Vivan Chai wants to debunk the misconception that the bag is only for formal events, writes Kasmiah Mustapha.
CLUTCHES are often perceived as expensive and only certain women carry them, meaning celebrities and the rich and famous. The idea is that clutches are only suitable for red carpet or formal events.
However, Vivan Chai wants women to own one or more clutches without breaking their budget with her brand Papillon Clutch. Prices range from RM140 to RM250 and are affordable compared to other brands which can start from RM500 onwards, she adds.
“The reason for the affordable prices is because I want to encourage more women to love clutches. I want to promote the culture of carrying clutches because I still see women carrying totes or sling bags to weddings or dinners, which clearly is unsuitable.
“There are women who spend hundreds or even thousands of ringgit on dresses but have no idea that to look perfect, they also need a suitable handbag. A well-designed clutch can change the appearance of a woman, as it can complement her style and make her look more elegant.”
Papillon Clutch was set-up when Chai and her husband wanted to expand their small accessories business. Back then they had a pop-up store in Jaya One selling accessories such as earrings, necklaces and bracelets.
After some time, they decided to add items, especially as the profit from selling accessories was inadequate. As the size of the store was quite spacious, they thought handbags would be the best option.
“However, we noticed there were too many people selling handbags. If you search on any online shopping website, there are hundreds of pages of handbags in different sizes and styles. But it is difficult to find clutch bags. Clutches are a bit harder to look for, especially the right design and affordable ones.
“In 2012, we set up Papillon Clutch as we shifted our direction to focus on designing clutches. At that time, we were not sure if people would buy our clutches. We knew it was a niche market and we wanted to explore it. When we introduced our clutches, the response was overwhelming. There was a time when our brand was the main attraction on Zalora.”
SPACIOUS COMPARTMENTS
Chai says in addition to being affordable, the designs and materials of the clutch bags make it easy for women to match them with their outfits and they can be used for casual outings or the office. Certain designs have spacious compartments for women who want to carry more items.
“It is important to have our own designs to set us apart from others. We do not like to buy from suppliers and market the bags as ours, because there will be other brands with similar material and design.
“As a professional dancer, I apply my creativity to the designs to ensure our clutches stand out,” says Chai, who is trained in ballet, contemporary and traditional dance.
In addition to various sizes from medium to large, the brand’s clutches are made from different fabrics such as satin, velvet and polyester. To date, there are more than 50 designs in various colours.
The clutch bags are divided into several collections such as chic, classy, hot and shiny and signature. The designs include satin box, metal leaf, glittery envelope, braided satin, velvet mesh, rhythm diamante, cordelia crystal and signature weaved.
Chai recently launched the Calla bucket bag in a move to expand her products. Together with her partner, she spent months on research, design and redesign and finding the right materials.
“The bucket bag is one of our customers’ favourites. To ensure the design is exclusive, we focused on every single detail including golden buttons with our logo on them. Made from premium synthetic leather, the Calla bucket bag comes with three straps in different lengths. It also comes with a pouch that can be turned into a make-up bag.”
Priced at RM158, the bag is available in six colours — dusty rose, blue, pink, khaki, brown and black.
Chai plans to launch more products. However, the focus will still be on bags, as they are more marketable compared to accessories.
“We are planning to launch our own satchel bag, but we will not rush it. Again our strategy is to take our time in creating the bag. It is important to continue producing quality, affordable and beautifully designed bags.
“In the meantime, we will continue to produce new evening clutch bags.”