Features / If I Knew Then
If I knew then: Keri Andriana
The founder and CEO of multi award-winning handbag company Amschela, Keri Andriana is a self-taught designer and entrepreneur known for her impactful contributions to the fashion industry.
The former lawyer has a passion for inclusivity and has grown her sustainable and affordable luxury handbag business since its launch in 2017, winning national recognition and the support of numerous celebrities.
Her mission is to remove the exclusivity often associated with luxury fashion, making it accessible to all, and Keri also mentors aspiring designers from diverse backgrounds and promotes British manufacturing in the fashion sector.
Her achievements include a nomination at the Fashion Awards 2020 and her work is underpinned by a dedication to social mobility, ethical fashion and pioneering sustainability. The entrepreneur has big plans for the future.
How did you start out in your career?
I started my career as a lawyer, a law graduate from the University of Bristol, and then completed my LPC at UWE Bristol. I spent several years in practice before changing career in 2016 to handbag accessory design. With my fashion career, I really just went with the idea of seeing if I could turn a hobby into a business and that was how Amschela came to fruition. I still do legal consultancy whenever I have the time. I guess it’s just enough to leave me with the feeling that I have not fully turned my back on what really is a great profession.
Amschela has attracted national attention and featured at London Fashion Week – photo: Tara Grace & Amber King, courtesy of Boomsatsuma College
If you knew then what you knew now, what mistakes would you have avoided?
One of my early mistakes was not knowing enough about how to actually market the business. No one really tells you about the nuances of marketing and how having a well-thought-out strategy is crucial for a business’ success, especially in its formative stages.
What advice would you give yourself when starting out?
I would tell myself to be fearless in the opportunity, remain authentic in your business ideas and stick to the plan.
If you knew then what you know now, would you still be sitting there?
Yes, most definitely. I absolutely love what I do. The challenge of designing and creating something that becomes a tangible item is so rewarding and fulfilling. I think part of the joy of being a self-made entrepreneur is learning along the way.
What do you know now that you didn’t know then?
That it is okay not to enter your chosen field as a fully fledged expert. To realise that you can reach out to others in your field for advice and that you never stop learning and honing your craft as your business grows.
Keri Andriana’s vision is for the Amschela brand to be huge – photo: Deb Faulke
What’s the best piece of advice you’ve received so far?
To focus on brand awareness in the early years and build a strong consumer base, ensuring that your brand has a clear message of who you are and what you stand for.
What is your business highlight?
Recently completing our fifth appearance on the Digital Designer Profile at London Fashion Week. For a small Bristol fashion brand, it really is incredible that the brand is recognised at such a prestigious level and is also a member of the British Fashion Council. It’s a real testament for believing in yourself and your capabilities.
What is your business low point?
Figuring out that you really do need a great team behind you and that you cannot do everything on your own all the time. This has taught me to undertake strategic networking and ensure that we align with other businesses who share the same ethics and morals that we do.
What keeps you awake?
I think with any business, wondering if you can execute the vision you have for your business as planned in your head, especially without investment backing. My vision for the brand is definitely huge, however I try to pace myself so the thought processes do not become too overwhelming.
What’s changed from when you started out?
The introduction of artificial intelligence (AI) into how fashion businesses operate. AI has unexpectedly changed the way we streamline our supply chain by improving demand forecasting, logistics and production scheduling. Even being able to use AI to generate design ideas or assist in pattern creation has helped us to save time. However, nothing can ever compare to the skilled work of creatives and artisans – it’s a balance between the two.
What’s still on your to-do list?
Expanding the business core items, allowing us to shift to a ‘lifestyle’ brand and eventually opening our first store. I really want to see how the brand develops into the future producing products that serve the environment as opposed to damaging it.
What’s next for you in business and personally?
Personally, I really like passing on information and knowledge so I am looking into coaching future entrepreneurs on the highs and lows of the entrepreneurial journey. I am currently writing a book on this subject and look forward to sharing it with that particular group. For the business, the world is our oyster.
Main photo: Drew Taylor
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