“Everybody’s using Google, and we know there’s a growth opportunity there.”Jennifer Evans
Vice President of Operations
Sometimes a glimpse into the past is the best way to see the future. After years of designing handbags and accessories for other brands, Patricia Nash was looking for a change. She found a 50-year-old handbag in her mother’s closet and, inspired by its quality and workmanship, decided to launch a line of handbags under her own name in 2010. The company produces quality bags, all designed by Patricia, combining old-world craftsmanship with updated details for today’s customer. “We’ve grown exponentially and continue to be a very healthy business because of the quality and the detail in every product,” explains Jennifer Evans, Vice President of Operations.
Patricia Nash Designs sells wholesale to department stores and direct-to-consumer via their website. Google products help them to stay competitive and grow their online business. They use AdWords, Google’s advertising program, to market and sell their products directly to customers across the country. Google Analytics helps them make effective use of their digital advertising budget by measuring conversion rates and providing insights into their website traffic. They also share videos on their own YouTube channel to debut new product lines and to give customers a behind-the-scenes peek into the design and production processes.
Patricia Nash Designs is proud of being a woman-owned business and offers mentoring events to other businesswomen in the community. As Jennifer points out, “Patricia is not only a great designer, she’s also a great businesswoman.” They’re proud of maintaining a personal touch with their customers and community, and of having devoted followers nationwide. “A lot of people ask why Patricia Nash Designs is located in Tennessee while most of our competitors are in New York,” says Marketing Manager Suzanne Koontz. “That’s because our customers are located in Knoxville-sized cities all across the country. That’s our following.” The company has added women’s footwear and men’s accessories to their product line in the past couple of years. Looking ahead, they are planning to add new classifications soon and are focused on steadily increasing their online business.