Keisha and Kat Lao share insights on building GVN, from staying authentic and embracing risks, to the importance of community and choosing the right people
Sharp, functional, and effortlessly stylish, a perfectly curated collection of shoes and bags is essential for every woman on the go. Whether you’re navigating busy workdays or spontaneous weekend plans, these accessories have the power to elevate any look with ease. The right bag can hold your essentials while making a statement, and a chic pair of shoes can transform an outfit from ordinary to extraordinary. This philosophy is at the heart of GVN, the brainchild founded by sisters Keisha and Kaitlin Lao. Their signature hobo bags, a blend of style and functionality, have quickly become an everyday must-have for the modern woman. Think oversized silhouettes dripping in charms and keychains à la Balenciaga and Miu Miu; these statement pieces are made for the woman who loves to carry it all—her life, her style, and her ambition. From comfortable Mary Janes to versatile mules, each GVN creation is an investment in timeless, transeasonal fashion that seamlessly transitions from work to play.
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From College Side Hustles to a Bold Business Empire
The journey to building GVN began during Keisha and Kaitlin Lao’s student years, when a shared entrepreneurial spirit led them to explore the world of business, even without formal experience. Kat, the CEO of the brand, reflects on how their upbringing played a crucial role in sparking their entrepreneurial mindset. “We were always encouraged to start something of our own,” she shares, revealing how they began by selling items they sourced from wholesale markets to college students. This hands-on approach was just the beginning, as the sisters soon noticed a gap in the market—there was a lack of locally available shoe and bag brands, and they saw an opportunity to fill that void.
It wasn’t until a late-night Instagram scroll that the idea for GVN really came to life. “I stumbled upon synthetic leather rolls for sale,” Kat explains, recounting how the discovery led to an immediate brainstorming session with her sister. Despite having no prior knowledge of sourcing or suppliers, the moment felt like a spark, one that ignited their passion for starting their business. From there, GVN was born—initially named Giovanne the Label, they eventually simplified its name to GVN.
The partnership between the two sisters was immediately evident, with their complementary strengths and vision aligning from the outset. “Keisha and I are very close in age, just a year apart, so we’ve always done things together,” Kat says. Keisha’s creativity and Kat’s analytical approach complemented each other perfectly, and growing up, they were always on the same page when it came to business. Their formative experiences, such as traveling with their father and engaging in business discussions, played a key role in shaping their approach to entrepreneurship and made it feel natural to build GVN together. “I couldn’t think of anyone else I would do this with,” she adds, underscoring how their bond and complementary strengths aligned seamlessly in the creation of their brand.
The Strength of Sisterhood in Business
Building a brand as sisters has been both a unique advantage and a learning experience for Keisha and Kaitlin Lao. While many caution against mixing family with business, the duo firmly believes that their sibling bond has been a strength rather than a challenge. “They say it’s best to start a business with family—and we can attest to that!” Kat shares, “though the ride hasn’t been easy at all.” Their differing strengths—Keisha’s creative vision and Kat’s practical approach—have shaped GVN’s growth, but they’ve also required the sisters to navigate disagreements and find common ground.
Despite the inevitable challenges, their shared goal of growing GVN has kept them aligned. “We’ve had intense arguments—ones that felt like they might strain our relationship—but, looking back, those moments have actually made us stronger,” the CEO reflects. Open communication and transparency have been crucial, allowing them to address frustrations head-on and make decisions with the brand’s best interests in mind. Keisha, Creative Director, echoes this sentiment, emphasizing the trust that comes with working alongside family. “There’s a level of transparency that you don’t really get to have with partners that aren’t your family,” she explains. “We share everything—our ideas, frustrations, even our secrets—so there’s nothing to hide, and we’re never afraid to be honest about our expectations.” Through the ups and downs, their journey has not only strengthened GVN but also deepened their relationship, evolving them as business partners and best friends.
