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How Senreve founder Coral Chung pioneered the convertible Maestra Bag beloved by celebrities like Priyanka Chopra and Greta Gerwig, and why ‘practice makes progress’ – not perfect

Coral Chung’s Italian luxury brand pioneered the convertible Maestra Bag beloved by celebrities, but she also knows the importance of taking a digital detox. Photo: Handout

A former strategy consultant and tech executive, Coral Chen Chung founded Italian-handcrafted luxury bag company Senreve in 2015. Famous for pioneering the Maestra Bag, a luxury convertible handbag and backpack, it’s a favourite brand with celebrities and has a waiting list of thousands for the Maestra.

“I started Senreve about five years ago when I got the idea that women shouldn’t have to compromise between functionality and luxury. In my own search for the perfect handbag, I felt that there wasn’t any brand or product that spoke to me, someone who’s multifaceted and constantly juggling my many different roles and responsibilities. So I decided to start Senreve to empower women who do it all with versatile, beautiful and luxurious products. And the rest is history,” says Chung.

Priyanka Chopra carrying a Senreve bag. Photo: Senreve

Growing up in an entrepreneurial household, she started her career at Bain & Company in Hong Kong before moving to Silicon Valley and working with leading luxury brands like Apple, Nike and Tory Burch, before striking out on her own.

“I grew up in a very entrepreneurial household, so it was always my dream to start a company like Senreve someday,” says Chung. “It’s very fulfilling to create beautiful products that hundreds of thousands of women love around the world.”

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Greta Gerwig is also evidently a fan of the brand. Photo: Senreve

At the moment, she is focusing on expanding the business into the Asia-Pacific region and China.

“One of my focus areas is expanding Senreve in the APAC region. I think there continues to be tremendous growth and potential for the brand. We are doing a lot online, we have different creative partnerships and new product launches. We also have two stores in Hong Kong at Harbour City and IFC, and one store in Singapore as well as pop-ups in Shanghai, Beijing, and Chengdu,” she says, adding that she is also focused on sustainability initiatives within her business, which includes introducing products that are luxurious but also 100 per cent vegan.

With a growing business and two children, Chung integrates work and family life rather than forcing a balance of the two. “I have embraced integrating work and life rather than trying to force a balance. I love what I do and am passionate about my work, so sometimes it’s a very intense schedule including taking a conference call at midnight before giving birth the next day! I usually try to do something outdoors on the weekends, like hiking in the mountains, which helps me disconnect and do a digital detox,” says Chung.

Coral Cheung says it’s important to prioritise family. Photo: Senreve

She admits that it is hard to find time for herself. “It’s very hard to have time to myself every day since I have a newborn baby. I do love taking a bubble bath from time to time and baking cookies or other desserts. I recently got a juice machine and have been enjoying the ritual of making a fresh juice cocktail every morning,” she says.

Chung says her daughters inspire her. “My daughters are inspirational to me. I’m constantly learning from them, and they’re always testing my patience and perseverance,” she says. “For example, my eight-year-old daughter recently told me to let go of my perfectionist ways – instead of saying ‘practice makes perfect’, it should be ‘practice makes progress’. It’s also important for me to continue being a role model for them and hopefully paving the way for more women founders, entrepreneurs and CEOs in the future generations.”

Having time for her children is also a priority. “A wise friend once asked me, ‘How do kids spell love? T-I-M-E’ is the answer.”

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Coral Chung’s preferred watch: Audemars Piguet Royal Oak Quartz 33mm Pavé Diamond

Coral Chung’s preferred watch: Audemars Piguet Royal Oak Quartz 33mm Pavé Diamond. Photo: Audemars Piguet

“My parents gave me a pair of AP watches for me and my husband as our wedding gift. It’s my favourite watch because of the sentimental value and how beautiful and intricate the design is. I also think it’s a piece that I can pass on to my daughter, which makes it extra special.”

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XXIV 2021
  • A-listers like Priyanka Chopra and Greta Gerwig are fans of the Italian handcrafted luxury bag company Senreve, founded by Chinese-born entrepreneur Coral Chung in 2015
  • As well as opening new stores in Hong Kong, Singapore and China, the mother-of-two strives for work-life balance with hiking, baking and a weekly digital detox