Great brands are born from a dream. They are someone’s vision to give the world a taste of something unique. Something that people instantly fall in love with. DESERI, a brand offering a premium line of signature handbags, is such a creation. It was born from Deseri Kelley’s desire to craft something timeless. For her, DESERI handbags are more than accessories. They help her build a lasting emotional connection with her expanding community of customers. Also, by making luxury affordable, Deseri is empowering every woman to step out with confidence and elegance.
“I want my pieces to be a mirror,” she says. “A mirror is the ultimate form of communication. When you look at that mirror, you see yourself.”
Owning a Niche in the World of Elegance and Premium Style
In a short time, DESERI’s luxury handbags have carved out their own niche in the world of elegance and premium style. Deseri’s educational background has played a pivotal role in building this successful brand from scratch. Her experience in the education field made her acutely aware of people’s deep craving for connection and meaning. Deseri wanted to translate that into fashion. According to her, she wanted to design handbags that inspire self-expression and empowerment, not just accessorize a look.
“I wanted to create pieces that not only complement a person’s style but also reflect their story, confidence, and individuality,” Deseri says. She also points out that the mirror philosophy is at the heart of DESERI.
Deseri ensures that each design is intentionally crafted to reflect the person who carries it. It celebrates their strength, beauty, and individuality as well. The brand DESERI can be defined by intention, emotion, and artistry.
“Every detail, from the craftsmanship to the feeling a customer has when they hold a bag, is an extension of that vision,” Deseri points out. “DESERI isn’t just about owning something beautiful — it’s about seeing yourself reflected in it.”
As the owner of DESERI, Deseri is most proud of the emotional connection her brand has created with its audience. For her, it is a success when a customer tells her that carrying a DESERI bag makes them feel confident or seen. She points out that it is proof that design can move beyond aesthetics and become something personal.
“Every collaboration and brand experience that celebrates artistry and authenticity reinforces DESERI’s purpose,” Deseri says. “We’re building something that resonates deeply, not just visually.”
A Remarkable Career’s Defining Moment
Deseri has seen both triumphs and challenges that come with running a business. She has overcome every challenge through resilience, determination, and purpose. “Resilience isn’t built during comfort,” she points out. “It is formed when vision meets resistance.”
She encountered her most defining moment during a season of production and supply chain challenges that disrupted launch timelines. “Rather than allowing frustration to take over,” Deseri recalls, “I chose to see those moments as opportunities to innovate, refine DESERI’s systems, strengthen partnerships, and elevate communication at every level.”
Such experiences have strengthened her belief in creativity, collaboration, and adaptability. According to her, they also reminded her that every challenge carries within it the chance to build something even more refined and intentional than before. “And it is not about getting through the disruption,” she adds. “It is about evolving through it.”
Making Customers Feel Seen and Valued
Integrity, empathy, kindness, and excellence guide everything Deseri does. Those values also shape how DESERI communicates, designs, and builds relationships. “Kindness, especially, is something I lead with,” Deseri points out. “It sets the tone for how we treat one another internally and how our customers experience the brand.”
Deseri’s goal has always been to ensure that customers feel seen and valued. She wants every interaction with them to feel personal rather than transactional. She points out that whether through a purchase or a simple conversation, each exchange should carry sincerity, warmth, and purpose. “That is how luxury can become an emotion,” Deseri says. “We make sure that people genuinely feel our kindness and intention.”
Staying Inspired and Leading with Transparency
“Inspiration lives in the details and in the things most people overlook,” Deseri points out. In order to succeed in the luxury brand space, a leader needs to stay continuously inspired. “Curiosity keeps me inspired,” Deseri says. She is always learning, listening, and evolving.
Art, architecture, and travel also fuel her creativity. In addition to that, conversations with people to understand how they think, what they value, and what inspires them keep her in a creative frame of mind.
One reason for Deseri’s spectacular success is her transparent and collaborative way of leading. She makes sure that everyone understands not only their goals but also the heart behind them. “DESERI’s culture thrives when every person feels invested in the story we’re telling,” she points out.
“Leading by example is key to motivating others,” Deseri underscores. “And showing consistency, respect, and creativity builds alignment far better than words alone.”
Balancing Innovation with Authenticity
A wave of digital innovation has accelerated retail space’s evolution like never before. That has placed greater responsibility on leaders overseeing companies operating in this space. Today, according to Deseri, true leadership in retail means balancing innovation with authenticity.
