International Women’s Day is a time to celebrate the strength, resilience, creativity, and ambition of women everywhere. At White Elm, empowering women isn’t just something we talk about once a year, it’s woven into every design, every detail, and every decision we make.
To celebrate, we sat down with our Founder and CEO, Laura, for a behind-the-scenes Q&A about where White Elm began, what inspires her, and what’s next for the brand.
What was your very first version of the bag like?
“It was a canvas mint chevron tote — very much like a basic version of the Aquila.”
Every brand has a starting point, and for White Elm, it began with a simple canvas tote and a vision for something more functional, more thoughtful, and more beautiful. That early design laid the foundation for what White Elm is known for today: elevated organization without compromising style.
What’s always in your bag?
“Lipstick, my Vera wallet, snacks, and a tape measure!”
That mix of beauty, practicality, and preparedness feels perfectly on brand.
What’s one thing you never leave home without?
“My phone.”
Relatable.
What does your typical morning look like?
“Get dressed, makeup, hair, say goodbye to my youngest, hubby makes me coffee, pack my lunch and snacks, take my teenager to middle school, head to the office.”
As a mom of two and businesses owner, Laura’s mornings are a balance of family and focus — a reflection of so many women who wear multiple hats every single day.
Are you more of a planner or go-with-the-flow person?
“Planner! Being a mom of two and owning two businesses, everything has to be scheduled.”
What advice would you give to women who want to start something of their own?
“Get over the fear of failure and get started. It doesn’t have to be perfect — you can learn as you go.”
There’s power in starting before you feel ready. White Elm itself is proof that growth comes from action, not perfection.
Who are the women who have inspired you most?
“My mom and my friend Patricia.”
Behind every strong woman are other strong women — mentors, mothers, friends — who shape and support the journey.
What are you most proud of?
“My two girls.”
At the heart of everything: family.
“To reach more women with beautiful and functional bags and grow the company.”
That mission is simple and powerful. White Elm was created to serve women who are balancing careers, families, passions, travel, and everything in between. Every pocket, every strap, every thoughtful detail is designed with real life in mind.
This International Women’s Day, we celebrate women who build, who nurture, who dream, who lead, and who take risks. We celebrate the mothers, the founders, the planners, the night owls, and the women who are brave enough to begin.
Here’s to strong women. May we know them, may we be them, may we support them.
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