Have you ever wondered how someone transitions from a corporate role in General Electric to creating a successful handbag brand? We've had the pleasure of welcoming Aaron Luo, the co-founder and CEO of CARAA, to share his fascinating journey. In our candid talk, Aaron dives into his life as a first-generation immigrant, traveling from Shanghai, China to Madrid, Spain, and eventually, the US. He speaks openly about the culture shocks, his academic path, and childhood in Spain. Aaron's journey unravels further as he talks about his surprising shift from an early-stage college student to becoming a CFO at GE. The allure of GE's conglomerate fascinated him, and a fortunate turn of events led him to acquire a role there early in his college life. He discusses the wealth of knowledge he gained, from finance to merchant acquisitions. But the most intriguing part is his transition to the handbag industry, his family's support, and his partnership with co-founder Carmen Chen Wu in navigating a foreign industry.  We also dig into the details behind the CARAA brand, its transition from Carmen Chen Wu, and the vision that drives it. Aaron bravely shares the early challenges he faced in the industry, his approach to venture funding, and the lessons he learned from other DTC brands. The discussion progresses into the unique ways Aaron and Carmen have scaled CARAA for growth, their unique approach in the handbag industry, and the importance of data and their ambassador program in constantly evolving their brand. This inspiring conversation with Aaron Luo is one you certainly don't want to miss. Connect with Aaron: https://www.instagram.com/caraasport/  Shop Handbag Designer 101 Merch: https://www.emilyblumenthal.com/category/all-products Register for the Handbag Designer 101 Masterclass: https://www.emilyblumenthal.com/challenge-page/Masterclass Book a handbag session with Emily: https://www.emilyblumenthal.com/ Hire Emily to be a guest speaker at your event: https://www.emilyblumenthal.com/speaking Subscribe on Youtube: https://www.youtube.com/c/HandbagDesigner101-IHDA Follow me on Instagram: https://www.instagram.com/handbagdesigner/ Follow me on TikTok: https://www.tiktok.com/@handbagdesigner Follow me on Twitter: https://twitter.com/handbagdesigner