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"You have to deal with large inventories and a high return rate. There's a lot of money involved, and I wanted to bootstrap my business." Chong cut her losses but gained a solid background in the leather industry and shifted her focus to bags. Still, the move was risky: The couple invested $20,000 of their own money to get Linjer off the ground. Related: Meet the man behind MTV's Moon Man statue While leather bags may not be a revolutionary idea, Chong and Khan made Linjer successful because they were able to identify an untapped need among consumers. "There's a growing wave of shoppers, ourselves included, who don't want to be wasteful human beings," she said. "If we're asked to choose between cheap or better quality products that will last a long time, we're picking the latter." People don't want to shell out big bucks for expensive brands either. "Consumers are becoming less focused on image and more focused on individuality -- especially the younger generations," Marshal Cohen, chief industry analyst with NPD Group, wrote in a recent report. "The days of consumers looking to be a part of a designer or brand movement are waning in favor of their desire to find the style and function unique to their personality and lifestyle." After the pair raised $185,000 in 24 hours on Indiegogo, they knew they were on to something. "This was great market validation for our idea," said Chong, who said the money covered production costs. She has since relocated to Italy to work more closely with Linjer's supply chain.
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