|Intro||Co-Founder of Senreve|
|Known for||Founding Luxury Handbag Brand Senreve|
|Is||Founder Chief of staff|
|From||United States of America|
How Coral Chung revolutionized handbag design by figuring out what women want.
Today’s stylish handbags haven’t kept up with our changing world. As the number of electronic devices (and their accessories) we rely on continues to expand, the essential question arises: how to carry it all? This collision of high end design and demand for practicality was bound to happen at some point. It just needed a catalyst.
Enter Coral Chung
The founder and CEO of Senreve, Coral Chung created the luxury brand brand for the modern millennial woman. Currently the “it” accessory according to fashion and luxury publications, it is beloved by celebrities, social media influencers, and c-suite executive women around the world. Before that success, however, she worked at Bain advising Fortune 500 companies on their retail strategies.
As a busy executive, she constantly experienced handbag woes. She felt torn between a luxurious, beautiful bag or a functional laptop bag. The utilitarian look just did not suit her aesthetic. Her beautiful and much beloved Prada bag (she worked on Prada’s Hong Kong IPO) eventually collapsed on her. She could never find anything in it anyway, the black lining created an abyss where keys, cords, and other essentials disappeared. She realized that she was not alone. Other women were also seeking a practical alternative that paired fashion with functionality.
Senreve Is Born
Coral Chung founded Senreve (a combination of the French words for “sense” and “dream”) with an aim to merge laptop portability with luxury handbags. She set out to design products that fulfilled both her need for versatility and desire for beauty. No longer would working on the go entail dragging around an ugly laptop tote! Her goal with Senreve was to give women what they want, and she went about it by paying attention to the details.
Despite being told early on in her product’s design that the interior of the bag was too costly to lavish attention on, (no one ever sees it, after all) she insisted on only the highest quality materials. She knew from her own experience that the interior would be seen by the person who used it the most. Italian craftsmanship was a must, along with organization features and a focus on little details that were practical yet feminine.
Introducing the Maestra
Senreve’s first bag was the Maestra. It is the epitome of versatility. It can be used as a tote, crossbody bag, satchel or even as a backpack, all thanks to its convertible strap. The spacious interior of the bag has eight compartments, one of which is a padded sleeve to accommodate a 13 inch laptop. It looks gorgeous too, proving that a woman can carry it all while still looking fabulous.
Celebrities like Selma Blair have flocked to the brand, becoming brand ambassadors. Priyanka Chopra was seen wearing the Mini Maistra on a press tour. This has opened up a new market of South Asian women following the lead of the actress.
However, Coral Chung says that she is most inspired by women executives, she told the Hong Kong Tatler. The CEO of Charlotte Russe, Jenny Ming, was one of her first customers. As one of the top executives and Gap and a former board member of Barney’s New York, Ming was an inspiration for Chung. It was incredibly rewarding for her, then, to see Ming wearing a Senreve bag.
Her own mentor, Toni Ko, is also a fan of the brand. The founder of NYX cosmetics, Ko followed a non-traditional path to the heights of the business world. Her style and ferocity was a beacon for Chung, who told the Huffington Post that she often asks herself, “What would Toni do?” Another Senreve aficionado is Emily White, former COO at Snapchat. She exemplifies the woman that Chung keeps in mind while designing her premium bags.
What’s in Her Bag?
As far as her own handbag goes, Coral Chung is asked about that a lot! It always carries her passport, as she travels the globe non-stop promoting Senreve. Other items she carries with her are her laptop (of course!), her phone, checkbooks, and in the secret pocket, some vitamins or candies.