The realization that GVN was becoming something much bigger than they had imagined didn’t happen all at once—it came in defining moments that marked the brand’s rapid growth. One of the first turning points was in 2019, when they launched the “Selene,” a pair of block heels with a square-toe design that was entirely new to the local market. “No one else had done it yet, and the response was crazy!” Kat recalls. “The Selene sold like hotcakes, catching the attention of big-name celebrities and drawing crowds to our pop-ups. Customers were buying every color and eagerly waiting for restocks—we eventually released over 10 shades in just a few months!” The buzz surrounding the shoe put GVN on the map for young women in the country.
While the pandemic temporarily slowed their momentum, another defining moment came when they both realized they could take GVN full-time. “There was never really an ‘aha’ moment for me,” Keisha reflects. “But I think the biggest shift was when we realized we could actually quit our jobs and fully focus on the brand.” The launch of their hobo bag after the pandemic became another game-changer, further propelling GVN’s growth.
For Kat, the shift in how people perceived their business was particularly impactful. “I remember before, people would say things like, ‘Oh, cool, you’re pursuing your hobby—I hope it goes well for you.’ But now, it’s the opposite. People are like, ‘Oh my God, GVN is doing so well,’ and I think, wow, we’ve really come so far.” Beyond the external recognition, one of the most meaningful moments for her was receiving validation from her father. “Coming from a Chinese household, that support means everything,” she shares. “Hearing him say, ‘I’m so proud of you guys’ just made me realize—we’re really doing something good here.”
Defying Doubts, Defining Success as Businesswomen
Breaking into the industry as young female entrepreneurs came with its own set of challenges for Keisha and Kat Lao. As the CEO of GVN, Kat recalls how, in the early days, they often weren’t taken seriously—both as women and as young business owners. “Whether we were dealing with suppliers or negotiating terms, we were underestimated. Even within our own circles, people dismissed the brand as just a hobby rather than a serious business,” she shares. But instead of letting that deter them, they remained professional, stood by their decisions, and let their work speak for itself. “Over time, the results spoke for themselves, and the respect and recognition we deserved started to follow.”
Beyond external perceptions, adapting to an evolving market was another challenge. “When we started in 2016, we were targeting millennials, but as the market shifted, it became harder to connect with younger Gen Z audiences,” Kat explains. To bridge that gap, they experimented with new products, actively sought feedback from younger consumers, and even brought Gen Z team members on board to gain fresh insights. This willingness to evolve while staying true to their brand’s core values helped them build a loyal and engaged community. Now, as GVN continues to grow, the challenge is staying ahead in a competitive market—something they tackle by continuously innovating and listening to their customers.
For GVN’s Creative Director, overcoming these hurdles was made easier by having a strong support system.
“I think whenever you ask any female entrepreneur about their challenges, they would all say the same thing—earning respect and having people truly listen to what they have to say. What helped us was having people we could turn to for advice.”
– Keisha Lao on the importance of having a support system as a female entrepreneur
One of those key figures was their sister-in-law, Lorraine, who had experience running her own business. “Whenever we had problems, she was always there to listen, offer guidance, and remind us that these struggles are part of the journey,” Keisha shares. Having mentors and a network of support not only reassured them that their experiences were valid but also reinforced the idea that challenges were just stepping stones toward growth.
As young founders navigating the intersection of Gen Z and millennial culture, Kat and Keisha Lao have infused GVN with values that resonate deeply with their generation—authenticity, inclusivity, and adaptability. “We understand the importance of transparency and connection,” shares Kat. “Gen Z values brands that feel real and approachable, so we’ve made sure GVN reflects that. We’re not afraid to experiment, whether it’s with new ideas, products, or processes.” This forward-thinking mindset extends to their team, which is largely made up of young creatives who are encouraged to voice their ideas and take ownership of their work. “We want them to feel empowered,” adds Creative Director Keisha. “We’ve always prioritized giving our interns and team members real responsibilities because we believe that when people feel trusted and valued, they bring out their best work.” This culture of collaboration and innovation has not only shaped the brand but has also fostered a loyal and engaged community—one that thrives on the same principles GVN was built upon.
