We are fascinated by the energy of this beautiful family, and could not wait to tell you their story. Meet Donatella and her daughter Alice, the founders of Alice D Milano luxury brand.

Spy News Magazine: What sparked your interest in fashion? How did you start your career?

Donatella: As far as I can remember, I’ve always been into fashion. My family had a clothing store,  so my interest in fashion grew naturally. I studied art and design to be ready to pursue a career in the fashion design industry. I got my start creating custom made corporate gifts, like iPad cases, credit card holders, agendas, etc., for banks and pharmaceutical companies. I also designed some accessories for Ermenegildo Zegna, Fornarina and other well-known fashion brands.

Spy News Magazine: How did you get into handbag design?

Donatella: I have always had the idea of designing my own handbag. I am not really a fan of eye-catching bags with elaborate hardware and intricate details. Prada bags have always appealed to me as the perfect example of refined style and simplicity.

Some years ago I was asked to design internal gifts for the executives of Radio Monte Carlo, so I created elegant iPad cases in saffiano leather and several embossed leather document holders. I had this buttery calfskin leather left over in the design process and, as I had been nurturing the idea of making my own bag for a while, I decided to go for it. Our story started with a large leather tote with double handles, an internal zip pocket and a detachable shoulder strap.

Spy News Magazine: How did you come up with the brand name?

Donatella: Initially, I was thinking of giving my name to the brand, but then I thought that Donatella Mauri would be just too hard to pronounce. Alice, my daughter’s name, is much easier to remember, it’s catchy and it sounds great. So this is how the Alice.D label was born.

Spy News Magazine: What was the turning point for your brand?

Donatella: The moment when we mustered courage to apply for Coterie exhibition in New York. To our great surprise, we were invited to exhibit our collection. With only five bags in store, we postponed our participation to the next edition and spent five months creating our first collection of twenty oversize totes and clutches. Not only did the audience give us great feedback, but we also got featured on the cover of the Wall Street Journal! Plus, we had a great time. Americans are so positive. They kept saying how good we were, they simply fell in love with us. It was such a thrill!

Spy News Magazine: How has the brand evolved over time?

Donatella: Naturally, the brand continues to evolve with each new season. We have introduced several new materials and textures, such as black and natural canvas, sheep shearling, cocco print, perforated leather and others. The sizes now vary from small to extra-large. Actually, there’s an infinite combination of colors and styles to create a custom made tote or a clutch. Needless to say, all the leather we use is chemical-free. We continue to raise the bar in terms of customization and craftsmanship, which have become core attributes of the brand.

Spy News Magazine: What’s it like working with your own daughter? What’s the key to a successful collaboration?

Donatella: It is definitely challenging. Fortunately, we always manage to come to an agreement, even  if we don’t see eye to eye on some issues at times. Alice, with her background in economics, is responsible for ensuring accuracy and effectiveness in our accounting tasks and communication with clients. She is extremely good at it. I deal with style-related issues. I’d say we complement each other very well. The fact that we share the same objective helps us to be patient and learn from each other every day. It’s a great challenge but it’s worth it.

Spy News Magazine: Who do you envision wearing your handbags? Who is the ALICE D woman?

Donatella: A woman on the go, who enjoys elegant style and appreciates functional and timeless design items.

Spy News Magazine: Where do you draw inspiration from?

Donatella: New York is a huge source of inspiration for me. It is multicultural, so you learn a lot from people. I’m absolutely in love with Central Park, the green heart of bustling New York City. While staying in New York is amazing, I often feel the urge to come back to Milan, my home city. Our lab is in Milan, too, which is highly appreciated by our clients.

Spy News Magazine: How have you managed to achieve what you have achieved? You didn’t have any particular strategy, you didn’t even speak English.

Donatella: Right. We started a creative business without a roadmap but we have always embodied our brand in a genuine way. That’s the secret, I guess. I remember the first appointment with Bloomingdale’s buyers, when I was desperately trying to answer their questions about our handbags…in Italian, because I didn’t speak a word of English! It was a complete disaster! Believe it or not, they placed an order five days later. It was incredible. Even if we didn’t speak English, we managed to win their hearts. So it is really important to believe in yourself, you never know what your failure will lead to.

Spy News Magazine: What is the biggest lesson that you have learned since you started your own business?

Donatella: At some point of my career, I went through really tough financial times, having to tackle the stress caused by a non-paying client. Now that it’s over, I can say that I’ve learned to never lose hope. You need to stay focused on what you are hoping to achieve and put your soul in it. Just think positive and trust the universe.

Spy News Magazine: What do you think of the future of fashion in Italy?

Donatella: Unfortunately, it is increasingly difficult to find products of superior artisanship in Italy these days. The concept of Made in Italy is being ruined, I keep seeing deteriorating quality in  the design industry. Having money to launch your own collection is not enough to become a designer. You need to be really talented, knowledgeable, business savvy, diligent and excellent at networking to survive in this competitive industry.

If you want to achieve something in Italy, having friends in high places is crucial. Whereas in the USA it is hard work and talent that matter. We got featured on the cover of the Wall Street Journal without any connections.

Spy News Magazine: What advice would you give to young designers?

Donatella: Think outside the box, believe in yourself and never give up. Pursue your dreams. They do come true if you work really hard.

FIND YOUR ALICE D MILANO BAG HERE
By Russ Ev