah, I think number one, and I apologize for the vague answer, but it's just knowing the business. That's just it. There's so many people that don't realize that you need to pitch, that you need to have a media kit that you have. You know personal branding, you know this, your professor, right? So it's the 101 of you know. Yes, we can go into, like, how to sell your IP. Yes, we can go into capsule collections, but that's like fourth year, right?

Speaker 1: 7:41

The majority of content creators right now don't even know and they don't have access to like that quote-unquote first year knowledge. So it is just looking at the business and saying, okay, well, what do you need to do? And the same way, like, we can apply it to like okay, let's say you want to get a job, right, you want to get a job in finance. You probably may want to go to university and study finance. You may want to be good at numbers. You may want to know how to work this application, whether it's Excel or whatever accountants do now. But imagine a world where content creators don't even know that they need to be educated. They don't even know they need to be good at numbers. They're just throwing caution to the wind, crossing their fingers and praying, something sticks, and very, very few people are able to create a sustainable business that way. Those are the exceptions, not the rule, so I'm out to teach the rules.

Speaker 2: 8:32

What would you say that those rules are going in? Like, okay, because if we're to look at this as like, hypothetically, a designer or a brand owner and saying, okay, you need to know the business, Typically, at least with my students and the designers with whom I've worked, before we even do a damn thing, I ask them like what's your brand DNA? Who's your competition? You know, if you're doing your four P's, give it to me in the shortest breakdown. Like, who is the customer in the middle? What does she eat for breakfast? What car does she drive? Like, you know, what would she carry in her bag? Like all these and do a quick competitive analysis and all of these things. And you know, I had designers saying, oh, I almost got into sex. And I said I almost got into sex too, but then I went to have sushi. Like it's not about almost getting in. You either are or you're not, and if you're not, it's for good reason. And you have to figure out what's the why of that.

Speaker 1: 9:29

I love that. Yeah, it was interesting because I, two summers ago, I taught a semester at the Jimmy Choo Academy and it was all these designers and everything that you said like. I 100% echoed that, that. You have to understand that and you know. Going back to your original question, when I work with designers, when I work with brands, it's number one what's your why? So that goes, and I do that with content creators, personal branding and something as simple as what's your font, what's your logo.

Speaker 2: 9:58

What are your?

Speaker 1: 9:59

color schemes. Do you want that to be seasonal or do you want that to be forever? Right? Because look at YSL, yves, saint Laurent we went from YSL to YSL to Saint Laurent to like right now, you know. So it's not saying that once you decide on something you need to like, follow it to, you know, the day's end. But what is that ethos of the brand? And then understanding, like, if you are going to pitch yourself out to celebrities, if you are going to pitch yourself out to influencers or KOLs, do you have a press?

Speaker 2: 10:27

kit, and what would a press kit consist of, based on your experience, Because, so many people think it's a million different things.

Speaker 1: 10:35

So I do want to preface this by saying that for me, a press kit and a media kit vary differently. So I would say that if you are a designer, listening to this, I'll give you the answer. If you are an influencer or content creator, I do think it varies. But as far as a press kit, when I work with brands it's definitely understanding who's the owner, what's the vision. You just finished saying give me your four Ps, what's your why? Right? So immediately start off with who are you?

Speaker 1: 11:01

Give me a true why, like I don't want to like at this point, how inundated this industry is, like you are not going to catch someone's attention. Oh, I grew up loving handbags and I don't, right? No, you know, give me the Jane Birkin story. Give me that. You were sitting down next to you, know, somebody in a flight. You realize that she couldn't carry everything and she wanted sheet bag. You came back to the studio and you created the Birkin bag. Right, like that's the story that I want to hear. That's the story that's like, yes, that's going to sell me on the bag. So your why and your story has to be, has to be catching.

Speaker 2: 11:34

Like make me remember that story you know, to that point, two things. To that point, one of the things that I've dealt with a lot specifically within what's the why, is number one trying to teach that your why can't be coming from something negative because nobody wants to hear anything negative, so it needs to be flipped. When I started out 100 million years ago, advertising was the hot, cool thing. The one thing they always said is don't go into a meeting or an interview saying I love commercials. It's like no, what do you like? What do you think about the messaging that it's emoting to you? What stands out? Why? Why are you feeling this?

