I’m often asked – why bags? 

I’ve always had a love affair with bags as I’m sure lots of women do. You’ll rarely find a woman without one. Bags are more than just optional or functional. Of all the accessories in a woman’s life, bags are perhaps one of the most personal. I believe it reflects a snapshot of one’s life. They are essential and somewhat carry our stories - of who we are, what season of life we’re in, and what we value. 

When you're younger, bags can feel aspirational. You dream of owning that designer piece - sleek, iconic, and just out of reach. While budgets don’t match ambitions yet, style is still well within reach. So you go for something that feels elevated without the designer name, something that makes you feel put-together while you're still figuring things out. 

As you move up in your career, maybe that designer bag you admired is now a reality. And for a while, it feels like a badge of honour, a sign you’ve crossed into a new chapter. 

Later on, your needs evolve. You’re now juggling work, family, school runs and much more. Suddenly, it’s less about the logo and more about the lasting. You want quality. Value. Function. Timelessness. A bag that fits your real life, not the editorial pages. 

And somewhere along the way, you realise being classy has nothing to do with a price tag or a brand name anyway. It’s all about how you carry yourself and what you choose to carry with you. 

That’s why I created this brand. To give women access to good, thoughtful choices for something they use every day. Curated bags that are well made, good value, quietly beautiful, and designed to move with you... every life stage, every season, every version of you.

After years of working in fast-paced multinational corporations across several countries in the Global Marketing FMCG space, our founder knew two things for sure: one, she wanted to build something of her own; and two, she wanted more flexibility to be present for her family. Starting this business was both a leap and a return - to freedom, to creativity, to something more personal. It was also about creating something that truly served women - making quality and craftsmanship more attainable so many more could carry something they truly desire. What began as an idea has grown into a brand rooted in deep respect for the everyday needs of women, and the hope that it will resonate with others.