Ciara Perrone is the founder and designer of Brinn, an ethically made handbag label based out of Asbury Park, NJ. All of Brinn’s products are 100% animal-free and made in ethical factories that guarantee fair wages. Let’s focus on doing good by doing better.

Can you tell our readers about your background?

I have been into the arts since I was able to hold a pencil. My sister and I used to scheme up ideas all the time of businesses we could start when we were little like selling painted seashells on the beaches of NJ or gel pen tattoos so I guess the entrepreneur was always inside of me.

Going into college, I decided to pursue art further and attended Parsons the New School for Design where I graduated with my BFA in photography. After I graduated, I realized that I really wanted to focus on creating my own work and be my own boss, instead of creating work for someone else. In order to make that a reality, I bartended for 3 years while also growing my freelance photography business on the side. The idea for Brinn was also during this time.

What inspired you to start your business?

The current motivation for Brinn has changed a lot since its inception, however I’m incredibly grateful for where our story started and the lessons I’ve been able to learn along the way. The initial idea for Brinn was born from my need for a photography and travel bag that fit my personal style and ethics. Everything I found on the market looked the same - masculine, utilitarian and made from animal skins. Nothing spoke to me, someone who was constantly on the go with my gear, who has always looked towards style as a way to express myself and who cared about how products were made. I knew I couldn’t be alone in this. 

While I certainly never dreamt of starting my own accessories brand, Brinn was born from a need I had. Through the making of the backpacks, I really fell in love with the design process and threw myself into learning as much as I could. I became heavily invested in becoming educated in sustainable design and how I could responsibly bring new products into the world. While I’ve always strived to be responsible and ethical since day 1, I’ve learned and implemented so many new practices into the business in our 2 years since launch.

Using sustainable measures and holding our vendors accountable to do the same, Brinn now focuses on developing handbags and everyday accessories while veering away from traditional fashion industry practices, specifically overproduction and harmful work environments.

Where is your business based? 

While we are mostly online, we are based in Asbury Park, New Jersey.

How did you start your business? What were the first steps you took?

First, I started with the designs. Sketching out ideas and measuring every bag I had ever owned. When the sketches were completed, I started showing up at the doors of New York bag manufacturers, looking for someone who would help me develop my samples. I got turned away by most but eventually got a yes from one.

What has been the most effective way of raising awareness for your business?

Word of mouth! People like to share products and brands that they like with their friends and family. We have seen a lot of growth in our online audience and sales through word of mouth. I love how authentic that growth feels.

Instagram has also been such a helpful (and free) tool that I recommend every business uses to their full advantage.

What have been your biggest challenges and how did you overcome them?

As someone who has approached everything in life from a creative side, working on the financials and logistics of the brand always presented as a challenge for me. In full transparency, this is still something I am working on but I have come this far by asking questions when I need help, setting time frames specifically for these tasks and constantly reminding myself that the tedious tasks are all a necessary part of the bigger picture.

How do you stay focused?

My morning routine is everything for me. I wake up early enough so that the first two hours of my day are for me. I workout, read, meditate and enjoy my morning coffee in peace. Having this peaceful me time sets a positive precedent for the rest of my day.

Every month I write out what my goals are and what tasks need to be completed. I then break those into action items that I can work on week by week. I print that out and stick it to a board above my desk to ensure I will see it everyday. I also have Brinn’s mission statement on the board to remind me of my “why” on especially tough days.

How do you differentiate your business from the competition?

With Brinn, I want to be able to show my customers that style does not need to equate to cruelty. The truth is, a lot of people aren’t even aware of what goes into making a product and a lot of fashion brands benefit from that. It allows them to keep their practices quiet. Brinn on the other hand wants to be an open book with our customers. All of our products are made using responsible, cruelty free materials and made in ethical factories where the people crafting them are paid fair wages. I hope by operating this way, I can spark change for other brands to do the same.

What has been your most effective marketing strategy to grow your business? 

Our most effective marketing strategy has been saying yes to opportunities that come our way. By partnering with individuals and other businesses that we truly align with, we’ve been able to tap into their existing audience. We don’t have much of a marketing budget yet so being creative in our marketing tactics has been crucial for our growth.

Whats your best piece of advice for aspiring and new entrepreneurs? 

Hustle beats talent and you only get better with practice. I’ve faced imposter syndrome so many times and have spoken to countless aspiring entrepreneurs who feel the same. Nothing will change if you aren’t willing to. Get started, educate yourself, be ok with feeling uncomfortable and don’t be afraid to make mistakes along the way.

Whats your favorite app, blog, and book? Why?

I am a huge podcast listener. There is so much to learn from other entrepreneurs stories. My two favorites are How I Built This with Guy Raz and Hypebeast Radio with Jeff Staple. 

My favorite apps are the Shopify app for being able to update something on my website on the go, WeChat for being able to communicate with my manufacturers with ease and InStories to create beautiful Instagram Story layouts that feel custom to Brinn.

Whats your favorite business tool or resource? Why?

I feel so grateful for SCORE which is a resource partner of the Small Business Administration. I’ve been able to work with assigned mentors to help me on specific issues I am facing and all for free. They truly want to help small businesses and even during COVID, I’ve been able to set up extremely helpful zoom calls with their volunteers.

Who is your business role model? Why?

I look up to SO many entrepreneurs that this is tough to pick just one but I have to go with Sara Blakely from Spanx. Her story and her DIY mentality is one that every business owner should be familiar with. I love how she never let hearing “No” stop her from going out and making it happen for herself.

How do you balance work and life? 

This used to be something I really struggled with and I still sometimes do. I don’t think there is any perfect balance. I try to schedule date nights and time with family and friends when I know I will be past a heavy deadline, that way they can have my full attention. There are times where I have to cancel plans due to work and that’s ok too. I am lucky to have a partner, friends and family who understand when I do need to reschedule.

What’s your favorite way to decompress?

My favorite ways to decompress is to spend time in nature. Sometimes this means getting out of town for a quiet weekend or taking my dog for a long walk on the beach.

What do you have planned for the next six months?

Brinn will be dropping our most sustainable handbag yet! I can’t share too much but the products will be crafted from plant based leather alternatives that are a mix of biodegradable, organic and recycled materials. I am so excited!

I also want to plan for how we can become a bigger part of a circular economy in 2021/2022!

How can our readers connect with you? 

You can follow along with Brinn at instagram.com/brinn_bags and myself at instagram.com/ciarabperrone. You can read more about Brinn and checkout our products at www.brinnbags.com