Could you tell us a bit about your workflow? For example, how many steps are involved in creating a single, individually embroidered, artistic accessory?
The creation of our embroidered bags begins with the design of the embroidery patterns, which are first drawn by hand and later developed digitally. Both design and production are carried out entirely in-house, as our studio places great emphasis on ensuring that our products travel as little as possible.
Our hand-drawn motifs are typically inspired by Hungarian visual language, folk ornamentation, and Art Nouveau architectural ceramics. We create these motifs ourselves—they form the foundation and essence of our craft and products.
The design process then continues in the digital space: the embroidery patterns are developed using specialised software, while in the case of handmade pieces, the designs are first translated into cutting patterns using graphic tools. The production of made-to-order, hand-embroidered bags is the most time-consuming phase, typically taking at least a year.
The process continues in our studio on Lánchíd Street, where the actual embroidery is also carried out. Most embroidery is done using embroidery machines, and the production of a single bag can involve several weeks of meticulous work. This is preceded by a lengthy design phase: by the time a pattern becomes suitable for machine embroidery, at least one year usually passes, and in some cases, even up to two years of development may be required. It is a highly detailed and time-intensive process. We place great importance on the fact that the entire workflow is local and fully traceable, which is how we achieve this high level of quality.
Who is the target customer base of the AGNESTOTH brand?
The majority of our customers are international, typically middle-aged women. Orders therefore mainly come from the United States, the Scandinavian countries, Italy, and Japan, although of course we also serve clients in Hungary.
What has been particularly significant for you in recent years?
One of the most important developments for the growth of the business in recent years was the Széchenyi 2020 Fashion and Design grant. This support made it possible for us to produce our embroidered products as they exist today. It brought a great deal of learning, professional development, and a significant increase in product quality. In practical terms, over the course of four years, it moved our studio from a premium product category towards a luxury product and luxury brand positioning. This was not a deliberate shift, but rather the result of continuous qualitative improvement, which naturally led to higher expectations.
Another important step forward has been the growing interest from luxury hotels in our products. At present, we have permanent display and sales opportunities at the Four Seasons Hotel Gresham Palace and the Anantara New York Palace Hotel.
Your products combine traditional craftsmanship with a strong emphasis on sustainability. What does this mean in practice?
Yes, sustainability is extremely important to us, both on a business and personal level.
So much so that our next step is to power the embroidery machines with renewable energy, which is why we are planning to install solar panels in the future.
At present, sustainability is reflected in several key aspects: our bags are produced domestically, and the assembly of the embroidered elements is carried out by a Hungarian sewing workshop. Our embroidery threads are made entirely from recycled materials, specifically PET bottles. We also make conscious choices when it comes to other materials: the lining is apple-based faux leather, a high-quality vegan material from Italy, which—due to geographical proximity—offers a more favourable alternative to pineapple leather.
Everything is embroidered locally, nothing travels long distances, and all our products are made in small quantities, typically as one-off pieces. We do not plan to grow into a large-scale company or mass-market brand. We deliberately operate on a smaller scale and believe in the structure of local, family-run businesses. Our principle is to create less, but of the highest possible quality.
Maintaining a personal relationship with our customers is also important to us; we work with a completely different, human- and art-centred approach. The focus is on value, not profit.
The packaging also reflects this sustainable mindset. The bags and wallets are presented in wooden boxes, accompanied by a beautiful velvet dust bag, all of which are placed inside a cotton tote bag. Every element of the packaging is fully reusable.
Finally, we also consider the afterlife of our products to be important. After a few years of use, customers can request repairs or replacement of linings, components, or embroidery, and we also offer cleaning services. The embroidery itself is strong and durable, so we design our pieces to be timeless, with the hope that our embroidered bags will be passed down through generations of women.
You currently operate as a small business. Are you planning to expand?
Yes, but within realistic limits. Our capacity is not large, and we do not wish to expand it excessively. We have set an upper limit that we will not exceed. This is mainly because we value a human scale and exclusivity. Beyond a certain point, it is no longer possible to speak of a luxury category, and for us, quality is more important than quantity.
We do, of course, have expansion plans. We aim to open two international stores over the next five years (and we already know exactly where this will take place). In addition, we have identified several other locations in the longer term whose atmosphere would align well with our products. In total, we are considering a maximum of six points of sale where the brand could be present with its own store.
Our more immediate goal is to be listed in luxury fashion houses. This is not easy, but we already have a clear understanding of the steps required to achieve it.
Why did you apply for the mentoring programme?
We enjoy learning through new opportunities and meeting peers who face similar goals, plans, and challenges. Often, amidst the many tasks and responsibilities, one can feel quite alone in a commercial environment.
I have previously taken part in similar training programmes abroad, which highlighted aspects that had not even occurred to me before. Such a process allows you to look at your own business, products, and their values from a different perspective. You receive feedback and are able to view what you have created with a more external, critical eye.
What did you learn during the mentoring programme?
All of the sessions were interesting and useful, but for us, the most relevant were those focusing on marketing and sustainability.
It was particularly valuable to meet the representatives of other companies, to see what they are working on, where their businesses currently stand, and what their plans and ideas are.
What are your plans after the mentoring programme?
At the moment, our website is our primary focus. We are already in discussions with a web development company, and we plan to launch our website and webshop at the beginning of May this year. Strengthening our online presence is a key priority, as it will allow us to reach a wider audience with our products.
It was inspiring to take part in international trade fairs. Furthermore, we intend to establish contact with foreign trade attachés once our online presentation website is ready.
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