Speaker 2: 12:13

And also in terms of trying to think like okay, something was missing on the market. You have your Jane Birkin story, but like okay, where your product will potentially sell. Do you shop there? The answer, nine times out of 10, is no, because no new designer will ever be carried in the sacks. Maybe they shouldn't right now, but in a major retailer, because they won't touch you with a 10 foot pole until you have traction and followers and brands with fans and you can say that you know, when you start carrying my products, I can guarantee people will come and buy it.

Speaker 2: 12:48

So, there's got to be more than just the Birkin story.

Speaker 1: 12:51

It's like and I've researched it and realized- that, yes, and that's where the rest of the press kit goes. Like, where, like, are you showing samples or are you showing your products? Are you showing, like a press part of your you know your press kit where you see we're celebrities or you know, maybe whatever that is. So to your point, yes, like, that's that's part one, and then part two. It's like why should that other person carry your brand? And just so that you know also, it ties in beautifully with content creators because you know they say, oh well, I want to work with dior. Okay, well, there's brand alignment to every. You know who, at this point, who doesn't want to work with Dior? Right, like, at this point, who doesn't want to be carried? You know, at Bergdorf Goodman, you know who like, really, so you know who doesn't want to be inheritance in London, right, everybody. That's like that's the, that's the epiphany.

Speaker 1: 13:40

That's like the the right right right, the promised land, but what are you doing before then? So when you ask me, like okay, like what is, what is it? It's like it's the business. You need to understand that to get to Dior, there's like 20 other steps that you need to climb. But if no one tells you that, how are you going to know that? If you want to get to Saks or, let's say, harrods, for this, for sake of conversation you need to know that Harrods is not your first phone call, it's not your first pitch. God.

Speaker 2: 14:05

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Speaker 2: 14:46

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Speaker 2: 15:37

Honestly, my first pitch as a handbag designer was to Barney's, which is even funnier. Yeah, because I was working in media and had a lot of connections and I was connected to the buyer of handbags and went in and had a meeting and they walked in, they looked at it and they walked right out and I was standing there with my product on the table like and you know, it's cute, but and that but nearly killed me, I walked out like.

Speaker 2: 16:05

Oh, deflated is an understatement thinking like, but this was my moment, I was going to arrive, this is. I was going to be one of those success stories, like I happened to stop by Barney's and I happened to show my product and they happened to want it. Oh, look at me as I was. The funny thing is that sometimes naivete is is is a blessing, because I did not even think they wouldn't want it.

Speaker 1: 16:30

I was listening to a podcast and it was Alex Amozian. He was saying you know, in business you have uninformed optimism. Because you're uninformed, you're like, yes, I'm going to go into Barney's, everything that you said you're like, and it's that naivete and then that quickly transitions to informed negativity or an informed pessimism. So you have in sorry, it was in uninformed optimism informed pessimism. So the big thing is when you get that crush, when you're like, whoa, this is a lot harder than what I thought because you're educating yourself, then you know that you're onto something good, because that step after that is informed optimism. But the only way to get to informed optimism is to get to informed pessimism, because you got to have that like wake up moment, you got to have that whoa like oh, this is of course, because if it was that easy, everybody would be in Barneys. Oh, yeah, of course.

Speaker 2: 17:20

No one's in Barneys now. But yeah, and you know this was in the heyday of Bird Dwarfs and Bendels and I was discovered from Bendel's Open Sea, which was their famous casting call for designers a hundred years ago, and what they would do is they would have the designers come in and do a trunk show but you would have to stay there yourself from the moment the doors opened to the moment they closed and you could not leave the floor. And you know the floor staff had no incentive to try and help you sell your products because they make commission. So here I am, standing here and trying to pull people away who are looking at other product from where their commission was coming. It was so uncomfortable and the funny thing is after the cause, it was a two day trunk show. The second day I left and I walked out. I fainted on the street. It was so intense. The pressure.

