How QVC Saved Mia Tui

How QVC Saved Mia Tui

There was a moment when I truly thought Mia Tui was over.

Starting in 2011, I had built this business from the ground up, pouring everything into it - heart, soul, and every ounce of determination I had. Like any small business, there were incredible highs and crushing lows. And in 2013, I hit my lowest point.

At the time, things were looking promising. We had just secured a spot in John Lewis and JoJo Maman Bébé, with our bags positioned as stylish yet functional baby-changing bags. Then, an opportunity came up to partner with someone who claimed they could take Mia Tui to the next level. He had contacts in China who could handle production, and it sounded like a dream come true.

Instead, it became a nightmare.

The £45,000 Disaster

When the stock arrived, ready to ship to two of the UK’s most respected retailers, I immediately saw something was wrong.

The stitching was so weak that I could pull it apart with my fingers. The base of the bags cracked under the slightest pressure. There was no way I could send these into John Lewis. It was a disaster.

I was left with a £45,000 loss and stock that was barely salvageable. Van, and her incredible factory  stepped in to help, remediating the bags in Vietnam to make them sellable. We were honest with our retailers, sending only the ones we felt were good enough, but if I’m truthful, they weren’t up to Mia Tui standards.

The Breaking Point

The next two years were a struggle. I was relying on credit cards and a loan from my dad just to keep Mia Tui afloat. With two young daughters to care for, I started asking myself:

Was it time to give up?

I had already begun scaling back production, preparing to quietly close the business. But there was one retailer I still dreamed of working with: QVC.

I knew that if I could just get in front of the camera, show people why Mia Tui was different, we could turn everything around. But getting a meeting with a QVC buyer? That was nearly impossible.

Thousands of brands fight for a chance. How could I get Mia Tui noticed?

The Moment That Changed Everything

Somehow, after months of pitching, my PR company managed to get a single Mia Tui travel bag in front of a QVC buyer. That sample led to a meeting.

I thought it was just a pitch. But as I walked through the features of our bags, the buyers stopped me and said:

"These are perfect. Can you get stock in for an August show?"

I didn’t even hesitate. Yes! But in reality? I had no stock.

I would have to produce, ship, and fly in the bags—fast.

I even cut short a holiday to come home and present our bags on a Travel Solutions Show - exactly two years to the day from when I received those un-sellable bags from China.

And that was it. QVC saved Mia Tui.

That first show was a success. From that moment on, we built a relationship with QVC that has helped Mia Tui not just survive, but thrive.

This Sunday: Our Biggest Moment Yet

Fast forward to today, and we’re hitting a milestone I never could have imagined back in 2015. Mia Tui is QVC’s Today’s Special Value (TSV).

This is the highest honor a brand can get on QVC. The entire team, especially my incredible parents, who manage all of our QVC logistics at 77 & 79 years old! They have been working tirelessly behind the scenes to get everything ready.

On Sunday 2nd March 2025 at 9 PM & Midnight, when we launch live on QVC, I know they’ll be watching with pride.

Because this moment, this journey, and this incredible milestone, it’s all thanks to QVC.

As a Special Thank You – 20% Off Travel Accessories

To celebrate this moment with you, I’m offering 20% off all travel accessories this week with code TSVTRAVEL

Mia Tui wouldn’t be here without QVC. But more importantly, we wouldn’t be here without you, our loyal, incredible customers.

Thank you for believing in us. I hope you’ll tune in on Sunday to see Mia Tui shine.

Charlotte x