Lorenza Bellora

In the world of luxury, exclusivity is everything. And nothing is more exclusive than an object created to measure — one that tells the story and personal style of the person who owns it. Lorenza Bellora, founder of My Style Bags, understood this concept before many others, building a brand that has made personalization the core of its success.

In a world overflowing with choices, customers seek uniqueness — a way to stand out and feel part of something special.

Founded in 2008, My Style Bags successfully blended craftsmanship, authentic Made in Italy quality, and customization, offering clients the opportunity to create one-of-a-kind travel accessories. Today, with 23 boutiques across Italy and Europe, the company continues to grow thanks to a business model that places the consumer at the center of the purchasing experience.

Lorenza shares how personalization can be the key to building customer loyalty and transforming a product into an international success. And if there is one clear takeaway from this story, it is that the future of luxury is tailor-made.

La capacità di saper prendere decisioni in condizioni d’incertezza e la propensione al rischio sono requisiti indispensabili dell’imprenditore. Requisiti che implicano, a loro volta, coraggio, autocontrollo e fiducia in sé stessi; tutte doti personali che tu possiedi, prima fra tutte l’audacia.

1.From Passion to Enterprise: How Was My Style Bags Born?

It was a natural process. Coming from the world of home textiles, I already had a strong passion for embroidery and personalized initials. I felt there was space for something new – something that combined fashion with tailoring and craftsmanship.

After visiting industry trade fairs and testing different embroidery machines, I found the right one and created the first prototype in a warehouse. It was an experiment, but my intuition told me it would work. And it did.

 

2.From a Small Store to a €9 Million Brand: What Was the Journey?

Step by step. In 2008, we opened our first store in Milan, on Via Ruffini – a space of just 20 square meters. It was a test, but it worked beautifully.

From there, we began expanding, eventually reaching 23 stores. A fundamental role was played by Stefano Donadel Campbell, an exceptional partner with whom I share everything. Today, he, I, my son Leopoldo, and my brother Giuseppe are the driving forces behind a business that continues to grow steadily.

 

3.How Much Has Personalization Contributed to the Brand’s Growth?

Immensely. The world is full of handbag and travel accessory stores, but our added value is the ability to create something truly unique.

Walking into one of our stores means choosing every detail: the color of the bag, the embroidery, the shade of the initials. This transforms a purchase into an experience and creates a deep connection with the brand.

4.Does Personalization Respond More to an Emotional Need or a Desire for Exclusivity?

Both. Today, true luxury is the ability to express oneself.

Owning an object created by you and for you turns the product into an extension of your personality. That is our greatest competitive advantage.

 

5.Made in Italy, Family Tradition, Personalization: How Do You Convey These Values Through E-commerce?

Our storytelling is essential. We show who we are through authentic imagery: in our photos, you’ll find my children, my nieces and nephews, my brother and his daughters.

My daughter Carlotta, who runs her own digital marketing agency, manages our communication. I’ve become her client – in addition to being her mother. If that’s not a family business! (she smiles)

 

6. What Are the Strongest Markets for My Style Bags?

Italy is our primary market, but we are also growing internationally.

 

7.Which Countries Are You Targeting for Expansion?

We have already taken important steps: a shop-in-shop in Dubai, trunk shows in New York and the Hamptons, and a second store in Madrid.

Soon, we will open a pop-up at Le Bon Marché in Paris – one of the temples of luxury shopping.

 

8.Your Customer Retention Rate Is Extremely High. How Much Do Repeat Clients Contribute to Total Sales?

More than 50% of our sales come from repeat customers. This means that once people buy from us, they return – and they return often.

When a client personalizes a product, they create an emotional bond with the brand. And when they need a new travel accessory, they know exactly where to go.

 

9.After the Success of the Home Collection, You Launched a Children’s Line. Can You Tell Us About It?

It’s a project very close to my heart. It’s a simple collection, featuring solid colors and essential pieces: polo shirts, sweatshirts – all customizable with embroidered initials.

I call it a “fast child,” because it’s practical, comfortable, accessibly priced, yet always with our distinctive touch.

 

10.If You Had to Choose One Product That Represents My Style Bags, What Would It Be?

The Harvard model – our very first travel bag. It was the first one I created in that warehouse.

It symbolizes everything: my intuition, my first experiment, and our journey as a company