Savette Finds That Sweet Spot Between High And Accessible Luxury

New York-based leather accessories brand, Savette, was introduced to the fashion world in 2020. It entered a highly competitive luxury during extraordinary times: the pandemic. Even then, it has enjoyed record success within the luxury bag category.

When the brand launched at the height of pandemic lockdowns, Brand Founder and Designer Amy Zurek led an unprecedented online unveiling over Zoom. Before then, digital events were unheard of. Across industries, the majority of businesses were also inclined to hold off on risky product or brand launches.

Brand strategy shaped by thoughtful design, retail partnerships, and considered pricing helped Savette carve out success within the first year from launch. Amy remembers, “I saw a gap in the market, both in the sense of price point and aesthetic.” She observed how price points for institutional luxury houses continued to soar as a response to the supply chain shifts and losses of the pandemic. Chanel, for example, was said to have increased its prices four times within 2020 alone.

A good friend of mine, renowned Interior Designer Cecil Ravelas recently commented on the incredible prices that luxury designer bags now command. Over coffee, she showed me a selection of contemporary leather accessory brands that now dominate her shopping cart. As her Hermés tote sat on the chair next to her, she remarked: “The prices for luxury bags are just ridiculous these days. I’m at a place and stage in life where I no longer see the logic in spending that kind of money on a bag. I would rather spend this money on luxury travel. The new brands that offer friendly price points seem like the smarter and chicer choice.”

Sotheby’s reports, “The first spike came in 2020, when the luxury fashion house increased the price of certain bags from 5% to 17%. In October, Chanel boosted handbag prices by an additional 5%. By July 1, the price of styles like the Chanel 19 would be an additional 10%, and the Flap bags under 15%. As of November, the Classic Flap and 2.55 are quoted at 12% to 15% more than they were just three months ago.” A similar trajectory was felt at Hermés and Louis Vuitton, Christian Dior, and Prada. Today, an average designer luxury bag from the big maisons can set you back at least $3,000.

Meanwhile, mid-range or contemporary leather brands that offered accessible price points left much to be desired in terms of quality and style. For loyal patrons of luxury houses, most especially, designs presented by these labels lacked attributes of time-honored craft that make high ticket bag purchases a worthy investment. “The market was polarized,” notes Amy. She then began to envision a new luxury proposition that merged timeless design, modern sensibilities, Italian craftsmanship, and reasonable pricing.

“Exorbitant prices lend an air of exclusivity and luxury to a brand. We choose to rely on the quality and design, plus that occasional calculated market scarcity of our products, to create that demand. I believe it is possible to do so and still maintain growth and margins. So far that theory has proven correct for us,” the creative director, designer, and brand founder shares. Savette’s price points range between $390 (for small leather goods) to $4,250 (for the bespoke pieces).

The brand also found a sweet spot, right in between timeliness and current designs. When Savette launched, only a few styles were introduced. These included the Tondo, Symmetry, Sport, and Bucket. It took a year for the designer to finalize the inaugural collection. Amy’s extensive experience in fashion helped define her philosophies in product development and manufacturing. “It informed my thinking when I founded Savette. As a designer, you always want your vision to dictate the final product. You also have to understand how to make strategic decisions for products to be commercially viable.” Bags from the label are characteristically modern and lean towards minimalist sensibilities. They also showcase the technique and heritage of craft distinct to the artisans of Florence, Italy.

Amy describes, “They aren’t plain or anonymous, but rather marked by a subtle, recognizable element in the form of our signature metal hardware.One aspect that differentiates us is that many of our styles are intentionally evergreen, which creates a permanent core collection that really has time to permeate and resonate with customers. I think this aspect of slowness and thoughtfulness really sets us apart in a fashion landscape that has come to rely upon an endless cycle of newness season after season.”

Memories of a mother who gravitated towards heritage luxury brands played a huge role in defining the creative director’s design inclinations. Amy also mentions that her grandmother, an avid collector of contemporary jewelry, influenced her style. As an undergraduate she studied fine art and art history before pursuing a degree at the Parsons School of Design in New York. It was while in school when she found herself drawn to accessory design, exploring the intersection between function and form, purpose and style.

Savette’s designs were meant to resonate with a broad audience. Amy expounds, “Our market is actually quite broad, ranging from a cooler, younger, more fashion-conscious customer to a more middle-aged commercial shopper. I think the breadth of our customer base speaks to the versatility and timelessness of the styles.” She cites that Symmetry Pochette as an example of a design being both refined and easy going. “There’s also a playful element to it that makes it collectible for many customers, and I think this combination makes it so broadly appealing.”

Apart from pricing and design, retail partnerships also factored into the brand’s success. Amy discloses, “As a new brand, we think of wholesale as an invaluable strategic tool, both in broadening name recognition, and validating the quality of our products. We launched with Net-a-porter, which was a huge step in propelling the brand forward right from the start. Then we secured certain prestigious partners like Bergdorf Goodman, and MyTheresa, solidifying our brand positioning.”

Savette now has 69 wholesale partners across the globe. They have sold 10,000 units of the best-selling Pochette bag since launch. Celebrity followings have admittedly helped generate brand awareness especially during the age of social media. Hollywood personalities like Rosie-Huntington-Whitley, Katie Holmes, Lady Gaga and Emily Ratajkowski have been spotted carrying Savette’s bags. The team confirms that with regards to celebrities carrying the brand’s pieces, “There’s been a mix between purchases, stylist pulls and gifting. In some cases, we’ve been approached by stylists looking to purchase bags for their clients.”

During New York Fashion Week last August, Savette launched its latest range of bags, the Florence collection. Amy recounts, “We saw an enormous outpouring of support and positive feedback following that event, from press, social media, and friends of the brand within the industry. As we’ve become known for certain styles, the Florence collection has been embraced as a new visual language for us, but one which still embodies Savette’s signature codes.”

The Florence 25 Bag has been generating online sales since the launch. The team verifies, “The volume of bags at this stage is low. The brand thinks it is on track to become the new fan favorite.” This month, the Resort 2025 collection will be introduced, featuring new color ways for the Florence range.”