FASHTALKS WITH LAZARO LEATHER

What did the beginnings of Lazaro Leather look like?

Lazaro was founded in 1948 by my grandfather Lazaro Nielavitzky in Buenos Aires, Argentina. We’re a 75-year-old family company with experience in leather goods and accessories for men and women. It all started with the manufacture of goatskin leather gloves, which at that time were a must for the stylish, especially in Argentina where winters are very cold. I think since the start we understood our customers’ needs and tastes, and we had this timeless devotion to providing the best quality leather goods.

When did you know you would join the family business of leather goods?

I started going to the factory when I was a baby, but it wasn’t until I graduated from high school that I started assisting more proactively. I remember I started in 2013 learning the basics of machinery, leather characteristics, and more. My father always wanted me to start from the bottom so to learn the whole process, he nailed it on that.

“A family business that worked leather for over 7 decades is not something that happens every day and customers can trust that we’ll provide a top-quality leather product and post-purchase service.”

What is your favorite part about managing your grandfather’s brand?

I love the brand, the story, and our products. The quality of what we do really impacted me since I started and the values of the company. We have people that have worked with us for over 45 years. Some of the workshops we still work with are the same ones since my grandfather started the company. These small things make the whole company a family, and not just a family managing the business.

When was your first industry experience and how did it impact you?  

In the beginning, I was learning the basics. Then I moved to the U.S. to play soccer and study at university. I used to go back to Argentina for summer vacations and those three months I spent at the factory and office. That’s when I started working with e-commerce and marketing, I think going to seminars and conferences in Argentina in those months was the first industry experience I had. These experiences impacted me and opened my eyes to the potential of the brand, I couldn’t understand how it was very well known and famous in Argentina, but not overseas. That’s when the project of opening an e-commerce store in the United States started.

What do you envision for the future of your brand?

I envision being well-known in the United States and possibly worldwide as we’re in Argentina. We’re now open to the world fashion market which brings lots of challenges but also enthusiasm and motivation to show the family business and values to the world.

How would you describe the style of your brand?

I think the perfect words would be ‘quiet luxury.’ You will not see a Lazaro bag with flashy colors, diamonds, or the logo displayed all over the bag, but you’ll definitely see a top-quality leather bag, with classic colors, that will impact you and the ones around you.

What brand values are most important for Lazaro Leather?

Quality craftsmanship and leather, lifetime durability, heritage and tradition, friendly prices, and modern designs.

“Lazaro works with genuine 100% real Argentine leather. Leather is known to be the oldest method for recycling, and by handcrafting a quality product of this noble material, we lower consumption.”

What was the toughest circumstance you overcame when just starting out in your business? 

We’re still in our first years in the United States market, so we have different circumstances that are challenging. I think getting to know the American consumer, and our target audience is the toughest of challenges we face every day. Consumers’ behavior changes as innovation and newer things appear, also our Argentinian customer is very different from the American one, and getting the brand to satisfy both is very challenging but beautiful at the same time.

What is one piece of advice you would give to a new entrepreneur?

Honestly, I’m still learning and walking the starting path, but I would advise a new entrepreneur to go for it. There will always be challenges, ups and downs, but I think that’s life. I would hate to regret not trying or doing something that I’d like and then ask myself what could have happened if I’d done it. Another advice that follows this is that it's okay to be afraid sometimes, but it’s better to go for it than to ask yourself what could have been.

What sets your brand apart from the rest?

I think firstly the story of our company, how it started, and the development, and growth of the brand for 75 years is definitely unique. A family business that worked leather for over 7 decades is not something that happens every day and customers can trust that we’ll provide a top-quality leather product and post-purchase service. We also create these unique products at accessible prices, you might find duffel bags for over $2000 at other brands. We're way less expensive than that in price, but I can ensure we're the same quality.

How important is sustainability to your brand? What sustainable measures has Lazaro Leather taken to better the environment?

Sustainability is key to our brand and should be for everyone. Lazaro works with genuine 100% real Argentine leather. Leather is known to be the oldest method for recycling, and by handcrafting a quality product of this noble material, we lower consumption. Adding to this, leather is a natural byproduct of farming and without the ability of the leather industry to transform cow hides into leather, over 7 million tons would go to landfill with a huge environmental and biological impact. Last but definitely not least, it’s pretty easy to repair and maintain, increasing the utility, and this follows our ethos of ‘buy less, buy better.’

What has been your biggest accomplishment to date?  

We’re still growing, but the opening of our showroom in Brickell, Miami was a great accomplishment. Also, participating in the Project Las Vegas show with a beautiful booth displaying our items was unbelievable!

What should customers expect to see next from Lazaro Leather?

More presence in the United States markets and shows. By attending the Project Las Vegas show, we developed a bigger network of retailers that want to display our items in their stores or boutiques, so we could get a wider reach all over the United States. Although we have our website that ships everywhere, I think it’s key for the customer to touch and feel the quality of our goods, and that can only be done in person. 

What is the most important thing you would like your brand to be recognized for?

Quality products and customer service. I want people to say Lazaro has top quality and a great pre-purchase and post-purchase experience. I think if we manage to get that, greater things will come.