Melissa Urfirer Gottesman

Age || 29

Company Name || Riley Versa

Job Title || CEO + Founder

Years Living In New York || Born and raised New Yorker

Social Handles || @rileyversa; @mugottesman

Company Website || Riley Versa

What did you want to be while growing up?

My mom is a lawyer and my dad is a banker, so I didn’t realize working in the fashion industry was a career option. I distinctly remember speaking with a family friend who worked at Condé Nast and having my young mind blown. Since that conversation, I’ve always wanted to work in the fashion industry.

Where did the idea for Riley Versa come from?

I had the idea on a vacation to Miami. It was a weekend trip, so I packed a carry-on and brought one bag, which happened to feature a bright print. Unfortunately, it clashed with everything in my suitcase. I had the idea for a bag with interchangeable covers that allows you to easily change the look of your bag by switching the cover, and thus, save you valuable suitcase space because it was a product that I really wanted in that moment!

How did your background help you build Riley Versa?

I learned the ins and outs of the fashion industry from working at Saks Fifth Avenue and W Magazine. At UPenn, I was a communications major which helped me build the brand and develop a marketing strategy to best express our message. I later worked in market research, which gave me a more rounded perspective on connecting with our customers and figuring out what they are really looking for, which comes in handy for product development.

What’s the best piece of advice you were given when you were starting the company?

Start with small orders! Watching every penny, it’s easy to fall for the allure of a lower price for a higher minimum—don’t do it. You don’t want to be stuck with unwanted inventory when you are just starting out and developing your vision.

What is your creative process like?

It’s so different for every bag, but it usually starts with something that I personally want and think is missing from the market.

How does customization work for the bags?

Customers start by choosing their ‘base bag’ style, and then from there selecting different interchangeable covers, pouches, and straps! We also work with an extremely talented artist in NYC that can hand-paint anything our customers dream up on their bags.

How do you define success?

I think it’s different for everyone. For me it’s having customers that love and enjoy our brand and keep coming back for more! Nothing makes me happier than hearing about a customer buying a bag and loving it so much that the customer buys one as a gift for someone else.

What is the most important thing you’ve learned since starting out?

Sometimes you just have to trust your gut.

What is your go-to motivational quote or personal motto? I find Cleo Wade incredibly motivating. One quote of hers I read recently and loved is, “if you aren’t staying in the moment, you are leaving it.”

Which women inspire you?

We recently launched our new “Oh Baby” bag and I spoke to so many moms throughout the process of developing the bag and find them so inspiring. Moms are really superheroes. As I get older, I’m even more inspired by my mom who worked full-time and yet somehow managed not to miss a single thing.

How do you overcome moments of self-doubt?

I’m incredibly lucky to have friends and family whose opinions I trust—so in my moments of self-doubt I turn to them for support, advice, and brainstorms.

How do you handle situations where you feel overwhelmed?

Taking a step back to recalibrate. It’s amazing how much clearer a situation becomes after a workout and a nice hot shower.

What has been the most rewarding thing since starting Riley Versa?

Seeing Riley Versa in the wild. Nothing is more exciting to me than being out somewhere and spotting someone wearing our products.

What do you hope people get out of using your bags?

I hope women feel like they have finally found a bag that fits their every need. Since each style bag can be worn in multiple ways, it should be able to go from the boardroom to the bar and keep her organized along the way! I also hope it allows people to have fun with fashion, since once you invest in a base bag, it’s very affordable to change the look of the bag by changing different components.

What advice would you give to other women trying to enter your field?

Don’t just jump into it, test your idea, make sure there is a market for your product and then go for it. It’s never going to feel comfortable; you’re never going to be 100% sure, but sometimes you just have to take that leap and trust your gut.

What are some of your goals moving forward for Riley Versa?

I would love to continue to collaborate with new partners (spoiler alert, there is a new one in the works) and to use Riley Versa as a platform to raise awareness and funds for causes that I care about.

This interview has been lightly edited and condensed for clarity.