Cynthia Boushakjian can challenge her agents that her collection of out-of-the-box clutches can be sold out within days. It’s a sure bet for the confident Lebanese designer, except that her bags don’t stay on the shelves for days. Successful in the stores of Beirut, Dubai, Qatar and Switzerland alike, C by Cynthia’s colorful clutches have just debuted in the Egyptian market this summer and are literally flying off the shelves. From cartoon emblazoned vinyl to first grade python, crocodile and ostrich skins, Boushakjian’s summer collection is varied in shapes, colors and material. Speaking to the designer, one comes to discover the passion she has for designing clutches.
Tell us about your first days as a bag and accessories designer, how did you start?The story goes back to 2004 when I used to come back home from my regular job and sit around, basically doing nothing, I would go through fashion magazines, watch Fashion TV. And in no time, I started spending long hours following up on the latest fashions and trends when it suddenly occurred to me that this is actually what I would want to do in my life: create designs and give them life and share them with people.I believed that I could make it, every famous designer started from scratch and why not me? I started with the little things, accessories, from necklaces to bracelets to earrings . and it evolved to belt design.At the time I was still dating Chahe, now my husband, who works in leather, and it has been a family business for over 50 years. So one time, over dinner, we decided to merge our ideas together, his leather and my creations, which led to the creation of the first belt designed by me by the end of the same year.As for the bags, it was actually something I wanted to do long before the accessories, and I’ve always been passionate about leather. And leather was there, all kinds and colors, so I would go up to Chahe’s workshop, and gather samples of leather and grab a pen and a paper and start drawing bag shapes and designs. Luckily Chahe fell in love with the idea and supported me to the fullest, and we started contacting the right people to make this project come to life.Now I don’t have to worry about which bag I should be carrying for the day or worry about whether my bag goes with my outfit, if I don’t have it, I create it.
In your opinion, why is bag designing popular in Lebanon?I think it’s a matter of taste, having the right contacts, and most importantly patience and endurance. And it seems I’m not the only person to think that way.I’m glad that more and more young creators and designers are emerging in our city, and it makes me want to create more. But I’m not doing this to compete with anybody because my collections are not being copied, neither is anybody copying mine, and as long as it stays that way, we’ll be fine.
Do you have access to good quality leather in Lebanon or is it all imported?Whether it’s local or imported, I’m lucky enough to have access to my husband’s workshop. What’s good about this is that my husband is a leather addict, and he collects rare samples from all over the world, that’s why sometimes I create one bag out of one rare piece of leather, so it’s up to the ladies and their luck. Python and crocodile were fashionable in the 60s and 70s, then they seemed to disappear off the scene. Why are they so popular again now?Truth is they never disappeared, they were only covered by other fashion trends, and they’re back on top now.
Your designs always have a touch of originality. Do you worry that people may be scared to try out something so new or are Arab women open to hip fashion nowadays?I’m sure you know Arab women are very stylish and love to show off with practically everything, from shoes, clothes, haircuts, bags. And I’m one of them.Most importantly, Arab women love to be unique with whatever possession they own, would you like to go to a gala dinner and see there’s another lady holding the same bag as you?
C By Cynthia clutches are currently available in Cairo for the first time. Tell us about that?I’m so excited about selling in the Egyptian market. The feedback is great so far and I’m looking forward for my brand to be as popular in Egypt as it is in various Arab capitals.
Different fashion boutiques tend to want to stock brands exclusively. How do you plan to expand further in the Egyptian market given this demand by boutiques?To make it short and to avoid misunderstandings, I’m creating different designs for each boutique, relative to their merchandise and most importantly, their clients. My spring collection sold out quickly at Soho Boutique in Cairo and now Beymen have a totally different collection; different clutch models and leathers so there is no room for misunderstanding really.
You have recently participated in an exhibition in Amman, Jordan. To what extent does participation in exhibitions give added exposure to a brand?I’ve always participated in exhibitions, first in Lebanon of course and neighboring countries. I try to participate in every one of them. I don’t only rely on word of mouth; I believe in being there in person and being in direct contact with my clients, schedule permitting. I believe it gives me greater exposure that way.
Where do you hope to see C By Cynthia in five years?Every designer’s dream is to see his/her collection spread worldwide, I wouldn’t mind seeing mine in boutiques all over the world.
Besides C By Cynthia, what is your favorite brand of handbags?That’s a tough one, but I love Fendi’s use of accessories on bags, Marc Jacob’s designs, Prada’s leather design cuts, Chloe’s daring and yet feminine designs, and Alexander Mc Queen’s craziness. And I love mine because they’re funky with a touch of simplicity.
This content was provided by Shine Communications, a business management agency, working on carving a place for Arab fashion designers and brands on the regional and international scene. Mona Afifi, an Egyptian fashion writer, is partner and co-founder of Shine.
