How Natalie Dusome built a nine-figure brand from her basement: 'It started with me crying, looking for my keys'

Natalie Dusome was standing in her hallway with her nine-month-old daughter on her hip, late, exhausted, digging through her bag for a set of keys she could not find. “I was feeling completely overwhelmed by something that should have been so simple. Eventually, I just put my bag down and started crying,” she told FashionUnited. The meltdown turned into inspiration. “I remember thinking, how much time are we all wasting digging through our bags, carrying two bags instead of one, looking for our keys, our chargers, our lipstick? Why had nobody designed a handbag around making our lives easier?”