Alright – so today we’ve got the honor of introducing you to Maria Lee-Heller, founder of KAEIU, a line of highly versatile bags. We think you’ll enjoy our conversation, we’ve shared it below.

Maria, appreciate you joining us today. Risk taking is something we’re really interested in and we’d love to hear the story of a risk you’ve taken.

Taking the leap to pursue KAEIU full-time was a life-changing risk. Most will see it as an unwise move, quitting my job amid the pandemic, while being the primary breadwinner, and recently welcoming my first child. I was on maternity leave and deep down I knew I had to seize the moment and do it. The prospect of missing out on my son’s early years was a sacrifice I wasn’t willing to make, especially after my fertility journey. My job at the time was all-consuming, with grueling hours exacerbated by the pandemic’s effects. I fell into an unsustainable cycle, often working 16 hr days and weekends. Even with past demanding roles like preparing full collections for New York Fashion Week, this job took the cake. The tipping point came during a conversation with my boss, who advised me that after I returned from maternity leave, if I was tired, which I certainly would be, I could take cat naps on the train as she had done. I’m forever grateful to this conversation because it crystallized my resolve to chart a different path, my own path.

Infertility is a painful and isolating experience, wherein one grapples with a profound sense of powerlessness. The seed of KAEIU began to sprout because I needed a creative outlet to direct my internal turmoil. Or maybe it was subconsciously an attempt to reclaim agency, to feel in control of something again.

The moment I held my first prototypes, I knew I was onto something. I felt deep within my gut that at one point or another, if I wanted to pursue this seriously I would need to take a leap of faith.

I quit my job and never looked back. It was the right decision for me, and despite the circumstances, the right time. I couldn’t be happier being my own boss, producing my own products, and engaging in meaningful interactions with my customers. Best of all I get to do all this while being home with my now two children.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I’ve always been a lover of fashion. I moved 10 times by the age of 13, and one of my fondest childhood memories was living near Buenos Aires’ garment district, where I’d salvage fabric discarded on the streets to make clothes for my Barbie dolls. With a mother skilled in pattern-making and tailoring, I guess it runs in the family. My affinity for fashion led me to F.I.T., where I majored in fashion design. Though my career was mostly in apparel, a brief stint as a handbag design assistant at Rebecca Minkoff sparked a love for leather accessories. This experience deepened my understanding of leathers, which was further refined during my tenure designing leather outerwear for Wilsons Leather.

My niche lies in designing highly versatile bags that seamlessly adapt to various facets of life, be it parenthood, career, travel, or leisure. During my battle with infertility, I dreamt of the ideal motherhood experience and realized the lack of stylish diaper bags in the market. And so I created the ultimate bag—a fusion of high-quality, timeless design with practical features catering to life’s multifaceted demands.

I take pride in the products I design. It’s incredibly rewarding to receive messages form customers expressing their gratitude for the ways in which my designs have enhanced and simplified their lives. Many have told me that they wished they had these bags when their children were younger. I love receiving customer feedback as it has been instrumental in refining my products. Many of the upgrades stem directly from their suggestions. For instance, my bestseller, the Cooper Backpack, initially lacked a luggage sleeve. However, after numerous customers emphasized the need for the style to strap onto their luggage, I promptly upgraded the design to meet their needs.

Another source of pride is when I began to incorporate sustainable practices into my work. I began upcycling deadstock and remnant leathers to prevent them from ending up in landfills. These materials, sourced from surplus orders of large fashion houses, uphold quality while reducing environmental impact. Moreover, I am proud to have made a commitment to eco-conscious packaging by eliminating single use plastic bag usage during the entire product journey from the factory floor to our customer’s hands.

I set myself apart from other brands by sharing my day to day of being a solopreneur with the backdrop of raising two young children. I provide my customer base with a real-tine view of the journey, showing an honest depiction of the challenges and triumphs involved in brand-building. I believe that this authenticity resonates deeply with my audience, fostering strong connections and understanding of the brand’s ethos.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

As a first-generation immigrant, I’ve embodied a strong work ethic throughout my life. At 14, I got my first “real job” as a cashier in a bakery, and I never stopped. Raised with the belief that hard work would inevitably lead to recognition and reward, I adhered to this principle unwaveringly. However, this mindset came to a turning point when, despite my dedication, I found myself overlooked for a senior role in favor of someone far less experienced. It was a wake-up call, prompting me to realize the importance of visibility, advocacy, and working smarter, not just harder.

These lessons have been invaluable in my entrepreneurial journey. Initially hesitant to put myself forward as the face of my brand, I soon recognized that modern brand loyalty is fostered through authenticity and connection. And so I began using my voice to share my personal story through social channels, showing the behind the scenes of what it’s truly like to build a business from the ground up. Through this action, I was organically able to form authentic bonds between my brand and my audience.

Right now, as a mother balancing the demands of entrepreneurship with raising two young children, working smart means prioritizing rest and self-care. Burnout is my enemy! With adequate time to recharge, I’m able to be fully present for both my business and my family. When I do sit and work, I am able to do it with intension and focus. Tho I must admit I am constantly reminding myself that resting is not slacking off. Building a business is not a linear path, and I recognize that some days I will be productive, while others will call for rest and recuperation.

We’d really appreciate if you could talk to us about how you figured out the manufacturing process.

When I approached them about developing some prototypes, they were incredibly supportive and continue to be so. I’m deeply appreciative of the relationship we have.

Through this journey, I’ve learned the importance of cultivating trust and exercising patience. When the pandemic struck during my prototyping phase, like many others, they faced significant challenges. The uncertainty led to frequent turnover among account representatives, resulting in communication breakdowns that affected the quality of the samples I received. Despite the setbacks, I remained confident in their capabilities, knowing the caliber of their work from our past working relationship.

Navigating through this period required resilience and understanding. Despite the challenges, the foundation of trust we had built sustained us. Without the personal rapport we shared, I might have been inclined to seek alternatives. However, our connection kept me invested, and I am so glad I did!

Contact Info:

• Website: www.kaeiu.com
• Instagram: @k.a.e.i.u
• Facebook: http://facebook.com/kaeiudesigns
• Other: E-mail: [email protected] Wholesale Inquiry: [email protected]