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SIMONE AGIUS - SIMÉTRIE

Australia is well-known for its stunning leather goods including fashionable  handbags, wallets, hats and clothing, crafted from some of the world’s finest leather skins. Simone Agius has turned her passion project into Simetrie an Australian handbag brand, which has delighted local fashionistas  who keep demanding that she expand her collections.

HOW DID THE SIMETRIE STORY START IN AUSTRALIA?

As a young girl, I was always making things. I would empty the recycling box and make all sorts of toys using cartons and cardboard. When I started working full-time as a fashion designer in the handbag space, I was really missing that connection of creating with my hands. After I left my full-time job, I started freelancing to get some creative variety, and in my spare time, I thought about creating a side project where I could make my own designs and try to sell them online.

AUSTRALIA IS SO WELL-KNOWN FOR ITS LEATHER GOODS. WHY IS THAT?

There is so much we don’t know about Australia’s rich history with leathercraft. Indigenous Australians have worked with leather for thousands or tens of thousands of years for utility and clothing. When Australian manufacturing was thriving though, we were creating really intricate,  beautiful designs. I work with a local knife maker who used to make the cutting knives for Oroton, and he tells me how detailed those shapes were. Australian manufacturing hasn’t been allowed to express itself fully due to the cost that people are willing to pay for it. For the most part, though, I think people love Australian leather goods because they value the quality of Australian made.

TALK US THROUGH YOUR AUSSIE PRODUCTION PROCESS FOR YOUR PRODUCTS?

My leather comes from the Australian tannery, Packer Leather. I’ve been only recently working with them. I’ve also worked with Austanners in  Geelong and Birdsall in Sydney. I work with vegetable-tanned kangaroo leather for some of my most intricate designs, and I also work with combination-tanned bovine (cow) leather for my more commercial designs.  I work with a local strap factory who cut, split, and glue and then re-cut the leather to make all my bag straps. Currently, I do the rest of the manufacturing on my own and conduct all the leather cutting with my industrial cutting press. I have a skiving machine, which helps to remove bulk from the leather at all the seams on the bags. I have a vintage Kingsley embossing machine which has been retro-fitted to allow me to foil emboss my logo on all my bags. I also offer personalisation with this machine. I then use water-based glue, and I use sewing machines to bring my handbag shapes together. With some of my designs, hand-sewing is required as well.

ECONOMIC CONDITIONS ARE TOUGH, SO HOW DO YOU NAVIGATE THE DIFFICULT TIMES?

When I had contractors working with me it was tough as I wanted to keep them in work. So, I was on the mouse wheel a little bit, trying to see those downtimes as opportunities. There have been times when I’ve responded with new collections to fill new needs due to the economic climate. Right now, as I no longer have anyone working in-house with me, I have taken a bit of a  break. I am recharging my creative and mental energy for something new coming at the end of 2024.

WHAT DO YOU ALWAYS KEEP TOP OF MIND AS YOU GROW THE BUSINESS?

I’ve been doing a lot of soul-searching recently, and something I’ve learned is to make things that feel authentic to me. I’ve been in a corporate space for so long that is driven by consumer trends, and I think that has diminished my creativity. I plan to explore my own creativity further and show that in my next collection.

HOW DO YOU USE SOCIAL AND DIGITAL MEDIA AS PART OF YOUR STRATEGY?

Social and digital media are integral to getting eyes on the brand and support for my brand story. People might first discover me at Makers Markets, and then later look me up online, so having a really solid website and social media account helps to build trust with people. It’s important that people are taken along the journey of Simétrie. I often show behind-the-scenes videos, showing people how I make my handbags and the detailed processes and work that goes into manufacturing in Australia.

WHAT ARE YOU MOST PROUD OF HAVING LAUNCHED YOUR OWN BUSINESS?

I’m proud that I’ve lasted this long. I started in 2019 on a bit of a whim, and I thought it was always just going to be a small project that was going to fulfill me creatively. I never imagined it to be a brand. All the collaborators I’ve had over the years have truly made it larger than me, and that has got me to the point where I now have ongoing stockists like Matilda Life.