How can I get wrinkles from a leather purse?

I'm freaking out! My Tignanello leather purse has a few wrinkles in dried small section. The award is a few months. Causing wrinkles in this one place? The leather material is "soft and gentle." What is the proper care to get the wrinkles out? If I wait longer, it will get worse? Also, can I get leather conditioner anywhere? (As Wal-Mart or do I need to go Please Mall?) One for your help!

Here below are "leather shops" around. You could go ask assistance. Wal-Mart should have leather conditioner, but that will not get wrinkles. (It is "clean" leather and makes it soft) Do you store it in a place dry or wet? This could be the cause of wrinkles. But in reality, the leather is supposed to have some wrinkles.

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