TikTok, Tannery, and Transformation: How Leather Became My Legacy
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Time to read: 8 min
For years, I struggled to grow my leather brand online. From 2017 to 2022, I tried every strategy I could think of, but nothing seemed to work. That’s when I discovered TikTok. Instead of focusing on selling products, I decided to share my genuine love for leather craftsmanship. My approach was simple: post one video a day, no matter what, for a few months and see what happens.
Using only my phone and the CapCut app, I would shoot and edit short videos inspired by whatever struck me that morning. The results were amateur at first, but I stayed consistent and kept learning. What surprised me most was how much my audience connected with my authenticity. They engaged deeply when I shared lesser-known facts about leather or spoke about relatable experiences in my daily life. This feedback encouraged me to improve. I began experimenting with better editing and storytelling techniques, and the process became something I genuinely enjoyed.
In this blog, we will answer the following questions:
- How did TikTok change my journey and help me connect with a global audience while sharing my love for leather craftsmanship?
- Why did I decide to move to Ubrique, Spain, and how has it elevated the quality of my content and storytelling about leather?
- What inspired me to create 'Leathertainment,' and how has it turned my passion for leather into engaging stories for my audience?
DISCLAIMER: These videos are a paid advertisement for TikTok. While TikTok supports my content, all opinions shared are my own and reflect my genuine experiences. The decision to share my passion for leather craftsmanship through TikTok was made independently. This content is intended for informational and educational purposes only.
What's Inside?
The First Viral Video That Changed Everything From Passion to Leathertainment Why I Moved to Spain to Elevate My Content Living in Ubrique: Creativity Meets Craftsmanship The Power of Proximity: Creating High-Quality Content in Europe Work-Life Balance: Inspiration Beyond the Workshop Conclusion: The Power of TikTok and High-Quality Videos Want to read more? Frequently Asked Questions About Tanner
The First Viral Video That Changed Everything
Then, on day 31, everything changed. One video—where I recounted a quirky phone call with Chanel customer service—went viral. Suddenly, the comments section was flooded with questions, feedback, and even unusual requests. That moment sparked an idea: what if I created more content dissecting luxury leather products? My curiosity led me to embrace a new persona, the Bag Butcher, diving into the craftsmanship and hidden details of high-end bags. Audiences couldn’t get enough, and my follower count started skyrocketing.
From Passion to Leathertainment
As the numbers grew, I began investing in my content. I brought in help from talented videographers and editors, upgraded my equipment, and slowly elevated my production quality. Each improvement was noticeable, and my audience appreciated the effort. The extra support also gave me time to focus on what I loved most—researching and writing. This shift transformed my passion into a new concept I now call Leathertainment: educational and entertaining storytelling about leather craftsmanship. This approach not only resonated with my audience but also caught the attention of mainstream media. Before I knew it, I was being featured in publications like The New York Times and Der Spiegel, which further expanded my reach and boosted my business.
@tanner.leatherstein High-Quality Content got me from ZERO hope to 1M followers in 6 months. 😮 Wanna know what changed? TikTok gave me the push I needed—here’s how it all started. 🎥💬 1,000 ➡️ 1M followers in 6 months wasn’t luck—it was showing up, experimenting, and sharing what I love: leather and craftsmanship. This journey taught me one thing: good stories and passion find their people. Maybe this is your sign to start sharing yours? #tiktokpartner #ad #tiktokmademedoit #viraljourney #passionproject #almostquit #contentcreator #tiktokfashion #leathertainment ♬ original sound - Tanner Leatherstein
Why I Moved to Spain to Elevate My Content
While my content thrived in Dallas, I realized something was missing: access to the materials, brands, and stories I needed to elevate my work further. My research kept pointing to Europe, specifically to a small village in the Andalusian mountains of Spain called Ubrique, renowned for its leather craftsmanship. It felt like the next step in my journey. So, I took the leap and moved my family to Spain, where the air itself seemed infused with leather-making history.
Living in Ubrique: Creativity Meets Craftsmanship
Living in Ubrique transformed my creative process. Each day, I wake up inspired by my surroundings and the seasoned artisans I meet. Whether it’s visiting a local tannery or speaking with a craftsman about techniques passed down for generations, I’m constantly gathering material for my videos. I jot down my ideas, turn them into engaging stories, and shoot the visuals myself or with the help of my family. Then, my editor works magic, weaving my footage into polished, engaging content. The process is collaborative and deeply fulfilling, and it allows me to create videos that offer unparalleled insight into the world of leather.
The Power of Proximity: Creating High-Quality Content in Europe
Relocating to Spain has made producing high-quality content infinitely easier. I can now travel to iconic workshops or source rare materials with minimal effort. For example, a quick flight within Europe costs less than €50, making it practical to visit a famous tannery or interview an artisan. This kind of proximity was impossible in Dallas and has become a game-changer for my storytelling.
