name first, design second

When the idea of creating handbags started to bloom

in the early-mid 2000's, my mind started to race

for names. 

Using my own name was never an option.

I love it so much and want to keep it all to myself.

I remember the moment I came up with feNa - late at night

as I was ready to fall asleep (this is when most

of my great ideas happen).  I vividly remember having

a conversation with myself about what I wanted my brand to be.

Even though I was designing clutches only, I didn't want

to leave out a substantial part of the market

that carried handbags.  At first I thought:

"for everyone N anyone" ?

No, because that wouldn't really be true.

So I started to think

1) about everything a consumer would need to carry

&

2) how I wanted to create something that easily translated from day

to night....a clutch that was....

It came to me clear as day so I hopped out of bed

and ran to get a notebook to write it down.

I wanted my clutches to be

"for everything N anything"

Short version pronounced (f - ee - nuh)

Immediately, I knew the "f" "e" and "a" had to be lower case

and the "N" had to be upper case.

Fast forward about 7-8 years and the name is the only

thing that hasn't changed in development of the brand.

That's when you know it's right....