December’s – ‘The Party Issue’ – Download Now
Bulgarian label BY FAR designs sleek, understated shoes and accessories that combine ’90s cool-girl nonchalance with grown-up, elevated glamour. Focused on sustainability, each piece is handmade in the same family-run factory. We spoke to Co-founder Valentina Ignatova about retro revival and having it all.
What do your first 30 mins of the day look like, your morning routine?
All three of us are mothers, so usually our time at home is dedicated to our families. Of course, we try to keep our skincare routines, meditate and exercise, but sometimes our mornings start with urgent emails and reading the news.
Do you feel more drawn to the creative or the business side?
Denitsa – our sister-in-law, is the Creative Director, Sabina is the CEO and I am Head of Marketing. We explore our natural talents and complete each other in that sense, but we don’t forget to challenge ourselves and push the boundaries of BY FAR.
How did you all meet and what was the moment you decided to launch ByFar?
Sabina and I are twins, and she met Denitsa in 2005 through their then-boyfriends who are brothers, and we have been inseparable ever since. Before we started BY FAR and before we entered the fashion industry, we were in the sustainable solar energy business. Throughout this period, we all had our first boys, which are actually the inspiration behind the name BY FAR (F for my son Filip, A for Sabina’s son Alec and R for Denitsa’s son Roman).
There has always been a strong heritage of shoe craftsmanship in Bulgaria and when we visited by chance a small family-run factory, we really felt like it was destiny! We are still partnering with them but have expanded a lot. The idea behind the brand was to make cool shoes that are comfortable and make women feel like they conquer the world.
You’re sold globally on some of the biggest e-commerce sites – how did this come about?
Since the very beginning BY FAR received a lot of attention from international press and retailers. We have evolved so much over the years, but we continue to challenge ourselves and celebrate every success. A turning point for us was when we launched the bags collection and Bella Hadid wore the Rachel baguette a few days after. We are constantly growing and our website sales are tripling each quarter. We are blown away how many people are loving and supporting BY FAR!
What has been the biggest hurdle since launching the brand and how did you overcome this?
BY FAR is like our baby, so we take every aspect under careful consideration. It feels rewarding to see the results of all of our hard work and endless collective effort. Every day is a challenge as we strive for perfection, improvement, and satisfying our clients with not only a timeless product but also that BY FAR experience.
Do you have any mentors or guides and how does this help navigate the right path throughout life and your career?
Throughout our journey, we had been blessed to be mentored by so many strong women, but in the heart of it all are our mothers. They’re always there to support us, especially at times when even we doubted ourselves.
What do you look for in terms of hiring your own team?
Being a fast-growing successful start-up, which values their employees’ voice and contribution, we are looking for super ambiguous, amazingly talented people. BY FAR is like our child, and every new team member becomes part of our family. So, most of all, we’re looking for passion, dedication and loyalty.
How has this year impacted the industry both positively and negatively?
Fashion needed to change, and this was the wake-up call the industry needed. We are optimistic about the future of fashion and that it will continue to change for the better. The pandemic showed us that with hard work, you can still achieve great results no matter where you are based. We are eternally grateful that we managed to create a virtual showroom not once but twice already and stay in touch with our clients. It was definitely an amazing experience, thanks to which we learned a lot and grew as a brand. We strongly believe that digital is a huge part of the future of fashion, and it is something that we will surely continue to develop and implement into the BY FAR experience.
How do you approach scaling the business and what works in terms of client retention?
We wanted to create vintage-inspired designs which compliment any wardrobe, whilst
combining comfort with an addictive contemporary edge. BY FAR has become the ‘It’ shoulder bag brand. Our nostalgic baguette bags and minimalist, barely-there sandals are the core of any effortlessly chic outfit. We felt like the industry needed accessories that are desirable, yet not overpowering, without sacrificing quality. BY FAR is about emotion, not age or nationality! Our shoes and bags are classic, yet with a modern twist. Your BY FAR piece will demand the spotlight whilst being infinitely wearable.
The ’90s is a strong influence aesthetically – was this part of the brand DNA from the outset?
Our aesthetic combines playful designs and nostalgic silhouettes, and we always knew that we want to do effortless and colourful styles that just feel fresh. We are very much inspired by the fashion of the 90s and early 2000s. We’re constantly binge-watching iconic TV series from this period, which is how the Rachel bag was born (inspired by FRIENDS). There was something very authentic, empowering and emotional about fashion and we truly want to bring these feelings back.
“The pandemic showed us that with hard work, you can still achieve great results no matter where you are based.”
Which pieces are your best sellers, and do you notice differing trends globally in terms of sales?
BY FAR has become the go-to shoulder bag brand and the Rachel baguette is our top best seller in the western world. From the shoes, we became known with the boot styles such as Sofia and Este. Our all-time bestsellers such as the Tanya mules, as well as the Mini and Miranda bags, have seen amazing success among our clients in the Middle East. People felt in love with their simplicity, but we have been experimenting, as we want to introduce new cool pieces.
How has social media affected the luxury industry and which platform has been most useful?
Social media is an inseparable part of the fashion industry and if luxury brands aim to stay relevant, they need to include these platforms in the strategy. Speaking from our personal experience, since we are based in Eastern Europe, far from the fashion capitals, we wanted to connect with clients, partners, and people from the industry worldwide. Our space as a brand is more digital than physical, so Instagram naturally became an essential part of BY FAR.
BY FAR is about the joy of dressing up! We simply have fun with Instagram, and it is so easy to connect with girls that love fashion and design – and be inspired by their style. In the same time, our profile is a collection of all the things we love, and it is a way to give a glimpse in the BY FAR world.
Do you have any pre-bedtime rituals?
We often work until late after the kids go to sleep, so we definitely do our best to balance family life and career. It is an exciting ride and keeps us inspired at all times. The biggest challenge in our routine is to tune out of work mode because we enjoy nurturing BY FAR so much.
If you were not on your current career path, which another role would you have chosen career-wise?
All 3 of us are very passionate about visuals and fashion, therefore it was only natural to move to fashion and if By FAR didn’t exist, we would probably be doing something similar.
This is ‘The Party Issue’, where/ how will you be celebrating this season?
Given the complicated situation in the world right now and the difficulties of travelling, we are planning to spend the holidays at home with our families. Is there a better way of celebrating than to be surrounded by the ones you love the most?
What should you gift the host when attending a dinner?
A beautiful bouquet is always a good idea.
What’s your secret to surviving party season and still looking flawless?
Always drink a lot of water, don’t go to bed too late, and never trade comfort for style when it comes to shoes.
What is your go-to party outfit?
You can never go wrong with a slip dress and our Alla mules – a highlight of the season and the return to power dressing in a majorly glam kind of way. Of course, you should top the look with our ultimate obsession – the Mini Rachel bag. It’s perfect for your cocktail attire, and it fits all that you need: phone, credit card and a lipstick.
What is on your wishlist this festive season?
Right now, all we wish for is health – for our families, and us for our friends and our team, for everyone.
December’s – ‘The Party Issue’ – Download Now
The Gift Guide – Download Now
– For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram
Words & Creative Direction: Amy Sessions
Photography: Greg Adamski
Production: Kelli Maddock
Hair & Makeup Ania Poniatowska
Fashion Assistant: Sarah Joseph
Location: With special thanks to Nyx at Gaia DIFC
Images: Supplied
