Inside the Handbag Machine: How Cathy Schwartz-Shino Defines Real Brand Power | Emily Blumenthal & Cathy Schwartz-Shino
Description
Ever wonder why some handbags turn heads while others disappear into the crowd? Cathy Schwartz-Shino—veteran of major handbag licenses and founder of Edit Accordingly—pulls back the curtain on what truly makes a brand unforgettable: a strong identity, the right partnerships, and attention to detail. Today’s shopper doesn’t wait for department stores to declare what’s in; they chase meaning and individuality. Whether it’s vintage, upcycled, or a fresh new silhouette, Cathy explains how licensing, royalties, and cohesive design DNA separate authentic brands from imitators. Her message is clear: success isn’t about copying luxury—it’s about owning your signature.
Key Takeaways:
- Authenticity Wins: True success comes from defining your own brand DNA, not replicating others.
- Strategic Growth: Regional strategy and selective partnerships fuel sustainable expansion.
- Creative Focus: Mood boards, collaboration, and local curation keep collections relevant and distinct.
🎧 Tune in for a masterclass on building longevity and luxury in an ever-changing accessories market.
Our Guest:
Cathy Schwartz-Shino is the founder of Edit Accordingly, a consultancy that helps brands refine their creative and business strategies across the accessories space. With decades of experience leading handbag licenses for global brands, Cathy bridges design and commerce—helping companies craft products that resonate deeply with modern consumers.
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.
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