Alright – so today we’ve got the honor of introducing you to Rachel Berick. We think you’ll enjoy our conversation, we’ve shared it below.
Hi Rachel, thanks for joining us today. Can you share a story with us from back when you were an intern or apprentice? Maybe it’s a story that illustrates an important lesson you learned or maybe it’s a just a story that makes you laugh (or cry)? Looking back at internships and apprenticeships can be interesting, because there is so much variety in people’s experiences – and often those experiences inform our own leadership style.
Going to college in New York City gave me access to so many different kinds of internships, and I took full advantage—pretty much every semester and every summer. I loved getting a behind-the-scenes look at all types of businesses: big corporate environments, small artisan studios, and everything in between. Seeing how each one operated taught me something different about workflow, communication, and what it takes to run a creative company.
After graduating, I freelanced in fashion design, fashion styling, and prop styling—really any creative job I could get that both challenged me and paid the bills. Freelancing taught me the hustle: you have to show up, do great work, and make sure people want to hire you again. Every day feels like it could be your last day on a job, so you learn to be adaptable, resourceful, and consistently dependable.
That mindset carried directly how I work at Maptote. As an entrepreneur, there’s a similar sense of urgency and ownership. You’re always asking yourself: Is this our last order? How can we make this better? My internships and freelance years taught me to stay curious, work hard, and constantly improve—all of which have shaped how I approach running a business today.
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’m Rachel Berick, the co-founder of Maptote, a Brooklyn-based, woman-owned brand creating geography-inspired totes and gifts made in the USA. I studied at NYU and Parsons and began my career as a fashion designer and stylist, always drawn to the intersection of art, design, and everyday utility. Maptote began in 2006 after a trip to Germany, where my husband and co-founder, Michael, and I noticed that grocery stores had already banned plastic bags and were using reusable cotton totes long before the U.S. From that spark, we had the idea to make a Brooklyn-themed cotton tote—combining Michael’s background in cartography with my design experience. That first bag, made in our apartment, quickly evolved into a full product line and ultimately a brand centered around celebrating place through thoughtfully designed, locally made goods.
Today, Maptote offers tote bags, wine totes, pouches, stationery, and custom products for retailers, brands, museums, and organizations. Most of our items are made in the USA from start to finish using domestically sourced cotton and screen-printed right here in Brooklyn. What sets us apart is our blend of modern, design-forward illustrations, a strong emotional connection to place, and a deep commitment to ethical, local manufacturing. Our products not only help people express pride in the places they love—they also give retailers unique, high-quality, location-based merchandise that is both practical and sustainable.
Nearly 20 years in, I’m incredibly proud of how far we’ve come. A small idea inspired abroad has grown into a globally recognized brand carried by stores worldwide, with many of our original stockists still with us today. Even more meaningful is hearing from customers who tell me they’re still using a Maptote bag they bought 15 years ago—proof of the quality, longevity, and thoughtfulness we pour into everything we make.
On a personal note, it means the world to run this business with my husband. Building something from scratch together and watching it grow steadily and organically has been one of the greatest joys of my life. At its core, Maptote is a labor of love—of place, of craft, of sustainability, and of partnership. Above all, I want people to know that when they support us, they’re supporting a small family business dedicated to making meaningful, beautifully designed products that celebrate the world around us.
Can you talk to us about how your side-hustle turned into something more.
When my partner (now husband) and I started Maptote, it truly began as a side hustle—just something fun for us to work on together outside our day jobs. Michael was working full-time as a cartographer at the Port Authority, and I was freelancing as a stylist. We spent our evenings and weekends stamping hang tags, packing orders, and walking into shops to see if they might want to carry our totes. It was all very grassroots, but little by little we started to build momentum.
One of the most helpful early experiences was selling regularly at the Brooklyn Flea. It gave us direct access to customers, and we could instantly see what people gravitated toward, which designs resonated, and how they interacted with our products. That real-time feedback was invaluable. From there, we began focusing more on wholesale—selling to stores that would then sell our products. We started doing trade shows around the country, meeting retailers face-to-face, and slowly building a network of stockists.
We also had a few milestone moments that really moved the needle. One of the biggest early boosts was being featured on DailyCandy. At the time, it was the daily email that highlighted the next great product or brand. When we landed in one of their emails, it was immediate—we received hundreds and hundreds of orders almost overnight. It was the first moment where we thought, “Wow, this might actually become something bigger.”
How’d you build such a strong reputation within your market?
I think our reputation has grown largely because of our consistency—both in product quality and in how we treat people. From the beginning, Michael and I personally visited so many of the stores that carried our products. We built real relationships with shop owners and buyers, communicated with them regularly, and over the years many of them have genuinely become friends. That personal connection has been a big part of building trust and credibility.
There were also a few key moments that helped establish our legitimacy in the market. One was being featured by Martha Stewart at the Brooklyn Flea and later appearing on her show. We even created custom tote bags for her 70th birthday, which was such an honor and definitely a milestone for our brand.
Another important turning point was when J.Crew discovered us on a sourcing and design trip to Japan. Our products had gained early popularity in Japan thanks to a couple of trade shows we attended, and J.Crew picked us up from there. Being able to say “We work with J.Crew” carried a lot of weight—it acted as a kind of industry seal of approval and opened many doors for us.
Ultimately, I think it’s been a combination of genuine relationships, consistent quality, and a few standout partnerships that helped build our reputation and keep it strong over the years.
Contact Info:
- Website: https://maptote.com
- Instagram: @maptote
- Facebook: https://facebook.com/maptote