The Sweet Spot Where Trend Meets Function
The GVN leather hobo bag has quickly become a must-have, and its success can be attributed to a combination of fashion-forward design and practical functionality. As Keisha explains, “Gen Z loves a mix of fashion-forward and functional, and this bag offers both.” With four sizes and an array of colors—including bold options like chili red and baby pink—the bag appeals to a broad spectrum of customers, from students to professionals. Its versatility, which makes it suitable for various outfits and occasions, has propelled it into the spotlight. Thanks to the brand’s strong social media presence, particularly on Instagram and TikTok, the hobo bag has gained momentum, amplified by influencers and customers alike showcasing the product on their platforms.
This approach to design—rooted in trends but with a focus on practicality—extends to GVN’s entire collection, including their suede hobo bags, satin mules, and platform Mary Janes. Keisha elaborates, “Trends play a huge role in driving our product design and innovation. We closely monitor what’s happening in the industry…we make sure to incorporate these influences in a way that resonates with our audience, ensuring our designs stay fresh and relevant.” The brand continuously experiments with new ideas while maintaining its core values, ensuring each piece combines style and usability. Kat highlights the importance of marrying these elements, noting, “One thing that Keisha always keeps in mind is how it can resonate with the market, and how it can be thoughtful and practical.” GVN’s commitment to integrating thoughtful, often overlooked details—such as bag footbeds and functional clasps—sets them apart from other brands. “We’re really about marrying trends plus functionality,” says Kat, underscoring how these small touches elevate the overall customer experience.
Customization and Innovation
Customization plays a vital role in GVN’s brand identity, allowing customers to inject their personalities into their purchases. For Keisha, customization isn’t just a trend; it’s a way of connecting with her audience and embracing their individuality. “We were inspired by the ‘Jane Birkinifying’ trend,” Keisha explains, referring to the tradition of adding personal touches, like charms and keychains, to luxury bags. This trend, popularized by the Birkin bag, aligns perfectly with GVN’s approach. “It’s about making your bag uniquely yours, infusing it with your personality and story,” she adds. A key example of GVN’s embrace of this trend was their collaboration with Russet Accessories. This collaboration was not only about offering stylish accessories but also about allowing customers to create something personal. “We noticed that our customers really enjoy adding their own personal touch,” she continues, noting how the addition of customizable charms and bag features resonated with the brand’s audience. “Working with other brands adds fresh perspectives…it’s about giving people the ability to express themselves through their accessories,” Keisha concludes. This ethos of customization, along with the local collaborations, reinforces GVN’s commitment to innovation and personal expression.
In addition to customization, GVN has become known for its versatility, offering a range of colors, sizes, and materials to meet its customers’ diverse preferences. Keisha credits the brand’s success in staying connected with its audience to a careful balance of listening to feedback while remaining true to its core identity. “We make it a priority to actively listen to our customers,” she says, highlighting how direct feedback and social media engagement help GVN stay aligned with customer desires. But while staying in touch with current trends, like suede and bag charms, GVN remains committed to its essence—versatility, quality, and modern design. “We’ll adopt a trend like suede, but make sure it complements the minimalist, functional aesthetic we’re known for,” Keisha notes. This approach ensures GVN products maintain their distinctive style while appealing to the ever-changing fashion landscape. Kat adds that their team, especially their Gen Z members, plays a crucial role in product development. “Asking our team has become so crucial to us,” she explains, acknowledging that the feedback from those who are closely tied to the brand is invaluable in ensuring that new products meet both current trends and GVN’s established ethos. Ultimately, GVN continues to thrive by blending customer input with a steadfast commitment to authenticity, resulting in products that both meet current needs and stand the test of time.
