Meet Paola Farino, the innovative mind behind the FARINO Carrier. Living and working in the heart of Central London, Paola found herself constantly burdened by the weight of her daily essentials as she traversed the bustling city streets.
A transformative trip to Los Angeles sparked an idea that would revolutionize the way urbanites carry their loads. Inspired by the effortless maneuverability of a suitcase with spinner wheels, Paola envisioned a solution to alleviate the strain of heavy bags while maintaining functionality and style.
Drawing upon her own experiences and collaborating with her father, a retired architect, Paola developed the FARINO Carrier – the world’s first top-loading carrier on 360 spinner wheels. Crafted from sleek and weatherproof neoprene, this versatile bag seamlessly integrates fashion and function, catering to the dynamic lifestyle of city dwellers. With its innovative design and practical features, the FARINO Carrier aims to redefine mobility for urban adventurers.
Join us as Paola shares insights into the inception, development, and vision behind the FARINO Carrier, offering a glimpse into the journey of transforming a simple idea into a game-changing product for modern-day travellers.
What inspired you to create the FARINO Carrier, and how did your trip to LA influence this realisation?
It was a sale at Macy’s that sparked my journey. I had a ‘pull behind’ suitcase with me on my trip to LA but bought a luggage set with spinner wheels at Macy’s, which was a revelation. Living in Central London, I used a conventional ‘shopper’ for groceries at the time, so I put a ‘shopper with spinner wheels’ on my Christmas list, only to find it didn’t exist. One of my sisters said ‘if it doesn’t exist, you should make one’.
So, that’s how it all started. But at the first market research stage, the overwhelming feedback was ‘can I take it on a plane?’ So, I modified the design to make the bag hand luggage size, and the FARINO carrier was created.
How did your personal experiences of carrying heavy bags influence the design and features of the FARINO Carrier?
At the beginning of this journey, I worked in different offices around London, effectively carrying my office with me, including a heavy laptop in a rucksack. Creating a top-loading carrier meant I could use the bag for work, pick up shopping on the way home, and travel with it too – everything I did with a rucksack but without the pain. While I loved my original Macy’s cases, I’d only use them a few times a year, whereas my carrier goes with me everywhere now.
Can you tell us more about the process of finding and adapting the spinner wheels for the FARINO Carrier, and how they create a weightless carrying experience?
The key to this design is the bespoke frame which holds the bag, to which the wheels can be attached. Initially, I looked at conventional luggage spinners, but after discovering rollerblade spinners, I realised I could create a top-loading bag with the best wheels on the market. Designed to take the weight of a human, these wheels provide a smooth carrying experience, especially on various surfaces.
What were some of the biggest hurdles you faced during the development of the FARINO Carrier, and how did you overcome them?
One of the biggest challenges was not being able to manufacture the product in the UK. Developing and agreeing on a sample from a distance was a leap of faith. However, I was lucky with my manufacturers in China; they were incredibly helpful and dedicated to creating this product.
What was your biggest lesson from your experience on Dragons’ Den?
Reflecting on their advice and comments, there’s one dragon, Sara Davies, who has brought a product to market from conception and was the most positive about what I had created. My biggest takeaway was how proud I am of my carrier and defending it on national television.
How does the top-opening design of the FARINO Carrier enhance the user experience and differentiate it from traditional bags?
The top-opening design makes the bag versatile, suitable for travel, shopping, work, etc. It’s like having four conventional bags in one. After Dragons’ Den, I was approached by many people who had been looking for this product for years, from mobile hairdressers to interior designers.
How does FARINO approach sustainability in the production and materials used for the Carrier?
Currently, it’s challenging due to volume and budget constraints, but it’s something I plan to consider for the future. However, my ‘shop local, leave the car at home’ approach is aided by using the FARINO Carrier.
What exciting plans or upcoming developments does FARINO have in store for the brand?
We are launching our new bag, The Professional, aimed at businesses/individuals with large amounts of stuff to carry for work. There’s a significant gap in this market, and our research indicates a high demand.
What sets FARINO apart from other brands offering similar products, and how do you maintain its unique identity?
There isn’t a similar product on the market currently. Since starting out, a mobile workforce has emerged, making the FARINO Carrier essential. The design is registered and protected, and I’m focused on spreading the word about its uniqueness.
Looking back, what advice would you give to aspiring entrepreneurs?
Consider all factors at the outset and be prepared for unforeseen obstacles. Marketing and advertising still play a significant role in a product’s success. Remember, any product you hope to manufacture must sell and make a profit.
What destination is at the top of your bucket list?
Currently, it’s a trip to Melbourne, Australia, to visit friends, with a stop to meet the people who helped bring my product to the market in Shenzhen and Hong Kong.
As Paola Farino continues to navigate the bustling streets of Central London with her trusty FARINO Carrier by her side, her journey serves as a testament to the power of innovation and perseverance. From the lightbulb moment during a trip to LA to the development of a groundbreaking product, Paola’s story is one of determination, creativity, and a commitment to enhancing the lives of urban adventurers worldwide.
If you’ve been inspired by Paola’s journey and want to discover more captivating stories of entrepreneurial spirit and innovation, dive into the wealth of interviews available on House of Coco. From trailblazing founders to visionary creators, each interview offers a glimpse into the dynamic world of modern entrepreneurship. Explore more inspiring tales at House of Coco via this link and unlock the potential to spark your own journey of discovery and success.
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