Exclusive Interview with Designer & CEO

Life Proper was created from a desire to establish a brand I felt women could identify with, a brand that served a purpose for their life, one that represented who women are today. The modern woman does not fit into a style category. Today’s woman is a hard working mother; she runs companies and creates new products. The Life Proper brand was created for women needing something functional and stylish. We seek to create quality, innovative and functional products that make the lives of our customers more streamlined and balanced. Our goal is to be the elite leader in luxury handbags for the 21st century woman.

Ashley, Founder of Life Proper

Prior to the last few years, there has been an emphasis on women in the beauty and fashion industry, but women are much more than how they are portrayed in the beauty industry. Work is often a facet of women's lives that is left out from their everyday narratives. Life Proper serves to honor the modern woman, who embodies depth and soul far greater than simply fashion and beauty. Women are strong, powerful and unrelenting. I have a deep respect and admiration for women and the strength they each carry within their soul. I am continually impressed by how hard women work, yet at they end of the day still bring the essence of love to their friends and families.

I believe women deserve the ability to have access to high quality, luxury products that increase workflow efficiency. Our products are created with these aspects in mind; the real individuals who travel for work, drink coffee in between meetings, and stay up late to prepare for a board meeting. Our mission is to meet the needs of our customers by creating innovative products that make our customers lives easier so they have more time for their true joys in life.

As Head Designer, I will always consider myself a creator first and a business woman second. I strive to create products women can identify with, products that can be described as both practical and chic. I believe understanding the "WHY" is what makes the most successful products and business. WHY do I think our customers will find this product useful? WHY is this brand relevant? Our "WHY” is what drives the essence of this brand. The Life Proper customer will always be in the forefront of our mind as we develop and expand our product line. As a creator first and CEO second, I never want to lose sight of what purpose the Life Proper brand serves.

The modern woman desires to be stylish and fashionable, while at the same time wants to be taken seriously, have an opinion, a voice and a presence. We feel Life Proper is that presence. Life Proper is a balance between masculinity and femininity, where a woman is smart, strong, powerful, beautiful, and stylish all at once and never has to compromise one for the other. The Life Proper woman should never have to apologize for feeling and being any and all of these things. We hope you feel that our Life Proper handbags are as timeless and classic as the women who carry them.