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A New York institution for 90 years, Artbag is the iconic New York retailer whose clients span First Lady Jackie Kennedy, red carpet celebrities, the fashion world and generations of women. It has also been the sole black-owned retailer on Madison Avenue’s luxury retail corridor since Donald Moore, a protégé of owner Hillel Tenenbaum, purchased the business in 1993.

For generations of women, the iconic retailer has served as the go-to place for handbags, purses and luggage in dire need of TLC from the skilled hands of experts in the art of repair and restoration.

When the Covid-19 pandemic hit, Artbag like so many businesses nationwide had to navigate the economic fallout which caused a retail apocalypse for brick and mortar stores. With foot-traffic at a trickle, the shop closed for several months in 2020 and reopened with more restricted hours and days. The store’s owners, father and son Donald and Chris Moore, were able to secure a PPP loan but it was not sufficient to cover the cost of lost revenue. With lockdown and few customers on the streets, BR|PR wanted to help this world-class retailer stay afloat during these challenging times.


To prepare for our media campaign, in addition to writing the press materials, we had our photographer shoot photos at the store of the owners, the artisans at work, the handbags and materials used for repair, and more. Armed with strong visual collaterals, we approached NY and national news, lifestyle, fashion and business media about Artbag’s rich history and how this iconic, family-run small business was challenged by and surviving the pandemic.


BR|PR secured major features on “Good Morning America”, “Access Hollywood”, Style Music TV, “Good Day New York”, WCBS News, WNBC News, FOX News, The New York Times, Amsterdam News, and multiple fashion and lifestyle digital platforms.

Foot traffic and business increased significantly. The initiative propped up sales during an admittedly difficult time for retailers. Longtime customers mailed their handbags for repair and when lockdown was lifted, ventured back into the store.

The coverage re-engaged loyal customers and attracted new patrons, and Artbag was able to weather one of the most difficult retail crises in memory.

The retailer has since re-located to Florida due to exorbitant post-pandemic NY rents, and BR|PR has worked to secure local press on the opening, helping the owners establish their brand in the Sunshine State.

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