Although technology is transforming how people connect with brands, the retail industry continues to remain rooted in human experience, she points out. She believes that great leadership embraces progress without losing touch with that emotional core.
For Deseri and her team, digital transformation does not mean automation. They see it as something that facilitates connection. “Every online interaction, visual, and message is designed to extend the same warmth and intentionality our clients experience in person,” Deseri says. “The goal is to lead with purpose, not just presence.” She hopes to see technology amplifying emotions instead of replacing them.
Sustainability and Social Responsibility
For DESERI, sustainability begins with design intention. “We intend to create pieces meant to last,” Deseri says. She also highlights that true luxury is mindful, not disposable.
So, they focus on quality craftsmanship, ethical sourcing, and thoughtful production that honors both the artisan and the customer. And Deseri points out that representation is a key aspect of social responsibility. “We ensure that the diversity of our community is reflected in our imagery, storytelling, and brand voice,” she adds.
Contributing to the Future of Retail
Deseri notes that the future of retail will be experience-driven. “People don’t just buy a product anymore,” she says. “They buy how it makes them feel.”
So, under her leadership, DESERI’s focus is to create immersive, personal, and meaningful experiences that blend design, technology, and storytelling. “Our upcoming boutique activations and curated brand collaborations embody this vision,” Deseri informs, “where luxury feels intimate and human again.”
Focus Shifting Between Structure and Creativity
Deseri’s days are never the same and she has no complaints about it. She sees this as part of the beauty of entrepreneurship. On some mornings, she has little time to spare, as production calls and strategic meetings fill her schedule. On other days, she dedicates her time to creative sessions, which involve sketching new designs and preparing for brand activations. “My focus shifts constantly between structure and creativity,” Deseri says. “Both are essential for DESERI’s growth.”
She adds, “Leadership is the art of holding vision steady while allowing creativity to flow.” The balance between vision and creativity, according to her, comes from staying rooted in “Why I Started.” Whether reviewing materials or shaping long-term strategy, every decision Deseri makes reflects the brand’s identity: purposeful, emotional, and refined.
Work-Life Balance
Deseri does not believe that work-life balance requires separation. “It is about harmony,” she says.
As an entrepreneur leading a growing brand, Deseri’s schedule is demanding. Despite that, she always makes time for her family. “I make intentional time to unplug and be fully present with them,” she says. She considers her family her foundation and greatest source of strength. They also keep her grounded and inspired. “They are my greatest motivation as well,” she says.
“No matter how big the vision, my family will always come first,” she adds. “They are the reason behind every goal I pursue.”
Deseri’s husband, Kevin Kelley, is an attorney and restaurateur. He is currently expanding the Kitchen + Kocktails by Kevin Kelley brand, which is one concept within Kevin Kelley Concepts. Deseri shares that her husband continues to inspire her with his drive and vision. They are parents to two sons, Kevin Kelley II, 20, and Kristian Kelley, 19, who both attend Princeton University and play soccer. According to Deseri, her sons remind her daily of the power of discipline, focus, and faith.
When she feels exhausted from dealing with challenges and setbacks, she turns to creativity to restore her energy and enthusiasm. Deseri often steps away from the business to travel, explore art, or simply take quiet moments. She says that those pauses often lead to her best ideas. “I have learned that rest isn’t a pause in productivity,” she adds. “It is part of sustainable leadership.”
Advice for Aspiring Retail Entrepreneurs
Deseri believes that luxury cannot be rushed. It is the result of patience, passion, and purpose. So, her first piece of advice for aspiring retail entrepreneurs is: “Start with authenticity.” She encourages them to build something that reflects who they are and what they believe in. However, Deseri warns against chasing trends. “Instead, you must focus on creating meaning,” she says.
She also advises aspiring retail entrepreneurs to align every decision with their brand’s values and long-term vision. “And you need to understand that real growth takes time,” she adds. “Every challenge is an opportunity to refine your purpose and leadership.”
The Legacy!
“Legacy isn’t what you leave behind,” Deseri points out. “It’s what continues to reflect who you were.”
Deseri hopes to see DESERI grow into more than a brand. She wants it to be a symbol of empowerment, intention, and beauty with meaning. “I want people to remember that DESERI made them feel something,” she says, “that it reflected in who they are and inspired them to express that boldly.”
And, as a leader, Deseri hopes to be remembered for “building something that blended elegance with authenticity” and “creating a brand that didn’t just design luxury handbags, but defined them through connection and purpose.”
