The world of fashion today is one which offers consumers such a wide breadth of products and brands to choose from, that people are increasingly able to express their own identity in what they choose to wear. However, breaking into the industry is an uphill battle for designers, requiring authentic vision and determined perseverance. In founding Tara Folks, Zeynep Gürsoy has taken this potential for self-expression to heart, found her own voice in the sector, and maintained a genuine optimism in every aspect of her journey. Drawing inspiration from the strong female leads of a bygone era, Zeynep both embodies and believes in the modern woman as a bastion of power, offering her handbags as an opportunity to echo these sentiments in one’s own unique style. With distinct designs and the thoughtfulness of utility, her catalogue caters to every lifestyle. Possessing a noteworthy resolve, Zeynep has quickly adapted to the demands of a challenging sector – picking up new business skills along the way and distinguishing Tara Folks as a worthy contender. In just a little over a year, Tara Folks is beginning to enjoy the success of Zeynep’s work ethic, and with a growing network and clientele in both Turkey and abroad, the future of this young brand looks bright.
We took some time to speak with Zeynep on the motivations behind her transition into fashion, the process of getting handbags out to market, the challenges of a highly competitive industry, and what it means to find inner strength as a woman in today’s fast-paced world.
Could you tell us a little bit about yourself?
I’m from Istanbul. In university, I studied Industrial Engineering and after, I worked in my family business. My father was involved in the production of dairy products. I was involved on the manufacturing side, regularly traveling between the city and Edirne. After five years, I didn’t feel like it was feeding my soul. At that time I was practicing yoga, and soon I decided to change what I’m doing and I applied for a design degree in London. I finished my Master’s in Central Saint Martin’s. It really changed my perspective and world view. After I returned in 2015, I started to work in a few fashion houses. I realized I wanted to work in fashion and by connecting with women, so I built this handbag design business, starting at the end of 2016.
What was the inspiration behind the Tara Folks project?
I want to touch the lives of women and make them feel that they’re already enough. They can change jobs when they want, they can start over again at any time, they have a lot of inner power. It also connects with my story, as I did the same thing with my family business. I didn’t have a previous degree in Fashion or Production Design. If you really want it though, you can start over and find the resources. Also, through handbags as well in Turkey, I’ve realize that women tend to be very brand oriented. They prefer already established brands. Some might use them to just show off, but I want to encourage them to create their own unique styles.
Could you also tell us a bit about the meaning behind the name?
I like watching old Hollywood movies and their relation to fashion as well. In Gone With the Wind, the main character Scarlett finds strength in her Tara plantation. With Tara handbags, I want to remind women they can find that power in themselves.
What is the process like from start to finish in getting a product out to market? What is your day to day like in regards to this process?
Starting is always fun. I like watching and absorbing from my surroundings. I like to find women that inspire me and think about what bags they should carry according to their lifestyle. If they’re busy, I should design a larger bag that can hold their laptop or yoga mat. Or if it’s for weekend occasions, when they go to places where they want to be a bit more stylish, I design accordingly. I take photographs, then I create an inspiration and mood board. Then I start drawing what kind of bag it should be, then I choose colors and work with leather shops and go over the samples. Then I make some combinations and get the design ready. I go to the manufacturer and explain all the aspects of the design like the stitching, what kind of zipper they should use, the number of pockets, and the measurements. They take some time to do the production and I get very excited about what it will look like. During the production I visit and make sure everything is OK. I’m happy with the craftsmanship of my manufacturer. They’re an atelier of Armenian background, that was passed from father to son. I’ve worked with several, but this one is very proper, polite, and easy to work with. Once I receive the product, then I show it to my family and friends and start showing it at shopping events. I have a small corner in Maslak 42 where young designers have modules to showcase their products and sell there. I always put a new collection there first. I also sell online at the Tara Folks website and 365ist.
Are you the only one working on this project?
