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!


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