HONORING THE STORIES OF UNSUNG AMERICAN WOMEN Through BOLD design and storytelling
BETTER HANDBAGS MADE IN BROOKLYN BY FORMERLY INCARCERATED WOMEN
LULAH is a lifestyle and heritage brand celebrating the unique American perspective of resilient and unsung women. Founded in Bedford-Stuyvesant, Brooklyn in 2018, LULAH aims to illuminate the untold stories of daring and persistent women through craftsmanship, community and culture. Our first collection of heirloom-quality leather handbags are elegant, adaptable, and reliable, reflecting the genuine lived experiences of womanhood.
LULAH is reimagining the future of heritage fashion by honoring the strength and grace of women of color throughout American history. By tracing the multigenerational legacy of her family through the eras of slavery, civil rights and Black Lives Matter, our founder’s vision is to build a brand in the likeness of the histories, traditions and cultures of black and brown American women, while seeking justice for all women.
LULAH is named for our founder’s mother, who overcame racial oppression while growing up in the Jim Crow South. A champion of single motherhood, she invested entirely in her three daughters’ education while carrying the same leather handbag for a decade. Despite economic hardship, she never compromised on quality while pursuing extraordinary opportunities for her three girls. Much in the tradition of our brand’s namesake, at LULAH we are committed to marrying relevant products with timeless stories in order to uplift the voices of underrepresented women. Our core values: sacrifice, imagination, dignity and inclusion, are the cornerstone of our brand promise — to instill a sense of unity and pride in all women — freeing her from life’s baggage.
When thriving women of color leverage their dollar to create social and economic impact, we predict that a broadened perspective of the modern American aspirational lifestyle will emerge, rivaling top brands in the $11.5 billion handbag industry. Recognizing that women of color are collectively the most powerful intercultural influence across American music, fashion, beauty and film, LULAH aims to embody both nostalgic and contemporary representations of this unique and valuable perspective through inclusive storytelling. The collective buying power of underrepresented women has enormous potential. Meanwhile, heritage brands are enjoying a renaissance. LULAH aims to evoke both timelessness and modernity through superior craftsmanship and community gatherings that hold space for women and uplift their voices.
True to our vocation, we have partnered with the Women’s Prison Association to provide paid training and employment in bagsmithing to women impacted by the criminal legal system who seek dignified career opportunities in the fashion industry. By sharing stories of adversity and triumph, we aim to add visibility to powerful women who have overcome obstacles, against all odds while creating a culture that celebrates “freedom from baggage.”