Do You Know Where Your Customers Are?

This past weekend I had the joy of presenting my handbag collection at a fabulous women’s boutique during a Trunk Show.

The pre-show hours were a labor of love: arranging each design so that colors and styles spoke to one another, fussing with bows on hang tags until they looked just right, placing my business cards in a crystal dish, and carefully setting the display props to tell the story of the brand.

When the doors opened, the time flew. I found myself in conversation with women of all ages—each with her own personality, her own sense of style, and her own wish list for that moment in her life. Those exchanges reminded me why I began designing handbags in the first place: because an accessory is never “just” an accessory. It is often the spark that defines how we feel, how we express ourselves, and how we step into the world.

Asking the Bigger Question

Several days later, I caught myself replaying an old familiar phrase: “Do you know where your children are?” Only this time, I twisted it into a new question: Do you know where your customers are?

This small shift sparked a deeper reflection.

Q: Who am I, and what do I want to create?

A: I am an artist, and I want to design and produce women’s handbags.

Q: Why handbags?

A: Because handbags are magical. They are our everyday personal carry-alls, yet they also have the power to transform our mood and spirit. They are, in many ways, both art and companion.

But when the creative dream evolves into a business, the vision must be matched with structure:

• A business plan
• A clearly defined customer base
• A marketing strategy
• A product and manufacturing roadmap

And above all: an ongoing understanding of who the customer truly is.

Finding Customers in the Real World

The truth is, this journey of blending art with commerce rarely begins in a textbook fashion. For me, the answers are found face-to-face.

• Trunk Shows give me real conversations.
• Community events let me meet women in their everyday element.
• Cultural festivals spark spontaneous connections.
• Networking groups open new perspectives.

In those two days at the boutique, I learned more than I could have in months of spreadsheets or analytics. I learned to listen for intent. To notice when someone’s eyes light up at a color or when they linger over a particular style. To ask, again and again: Who is she? What does she need? Where will she carry this bag?

The Takeaway

Building a brand is not just about designing beautiful things. It’s about asking—over and over—who, what, when, and where. It’s about returning to those questions with focus and intent, and letting them guide the dream forward.

So, do you know where your customers are? I’m learning that the answer may be as simple—and as profound—as being in the room with them, listening closely, and allowing the conversation to shape the path ahead.

Carol Entin