Geraldine (Gerry) Signer started her career in sales at Louis Vuitton’s SoHo location in Manhattan, eventually becoming the leather goods merchandising manager for North America. After having children, she ran a daycare from home, before returning to retail. Next, she joined watchmakers and luxury accessory supplier Shinola Detroit as the store manager at The Westchester until Covid hit and the store shuttered. It was then, Signer told the Westfair Business Journal in a recent exchange, that her entrepreneurial path started, with the 2021 launch of her bespoke bag business, Mustkies.
It’s based in White Plains, where she has lived since 2007:
Gerry, how did Mustkies actually begin?
“I had a sewing machine I’d never used and an idea to make a dog bed. Like so many of us, I turned to YouTube and taught myself how to sew and draft patterns. I made the bed, but a close friend said, ‘Why aren’t you making bags? You’ve sold them your whole career.’ So I listened and Mustkies was born. The very first bag I created was named after my best friend, Tina. (It’s) still one of my best sellers today.”
Mustkies is, unusually, a “full-service” operation, offering everything from custom bag design to repair to reupholstery. But where does the real profit in the business lie?
“The real profit comes from one product — the Sydney tote. She’s the hero of Mustkies and the reason the brand has taken off. I created the Sydney based on 25 years of listening to what customers wanted while selling bags in the luxury space. It’s a bag that truly works for you –whether you’re traveling, working, parenting, hitting the gym or heading to the beach.
“It comes with a detachable pouch that converts into a crossbody bag or a fanny pack – two bags in one. It’s made of outdoor waterproof canvas and sewn with UV-protected thread, so it’s built to last in all weather. And yes, it fits under the seat on a plane.”
And a little about the other services you offer?
“While I do offer custom bags and the occasional reupholstery project, those are more passion-driven. Custom orders are important for customer engagement and loyalty, but the volume and profit really come from the Sydney. Upholstery is something I do for fun. It keeps me creative, but it’s not a moneymaker.”
How would you say Mustkies has developed?
“So much has happened. One of the biggest milestones is that I no longer sew every single bag myself. After two years of searching, I finally found a manufacturer I trust. I’m extremely particular about quality and craftsmanship, so this was a big step. I still pay more for my fabric because I won’t compromise on quality. Mustkies stands for functionality, durability and longevity. Those are my nonnegotiables. I’ve also expanded from pop-ups and direct-to-consumer to now entering the wholesale market. It’s a huge shift for a one-woman team.”
How do you promote yourself and drive new business?
“It’s definitely a challenge, especially when you’re not someone who loves sharing your personal life on social media, but that’s what today’s market often demands. I’ve learned that business is really about honesty, great customer service and being true to yourself. Building community and making connections has been key. I wouldn’t be where I am without the amazing small business network I’ve built over the years. I believe there’s room for everyone, and I’m always happy to share what I’ve learned. That generosity comes back tenfold.”
Lastly, can you share any thoughts about the future of the business, such as where you see Mustkies in five years?
“My dream is to open a physical store where customers can design their own bags – choose the fabric, straps and hardware, and we’ll make it just for them. Behind the store, I’d love to have a sewing studio where I can teach others how to make bags, too. That’s the vision — a creative hub where people come to discover, connect and create. I want Mustkies to grow but stay rooted in craftsmanship, community and authenticity.”
