Awash in gouache

Louie Poco and Ann Enriquez

While its products’ vintage designs are an ode to an ancient painting technique, local waxed canvas and leather goods manufacturer Gouache was established thanks to two modern business tools: crowdfunding and social media.

Founded in 2013 by Louie Poco of retro pop band The Bloomfields and his wife Ann Enriquez, Gouache first made itself known to the Filipino market through The Spark Project, a crowdfunding website akin to Kickstarter. Their pitch page on the platform featured then only the prototype of their first product, a camera bag, as it was Poco’s  need for such bag that prompted the couple to start the business.

Within a month, Ann says they were able to raise P200,000—enough to finally start making bags for local retailers and corporate clients. “Apart from the money, our crowdfunding allowed us to validate our product, selling price and business concept,” says Enriquez. “The whole exercise gave us more confidence to pursue other bag designs using our waxed canvas material.”

Crowdfunding also allowed the couple to establish relationships with their clients.

“We were surprised at the good reception of the products. They were very curious about the material we use and love the vintage feel of our first design,” Enriquez says, referring to the “Rennell” camera bag, Gouache’s first product named in honor of one of the brand’s earliest supporters during its crowdfunding stage. “It was our clients who suggested we expand to other styles. I feel that we were very lucky to build a community of supporters at the start of our business.”

Sawyer sling in mallard blue and brick

Aside from camera bags, Gouache now offers sling bags, backpacks, satchels, pouches, totes, as well as other lifestyle products such as aprons, tool kits and watch rolls. Products’ prices range from P500 to P4,000. Their bestsellers: The City Bags (satchel), Harvey Bags (sling), Sawyer Bags (sling), and The Spark Bags (a three-way bag: backpack, tote and sling in one).

Enriquez says social media is useful when it comes to marketing their products.

“New businesses don’t need to spend a lot on marketing. Social media as a sales and marketing tool can allow you to reach, engage and serve your target market without spending so much for advertising,” says Enriquez. “Instead, invest in people and in improving the quality of the products. If you continuously listen to your market, and are active in providing post-sales services, your brand can thrive organically.”

In Gouache’s case, after sales service means warranties for all their bags. It’s free for the first year, but Enriquez says they still accept bags that need repairs after that period. They also charge clients a very minimal fee, enough to cover just the labor and materials needed (P300-P500).

Each Gouache bag has three staple materials: waxed cotton canvas, genuine cow leather and brass or antique-finish hardware. All these, Enriquez says, are sourced locally. The waxing treatment is done in-house.

Rennell camera bag

“We take the canvas and manually paint it over with our own wax mix to come up with our very own version of waxed canvas. Using waxed fabric gives a more vintage and premium feel to the bags and products. The process creates unique lines and creases on the textile, which give the bags character,” explains Enriquez.

Such technique also makes Gouache bags “Instagrammable,” giving the brand more traction online.

“Aside from its aesthetics, the waxing process makes the canvas water repellent,” Enriquez adds.

She also assures Gouache bags are built to last, and that their brand—which the couple is working on bringing abroad—is not about selling “fast fashion.”

“We do classic designs and we do not update them. In fact, most of our designs have been with us for the past five years. We only release two new styles per year just to refresh our retail offerings,” says Enriquez.