LUXTRA (LUXury TRAnsformed) makes sustainably-minded bags, backpacks and wallets from the most innovative vegan & plant-based materials. All products are 100% made in Italy and the company is a certified B Corporation.
In this interview, founder and entrepreneur, Jessica Kruger, talks about her motivation for starting the brand and the challenges she faced in growing the business. She also shares her advice for aspiring entrepreneurs, emphasizing the importance of starting small, seeking help, and maintaining focus and discipline. Learn about the journey of this inspiring entrepreneur and the impact LUXTRA is making in the fashion industry.
What motivated you to start your business?
I believe we only have one life, so I want to make mine count and have real impact. I care deeply about making the world a better place and animal welfare is one of the issues closest to my heart. LUXTRA is my second brand LUXTRA is my second business (the first was a plant-based restaurant) in which I create products and services that encourage people to live more cruelty-free lifestyles. My thinking is that if you can create products and services that are just as good (or even better) than the meat- or leather-based versions, then people should have no qualms in switching. It’s obviously not that easy, but that’s the plan at least!
What has been your most significant achievement as an entrepreneur?
Probably pulling through the tough times. Over the past almost-decade of building my own companies there have been had several times where I’ve been on the verge of giving up…. but I haven’t. I work on the basis that if I can survive long enough and not go out of business, eventually I’m going to make it a success. I was also pretty happy when LUXTRA certified as a B Corp certification. That was a nice achievement too.
What are some of the challenges you have faced in growing your business?Marketing and making sales have been the hardest part. LUXTRA works in an ultra-saturated and competitive industry (then again, what industry isn’t competitive these days?) and convincing people to part with their money, especially in the uncertain economic times we are facing, is difficult.
Knowing what you know now, is there anything you would have done differently when you were first starting out?I always do the best I can at the time, with the information I have. I often feel that it’s learning the hard way that sets you off on the right course.
What advice would you give to someone who is trying to become an entrepreneur?There are a few things:
- Start. And then baby steps. I didn’t know how to run a restaurant or a fashion brand, but I learned. Use your status as an outsider (if that’s the case) to your advantage.
- Get help. I’m an introvert and I really do prefer working on my own, but that’s not the way to grow a business. So I make sure I talk to people, talk to my competitors (some don’t respond but hey, their loss), and of course I focus on communicating well with my team.
- Focus and discipline. I’m still working daily on these two myself, but I’m pretty sure these are the basis of most success in the world.
