Tanja Schenker, the founder of happy genie is an aspiring entrepreneur and designer. As the person behind her brand, she stands for sustainability, fair working conditions, compassion and all this without compromising style and luxury.
happy genie is not the first luxury brand she has launched. After years of experience in fashion design, wholesale, marketing and seeing the downside of the fashion industry, she started her journey five years ago when she designed and created the sister brand, Genie in a Bag. She wanted to design a multifunctional bag which was made of high-quality luxury materials but in an ethical way. The sharp contrast of how unethical fashion can be, and the impact it has on the planet, overshadowed the true beauty of this industry. Her aim was to make fashion ethical, not only by providing fair working conditions, also by sourcing all the materials but seeing the cruelty happening she decided to go vegan and wanted her brand to go vegan too.
Most vegan fashion lacks style but coming from the luxury industry she wanted to make a collection with multifunctional abilities as the big sister brand Genie in a bag and at the same time redefining luxury by combining Swiss design, highest quality materials with Italian craftsmanship but with an extraordinary material. A vegan leather made from apples, (or to be more precise from apple waste) which looks and feels very similar to high-quality leather. She found an amazing way of printing on the material to have endless possibilities in designs, allowing consumers to keep the handbag and just change the clutch, handle or strap, to be on trend with the latest fashion styles, or go for a more timeless look.
There seems to be a happy little genie in every bag waiting to grant wishes.
Happy was the name of her faithful dog who sadly passed away. Happy’s favorite food happened to be apples, she wanted to dedicate the new Genie brand to him by naming it „happy genie“.
Connect with Tanja over Instagram & LinkedIn.