It was only a matter of time before Tina Craig and Kelly Cook, the women behind the popular blog Snob Essentials (formerly Bag Snob), made the leap into e-commerce. On Thursday, the duo unveiled the Snob Essentials e-shop with a selection of handbags from the duo's own line, ranging from a petite pink jewel box tote to a croc-embossed duffle style, which debuted on HSN last March.
"We’ve been suggesting to our readers our favorite things — we say, being 'snob-worthy' — so we’ve always wanted to do this," Craig told Fashionista over the phone. Along with successfully launching their own branded bags on HSN and collaborating with DKNY on a capsule collection in 2011, Craig and Cook also boast extensive pre-Snob retail backgrounds. Craig once owned licenses to sell U.S. brands in Asia and Cook had her own line of bags. "I started my own e-commerce site, believe it or not, 18 years ago," said Cook. "I was ahead of the game." Cook and her husband are currently running the backend of the operation, but eventually plan to hire a dedicated team in New York. The bags will be shipped out of a distribution center in Los Angeles.
The Snob Essentials shop will branch out into multi-brands by the fall, which fortuitously coincides with Bag Snob's 10th anniversary — or "Snob-iversary," as the duo likes to call it. Fittingly, Craig and Cook have rallied the fanciest of their designer friends to help celebrate the milestone by updating their signature pieces in exclusive Snob-related colors and prints. The first bold name to sign on, after receiving a personal email from Craig: CFDA/Vogue Fashion Fund winner (and Snob BFF) Paul Andrew.
"I just hosted a lunch for him in Dallas — we’re good friends, so he was the first shoe designer we went to," the Texas-based blogger-turned-designer said. The collaborative piece will also be Andrew's first ever (non-wedge) platform design, and will be made in Bag Snob pink. "I’ve been begging him to do a platform for years and when I saw this shoe, I’m like, this is it, I need it," Craig added. "So when we were discussing the collaboration, he said, 'This is the shoe you should choose.'"
Cool girl jewelry line Vita Fede is also on board for a special Mini Titan bracelet, plus Mark Cross and Derek Lam. Unlike the Snob Essentials line, which ranges from $68 to $128 per bag, price points for collaboration pieces will run "across the board," from $30 for a lipstick to $600 plus for the Paul Andrew platform to $2,200 plus for a Mark Cross bag.
Celebrity collaborations are in the works, too, although the duo can't confirm names yet. But on the dream list: Cate Blanchett, Anne Hathaway, Emmy Rossum and Sarah Jessica Parker. Rossum and Parker aren't completely out of the question — especially considering they've been spotted carrying Snob Essentials bags — plus, the latter has her own shoe line.
"To do an exclusive color of SJP shoes, that would be a dream," said Craig.
This story was updated to reflect that the distribution center is in Los Angeles and not New Jersey and that collaboration pieces also include a Mark Cross bag priced at $2,200 plus.