Speaker 2: 18:23

Yeah, and well, also, side note, I was dating some dumb guy and he's like I don't think this is going to work out. And I totally fainted after that. I hadn't eaten anything and he thought it was because of him and it wasn't. You're like, no, I just did a two day trunk. I'm like I have nothing. You know, I was like I just need a slice of pizza before we even talk. And he's like, well, listen, and I said, no, hold that, hold that, I just need to have a slice of freaking pizza. So, yeah, I never got my pizza and I woke up and I was like what the hell is going on? Yeah, and you know, it's this harsh realization that you are peddling things one customer at a time.

Speaker 2: 19:04

And so many people tend to want to skip over that and think like, okay, I've done my one post.

Speaker 1: 19:11

Where is everybody? No, it is. I would love to ask you like what do you think the average, the years that it takes from conception of a brand to really feeling like your head is above water? What would you say? That? How many years would you say on average?

Speaker 2: 19:29

I'd say you need at least two years, at a minimum, at least two. I think you know I always say inception. What I teach at my class is inception to shelf, to repeat business, to customer acquisition and all the stuff that comes after that, with collaborations and the narrative of sustainability, which now, right now, needs to be part. But it cannot be your full story because it will be debunked and you can't be profitable that way. So it needs to be woven in. I always show this clip at the. I think it's my first class or my second class. It's a Marie Forleo clip. It's old.

Speaker 2: 20:06

I admire what she does. I don't really follow her too much but I know she's got some solid nuggets out there where she does this clip about Poo-Pourri, which is a spray that you know you use for the bathroom. After you've done your business. You spray it on the toilet. Yes, right, bingo, yeah, but it was. You know it was an innovator and you know, when you're launching a brand or even yourself, you have to be the fastest, the first or the best, and unless you're checking one of those boxes, it's very hard to stand out. So what lane are you going to be in? The fastest, the first or the best? The?

Speaker 1: 20:40

first or the best. I love that.

Speaker 2: 20:43

You know who taught me that, which is even funnier Trini Woodall, from Trini London. As I had mentioned, I worked in London and I had a lot of good friends there and I was connected with her. I went to London for a trade show right when I'd started my brand, and he's like I can hook you up with a meeting with Trini and I said, oh damn sure. And she was doing, how do I think it was? How do I look? She was still doing that there, her house. She was still married at the time. She took me up to her closet it had a key, the whole thing and she sat me down and she's like where do you fall within this? Like what's your? And she's the one that said that to me and I've repeated it ever since. I doubt she even remembers.

Speaker 2: 21:28

And then you know how are you going to develop your line? Are you doing it inspired by a trend? Are you doing something that's inspired by the runway? Are you taking it from something historical? Like, where do you fall in terms of your narrative? And it was so eye-opening to say, okay, where would I be? Because to be a pioneer is too expensive, it just is. So you have to fall into one specific window in order to understand your narrative. Because to educate a customer and to have them change their mind, you're taking and developing this precious 20 percent and that 20 percent covers 80 percent of your business. So how are you going to build up that 20 percent? And if you have to educate this customer and convert them, literally convert them to want to use your product, do you have the time, value of money that you can afford to do that? So I would say you know two years to maneuver and manipulate your way into their life, but you have to do the.

Speaker 2: 22:33

You know I'm a huge fan of ethnography and I show again this vintage video of this woman from Miami it's so grainy at this point where they're interviewing her, making dinner and writing down like here's the show she watches, here's her commute, here's the food she likes to cook. And those are the things that you have to do to get into the mindset of your customer. Yeah, your avatar, exactly, and we talk so much about. And I always use Urban Outfitters, as my case study does Urban Outfitters, just because it's of the generation.

Speaker 2: 23:06

It's at least easy to teach and say okay, if you're in Urban Outfitters, do you think they sell the same product uptown and downtown. Do you think they sell the same product from where you are to, you know, virginia, or in Texas or in Miami? And the answer is no. And then we have this deep dive conversation why, why do they not do that? Could your product sell in all of those stores? And if not, then you need to have a clear picture of who your customer is. That's right. So I say two years at a minimum.

Speaker 1: 23:41

Yeah.

Speaker 2: 23:42

Okay.

Speaker 1: 23:43

That's a long story. Short answer no, no, no, no, I love the in-depth, but I love what you said about the first, the quickest, or?

