.BeisTravel founder and actress shaymitch has a lot to celebrate.
It was on a press trip for “Pretty Little Liars” that she imagined designs on cocktail napkins, she said, one of which becoming the blueprint for The Weekender, the brand’s bestseller .
It was after the TV series wrapped that Mitchell, now a mom, envisioned Béis: “I was like, ‘Wait a minute. Luggage!’ There was a white space here. I saw what was out there. There wasn’t really anything that met fashion and function at an affordable price.” Mitchell has driven the marketing and creative at Béis, leading a team with the help of incubator and venture company Beach House Group, as well as brand president Adeela Hussain Johnson — who’s been there from Day One.
She went on, “Also [direct-to-consumer] in this category was relatively new. There’s another four-letter word brand that had kind of started to pave the way there, but that was still a relatively new concept. And there’s no brand, and I still believe there is no brand, that is doing this today well outside of us that’s bringing a fashion component to this category.”Sales in November and December of 2022 were up 220 percent to the year prior, with four holiday promotional days.
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