How To Tackle Production Challenges

An Interview with LAETIS STUDIO

Esteban: Hello Letisya! Thank you for taking the time to chat with us today. Could you give us a brief introduction about yourself and Laetis Studio? Who you are, and how the brand came to be?

Letisya: Sure! I’m Letisya Hisarli, born and raised in Istanbul. My family has been in the leather wholesale business, specifically for shoes and bags, for years. From a young age, I was surrounded by leather and fashion. I’d often go to my father’s shop, and I was captivated by the smell and texture of leather. I knew from an early age that I wanted to do something with it. So, with my parents’ encouragement, I pursued product design at university.

After I graduated, I began exploring different ways to merge my passion for design and leather. My goal was to build a brand with a strong identity, something unique and expressive. That’s how Laetis Studio came to life. It’s a slow fashion brand focusing on sculptural, architectural leather accessories. My designs are intended to be more than just accessories—they’re meant to be a part of the person, an extension of their soul and identity.

Esteban: So the intention was always to create something expressive rather than solving a practical need?

Letisya: Exactly. Some designers start brands to solve specific problems—like needing a certain type of bag or jacket. But for me, Laetis Studio was about self-expression. I wanted to create pieces that felt like art, something you carry not just to complete an outfit but to express who you are. Bags became my medium for that, but I’m open to evolving into other forms, like shoes or different types of accessories in the future.

Esteban: So you started with bags. Was there a reason behind that choice? Was it because of your family’s business, or did bags feel like the best way to express your design vision?

Letisya: It was a mix of both. My family’s background in the leather business certainly played a role. I had experience with bags because our clients were primarily bag manufacturers. After university, I freelanced for a few other brands, which gave me even more insight into the world of bags. So when I began developing Laetis Studio’s design language, bags naturally became the most compatible product for expressing my vision. But as I mentioned, I’m open to exploring other areas in the future.

Esteban: So, once you had the concept, how did you actually start? Did you jump into prototyping, or did you spend more time fine-tuning the brand identity?

Letisya: It was a bit of both. My father saw how passionate I was, and he offered to convert one of the floors in his shop into a small atelier for me. It was an amazing opportunity, and of course, I said yes! But before jumping straight into production, I spent a solid six to seven months sketching and refining my ideas. I wanted to make sure I had a clear design language that would set my brand apart.

Once I felt confident, I began the prototyping process. But even that took time. The pandemic hit, and everything slowed down. Ironically, it gave me even more time to develop my ideas and ensure I was creating something unique.

Esteban: The timing must have been challenging. How did you manage to find the right people to work with, especially during a pandemic?

Letisya: It was tough. My father’s connections in the leather industry definitely helped, but even with that, finding the right craftsman was difficult. I wanted my designs to be unconventional, like the pillow-like bags with no stitches between the stripes. It required finding specific materials and techniques. I even traveled to Italy to source a special filling material. After a lot of trial and error—and dealing with craftsmen who delayed me for months—I finally found someone who could bring my vision to life.

Esteban: It sounds like finding the right partners was one of your biggest challenges.

Letisya: Absolutely. One craftsman delayed me for nearly five months, always coming up with excuses. But I persisted because I knew the quality I wanted, and I wasn’t willing to settle. Eventually, I found a craftsman through my father’s connections who understood my vision and was willing to take on the challenge of creating these unconventional designs.

Esteban: That’s amazing. So, once you had the prototypes, how did you scale up into full production?

Letisya: Scaling up was even harder than prototyping. My first craftsman was great for samples, but he wasn’t interested in larger production unless I had a wholesale order. My father encouraged me to keep looking, and eventually, I found a small atelier that was struggling due to the pandemic. They were willing to take on my brand because they needed new clients. The quality was high, and they were much more collaborative. It felt like a fresh start.

Esteban: Were you handling all of this while based in Turkey, or were you doing some of it remotely?

Letisya: I was in Turkey during this period, and honestly, I don’t think I could have done it remotely. I had to be there every day, sourcing materials, meeting with suppliers, and overseeing production. Once I built strong relationships with my suppliers, I could manage things remotely. But in the beginning, being hands-on was crucial.

Esteban: That makes sense. Now, how did you handle the financial side of things? Was your father helping you fund the brand, or did you have other sources of investment?

Letisya: My father helped in the beginning, but he made it clear that I had to prove the brand could stand on its own. He didn’t want to keep funding something that wasn’t profitable. It was a lot of pressure, but it motivated me to make the brand successful. Initially, we focused on e-commerce since the pandemic made in-store sales difficult. My sister, who studied digital marketing, helped me with the online side of things.

Esteban: Did the e-commerce side take off?

Letisya: At first, yes. We were marketing to the Middle East, targeting places like Saudi Arabia, Qatar, and Russia. It worked well, and we got sales, which was so exciting. But then things changed. Algorithms shifted, and suddenly, our ads weren’t performing as well. We were spending the same amount on marketing but getting fewer results. It was really frustrating, especially since we had seen initial success.

Esteban: So, how did you pivot from that?

Letisya: We decided to shift our focus toward wholesale. E-commerce was too unpredictable, and we needed a more stable revenue stream. We participated in trade shows like Premier Classe in Paris, which gave us exposure to international buyers. It was a huge turning point for the brand. Wholesale brought more security, and it allowed us to scale in a more sustainable way.

Esteban: How did the buyers respond to your designs?

Letisya: The response was incredible, but it wasn’t immediate. Many buyers wanted to see if we could continue to produce consistently. They wanted to watch how the brand developed over time before committing to large orders. But we received a lot of interest, which gave us confidence in our direction.

Esteban: Where do things stand now? Are you focusing entirely on wholesale?

Letisya: Yes, we’re primarily focused on wholesale now. I had to slow things down a bit when I went on maternity leave, but we’re getting back on track. I’m working with agents to manage sales, and next month, I’ll return to Turkey to oversee production and develop new designs.

Esteban: Looking back, what do you think was the most challenging part of the journey?

Letisya: I think the biggest challenge was balancing the creative and business sides. I’m a designer at heart, and having to focus on sales and marketing felt unnatural at first. But I realized that working with agents who understand and believe in the brand was the key. It allowed me to focus on the creative side while they handled the business aspects. That balance was hard to find, but now that we have it, I feel much more confident in the future.

Esteban: Thank you so much for sharing your journey, Letisya. I’m sure a lot of people will find inspiration in your story.

Letisya: Thank you so much, Esteban! It was a pleasure talking with you.

LAETIS STUDIO: https://www.instagram.com/laetisstudio/?hl=en