Shay Mitchell talks business, marketing and the daily grind of being a ‘little engine that could’

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Shay Mitchell is known for her roles in cult favorites Pretty Little Liars and You. The Canadian actress and producer has worked in Hollywood for the past 14 years, but what she really wants to be known for is her luggage company BÉIS.

Since launching the brand in 2018, Mitchell has proven her entrepreneurial prowess. BÉIS now generates $120 million in gross revenue a year and Mitchell has branched out, cofounding Onda, a sparkling tequila business.

Mitchell isn’t stepping back from the career that launched her to stardom, though. She has continued acting while managing her business ventures. In an email exchange, Mitchell told me how she juggles the two and what differentiates BÉIS from the competition. The conversation below has been edited for length and clarity.

How do you differentiate BÉIS from the numerous other luggage companies out there?

BÉIS’ positioning, in large part, has always been derived from my travel experiences. I always felt that I had to pick between beautiful bags that looked chic and were super expensive or ugly bags that were super functional and more affordable. I didn’t want to compromise on one or the other, and I didn’t feel anyone else should have to either. So, I created BÉIS to offer consumers (and myself) options that deliver fashion, form and function, affordably.

One of the other main differentiators between BÉIS and other luggage brands is that we have always embraced that travel can be as simple as commuting to work, taking your kids to the park or going away for the weekend. We noticed that a lot of travel brands were targeting those looking to invest in big-ticket items for big trips, but we have always made bags for people on the go — no matter the destination. This is something that definitely helped us thrive as COVID affected our day-to-day…other brands were having to rejigger their strategies, but we were already ready to go.

I see your bags all over Instagram. What is your marketing strategy and how did you land on it?

We have always had a very lean team. For the first few years of our existence, we had under 10 employees, but we have grown tremendously over the past two years to support existing team members and our own growth. I always referred to us as the little engine that could. We all respect each other, fully buy in to what we are doing and go very hard. When one of us has a great idea, we give credit where it is due and then run fully with that idea as a team.

Because we have always been so nimble, we have been able to create a very fluid structure where we can pivot on a moment’s notice and also embrace what is happening around us. We have structure and long-term goals, but we are focused on the here and the now as well. Kind of like how people travel and live :)

How do you keep up the daily grind with all your business ventures?

This seems like a simple answer, but it’s not because it would be glazing over the immense amount of respect and gratitude I carry with me. The answer is my team. I have always said — and maintain to this day — that in order to keep everything going, I surround myself with people who are dedicated, driven and bring a lot to the table. They know who they are, they help get it all done, they help me stay on track, they bring things to the table.

Who is a female entrepreneur you admire for how they run their business?

One of the best stories I heard last year was how the CEO of Spanx [ Sara Blakely ] rewarded all her employees with first-class plane tickets and $10,000. I mean, I should have recommended to her some BÉIS luggage to accompany that airfare, but I loved seeing her share the wealth with the people who made the success possible.

Who are the women you looked up to growing up? How about now?

My mom — she has always been Superwoman in my eyes. Growing up, she was always an incredibly hard worker, and even though she was busy, it never affected our relationship. Ever since I was little, I would see her get up early and get ready for work, then she would come home, be happy to see us, make us dinner and clean up. She proved to me that it really is possible to do it all, and now I admire all the people around me who are doing the same. Holding it down. Working hard. Being parents. Making time for themselves.

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