Handbag. Tick. Red lips. Tick. Sunglasses. Tick. Lynné de Jager’s trademarks … and part of her success story.
While kids of her age played with friends over the weekend, five-year-old Lynné de Jager hustled in her uncle’s bakery. Once she could do a few sums, she was promoted from packing bread rolls to working the till.
“As a six-year-old, it was a pretty big deal for me! I had to answer the phone, take messages and orders and work directly with clients. Oh, but I loved it. To offer a service and product and then see clients coming back and back again. It was then and there I was bitten by the business bug. Really. I knew that one day I wanted to be my own boss and have my own brand and to also offer something clients will keep on coming back
for more.”
The idea to design and eventually manufacture leather bags herself came about when Lynné took one of her favourite bags to a leather tailor and was so impressed with how he fixed it that she wanted to help him grow his business.
“I’ve always wanted to design and sell my own bags. So I thought, why not then design different bags that I love and give them to him to make? I started to market these bags, sold them and … voila! This created much-needed business for him and I did something I loved … to design. Unfortunately, he had to close his business … and I saw an opportunity. To start my venture manufacturing leather products. I offered him a job and, as the saying goes, the rest is history.”
Constantly aiming to be innovative, Lynné made another passion a reality. To bring out her own lipstick range. Available in rich bold shades and a few nudes, all with catchy names – Famous, Bombshell, Honeybun, Trophy Wife, Affair, Shameless – and guarantee pout perfection with a flawless, smooth, velvety, matt finish. Best of all? They’re cruelty-free and don’t dry out your lips.
Steadily, the brand LYNNÉ has been dreaming about started to take shape. For many years her range of leather bags, cosmetics and accessories were available at stockists around the country.
You can never go wrong with a cross body sling bag. They are practical, comfy, foil thieves intent on grabbing your bag and your hands are free to push a stroller or carry shopping bags!
During Covid, she took a bold step and opened her first retail shop … LYNNÉ THE ATELIER.
She and her team had a space to design and manufacture, stock the creations and host leather workshops. The latter a huge success! And just a few months ago, she opened another shop in Stellenbosch. Talk about going places!
“Walking into LYNNÉ you can feast your eyes on items that I feel are beautiful and luxurious, yet friendly on the wallet. Handpicked. Exclusive. Limited. You’ll find the LYNNÉ brands such as the leather bags, lipsticks and our classy Evoked craft gin, vodka and pot still brandy. But there’s so much more. Think clothes, jewellery, accessories, stationery, to something for foodies and kids. Like in a one-stop boutique gift shop. Some items are imported but most are local. My ultimate aim? That everything will carry the LYNNÉ brand.”
The idea of starting an online store always lingered in the back of Lynné’s mind. After the umpteenth time the alcohol ban was reinstated in Covid she thought … it’s now or never.
“LYNNÉ is situated in a buzzing village with lots of restaurants. People come to drink and eat (not the other way round) and we in turn benefit from all the feet. But every time there was an alcohol ban, the village would be quiet and my business took strain. So, I started an online store, EXCLUSIVE ME with carefully curated brands to offer you the latest trends and exclusive selections at the best possible price. I’ve built the whole website myself (happy dance!) and got it up and running. Thanks, Google and YouTube!
The same products can be found in-store and on the site and within a year of starting EXCLUSIVE ME, Lynné and her team had sent out 4000 beautifully wrapped packages. Complete with tissue paper and a handwritten note. Attention to detail and a personal touch to make a client feel special is what Lynné is all about.
Pssst psst, we heard that she and fashion designer Casper Bosman are collaborating on launching a ready-to-wear clothing line in October. Be sure to keep an eye out on social media.
Just like many entrepreneurs and business owners she has had a fair share of critics, copycats, challenges and lows. But for Lynné it is always chin up, wearing bright lipstick and facing life head-on.
“You are the only one in charge of your destiny. Unfair things may have happened to you, and unfortunate times may come to you, but you always get to choose how you respond. You can live in frustration and bitterness, or you can be the bigger person and just play the hell out of the cards you are dealt.”
Shopping for a genuine leather bag:
• Look at the quality of the leather. Two words – Full grain. If it’s full grain, it’s leather. Full grain leather is leather the way leather was meant to be. It is top quality, robust, and ages well. No plastics, but yes to that rich leather smell. • Look out for components such as zippers. We have all experienced the frustration of a zipper that gets stuck or simply stops, so make sure when you zip the bag that it is smooth, easy and that the closure feels firm. YKK, an international brand is a sign of good, high-quality zippers (They do the zippers on Bronx, Guess en Soviet jeans) • Are the stitches small, regular and accurate? Or broad and far wide? Stitching leather is labour intensive and expensive, and the more high-end the product, the smaller, regular and stronger the stitch. • Handle the bag as you would if you used it. Tug at the straps and handles. Open and close the bag and all interior and exterior pockets. You should be able to do these things with relative ease and without it resulting in any telltale signs of future damage or wear. • Do not forget to check the inside finishes of the bag. The seams should be properly glued and hammered down and everything should look smooth and neat in appearance.
Looking after your leather handbag:
Nivea Body Butter is one of the best treatments you can give to any genuine leather products. Not only will your leather stay matte but it will also not change the original colour of your bag. Use only the Nivea tin of Body Butter. Treat all areas of your bag with a circular motion. Initially, the colour of the bag will be darker. Leave your bag for at least two hours to enjoy the TLC. It will return to its original colour.
Details: lynnetheatelier.com, exclusiveme.co.za, pop in at Lynné – The Atelier on the corner of 16th Street and Hazelwood Road, follow @lynnej_official and @exclusiveme_official on Insta, @lynnejofficial and @exclusivemeofficial on Facebook. Keep an eye out on social media for the next leather handbag workshop.
Text: RIALIEN FURSTENBERG. • Photographer: STEPHEN SEGAL. • Make-up & hair: ELAINE BOSHOFF.
