Our Story

Hi! I'm Laura, Founder & CEO of White Elm. I created White Elm back in 2012 when I was pregnant with my first daughter. After many years of sketching fashions and creating business plans (all the way back to when I was a little kid!) I decided to quit my job in banking and go after my dream. I started hand making baby products, like crochet baby shoes, and sewing burp cloths and blankets. But one day I started to notice how much I loved bags. After collecting many tote bags from another brand, and still finding that they were lacking in the features that I wanted, I decided to design my own. I launched my first bag design in July of 2013, and after a successful first run, I designed another, and so on. Since then I have been using customer feedback and suggestions to design new products and refine the brand. It's my passion to design bags that bring you joy and that you are happy to carry every day. My favorite part of running the business is reading reviews and seeing photos of YOU, my customers, using your White Elm bags!

OUR MISSION

At White Elm, we are dedicated to empowering modern busy women by providing them with multifunctional and versatile bags that seamlessly blend organization and style. Our mission is to enhance the lives of today's powerhouse women by offering solutions that cater to their professional and personal needs. We understand that the demands of contemporary life can be overwhelming, and we believe that every woman deserves a companion that not only complements her style but also simplifies her daily routine. Our multifunctional bags are thoughtfully designed to keep women organized, efficient, and effortlessly chic, no matter where their journeys take them.

OUR VISION

Our commitment to quality craftsmanship and timeless design ensures that each White Elm bag not only serves as a practical and functional accessory but also as an expression of individuality and confidence. We believe in the power of self-assurance, and our bags are designed to reflect the strength, versatility, and elegance inherent in each and every woman. With a focus on sustainability and ethical practices, we aim to make a positive impact on the world by crafting our bags with care and responsibility. We constantly innovate, seeking new ways to reduce our environmental footprint while delivering outstanding products to our customers. At White Elm, our vision is clear: to be the go-to destination for modern working women seeking multifunctional, versatile bags that elevate their daily experiences. We are passionate about enhancing the lives of our customers and helping them navigate the demands of their busy lives with grace and style. Join us in this journey, and let's redefine the way women approach organization and fashion, one bag at a time.
GIVING BACK

At our core, we believe in giving back. We proudly donate to several charities, supporting community initiatives and empowering individuals in need with tools for success.

"We love because he first loved us" - 1 John 4:19