This month we would like to feature our trademark client Toni Truong. We helped her overcome an Office Action from the USPTO which would have prevented her trademark from being registered. With our help, Toni’s handbag line can now get the full benefits of a federal trademark registration. We sat down with Ms. Truong to get her thoughts on why she hired a trademark lawyer and how she operates her brand.
Photo by Trisha Angeles
Why did you decide to apply for a trademark?
I think it is a form of insurance to preserve an original idea and protect the longevity of the business. I felt it was important to start with a strong foundation and be able to build onto that.
Why did you seek out a lawyer to take care of your trademark? What did it afford you while juggling the responsibilities of running your own business?
There’s that saying, “You don’t know what you don’t know…”
I am not familiar with any legal processes so the initial thought of doing it myself was intimidating. As a small business owner, I am challenged with so many other tasks out of my comfort zone already. I was happy to leave all the complications in their realm of expertise and skip the learning process. It was a great investment–what was a challenging obstacle became an absolute physical thing.
TONI does a great job of creating community around product whether it’s your Leather Workshop or your website’s integration with Pinterest and other social media outlets. How has community building changed the way your business sells product and diverts from traditional retail models?
I think a brand has to be active on many social platforms to build awareness. It is helpful to create the lifestyle and allow consumers to see if they can relate or want to buy into that lifestyle. People are more selective and demand more information on a brand before they can invest in the product. A product sitting at face value on a shelf at a great store does not always ensure sales by traditional retail models. By collaborating with boutiques and other brands, the workshop events allowed the brand to reach a larger audience in a fun, out of the box context. Kids and adults come together and learn how to make actual leather goods that they will use. I see it as a way to bring people closer to having more leather goods as a daily addition to their lives.
“[A trademark] is a form of insurance to preserve an original idea and protect the longevity of the business” – Truong
Photo by Trisha Angeles
You mentioned that you embrace the Japanese philosophy of wabi-sabi as a lifestyle. How do you incorporate the wabi-sabiaesthetic when designing your bags?
The philosophy believes things are imperfect, impermanent and incomplete. As an aesthetic, leather and its natural imperfections highlights those elements. The organic qualities make no two skins alike. Like ceramics or painting, leather making process requires delicate hand precision that is both slow and thoughtful. All the products in the line are hand cut and assembled with 2 people. Even though each piece is cut from the same pattern, the leather markings and blemishes give each bag its own characteristics that change over time.
You seem to have a very strong connection with Downtown Los Angeles (DTLA) and its draw towards the textile industry. What do you see as the future of DTLA textile businesses with the area’s rapid growth?
Hopefully small businesses will continue to support other small businesses. I first learned about leather and started the line by going to a small family-owned, third-generation leather shop. They must have spent hours helping me with their suggestions and vendor contacts. After five years into the line, they are still my go-to place. As DTLA continues to change, I hope people will still be able to find and appreciate hidden gemstones that can spark their own passion project.
