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There's a lot of money involved, and I wanted to bootstrap my business." Chong cut her losses but gained a solid background in the leather industry and shifted her focus to bags. Still, the move was risky: The couple invested $20,000 of their own money to get Linjer off the ground. Related: Meet the man behind MTV's Moon Man statue While leather bags may not be a revolutionary idea, Chong and Khan made Linjer successful because they were able to identify an untapped need among consumers. "There's a growing wave of shoppers, ourselves included, who don't want to be wasteful human beings," she said. "If we're asked to choose between cheap or better quality products that will last a long time, we're picking the latter." People don't want to shell out big bucks for expensive brands either. "Consumers are becoming less focused on image and more focused on individuality -- especially the younger generations," Marshal Cohen, chief industry analyst with NPD Group, wrote in a recent report. "The days of consumers looking to be a part of a designer or brand movement are waning in favor of their desire to find the style and function unique to their personality and lifestyle." After the pair raised $185,000 in 24 hours on Indiegogo, they knew they were on to something. "This was great market validation for our idea," said Chong, who said the money covered production costs.
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