I was, but luckily this year I started working with a social media planner. Her name is Elif, formerly of ATÖLYE. She does my social media and I support her with taking photos. After receiving samples, we meet with a photographer and there’s the whole process of getting them up on the website. I also work with a graphic designer to promote our products and events. Now what I need is a salesperson. I don’t have enough time to talk with buyers and explain the products. I can do the design and the manufacturing, but the sales aspect is very challenging.
Of your products out thus far, what’s your favorite and why?
They’re kind of like my children and it’s hard to just pick one. I go and visit fairs though, and I’ve noticed my backpack is very different. You can take the front pocket of the backpack and use it as a bum bag or small clutch. The Scarlett backpack is one of my earliest designs and it’s very unique.
How does ATÖLYE fit in?
I like working in a workspace filled with creatives, programmers, and people from various industries. Whenever I need help with something, I can ask someone. For example, now I’m putting a video on Instagram and the file is huge, and there are people in video production here I can go and ask for help. We’re all friends here and it’s easier, because you know that person, communicating is easy, and you can build a better relationship. I’ve also learned a lot from the workspace. I’ve become a full-time member since February, and it reminds me of Central Saint Martins It brings together fun and work, which is important, because I don’t want to work at a job where I’m bored and watching the clock. Here is home and I can ask a friend to have a coffee or play ping pong. I like to spend my time here.
What are some of the larger challenges in a project like this? What has the response been like?
The hardest part of the project is the sales process. I have to market myself more and it needs to be seen in other locations as well. What I’ve learned is that people need to see it several times before they buy the product. I have to design a good strategy on how I will market and where it should be sold. The thing is that there are so many designers and few department stores. They’re already full with other designers. To create a space for yourself is the hardest thing. Also, it’s challenging to convince bigger department stores that we’re ready to produce to meet their needs. If they give an order, we need to be ready to take it and deliver it on time.
From the events I’ve attended, the response and feedback has been really good. I’m selling my products and they’re happy to see a young woman who became an entrepreneur, followed her dreams, and created this business. They like the quality and design.
What’s your target market?
I was just at one of the biggest fairs in Paris called Premiere Classe and I spoke with directors there. I target mostly internationals, because in Turkey, the bigger stores don’t purchase your products wholesale. It can be a long process. If I sell abroad, I can do it wholesale and I can schedule my production with the atelier as well. It makes the turnover much smoother. Otherwise, you just wait and wait and have to invest a lot which can be hard for a small company.
What can we expect from Tara Folks in 2018? What are some of your larger goals with the project?
As my sales channels are limited at the moment, I would like to be sold in more places. I want to reach my target women more and more presence outside Turkey as well. In the first year, it was an experiment to see how it was going and to get feedback. Now I know a bit more about what women want and more about the production, how to market it, and have grown my contacts and how to best reach them. Now it’s a time to plan the strategy and work on it, and then if it doesn’t work, change it and do something else.
As we’re a publication for foreigners, any final words of advice or places to visit for people looking to make the most out of their time here in Istanbul?
Whenever I have a foreigner visit, I tell them to stay in Tomtom Suites. I like to have them meet me at Istiklal Caddesi in the beginning of Taksim Square. Then we walk down the street and walk to Tünel. Then from Tünel, there’s a great route to the sea. I show them the Rumi house in Galata and I show them my German high school. When we go further, there’s a great Turkish coffee place called Latife. We have a cup of Turkish coffee and go a little more. There’s Galata tower and then we get into Karaköy. I show them the small streets and then we come to the seaside. On the opposite side you can see the Golden Horn – Topkapı Palace, Blue Mosque, and Hagia Sophia. It’s great to see it from that distance. Then I advise them to have lunch in Karaköy Lokantası – it’s very old and the marble there is great and so is the food. Then on the way back they can take the funicular up to Istiklal, as it’s one of the oldest in the world. When they arrive there, they could also take the red nostalgia tram.
To keep up with Zeynep and her work, be sure to visit the official site for Tara Folks, as well as follow via Facebook, Twitter, and Instagram.
ATÖLYE Spotlight is our series on the inspiring community members of Istanbul’s most creative space.
All images courtesy of the interviewee.
