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Inspiring Conversations with Mandy Madden Kelley of Pagerie

Today we’d like to introduce you to Mandy Madden Kelley.

Hi Mandy, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
I moved from New Zealand to Los Angeles after meeting my soulmate, who is now my husband, in baggage claim. When I decided to immerse myself in the beauty and fashion industry with my first business, mandymadd.com, everyone told me how hard it was and that I was too late in the game. But, I learned everything I could and I wore every single hat within this business. My results, in the beginning, but I stayed after it every day and now I have a fanbase of over 100k+ followers. Being in this industry for a while and having the opportunity to attend many important events such as New York Fashion Week, London Fashion Week, and Paris Fashion Week, I saw a huge gap in the market — Everyone brought their loyal, furry companions along with them to every important event, yet no pet product on the market worshiped the canine form: how they fit or look. I was determined to create the perfect marriage of form and function style and fit. I didn’t grow up in an environment where I had opportunities or access to great designers — like Mies van der Roche, Dieter Rams, and Hands Wegner. But, over time I started putting together the clues of all the things I liked. I didn’t even know there were schools of thought such as The Bahaus, Minimalism, and Modernism. As I got older, I began to study art and design on my own and in a little more depth. I realized that many artists and designers get a lot of their inspiration from nature, the human body, or the ‘machine’. But where my greatest inspiration came from was, oddly enough, pets. The inspiration, design, and details of Pagerie products come from worshiping the beauty, form, and shape of animals.

I’m sure you wouldn’t say it’s been obstacle free, but so far would you say the journey have been a fairly smooth road?
Like many women, I suffer from a desire to “ have it all” — a career, a passionate marriage, and being the best mother I can be to my almost-three-year-old daughter. There is truly nothing else that matters to me more in my life than my family. Therefore, one of the main obstacles I’ve personally encountered throughout this journey is balancing my professional life with my family life. I’ve quickly had to adapt to this change and learn how to manage it well. The most important thing I learned to do for us is carving out 2-3 days a week to spend with her. It’s our selfish time together. On a professional level, when I decided to start my luxury fashion company, Pagerie, it was hard not feeling overwhelmed by all the advice people gave me such as: going with lower prices, going fast fashion, or easy manufacturing — so, I did just the opposite. I didn’t find the easiest or most affordable or the fastest manufacturers.

Instead, I scoured the globe looking for the best artisans and craftsmanship out there. This was entirely a one-woman show and at times, it got very challenging as I had to teach myself everything within the business so that I could run it well and manage my future team well too. For example, when it came to building the website, social media campaigns, advertising, and video, I didn’t have the luxury of investors or using anyone else’s money but my own. I used my personal savings and I didn’t just bet some of that on Pagerie. I bet all of it and more. I worked double-time to keep investing what I had into Pagerie. But throughout my whole life, I’ve believed that if you go after the things you want with everything you’ve got, you’ll get there, as long as you don’t give up in the middle of it all. You have to push through those lulls and keep reminding yourself of your dreams.

Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Pagerie is the first-ever ultra-luxury fashion house for pets. We design pet accessories that will stand the test of time, using the most prestigious artisans in the world, exquisite craftsmanship, and sustainable functionality. Our vision is to create exceptional pieces that speak volumes about the owner’s style without having to say a word. Our design ethos is drawn from the world of couture, with a focus on the quality of craftsmanship and minimalist restraint.

We were inspired by Empress Joséphine, a strong, independent woman who sought companionship not from her consort but from Fortuné, her much treasured Pug. Our name is therefore taken from one of hers: Marie Josèphe Rose Tascher de La Pagerie.

Pagerie was founded because our dogs and daily practices deserved better. Invest in a Pagerie piece and know that you have invested in value and prestige forever.

Let’s talk about our city – what do you love? What do you not love?
I love how incredibly diverse Los Angeles is. We have many cultures, ethnicities and sub-cities within this city. Very often, I find myself feeling as if I’m in a completely different town when I drive to other parts of Los Angeles. For example, China Town, Pasadena, Beverly Hills and Venice have different ways of living and that’s what makes this place so unique. I can never get bored of it, as I have something new to discover every single day. What I don’t like about this city is how it can often be misrepresented through obnoxious TV shows. My friends who live in New Zealand only get to experience Los Angeles through a viewer’s eye and often think that Los Angeles is all ‘glitz and glamour’. I believe that you can make this city into what you want it to be and it’s truly not always all ‘Hollywood’ as some may think. When I travel to other parts of the country and return back to my home in Los Angeles, I realize how magical this place is. We have so much freedom and access to opportunities. It’s all about how do we make use out of the opportunities and resources we’ve been presented with.

Pricing:

  • The Dórro Collar — $380
  • The Tascher Leash — $520
  • The Babbi Harness — $720
  • The Colombo Harness — $680

Contact Info:

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