Full disclosure I bought a wallet from another seller about 2 months ago. I liked it so much that when I found out it was sold in a wallet case I just had to make a matching set for it. Both shots were taken with the overhead light on, the only difference being that the second shot had the flash on. When they say holo, it's HOLO, it all depends on what angle you're viewing it from in relation to the directional origin of the light. Even in normal sunlight it gives off a slight holographic glow. It only looks purple under black light. I hope this helps validate your decision. I am very picky when it comes to bags and wallets. I actively searched for 2.5 years to find one that I really like and didn't cost more than a hundred dollars.
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