Everina is one one of our newest brands that produce beautifully handcrafted handbags. We currently carry the Marigold style in Black and are completely OBSESSED by the quality of the materials and overall design. So you can only imagine how excited we were when the Founder and Creative Director of the brand, Emelie, agreed to a [virtual] interview with us!
Tell us a little about yourself! Who are you and what is your role at Everina?
Emelie Conroy, founder and Creative Director of Everina. I was born and raised in Jakarta, Indonesia. I started my career in Fashion PR - I worked for PR agencies in Hollywood – assisting Celebrity stylists for red carpet events, data entry for the clothing and really do the groundwork of a fashion career. After Fashion PR, an opportunity came up to work in Marketing - promoting Indonesia’s export into USA. Through this experience, I was able to meet and help countless Indonesian artisans and factories to market their products into USA. We helped them marketing through trade shows. Indonesian artisans would bring very unique, handmade, quality and marketable goods - from jewelry, handbags, furniture to home décor. My role in Everina are designing our bags, managing production to leading our marketing efforts.
What is it like as a female identifying founder in the sustainable fashion industry?
I've been so blessed in my journey to have met people who appreciate and support me as a women business owner. I have a group of women friends, whom some of them are business owners as well, and we truly support each other's endeavors.
What does sustainability mean to you?
It means a few things; to honor the environment and the earth - even with something small to start like recycling, volunteering at non-profits that care about the earth and, as a business, to use eco-friendly as materials like rattan, water hyacinth and atta grass.
What is your favorite part about being a leader and advocate in the ethical fashion industry?
Meeting new business owners, helping and working alongside artisans and designing bags that customers will love!
What is your "Why"?
Indonesian artisans goods are unique and have impeccable quality - from jewelry, handbags, furniture to home décor - but there is a disconnection on how artisans can sustain their presence here. Seeing Indonesian handcrafted goods, I often reminisce the fond memories growing up, when I go to vacations or school-trips to lush islands of Indonesia (Sumatra, Bali and Sulawesi). I am absolutely fascinated by artisan-crafts that was made to be meaningful and useful. Indonesian artisans use a mixture of materials and techniques; from cotton and ikat, teak wood and carving to rattan and weaving - and many more.
Our other ""why"" is that we think that sustainability in fashion should not just be a trend, but an essential. The fashion industry can be cruel to the people behind its products and to the environment. So we highly value ethical sourcing - making sure our artisans are paid fairly according to local standards. We love working with our artisans! We also use eco-friendly materials and being a part of slow fashion movement. But we also value beautiful and practical designs. Combining these two aspects have been fun yet can be challenging too.
What are some experiences that shaped who you are today?
So many! Career-wise is definitely my background in Fashion PR and Marketing for Indonesia's Export - propelled me to be resilient and confident in building and growing my business. Personally, I went through a lot the past few years since I lost both of my parents in 2018. I am still on a healing journey from that but my faith and being surrounded by people who love and pray for me have help me tremendously to be grateful and content! Both of these personal and career experience have tremendously shaped who I am today :)
Let's talk about your brand! What is your brand's mission and vision?
Our mission and vision are to:
- Provide fashionable, eco-friendly, and ethical fashion
- Bring accessories that were made in respect of people and the planet (socially responsible)
- Empower artisans especially women
- Expose creative and fashionable goods from all over the world, with a focus on Indonesia
Tell us your brand's origin story.
Growing up in Indonesia, my family didn’t have a lot but we were a happy family. Most of my family’s professional backgrounds are in government, law and medical fields. My grandfather, however, was a businessman back in the 1950’s to 1970’s in North Sulawesi, Indonesia. He owned a movie theater and few other small businesses.
Growing up in the late 80’s into the 90’s, my mom would always wear trendy outfit – whether she bought it from a local Indonesian brand or thrifted. She also taught me how to be confident in myself and be authentic in what I’m wearing. Never try to be someone else that you are not.
I remember vividly that I would always adore (and tried on with high heels!) her trendy outfit from a sparkly dress to a puffy-sleeves polka-dot blouse. I was probably 5 at this point. She was also wearing monochromatic outfit before even it became a trend! I think those times growing up - with a cool and fashionable mom - were the times when my love for fashion really started.
After college, I realized I wanted to have a career in Fashion PR so I moved to LA in 2009 and attended UCLA Ext Public Relations Program. Simultaneously, I then was working at Fashion PR agencies in Hollywood – assisting Celebrity stylists for red carpet events, data entry for the clothing and really do the groundwork of a fashion career. Through this amazing experience my passion for fashion continued to be ignited and thought that I would stick to Fashion PR for the long run. So never had I imagined I would launch my own brand.
After Fashion PR, an opportunity came up to work in Marketing - promoting Indonesia’s export into USA. Through this experience, I was able to meet and help countless Indonesian artisans and factories to market their products into USA. We helped them marketing through trade shows. Indonesian artisans would bring very unique, handmade, quality and marketable goods - from jewelry, handbags, furniture to home décor - but there would be a disconnection on how they can sustain their presence here.
Seeing their handcrafted goods, I often reminisce the fond memories growing up, when I go to vacations or school-trips to lush islands of Indonesia (Sumatra, Bali and Sulawesi). I am absolutely fascinated by artisan-crafts that was made to be meaningful and useful. Indonesian artisans use a mixture of materials and techniques; from cotton and ikat, teak wood and carving to rattan and weaving - and many more.
Because I saw there was a disconnection and a need to sustainably bring Indonesian artisan craft, I began crafting a business plan. After wrestling with my fear for a year, I quit my job and took the chance to start Everina, with my husband, Andrew, in January 2017. The rest is history!
What is it like as a BIPOC identifying founder in the sustainable fashion industry?
I'm proud to be a BIPOC in the sustainable industry but I have not met many of us in the field. I would love the opportunity to meet and collaborate with them!
As a small business rooted in slow fashion and big impact, we value social advocacy. Name one philanthropic cause that you support and why others should know about it.
We partner with New York based non-profit organization, NEST, who actively engage in artisan programs to enhance the quality of life of creative artisans
Make sure to check out Emelie and Everina on Everina’s website www.shopeverina.com and follow them @shop.everina on Instagram and Tik Tok.
Shop the Everina Marigold handbag with Belle + Blossom here.
