Case Study: Persu Collection | Crowdfunding to National Recognition
Overview
Persu Collection is a multifunctional bag brand built from the ground up—no agencies, just me as founder, designer, marketer, and operator. From product design to successful crowdfunding, retail expansion, and storytelling, I led every aspect to bring the brand from concept to national recognition.
Challenge
I entered the highly competitive fashion accessories market with limited capital and resources. The mission: design a functional yet stylish product, validate demand, and build brand credibility—all without traditional marketing support or agency infrastructure.
The Strategy
Position Persu as a product-led lifestyle brand that merges practicality with elevated design.
Use Kickstarter not just for funds, but as a launchpad for validating demand and building a core fan base.
Prioritize organic storytelling—leveraging press, influencer relationships, and grassroots channels over paid media.
Launch D2C first, then strategically expand into boutique retail and fitness studios to enhance credibility and reach.
Leverage visibility via accelerators, contests, and strategic programs to build trust and awareness.
Approach
1. Product Development & Crowdfunding
Iterated multiple prototypes in collaboration with manufacturers.
Conducted hands-on testing to finalize pricing and quality.
Ran two Kickstarter campaigns:
Campaign 1: 303% funded (~$90K+)
Campaign 2: Fully funded in just 7.5 hours
Initial prototype sketches and early testing; building Persu Collection from scratch, no agencies, just hands-on design and feedback.
Kickstarter #2 was successfully funded in 7.5 hours
Kickstarter #1 was succesfully funded by 303% in 43 days
2. Brand Building & Distribution
Developed all creative assets—photos, videos, packaging, influencer content, and brand partnerships.
Secured features in outlets including Forbes, Marie Claire, SELF, and KTLA.
Built credibility through partnerships with Vital Proteins, P.Volve, Biohm Health, and Liveli Supplements, plus numerous influencer collaborations.
Executed distribution through D2C, 4 Kitson LA boutiques, and select fitness studios in California and Austin.
Hosted events and trade show activations to connect directly with customers and build community.
3. Operations & Growth
Managed entire operations - logistics, fulfillment, and vendor coordination, without any agency support.
Scaled sustainably using lean systems and agile execution.
An example behind-the-scenes clip created for social to tease the new Ama Backpack
Collaborating with Brock Davies and F45 Hillcrest in San Diego
Collaborating with Pole World Champion Marion Crampe
Creative direction in action: running an independent photoshoot in SoCal, from concept to frame, without agency support.
An example photo from one of my photoshoots at the Concrete Loft in Los Angeles, I directed all creative
Results
Exceptional crowdfunding performance: overfunded and validated product-market fit.
Kickstarter #1: 303% funded ($90K+).
Kickstarter #2: 100% funded in just 7.5 hours.
Media traction: national placements in top lifestyle publications such as Forbes, SELF, and Marie Claire.
Brand expansion: retail presence, D2C traction, and event-driven engagement.
Industry recognition: Selected for LA’s Fashion Tech Accelerator GRID110 in partnership with Mayor Garcetti, member of The F Project, and finalist on Oxygen’s Quit Your Day Job.
Highlights
Two highly successful Kickstarter campaigns.
Press features in Forbes, Marie Claire, and SELF.
Collaborations with Vital Proteins, P.Volve, Biohm Health, Liveli Supplements, and numerous influencers.
Retail presence in Kitson LA + fitness studios.
Industry validation via accelerators and pitch competitions.
