Let’s Talk Tariffs

Why We’re Sharing This

At AALLYN, we want to be open about more than new launches. There is a quieter side of running a small, family-run, mom-founded business that you do not always see, yet it shapes everything we can offer. Our team is made up of real people who care deeply about this brand, so when something affects our inventory, our pricing, or the designs we hope to bring to life, we want to explain it honestly and clearly.

Tariffs may not be the most exciting topic, but they played a major role in our year. They influenced what we could produce, how quickly we could restock, and why some colors or styles had to sit out. This update is simply a look behind the scenes and a way to share how we are moving forward thoughtfully.

What This Year Looked Like Behind the Scenes

When the new tariff measures were announced in Spring 2025, we felt it almost immediately. Plans we had been excited about shifted overnight. We had been gearing up for 2025 to be a big year creatively. It had been a while since we released brand-new designs, and we were finally ready to bring some of those ideas to life. So having to pause and rethink those plans was genuinely disappointing for us. We had to rework our holiday inventory, hit pause on styles we were already sampling, and take a close look at the production schedule we had mapped out for the rest of 2025 and into early 2026.

Because we work with a small, family-owned factory, our orders are placed far in advance. We also consider ourselves a slow-fashion brand. We do not rush production, we don’t push unrealistic deadlines, and we try to work at a pace that is kind to our team and respectful of the people who craft our bags. Every design takes 9-12 months to move from the first sketch to something a customer can hold. That means a decision we make today is really a decision about next year. A tariff announcement landing in the middle of that cycle shifts the entire timeline.

Then came the uncertainty. The tariff percentage kept changing, and no one had a clear answer. Rates were rumored to rise, then delayed, then rewritten. Every time we thought we finally had a number to plan around, a new update shifted it again. It became nearly impossible to place responsible orders when the cost of goods was still a moving target.

As a self-funded brand, we do not have outside investors to absorb sudden swings. That independence is important to us, but it also means surprises land directly with us. With so much uncertainty, we eventually had to pause on our next round of orders and progress with new designs. We couldn’t responsibly commit to large production runs when the tariff percentage was still a moving target. Slowing down wasn’t something we wanted to do, but it felt like the only grounded way to protect the long-term health of the business.

How This Shaped Our Inventory

If you browsed our catalog this November, you probably noticed it. Many of our best-selling colors were sold out, and some styles couldn’t be added to cart at all, even before Black Friday began. We were truly grateful for the strong sales this year, especially knowing so many small brands were navigating the same challenges. But it also meant that most of the inventory people were buying came from orders we placed in late 2024 and early 2025. When those styles sold through, it sometimes left people without the exact bag they had been waiting for.

Tariffs did more than raise costs. They interrupted the normal rhythm of how our small business runs. In a typical year, the cycle is fairly steady. We produce, we sell, and we reinvest that revenue into the next run. But when costs jump suddenly and unpredictably, that rhythm slows down. And what made this year especially difficult was not only the possibility of higher costs, but the constant shifts in information. Deadlines moved, guidance changed, and every time we thought we finally had a clear path forward, a new update arrived that reshaped the picture again.

All of that pushed us to slow down and make decisions with intention instead of reacting out of pressure or fear. It wasn’t the year we expected, but it was the year we had. And in the end, choosing to pause and adapt felt like the only way to protect the long-term stability of the business and the people behind it.

Where We’re Focusing Now

As we look ahead, we keep returning to the values that shaped AALLYN from the beginning. We believe in thoughtful design, in making bags that fit real life, and in working at a pace that supports our team, our factory partners, and the people who carry our pieces. We do not rush production or compromise on quality or size inclusivity to meet a deadline.

Some tariff details have been finalized, but others are still shifting. We have more clarity than we did earlier this year, but not enough to plan far into the future with full confidence. At the same time, we cannot stay paused forever, so we are moving forward in the most grounded way we can.

For now, that means restocking only our cult favorites. These are the styles that consistently support the health of the business and help us rebuild stability. Everything else will wait until we have firmer costs and a clearer production environment. We are being thoughtful and cautious, but we are moving again.

We also want to be honest that price increases are likely on the horizon. Tariffs raise the cost of materials and production, and small brands feel those changes almost immediately. Our goal is to keep increases as minimal as possible and to absorb what we reasonably can before anything reaches our customers.

Through all of this, our community has been the anchor. Every purchase, every message, every person choosing to support a small brand has meant more than you know. You are the reason we get to keep building one thoughtful design at a time.

Looking Ahead

We still have new designs planned for late 2026, and our hope is to bring them to life with the same care and intention that shaped our earlier collections. As we plan forward, our focus remains simple and steady. We want to release pieces that meet our quality standards, keep our prices as fair as we can, and make smart choices about what we produce and when.

Tariffs are still an active conversation, and they may continue to shift. So we are making decisions based on the best information we have today, taking careful risks, and protecting the future of the brand while doing our best to stay accessible.

And one thing remains constant. We will never cut corners or compromise the trust you have placed in us. Building AALLYN as a mom-founded, self-funded brand means every decision carries real weight. This year reminded us that patience, care, and long-term thinking will always guide our next step.

Our Promise to You

AALLYN is not going anywhere. We are planning for the long run. We will keep restocking your favorites, releasing thoughtful new styles, and doing our best to stay accessible and fair. Our dream is to build something meaningful and lasting, and we are truly grateful that you are part of it.