Amsterdam Pop-Up Shop

From 17–23 December, we hosted our very first pop-up store! We collaborated with two other brands, and decided to name the shop Santa’s Boutique.

About a day and a half went into preparation alone, all for a single week. It felt so worth it, though (yes, we installed the garland ourselves!).

Until now, Seyclair had existed almost entirely online. It was so much fun to get to meet and talk to our clients in person, as well as to observe how people interacted with the bags when they could actually see, touch, and try them.

It wasn’t surprising to see the Natasha bag, our online bestseller, quickly become a favorite and leaving the store with many clients. A lot of people were mesmerized by its rich brown (mocha) color, and mostly also by how soft and natural its grainy leather feels. 

Not usually an online bestseller, the Jane bag resonated strongly in-store and was also among client favorites. It did get a nice styling and window presentation, which might have played a role in this. 

During the pop-up, we also showed a Natasha tote prototype in black. Many people before had asked whether the Natasha bag would be available in black, and having it in the space made it possible to gather immediate, in-person feedback.

One of the most affirming parts of the week was meeting so many people who walked in without knowing the brand at all, and often without any intention of buying a bag - only to be convinced by the craftsmanship once they experienced it firsthand.

Several visitors mentioned that they’re generally cautious about online purchases. Being able to see the quality up close, feel the materials, and ask questions changed that hesitation.

A really surreal experience was also our existing clients walking into the shop wearing our bags - twice, that happened to be the Anastasia bag! 

Amsterdam’s constant flow of visitors meant the pop-up brought in people from all over the world, so this was something in common with our online shop - super international! Not surprisingly, this is probably why the super travel-friendly (small to pack, 2 detachable straps) Chiara bag was also commonly chosen, especially in light brown, receiving many compliments on the color.

 From Christmas gifts to honeymoon purchases, many personal moments were shared with clients throughout the week. These exchanges have a lasting impact. Such a nice way to close the year - thank you, Amsterdam!