April 17th: Today’s Feature

April

Keri Andriana

A native of Bristol, Keri, spent her formative years in Southmead and received her education at Colston's Girls' School. After completing her studies at the University of Bristol, she pursued a career in law, eventually attaining the role of an adjudicator.

Despite her success, Keri faced a setback when she was laid off in 2016. Encouraged by her family, including her two children and one grandchild, she made the decision to explore her creative abilities and has since garnered significant attention for her craftwork.

"Back then, I grew increasingly frustrated with the legal profession and I had a strong desire to pursue a different path," she expressed.

She further explained, "I have always had a passion for crafting and creating things, so my children suggested that I give it a try."

In February 2016, she made the bold decision to leave her job, and by September of the same year, she fully committed herself to her new venture: designing and producing handbags.

However, she encountered a minor setback - while she had a clear vision of what she wanted and possessed creative ideas, she lacked the technical expertise required to craft high-quality handbags.

Kerry expressed her long-standing passion for handbags, but admitted that she lacked knowledge about the specific terminology used by handbag-makers. To address this, she decided to enrol in a few classes at the Bristol Sewing School, which helped boost her confidence in the craft. Additionally, she dedicated countless hours to watching YouTube tutorials, honing her skills by creating bags using leftover materials. Kerry would spend entire days with her computer open, sewing together remnants and exploring her creative potential. However, she acknowledged that the fashion and retail industry were vastly different from her background in legal chambers and courtrooms, prompting her to seek assistance in navigating this new territory.

Keri sought assistance from her hometown of Bristol, but the support she received came from across the globe. In a hopeful email, she reached out to Katie and Millie Smith, renowned handbag designers who established the Angel Jackson brand, a prominent name in the world of handbags. Interestingly, the Smith sisters, originally from St Andrews, now reside and operate their business in Bali.

Keri shared her aspirations by sending them a picture of a couple of her bags, seeking their expert opinion. She expressed her desire for feedback, as she felt uncertain about her own abilities. To her delight, the Smith sisters were incredibly supportive. Upon discovering their shared Bristolian roots, they immediately embraced their role as mentors. There was no hint of competition, as they wholeheartedly offered their guidance and assistance to Keri. Their generosity and helpfulness were truly remarkable.

Kerri expressed her gratitude towards her friends who supported her throughout her journey. Due to the time difference, there were nights when she would find herself Skyping with them at two or three in the morning. Despite the late hours, her friends were incredibly encouraging and provided her with valuable advice. They also helped her understand the intricacies of the handbag industry, including the language and technical aspects that she was unfamiliar with.

Kerri acknowledged that without their assistance, she would not have been able to achieve her goals. She also appreciated the fact that her friends were willing to help someone from their hometown. After a few months of hard work, by April 2017, Kerri had successfully created a diverse collection of bags, including tote bags, clutch bags, handbags, shoulder bags, and more. With her collection complete, she was now prepared to launch her business: Amschela.

The speed at which Keri's success has unfolded is truly remarkable. From nervously sharing her first collection on Instagram to receiving a message from Vanity Fair, Keri initially thought it was a prank. However, the flood of invitations to red carpet events and features in renowned fashion magazines has confirmed that her talent is being celebrated. It is incredible to think that just 13 months after posting her first handbag picture, Keri's designs are now in high demand.