Work-Life Balance: Inspiration Beyond the Workshop
Beyond the creative benefits, this lifestyle has improved my work-life balance. Living in the Mediterranean inspires me to take time for myself and explore new experiences with my family, which, in turn, feeds my creativity. The results speak for themselves. As my content improves, so does my business, and I’m incredibly grateful for the opportunities this journey has brought me.
@tanner.leatherstein My Secret to High-Quality Content: One way ticket from Dallas to Spain ✈️👜. This village, steeped in leather history, is now my home and creative hub, thanks to TikTok and your support. If you have a passion, start sharing—it could lead you somewhere incredible. 🌍 #tiktokpartner #ad #tiktokmademedoit #viraljourney #passionproject #tiktoksuccess #contentcreator #tiktokfashion #location #leathertainment ♬ original sound - Tanner Leatherstein
Conclusion: The Power of TikTok and High-Quality Videos
TikTok’s unique platform gave me the chance to share my passion with the world. By focusing on creating high-quality videos, I connected with millions of people who share my curiosity and appreciation for leather craftsmanship. It started with a simple decision to hit record and post a video each day, no matter how imperfect. Over time, my consistency, authenticity, and commitment to improving quality turned a small idea into a life-changing platform.
If you have a passion, don’t let doubt hold you back. Platforms like TikTok offer incredible opportunities to showcase your creativity and connect with a global audience. With dedication and a focus on delivering value through high-quality content, you can transform your passion into something extraordinary—just as I did. My journey began with a single video, and yours can too. What are you waiting for? Hit record, and start sharing your story today.
Want to read more?
Frequently Asked Questions
How can I submit my product for the Leather Bureau of Investigation, and what happens after submission?
To submit your product, please complete this form. Once submitted, we'll review the details to determine if your product fits our project. If accepted, you'll receive an email within seven days. In return for your donation, we’ll send you a free product from our PEGAI catalog, and all information provided will be kept confidential. If not selected, you’re welcome to submit other products in the future.
This project is only for leather goods customers. If you're a brand, please refer to the Chopping Block / Rip My Bag Challenge FAQ.
How can I suggest a brand for review?
You can view all the brands currently on our list here: Brand List.
If the brand you want to see reviewed isn’t listed, simply leave your suggestion in the comments section! We’ll gather all suggestions and add them to the Suggestion Box in Tanner Leatherstein's website's Forum for voting, where the most requested brands have a chance to be featured next.
Does Tanner offer advisory services?
Yes! Tanner offers advisory services specializing in leather selection, manufacturing, and prototyping-related inquiries. The fee is $300 per hour.
The consultation process includes:
- A complimentary 30-minute initial call to understand your needs.
- A 30-minute follow-up call to review findings and gather feedback on your objectives.
- A final 30-minute call to present recommendations.
If you're interested, please let us know so we can send the scheduling links.
Is Tanner available for media interviews?
Yes, Tanner is open for media interviews! If you'd like to collaborate on a feature or interview him, please email him directly at tanner@pegai.com.
Whether it's about leather crafting, brand reviews, or the business side of PEGAI, Tanner is happy to share his insights and expertise.
How can my brand participate in the "Rip My Bag" Challenge / Chopping Block?
Here's a quick overview of the process:
- Product Selection: You provide a list of products; Tanner selects one for review.
- Anonymous Purchase: The product is bought anonymously to simulate a real customer experience.
- Independent Review: A review video is created and shared across social media platforms (excluding YouTube).
- No Prior Screening: You won't see the video before it’s posted, and no pre-approval is allowed.
- Reimbursement: After publishing, you’ll receive an invoice for the product cost.
- Video Fee: A $1,000 production fee covers review, filming, and editing costs. This is separate from the product reimbursement.
- Transparency: The video will be marked as "paid collaboration" to ensure honesty.
Watch the video disclaimer here. For complete details, please email us at tanner@pegai.com.
IMPORTANT NOTICE:
At this time, participation is limited to brands based in the US and EU due to logistical challenges. If we expand to more countries, we’ll reach out to those interested. In the meantime, we’re happy to add your brand to our list for potential future reviews, though we can't guarantee a timeline. Thank you for your understanding!
NEXT STEPS:
If you're interested, please complete our Intake Survey and pay the video fee. We’ll confirm your slot within 48 hours.
About Tanner
Tanner Leatherstein
Known as the "butcher of leather bags," Tanner has amassed over 2 million followers and 301 million views, with features in outlets like The New York Times and Financial Times. PEGAI, Tanner's brand, embodies his passion for crafting premium leather goods with unmatched authenticity and precision.