The Heart of the Brand: GVN Community
Community has always been at the core of GVN’s identity. From its early days, the founders understood that their brand needed to be more than just a collection of products; it had to be a space where customers felt seen, heard, and genuinely connected. As Kat explains,
“We’ve always wanted our brand to feel like more than just a product—it’s about creating a space where our customers feel seen, heard, and connected.”
– Kat Lao on the purpose that drives GVN
This sense of community is nurtured through consistent engagement, such as responding to feedback, hosting pop-ups, and involving customers in the creation process. By incorporating surveys and sneak peeks of new collections, GVN has fostered a culture of collaboration. Kat emphasizes, “It’s always about asking them what they want,” ensuring that their audience plays an active role in shaping the brand’s direction. This level of involvement has created a loyal following, where customers are not just purchasers, but participants in a larger movement that celebrates individuality and practicality. The brand has even gone a step further by creating a Telegram community to further strengthen this bond. As Kat notes, “We cannot launch this if we do not involve the community in what they want,” showing just how central their audience’s input is to every decision. Involving the community has not only kept GVN relevant but has also solidified its reputation as a brand that truly values its customers.
Looking Ahead: GVN’s Future of Innovation and Collaboration
As GVN continues to grow, the brand is not slowing down anytime soon. The Creative Director shares exciting plans for the near future, revealing, “We’re planning restocks of our best-selling items that have been out of stock for a while, along with the introduction of new materials and textures.” In addition to this, GVN is exploring innovative designs with “more collaborations with local brands,” while also expanding their reach internationally. Keisha adds, “This year, we want to cater to more of our international audience.”
The brand’s global ambitions are clear, as they look to strengthen their presence abroad while continuing to bring fresh, experimental, and thoughtful designs to their loyal customers. With new materials, textures, and cross-border collaborations in the works, the future looks promising for GVN as they aim to push boundaries and cater to a broader audience.
Words of Wisdom: Advice for Aspiring Female Entrepreneurs
For young women dreaming of starting their own business, both Keisha and Kat emphasize the importance of staying true to one’s vision while navigating the challenges of entrepreneurship. Keisha advises, “Your voice, your values, and your vision are what will set you apart. Don’t try to mimic others or fit into a mold. The world needs what only you can offer, so embrace your unique perspective.” She stresses the value of authenticity, noting that “customers aren’t just buying products; they’re investing in your vision, your taste, and the story you’re telling.” Alongside authenticity, Keisha highlights the necessity of resilience, sharing that “mistakes aren’t setbacks—they’re stepping stones.”
Kat adds another layer to the conversation, recommending, “Take calculated risks.” She explains that balancing caution with opportunity is key, especially when it comes to product development and brand expansion. Kat notes the importance of learning when to invest in the right people and ideas, acknowledging how GVN’s growth was propelled by bringing others into the fold: “When we started to bring other people into the team, it opened the door to a lot of other opportunities.”
Keisha’s final piece of advice touches on the significance of choosing the right people to work with, especially when it comes to co-founders and key team members. She explains, “It’s about working with the right people too. In this case, it’s me working with my sister.” She emphasizes how trust is crucial in any partnership, especially in business, where decisions are often high-stakes. “In a working/co-worker relationship, you need to have someone that you trust. You have to work with someone that you’re honest with,” she tells MEGA. This kind of trust fosters a transparent and effective working dynamic, allowing for honest discussions, quick decision-making, and shared accountability.
Keisha adds that when you align with the right people, it’s easier to build a solid foundation, especially in the early stages of a business. “You have to be aligned with who you’re working with,” she states, reinforcing the idea that both vision and values should be in sync. Choosing the right people to collaborate with can ensure smoother operations and a stronger, more cohesive team, all of which are critical for overcoming obstacles and driving long-term success. In her experience, working with someone who shares both a professional and personal bond—as she does with her sister, Kat—creates a unique synergy that drives innovation and ensures both accountability and loyalty.
Photos and Featured Image: GVN, KAITLIN LAO, KEISHA LAO (via Instagram)
