As the world reached a standstill during the COVID-19 lockdown, many people discovered new hobbies for comfort. For Hao Liang, a Ph.D. candidate in Philosophy, this period of isolation sparked a passion that changed her life. "I started leather crafting to cope with the monotony of quarantine", Liang recalls. "It was therapeutic, and I quickly realized I had a knack for it".
Liang initially created small leather goods for personal use, but friends and family quickly noticed the quality and craftsmanship. Encouraged by their positive feedback, Liang decided to take a leap of faith and turn her hobby into a business. Thus, the Windy Glow by Liang was born. It specializes in bespoke leather accessories for dogs and dog lovers.
Crafting a unique aesthetic: the design journey
To expand her vision for The Windy Glow, Liang worked to greatly improve her leatherworking skills. She now brings her expertise in creating functional and aesthetically pleasing luxury leather accessories for dogs and dog lovers. "I want to offer something unique in the market", Liang says. "Many leather goods exist, but not many cater specifically to pets with the same level of craftsmanship and attention to detail".
Liang meticulously handcrafts each product from The Windy Glow, using double-needle saddle stitching techniques to ensure durability and a refined finish. The handmade process begins with cutting the straps from a large hide, followed by detailed cutting to create the perfect curves for collars. She handles each step by hand, from cutting to monogram embossing, showcasing her designs` dedication to high-quality craftsmanship and elegant simplicity.
"I believe that pets deserve the same luxury and care as their owners", she notes. "I aim to create accessories that reflect that belief".
Hand-stitching elevates The Windy Glow`s leather goods into the luxury category. Liang traces a precise line of the seam, using a pricking iron to punch the holes before beginning the hand-stitching process. "It`s Hermes double-needle double ends techniques", she explains, "I learned this from a fine leatherworking master who was a student of two retired Hermès artisans". Hand-stitching requires a tremendous amount of attention and time, resulting in aesthetically pleasing pieces and more durable than machine-sewn products.
Crafting unique pieces at The Windy Glow
The bespoke project process at The Windy Glow highlights Liang’s distinctive approach to craftsmanship, offering a boutique experience even online. Customers can select from a rich assortment of high-quality materials and detailing options, like stepping into a well-appointed brick-and-mortar boutique. Choices include various types of leather, edge paints in metallic or matte finishes, and a variety of seam styles. Additionally, hardware options in gold, silver, or black, along with monogram embossing in colors like gold, silver, blind, black, or pink, allow each piece to be uniquely tailored to individual tastes.
“I discuss the project details with the customer, designing elements they haven’t seen elsewhere”, Liang explains. This personalized interaction extends to a collaborative creation process, where Liang records each crafting step, from the initial concept to the final product. Customers are involved throughout, turning the process into a journey of co-creation. As she crafts these custom pieces, typically collars or leashes, each creation emerges as a product and as a piece of wearable art, highly praised by customers for its bespoke artistry and craftsmanship.
Building an artistic community using social media
Social media is a valuable tool for artists and entrepreneurs in the digital age. Liang uses platforms like Instagram to share her work and build a community around The Windy Glow.
Liang regularly posts new products, gives behind-the-scenes glimpses of the creative process, and provides interactive content like Q&A sessions. This approach has cultivated a loyal following of pet owners and leather enthusiasts.
From local markets to global reach
Liang started by selling her products at local markets and through word-of-mouth referrals. As the demand for her leather accessories grew, she began exploring online sales. E-commerce platforms and social media marketing helped The Windy Glow reach customers beyond local boundaries. "The internet has been crucial for my business", Liang notes. "It allowed me to connect with customers from all over the world".
The brand`s online presence, mainly through its website, has played a key role in its growth. The site features a user-friendly interface, detailed product descriptions, and high-quality images that highlight the craftsmanship of each item. This digital strategy has increased visibility and built a loyal customer base.
Creative challenges and success in a post-pandemic world
The pandemic gave Liang the initial push for her leatherworking journey, but transitioning to a post-pandemic world brings challenges and opportunities. "I face the challenge of scaling the business while maintaining the quality and craftsmanship that define my work", Liang admits. "I am committed to achieving this delicate balance".
Despite the challenges, Liang feels optimistic about the future of The Windy Glow and the broader handmade leather goods market. "I see a growing appreciation for artisanal craftsmanship and sustainable products", she says. "I believe this trend will continue to drive demand for high-quality, handmade goods, and I am excited to be a part of that movement".
