Accessory Designer Laura Vogel of Vogelle Bags
In this month’s TALK SHOP, Editor in Chief ESTHER LEE LEACH interviews Laura Vogel about her growing accessory brand Vogelle Bags. Laura was photographed on location at The Jacquard Hotel & Rooftop in Cherry Creek.
PHOTOGRAPHED BY ESTHER LEE LEACH // LOCATION: THE JACQUARD HOTEL & ROOFTOP
Laura Vogel
Esther Lee Leach: Laura, how did you start your brand, Vogelle Bags? Tell us all about your Italian adventure!
Laura Vogel: I have always known that I wanted to have my own company but wasn’t sure what the product would actually be. Because of this, I studied finance and marketing at the University of Colorado at Boulder. During the spring of 2019, I was doing my semester abroad in Milan, Italy, and fell in love with the fashion scene. As I was exploring Milan and the rest of Italy, I couldn’t help but notice how many leather handbag stores there were. I kept thinking to myself that it couldn’t be that hard to find a quality handbag producer near Milan. It quickly became my mission to find a manufacturer so I could learn more about the handbag manufacturing process.
While in Milan, I lived in an Airbnb apartment in the Navigli neighborhood, and in the plaza of my apartment building, there was a bar that also functioned as a motorcycle repair shop. I became friends with the Italian men who were working in the bar and noticed that they were using scraps of leather from the motorcycle seat repairs to create very unique leather jackets. I asked them where they were sourcing their leather from and they offered to take me with them to their next leather pick up. We ended up in an atelier in the basement of a building in the north of the city and I was given a few contacts by their leather supplier. One of the contacts lived about 25 minutes north of Milan in a town called Monza. I developed a great relationship with my now manufacturer, Antonio who produces leather products for Gucci, Versace, and Furla, so the production quality is very high quality. I flew back to Denver from Milan in June of 2019 and started mailing drawings to Antonio to create the first shoulder bag prototype.
ELL: Describe the process from design to production?
LV: Being a business major, I have absolutely no experience designing a product, so this was all foreign territory for me. When I was exploring Europe last year, I noticed how the women there carried small bags that hang close to their bodies. This is mainly because there is a very real pick-pocketing problem there, but these women found a way to securely carry their necessities while staying chic. I also had a feeling that this style of bag would likely make its way to the United States, and it has. To begin designing this shoulder bag, I started shopping on cheaper websites like Asos and Amazon for inspiration and similar styles. I even purchased a few and started cutting them up to see how they were constructed. After collecting the inspiration, I began drawing out sketches with exact measurements and sent them to Antonio in Milan. He then created prototypes and sent them to me so that I could make edits. After two prototypes, we were ready for production.
ELL: Tell us more about the pieces in your line and why you wanted to create these particular designs.
LV: I currently have the original shoulder bag design, card holders, and the new chain shoulder bag collection. The original shoulder bag design has a small baguette body, gold detailing, a leather strap with a three-inch width, and is made of Italian saffiano leather. I think that this bag stands out because of the strap. Most of the shoulder bags on the market have very thin straps. Making this strap so wide was a risk that I took but it is also one of the main selling points of the bag. The strap is durable and makes a strong statement with any outfit. This style is the bag that introduced Vogelle to the world.
The card holders were the second addition to the line. The card holders were a direct response to customer feedback. Upon purchasing a shoulder bag of this size and shape, customers would always ask what to do about their wallet. Typical wallets won’t fit in the Vogelle shoulder bag. I had purchased a card holder when I was living in Milan because they are so popular there, so I would show my customers my card holder and tell them that this is really the only thing that fits. It was a clear opportunity for the brand and was necessary for the customer in order for them to fully visualize and justify their purchase. I quickly had these card holders made with the same Italian saffiano leather in camel, white, and black. They have been a great addition to the collection so far and provide a lower price point option for new customers who are discovering the brand.
This July, I launched the chain shoulder bag collection for fall. The shoulder bag trend has really been catching on in the United States and throughout the influencer community. They are in very high demand right now and are being shown in collections all over the world. I wanted to create a bag that would be flashier and stand out against chunky sweaters and blazers as the seasons change. I took the original shoulder bag design and added some flare to the strap. The new collection has thick gold chains that connect the body of the bag to the leather strap. The strap is the same length, but now about two-thirds of it is made with the gold chain. I left the leather at the top of the strap as to not irritate the skin and to ensure fluidity throughout all of my designs. The chain bags come in black, red, and emerald green. I was inspired by the Italian flag when I chose these colors as I want Vogelle to represent and honor the leather craftsmanship that comes out of Italy.
ELL: What is the biggest challenge for you being a designer in Colorado and manufacturing your bags in Italy?
LV: My main challenges from overseas manufacturing have to do with the costs associated with importing and customs. COVID-19 has also caused issues, especially in March and April when Milan was hit extremely hard by the virus. The lockdown of the entire state of Italy caused some major delays in production, but we have been able to successfully work through it and now things are pretty much back to normal. Thankfully, Antonio and I talk almost every day and we have a great relationship. I am able to send him an idea or a photo and he will have a prototype done within two weeks. It really is the best possible scenario for this type of international manufacturing. Unfortunately, international shipping and customs are my highest costs. In January, I flew to Milan to pick up my first order and ended up spending just over how much I would have spent in the international shipping, but due to COVID-19, that is obviously not an option.
ELL: How would you describe the aesthetic of your brand?
LV: Vogelle was created to be minimal and chic. The original bags are not flashy, but they complete and emphasize any outfit. The brand is very feminine, young, and colorful. I love weaving the magic of Italy into every aspect of the branding. The packaging is minimal as well with a rustic, handmade feel. My goal is for every Vogelle product to be very high quality, handmade, and affordable.
ELL: What does the future of the brand look like? What do you want to achieve or create next?
LV: I have many goals and ideas for Vogelle in the future. It is such an exciting time in my life to be creating and running a successful international brand. I am currently perfecting a new, medium-size Vogelle crossbody bag which I think is a natural next step for the collection. A tote bag in the future would be amazing as well and I hope to bring that to life next spring. I have also received many requests for Vogelle face masks which I think could be a great idea since they are clearly, and rightfully so, here to stay for the foreseeable future. I am also looking to enter some high-end retail spaces in Colorado in order to establish the brand’s presence in my home state. I am so grateful for the ability to be running this brand and for the support of everyone who believes in the brand.