No bragging, this bag business is more than holding its own

A home-operated business started in May 2003 by Jenny Spring so she could spend more time raising her children has become a global operation with forward estimate earnings of $4 million.

Brag Bags, involved in the direct selling of ladies handbags, is operated entirely from Ms Spring’s family home.

Ms Spring was keen to open her own business upon her return to Perth after 17 years working abroad in IT sales.

Her original plan was to open a business in corporate selling. But the plan changed when a friend’s bag caught her eye and Ms Spring discovered she could import similar bags from suppliers in Vietnam.

“I did a few parties from home because I knew nothing about handbags and I thought we could get people in and collect information on where they lived, what colours they liked, how much they were prepared to spend,” Ms Spring said. 

“As I got further into it I found that the parties were a huge hit and I couldn’t keep up with it.

“My husband asked me: ‘Do you remember this little business you were going to run so you could be with the kids?’ I was working most nights and weekends, so I hired two consultants.”

There are now seven consultants in WA and Ms Spring has recently set up a partnership in Sydney.

A similar partnership was established in Seattle, US, last year with Ms Spring’s former work colleagues

Ms Spring intends to use Sydney and Seattle as test markets to sure up a franchise model.

She said Brag Bags was a unique direct-seller because stock was paid for up-front.

This means the consultants have a full range to offer their customers, who can take their purchases home from the event rather than waiting for delivery.

Ms Spring said the main problem she faced in the business was a lack of service by major suppliers such as banks and insurance companies, something American companies were very good at.

“The person on the other end of the phone isn’t empowered to make decisions, it’s ridiculous,” she said.

“I’m the customer and if my business grows surely it’s good for their business?”