Home Smart 100 2012 Sterling and Hyde Custom (SMART 100)

Sterling and Hyde Custom (SMART 100)


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The following SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity. More about the SMART 100.

Sterling and Hyde Custom (VIC)

This innovation initially came to life when…

Sterling and Hyde Custom is a new bespoke shopping experience where women can create their own dream leather handbag. A range of designs, leather types and colours enable millions of possibilities, ensuring that elusive perfect handbag becomes a reality. We use softest sheepskins, colourful suedes and hardy cow leathers to create a handbag which is not only functional but individually yours. In addition to the usual offering of shoulder handbags, hobos, clutches, and cross body bags, Sterling and Hyde Custom also offers iPad handbags, 17-inch laptop handbags and overnight travel bags.

This service will be an Australian first online.


The purpose of this innovation is to…

Ensure each woman can create her own dream handbag which is perfectly suited to her and uniquely her own. A handbag she carries every day and everywhere to help her conquer her day.

It does this by…

A handbag is the one thing a woman carries with her every day, so it has to be perfect. Now women don’t need to scour the globe looking for their one true “perfect handbag”; they can simply jump online or visit us in store to create what they have always wanted but have until now never been able to find.


This innovation improves on what came before because…

As we design and manufacture our own range of handbags, we have prior to this been offering an ad hoc bespoke service where women could modify our existing off-the-shelf designs to suit their individual needs.

Its various benefits to the customer/end-user include…

A handbag is the one thing women carry with them every day. If they design their own handbag they get a one-of-a-kind piece which reflects their own individuality and unique needs.


In the past, this problem was solved by…

It really wasn’t. Women would have to settle for a bag that was OK for their needs. We often hear women say they have been looking for their perfect bag for over two years and only now that they can create their own have they found their dream handbag.

Its predecessors/competitors include…

Laudividni.com (US site offering bespoke handbags online); Melboteri.com (US site offering bespoke handbags online).

No Australian businesses offering this product or service.


It is made for…

The target market is Australian women aged 25-50 in the AB demographic. High AB reach. Our market is discerning, loyal and mid-high income. They are time-poor working women who have a genuine love of fine fashion and are “style” influencers. They also like to express their individuality through their look. They are not necessarily label lovers but prefer bespoke products of good quality.


It is available for sale through…

Our bricks-and-mortar boutique in Sorrento, Victoria — available now, and to be launched online at sterlingandhydecustom.com from late May 2012.

Our marketing strategy is to…

  • Social Media through Facebook, Twitter, Instagram and Pinterest
  • Word of mouth
  • PR
  • Search Engine Marketing, Google and Facebook Ads.



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