Alright – so today we’ve got the honor of introducing you to Jovanna Robinson. We think you’ll enjoy our conversation, we’ve shared it below.

Jovanna, appreciate you joining us today. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?

When I attended Columbus College of Art & Design pursuing a degree in Fashion Design while married and shortly after giving birth to my youngest daughter, I had the best class assignment. I was so excited and somewhat nervous when my Professor said we were going to make a leather bag. We could design any bag we wanted. At the time since my youngest daughter was a toddler and I still carried her sippy cup, extra pair of clothes, toys and snacks around, I decided to make a bag that was stylish and big enough to hold her stuff and mine. I’m a mom, but I didn’t want to carry around a bag that looked like a diaper bag and screams ‘I have kids.’ I started the process and with the help of my Professor, I made my very first leather bag. I absolutely loved it and so did so many others. While shopping at Target a complete stranger complimented my bag, at that moment I realized this may be my calling. Shortly after, my dream to be a fashion stylist was no longer and this new passion for making bags and creating a brand and business overshadowed any other desire I thought I had.

I began to make more and perfect the skill. Learning everything I could about bag making and working with leather. I studied business and started the process of incorporating my company, what the name would be and what my focus in the bag world would be. What my aesthetic is and who is my target audience? What are people in need of when they are shopping for bags, all the questions to answer my why!

I started designing and with the help of my husband, begin buying the machines and equipment needed to make the bags. Then it was go time! Create my first bag collection and promote and sell it. I had to decide will I sell online, wholesale, or sell through a local boutique. At first many people loved my bags and would request custom designs. After 6 years of that I decided to no longer offer those services and create collections to sell online.

From the class assignment to now, this has been a journey! A journey of learning a lot about myself, business, entrepreneurship and so much more. The biggest thing about it all, is that from the beginning to now I have always had to believe in myself, my skill, my ability and my dream. Believe that I deserve to have everything I want my business to be and believe that I can make it and do exactly what I feel so strong and passionate to do! Without the belief, even when things got hard, even without any capital and bootstrapping the business, and all the obstacles that have come I would have never made it from the idea to the launch. Because you don’t just launch once, you continue to launch over and over and over again!

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

My name is Jovanna, I am the owner of Tonē Bekka. A leather travel bag brand. I handcraft leather bags and accessories for men and women who love quality and style! From duffle bags, to totes, backpacks, clutches, crossbody bags, to passport wallets and card holders.

I always wanted to be a entrepreneur and designer and found my niche in the leather bag industry after a class assignment in college. I love making bags for bag lovers who travel and have busy lives. Who go from the office to the soccer field yet you do it with style and grace! I equip you with the bag to carry it all!

One thing that sets my brand apart is there are not many African American women leather-crafters creating luxury leather bags.

In business what makes me the most proud is when I create something that holds a special meaning to my customers. From customized initial stamps, to creating bags from old leather coats of loved ones that have passed away! I have made bags that clients have gifted to their loved ones to share in special moments. One time a lady purchased a backpack called the Rob Backpack because her recently deceased son had the same name. I stamped his name on the bag so it held a special meaning to her and became more than just a bag she carried her stuff in.

As a bag lover, a bag is more than a bag. It not only holds your belongings, but it accessorizes your look. It takes a simple outfit to a stylish one, it’s a statement piece and I love creating beautiful, stylish, genuine, durable handcrafted bags!

What’s been the best source of new clients for you?

When I first started the business, I wanted to sell online. I am an introvert so I never felt like selling was a strength of mine and would be easier online. However, my husband urged me to get out in my city. Attend the festivals, markets and pop up opportunities to get my brand out there and in front of people. I was reluctant but I listened. Getting out amongst the people and introducing the brand to them and letting people feel and see the product in person. This truly helped me gain notoriety in my city and open doors for me I would have never imagined. I also learned how to sell and get comfortable with talking about the brand and products to people. Understand their needs and desires and hear first hand what they like and love about the brand.

We’d love to hear a story of resilience from your journey.

At the end of 2022 I was creating a lot of bags to fulfill Holiday orders. My industrial machine broke and I had to go back to using my smaller machines, which created difficulty and prolonged making the bags. My first repair man informed me I needed another machine which would cost a couple thousand dollars, which was upsetting because my machine was only a year and a half old. Coming out of the Holiday and going through the slow period of retail I didn’t have the money for a new machine. I wanted to just give up. I was overworked, overwhelmed, mentally drained and financially struggling. But every time I’m hit with an obstacle, even when I want to give up, I’m reminded that I was created to do this. This is my purpose. I was urged by a friend from church and my mentor to ask for people to donate. I was reluctant but did and was blown away by the support from customers and so many on social media.

I pushed through and kept going. Sometimes when you are facing hardships in those moments you’re reminded the power of your purpose and your calling. So no matter what you’re up against, know that there are people believing in your, cheering for you, inspired by you, that you may not even know, so you can’t give up! You have to push through!!!

Contact Info:

• Website: https://tonebekka.com/
• Instagram: https://www.instagram.com/tonebekka/
• Facebook: https://www.facebook.com/ToneBekka
• Youtube: https://www.youtube.com/@tonebekka959

Image Credits
Rob the Moment Photography