Friderika graduated from the London College of Fashion with a BA in Marketing and possesses extensive luxury fashion retail experience. After completing various creative short courses at the University of the Arts London, she quickly realised she had to follow her dreams and pursue a career in handbag design. This is no wonder given that the leather business has been in her family for over two generations. Given her past experience, Friderika is aware that the perfect handbag is not enough to be successful. She focuses on building close relationships with her suppliers as well as her customers. Friderika knows the importance social media plays in her new business after investigating the role of Social CRM in the luxury sector for her dissertation topic. Communicating with her customers and building long lasting relationships is essential for her to succeed and stay relevant in today’s digital world.