We are creating ethical and elegant handbags made from cruelty-free, eco-friendly, plant-based vegan leathers. Our brand should inspire a feeling of beauty while also promoting a future where animals are not used for fashion. By using our products customers can reaffirm their commitment to create a better future for animals and the earth, and look fashionable at the same time. Primary customers include women and transgender individuals between the ages of 25 - 40 whose buying decisions reflect their personal beliefs. They are often millennials and working professionals with an undergrad degree. The brand should convey freedom, adventure, exploration & responsibility, and we admire brands based around real names such as Channel, Angela Roi, Stella Mccartney, & Melie Bianco.