Pre­cious Ad­di­tion

North­cliff Cap­i­tal is taking Allysa Payne’s lux­u­ri­ous line of ac­ces­sories from Bev­erly Hills to Jakarta, as Man­ag­ing Di­rec­tor Chris­tian Prokscha ex­plains to Edith Emer­alda

Indonesia Tatler - - Faces -

While pre­par­ing for a trip to Europe, it was the bal­le­rina flats that she couldn’t find while stand­ing in Neiman Mar­cus in Bev­erly Hills. So she got on that flight and started sketch­ing her own with a de­sire to cre­ate com­fort­able yet el­e­gant, unique, and lux­u­ri­ous shoes. This be­came a mis­sion fu­elled by her pas­sion and back­ground in de­sign. To cre­ate some­thing she could not find.

At the age of 25, Allysa Payne flew alone to Mar­rakech, Morocco, to buy the leather and have the first pro­to­types made. When the fac­tory turned out not to be what she had in mind, she took the leather that she had pur­chased and trav­elled to an­other fac­tory in Casablanca. When that fac­tory could not pro­duce the quality she de­sired, she vis­ited fac­to­ries in France, Spain, and Brazil, and fi­nally de­cided on a fac­tory in Italy: the re­gion of lux­ury shoes, and a fac­tory that also pro­duces items for brands such as Gucci, Chanel, and Prada, to name a few. She built strong re­la­tion­ships with th­ese spe­cial fam­i­ly­owned Ital­ian fac­to­ries.

Thanks to her drive and de­ter­mi­na­tion, the brand Allysa Payne Bev­erly Hills has grown from a dream to cre­ate some­thing spe­cial to a house­hold name around the posh parts of Cal­i­for­nia in the last few years, as well as the Uae—and In­done­sia is next. Brought by North­cliff Cap­i­tal, a fast-grow­ing pri­vate eq­uity and in­vest­ment com­pany, Allysa’s up-and-com­ing prod­uct is a good strat­egy for its in­ter­na­tional ex­pan­sion. “Allysa Payne Bev­erly Hills is our very first foray into the fash­ion in­dus­try, and the high-end one at that,” Chris­tian Prokscha, Man­ag­ing Di­rec­tor of North­cliff Group said. “We re­alised that she has unique de­signs and prod­ucts, and th­ese will fit quite well into the In­done­sian mar­ket.”

Thus far, Allysa has been de­sign­ing and mar­ket­ing her own prod­ucts through on­line chan­nels and pri­vate events be­sides small show­cases in se­lect in­de­pen­dent lux­ury bou­tiques and ho­tels in in­ter­na­tional cities and coun­tries in­clud­ing Bev­erly Hills, Dubai, Abu Dhabi, and re­cently In­done­sia and Sin­ga­pore. “Our idea of growth con­sists of two di­rec­tions for the US mar­ket at the mo­ment: one is to go into high-end depart­ment stores such as Saks Fifth Av­enue, Bar­neys New York, and Bergdorf Good­man in the next three months, while we strengthen the on­line and celebrity chan­nels” Chris­tian said. He plans to adopt a sim­i­lar strat­egy over time for the In­done­sian mar­ket with hopes to col­lab­o­rate with lo­cal de­sign­ers in the fu­ture.

How­ever, there’s no true high-end bou­tique here sim­i­lar to the US stores, he re­marked. “We plan to fo­cus more on do­ing pri­vate events and re­ally ad­vanc­ing a dig­i­tal ap­proach be­fore open­ing pop-up stores and exhibitions. Allysa’s brand is exclusive lux­ury and our strat­egy will tar­get a very exclusive en­try into In­done­sia.” As more of Allysa’s prod­ucts ar­rive in In­done­sia for th­ese events, buy­ers will be de­lighted to find that she has started to de­sign for men’s fash­ion and has ex­panded beyond heels and pumps to trendy back­packs and sneak­ers that in­clude her style of exclusive printed skins.

“At the mo­ment, she is also creat­ing per­fume as well as make-up such as lip­stick and the air­brush make-up kit,” Chris­tian said. “For the per­fume, Allysa is de­sign­ing the bot­tle her­self as well as the scent, and she is con­nected with the top Ital­ian sup­pli­ers to launch it by the end of the year.”

Other than wel­com­ing Allysa into the North­cliff fam­ily, as part of the broader strat­egy the com­pany is fur­ther grow­ing into se­cu­ri­ties,

life in­sur­ance, and as­set man­age­ment. “Our port­fo­lio is quite di­verse now and in­cludes prop­er­ties such as com­mer­cial build­ings, ho­tels, vil­las, and the lat­est a day-club: the Ulu­cliff House in Uluwatu, Bali,” Chris­tian said. “Be­sides Allysa, in the sports and lifestyle sec­tion we have in­ter­ests in PSMS Medan FC, and plans to build a sports academy.” More­over, North­cliff has in­vest­ments in the hospi­tal­ity in­dus­try, with restau­rants in Sin­ga­pore and Bali, and is ex­pand­ing quite rapidly into the com­modi­ties port­fo­lio.

In the end, ac­cord­ing to Chris­tian, the idea of North­cliff com­ing in and in­vest­ing is to drive the cre­ators’ ideas for­ward. “When you are a de­signer, such as in the ex­am­ple of Allysa’s story, you are think­ing in a dif­fer­ent way to those of a pri­vate in­vestor or pri­vate eq­uity— growth and re­turns are im­por­tant to us, while re­tain­ing iden­tity and in­creas­ing her mar­ket share for her prod­ucts are im­por­tant to her,” he said. “From now on, we are mov­ing for­ward to join th­ese vi­sions to­gether.”

In the end, ac­cord­ing to Chris­tian, the idea of North­cliff com­ing in and in­vest­ing is to drive the cre­ators’ ideas for­ward.

Newspapers in English

Newspapers from Indonesia

© PressReader. All rights reserved.