Approximately one week after the ERIKO YAMAGUCHI e-commerce site launched in the United States, I experienced a moment I will never forget: our very first order. I was in Bangladesh at the time, and when the notification arrived, tears welled up in my eyes.
The order came from a customer in Portland. They chose a deeply personal piece of mine—a bag inspired by the petals of the Asian skunk cabbage, a flower I love. In the middle of the bustle of Dhaka, I found myself drifting into a fantasy of that bag against the Portland cityscape.
A Shared Joy for 389 People
The next morning, I shared the news during the factory assembly. In an instant, my solitary joy was transformed into the collective pride of 389 people.
In Bangladesh, the idea of "America" carries a heavy weight—it is perceived as a country that is "bigger and stronger," almost like an unimaginable dream. When I first announced this challenge, my team was both curious and protective, asking if I would be okay taking this on alone. Seeing that first order proved to all of us that our craftsmanship could bridge the gap to that "dream" country.
Learning Through Trial and Error
As more orders began to arrive from places like Los Angeles, we encountered our first "startup" hurdle. We mistakenly shipped a beige mini Boston bag to a customer who had ordered black. I felt an immediate surge of remorse for causing them disappointment.
However, this mistake led to a profound realization about the difference in sensibilities:
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Cultural Differences: In Japan, a shipping error usually precludes a 5-star review.
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The American Perspective: Our customer was so pleased with the quality and the speed of the replacement that she left a glowing 5-star review, stating she was "in love with this little leather bag".
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New Insights: We are learning that if the overall shopping experience and product quality are exceptional, American customers are incredibly gracious and appreciative.
The Potential of Developing Countries
Whether it is a full-open mini Boston bag heading to LA or a hedgehog pouch "flying" to New York, every sale brings a new lesson and a genuine sense of happiness. I often joke that I wish I could ring their doorbells and deliver the bags myself.
We are continuing to run small-scale advertising to gain deeper insights into who our American customers are and how they integrate our designs into their daily lives. This is just the beginning of our journey to convey the true potential and beauty of craftsmanship from developing countries.