Speaker 1: 23:52

the best the fastest, the first, the quickest or the fastest, the first or the best. I remember when I was, when I got transferred to next in New York, I was dealing with managers that had been dealing with celebrities, right Cause this is my first time with celebrities like true celebrities, and you know, everybody was in like their late forties, early fifties. And here comes, like this, 31 year old, in charge of New York City, which was a big market.

Speaker 1: 24:22

And I remember thinking to myself okay, well, I'm obviously not the first. I mean, I'm the first with influence with bloggers, but not with celebrities. I'm not the best. I don't have that many years behind me in this sector. So I decided to be the fastest.

Speaker 1: 24:37

And I remember that, a lot of the pain points that I went out when I would meet these celebrities, like, oh, my manager doesn't get back to me until like two or three days later, or oh, you know, I asked a question and I thought to myself, well, what if I answer emails within 24 business hours? And what ended up happening is after two years. And what ended up happening is after two years, people in Paris would be emailing me because I would answer quicker than someone in Paris in the same time zone. And to this day I take that with my company, idalia Inc. It's like, okay, well, you know, now I could say, yes, my company is the first to do this. I would like to think we're the best just because of the years and the experience, and we're also the fastest. So you know, to your point, like if you need one of the three to start with, but if you can maneuver your way into not crossing out all those three like you're good, you're good.

Speaker 2: 25:29

Yeah, and also, you know how niche can you afford to be? That's also a problem. You know, if you get too niche, where do you fall? Is there enough for people to follow you, to work with you, to want to do a partnership, to do a collab with you? How much are you voicing? Personally, I always say professionally keep your opinions to yourself, no matter what's going on, whatever the climate is, because it will come back to haunt you one way or another. People want you for you, not for what your opinions are on topics that are divisive.

Speaker 1: 26:04

Yeah, I was dealing with a situation right now, with an influencer going through that, and I said you know, do you want the climate right now to be part of your business model? Want the climate right now to be part of your business model? That's all you got to ask yourself. Because if the answer is yes, you know, and you want to transition, go for it, Like I. You know it's, that's your prerogative. But once you do start offering your opinion, you are opening Pandora's box, which is not necessarily bad.

Speaker 1: 26:30

It's just you need to understand the consequences, both good and bad, that are going to come from it and how is it going to affect your business. Do you want this to be part of your business model?

Speaker 2: 26:38

Yeah, that's all it is to do with what their personal opinions are. They want their personal opinions based on you know how they look, how they dress, how they shop. Which line are you going to cross? So it's something I don't know. Especially as someone who teaches, I make sure, and make it very clear, that my personal opinions are never, ever, part of the dialogue, because it's not my business. My business is to teach, it's to educate, it's to make sure that you understand this process, how and what you want to do with it. That's on you. I can't control that.

Speaker 1: 27:21

Yeah, I can only make sure that I'm right there with you.

Speaker 2: 27:24

I'm right there with you. I'm right there with you as an educator.

Speaker 1: 27:27

Yeah.

Speaker 2: 27:28

Oh my gosh, Idalia, I don't want to take any more of your time. This has been an absolute treat, delight. How can people find you? Follow you get more amazing stuff.

Speaker 1: 27:38

So you can find me on Instagram idaliasalsamendi I-D-A-L-I-A and then Salsamendi. My agency is idalia Inc, so I-D-A-L-I-A-I-N-Ccom. You can go on my website and I do offer free exploratory calls. I offer free worksheets and, again, if you are either a designer or a content creator, you fall somewhere in between, or neither. You just want to understand the content creation business a little bit more. I do offer again a free exploratory call and free worksheets, and then Substack, which is how you and I met Emily Substack.

Speaker 2: 28:08

I was just going to say, if you didn't say it, yeah, no-transcript.

Speaker 1: 28:44

So Instagram TikTok. Same thing, my website, deli Inc and Substack.

Speaker 2: 28:48

Beautiful. Thank you so much for joining us today. This has been an absolute pleasure All mine Thank you joining us today. This has been an absolute pleasure, oh my, thank you. Thanks for listening. Don't forget to rate and review, and follow us on every single platform at Handbag Designer. Thanks so much. See you next time.