After a successful debut in Brazil, Esthera, the soulful handbag label founded by sisters Nicole and Stephanie Chehaibar, is ready to make its mark on the U.S. market. Launched in 2024, the brand has swiftly built a dedicated following across Brazil for its blend of sculptural elegance, emotional storytelling and timeless utility. Now, with a dedicated U.S. e-commerce platform, a debut at the prestigious Coterie trade show and its first American wholesale accounts rolling in, Esthera is ready to speak to the American consumer.
At the heart of Esthera is a reverence for time; its rhythm, its rituals and its power to shape experience. The name “Esthera” is derived from “estrela,” the Portuguese word for “star”—and the brand’s emblem, a 12-pointed star, pays homage to each hour of the day. “Just as constellations change with the seasons, we believe in the beauty of cycles and transformation,” said Nicole Chehaibar, who now leads the U.S. expansion from New York. “We create bags that are anything but ordinary, for those who live authentically and find meaning in every detail.”
The brand’s core collection, AM | PM, is a poetic interpretation of the hours we live by. Each piece is named after a specific time of day, like the refined 9AM, the playful 11:11AM or the evening-ready 6PM, evoking the energy and intention of that moment. Designed to transition seamlessly between the routines of daily life and its standout occasions, each bag embodies Esthera’s guiding principle: that objects can, and should, hold soul.
“The U.S. launch represents a unique opportunity for Esthera,” explained Nicole. “We want to introduce handbags that merge quality craftsmanship with a more accessible luxury price point, paired with distinctive Brazilian design. Our vision is to create bags that are soulful, functional and timeless… pieces that connect with people’s everyday moments.”
While the brand’s philosophy is deeply rooted in Brazil, its appeal is undeniably global. In just its first year, Esthera has opened a flagship boutique in São Paulo’s fashionable Mateus Grou Street, secured placement in over 55 multibrand retailers and is preparing to open its second store this October in Higienópolis Mall. That momentum now propels the brand into the competitive U.S. market, guided by a long-term vision of community-building and creative expansion.
“Today, we are already operating through e-commerce and have secured initial wholesale orders for this year,” Nicole shared. “Our immediate goals are to expand into more retailers, build a strong community and increase brand awareness overall, creating desire and paving the way to build something even greater.”
Esthera’s bags are not just accessories, but statements of intentional living. Each design is produced in limited runs, aligned with a slow fashion ethos that champions quality over quantity. The materials are luxurious, the craftsmanship meticulous, and the aesthetic, which is organic yet precise, resonates with modern women who expect their accessories to work as hard as they do. In an industry often dictated by speed, Esthera invites its wearers to slow down and find meaning in the everyday.
