STYLE

Makin' It: Jen Ford, handbag designer

By Jenny Miller
SPECIAL TO THE AMERICAN-STATESMAN
Thursday, April 05, 2007

The artist's dream of days spent creating beauty is often marred by the not-so-dreamy realities of running a small business.

Not so for Austin-based handbag designer Jen Ford, 29, whose degree in finance and economics and previous career as a business analyst have come in quite handy since the 2006 launch of her company, Jenny Norene Design. Her vividly printed cotton handbags are designed for women on the go and are priced to move at $12-$109.

The American-Statesman sat down with the designer recently in her studio/office, housed in a bedroom of the Great Hills home she shares with her husband.

Jen Ford

H A N D B A G D E S I G N E R

Austin American-Statesman: When did you begin making bags?

Jen Ford: In 2003. I started making bags as a hobby. In my former life I was a financial analyst and it was nice to have a creative outlet. I had sewn when I was younger and always had a creative side growing up, but I was also very practical and I wanted to be able to get out of college and get a job. People started stopping me on the street and in the grocery store to ask about my bags. One lady said, 'I have to have that,' and I actually dumped everything out and sold it to her.

What kind of bag was that?

It was a one-of-a-kind silk bag.

Do you use much silk?

Right now what I use is mostly cotton-based. Silk is very expensive. It's cotton right now, but I have some ideas for evening bags — silk bags — that I would like to do. I'm also taking my time to find the right silk. My husband and I traveled extensively last year and the most gorgeous silks were in India — really intricate, really beautiful.

Where do you buy your cottons?

Right now I use two suppliers out of L.A. and some local fabric stores. This May I'm going to the fabric show in Miami. It will be a big opportunity to see a different range of things.

Where does the name Jenny Norene come from?

Jenny is what I was always called when I was younger. Norene is my middle name — it was my grandmother's. I've always loved the name. It's so different. Also, I wanted to leave it open, so I said Jenny Norene Design instead of handbags. You never know where the business will take you.

You seem to be pretty business- savvy.

I think that's the advantage of being a finance person in my former life. Some of the difficulties creative people sometimes have are sourcing, raising capital, doing accounting and marketing. As a small business, it can be really expensive to hire someone to do those things.

Do you ever miss the corporate world?

There are days when I miss the social aspects, but I really enjoy the flexibility of having my own business. I guess I don't miss it but I'm glad that I experienced it. I think it was the right time for me to try to venture out and take a risk.

What was the inspiration for your first handbag?

I'm trying to remember. I'm sure it was the fabric. I really like fabric; I like texture. I wanted something that was fun and unique, something you wouldn't find on the market. I saw designer bags with huge prices that were bottomless pits with no pockets inside. I try to make all of my bags functional. This one holds a water bottle, a wallet and it has a lipstick pocket.

Who does your production?

I have a sewing shop in town that I use.

Did you specifically want to keep it local?

Actually, production has been one of the hardest things about getting started. I tried L.A. — I even tried China. It's a little bit more expensive to do it here, but it's worth it to have it in town. It's also nice to support the local economy.

This might sound like a funny question, but do you tend to wear mostly solid-colored clothes? I ask that since your bags are so vividly printed.

I do tend to wear mostly solids and then I can dress things up with my accents. And occasionally you have to change your outfit for the bag. I have friends and customers who tell me they'll wear something just to match one of my handbags.

Do any celebrities carry your handbags?

I wish! I've sent some things to celebrities in the past few months and hopefully they'll go out and carry them. If any celebrities want to carry my handbags, they should call me.

Web site: www.jennynorene.com

Bags available locally at: Hey Baby!, 11521 N. RM 620, Suite 275, and Austin Kula Yoga, 2415 Exposition Blvd., Suites A and B