ADEMI Turns 5

This year, handbag brand ADEMI celebrates its fifth anniversary. In just five years, its founder and owner Adéla Mitrengová has not only created collections that found their way into the wardrobes of many women but also opened her own café combined with a showroom. ADEMI stands for quality over quantity – slow fashion at its finest. And we have to admit: an ADEMI bag is the kind of piece that can brighten even the greyest of days.

What have you learned in these five years?

Probably the biggest lesson is that you must never give up. There were many moments when things weren’t easy, but it always proved worth it to keep going. I’ve also learned a lot about organization – both personal and professional. Running the brand showed me that behind every beautiful result lies a huge amount of planning and logistics that people on the outside never see.

Your favorite moment?

Definitely opening our very own Ademi Shop & Café. It was a little dream that came true. Seeing people trying on my handbags while enjoying coffee, talking to each other, and forming a community – that was incredibly powerful for me.

And was there ever a moment when you thought: “this is it, I’m done”?

Yes, several times. Mostly in situations when responsibilities piled up, financial stress hit, and I felt like I was facing everything alone. The hardest part is relying on others – for example, when deadlines with seamstresses aren’t met and the next day we’re supposed to shoot or showcase. In those moments you’re under massive pressure and feel helpless. That’s when I start questioning whether it’s all worth it. But then a customer comes in and tells me that my bag makes them happy – and I know it is.

Running the brand showed me that behind every beautiful result lies a huge amount of planning and logistics that people on the outside never see.

How did the name ADEMI come about?

ADEMI is derived from my name, Adéla Mitrengová. I wanted something personal, simple, and memorable. My friend Nicole Kudělková actually helped me come up with it. I’d dreamed of having my own brand forever – also because in the Czech Republic there isn’t much space for fashion designers to fully apply themselves. At a certain point, the only option was to create my own opportunity.

The brand was born a bit unexpectedly – during a school project where we had to make a handbag. I shared it on Instagram and it ended up getting much more attention than the clothing I was presenting at the time. That was the moment that pushed me to start building ADEMI.

Do you have an ADEMI piece that is personally closest to your heart?

Without a doubt, the Choices bag. It was the very first one that became a bestseller and basically launched the entire brand. It still holds the symbolism of beginnings and courage.

Do you remember your very first sold handbag? Who bought it and how did it feel?

Yes! It was the Choices bag, and it went to one of my friends. The feeling was incredible – realizing that something I created was not only wanted by someone but also trusted to become part of their life.

When you’re struggling or facing a creative block, what helps you? Do you have a ritual?

I need to completely switch off. Usually, traveling helps me recharge and gain inspiration. Having that ritual of stepping away from screens and production allows me to come back with a clear head.

Which part of the process do you enjoy the most – design, production, styling, or storytelling on social media?

Each stage has something special, but my favorite is the very first moment of design – when I have a vision in my head and start sketching the first shapes on paper. From that, an entire concept for the presentation emerges. That’s the moment a new story is born.

Often, it’s the atmosphere of a place that inspires me – the colors of cafés in Copenhagen, textures in nature, or even combinations I spot on people in the streets.

Sustainability is clearly a core part of your brand’s philosophy. Has that been there from the start, or did it evolve over time?

It’s been there from day one. I always knew I didn’t want to create fast fashion. For me, if I’m going to make something, it has to hold value, last long, and show respect for the environment. We choose our suppliers mainly based on quality and certifications, but also on personal relationships and communication. Collaboration has to make sense on both sides – I want to know I can rely not only on the materials but also on the people behind them. The process starts in my studio. First, I create a moodboard and sketch the design, which my assistant Anežka then prototypes using substitute material. After that, I order leather from Italy and send the design to a workshop in Šumava. There, our technologist prepares patterns and the first prototypes. They send them back to us, we test the bag, and make adjustments. The updated design then returns to the workshop for finalization. Once the bag is ready, the marketing phase begins. We prepare product and lifestyle photos – usually in collaboration with photographer Vojtěch Tesárek. We write the copy for each piece, plan the Instagram strategy and mailing communication. The graphic side is also important – visuals, posters, and additional materials for the collection. Finally, the bags are displayed in our Shop & Café, where guests can see them, touch them, and purchase them directly. Sales and beautiful packaging are taken care of by our lovely barista and sales assistant. All in all, around 8–10 people are involved in bringing one handbag from concept to customer.

Your colorful campaigns feel dreamy, almost nostalgic. Where do you find inspiration?

Inspiration usually comes when I’m not actively looking for it. I find a lot of it in architecture, art, my childhood, and traveling. Often, it’s the atmosphere of a place that inspires me – the colors of cafés in Copenhagen, textures in nature, or even combinations I spot on people in the streets. I enjoy turning these diverse influences into stories and translating them into bags and collections.

In these five years, not only has the brand grown, but you also opened a café where you showcase your pieces alongside work from other creatives. Where did the idea of opening a café come from, since it’s a completely different field than fashion?

It was my dream to connect fashion and lifestyle. I wanted people to come not only for a handbag but also for an experience – to have a coffee, meet others, and spend time in a space where design, color, and community come together. Coffee, for me, is a very social thing; it creates atmosphere and connects people, which is exactly what I wanted Ademi Shop & Café to offer.

But I’m not doing it alone – the café side is run by Stanislav and Gabriela Hampl, who also operate Čekárna and the café at the Dejvice Theatre. Thanks to them, the whole concept evolved into a place where fashion, coffee, and inspiration meet.

If someone visited your café for the first time and asked what they should order, what would you recommend?

Right now, I’d say the Strawberry Matcha Latte!

What advice would you give to someone who dreams of starting their own brand but is afraid to take the first step?

Don’t be afraid to take that first step, even if it seems small, and don’t be afraid of obstacles – they always work themselves out along the way. I started with just one handbag for a school project and had no idea it would grow into a brand. The important thing is not to stay stuck in dreaming, but to actually create something, show it to people, and listen to feedback. If you put a piece of yourself into it and stick with it, things will start to fall into place. And most importantly – don’t copy. Find your own path. That’s the only way to create something with real value.