Julie Deane: A Story of Grit, Passion, and Building a Handbag Brand from Scratch
👜 One of my favorite podcast episodes. The story of The (original) Cambridge Satchel Company. 👜
When I started the Handbag Designer 101 Podcast, I realized that it’s basically what I do every day, all the time - talk to people in the industry about handbags, the business, and the industry. Selfishly, I have been able to talk to people I have always wanted to, including Julie Deane, the founder of The Cambridge Satchel Company, who was on an episode last fall. But that doesn’t change her amazing story.
Julie Deane’s journey is one of those stories that remind us why we fell in love with entrepreneurship in the first place. She didn’t start The Cambridge Satchel Company with grand ambitions of becoming a global brand. She started it because she had a very real personal goal: to give her children the education they deserved. Julie had £600, a kitchen table, and a determination that no amount of money could buy. (See the commercial above that came out of nowhere that not even Julie knew the impact this would create. We covered this in Part 2 of this interview with Jule - it was so good that we had to do another one!)
She noticed a gap in the market—beautiful, high-quality satchels that had a touch of nostalgia. Without any experience in fashion or business, she decided to create what she couldn’t find. But what I admire most about Julie is her hands-on approach. She didn’t wait around for someone else to make things happen. She was the designer, the web developer, the marketer, and the customer service rep—all rolled into one. She even taught herself photography, using a banana as a size reference for her bags in product images. Talk about resourcefulness!
One of Julie’s smartest moves was keeping production in Britain. She understood the value of having direct access to her product and maintaining control over the quality. She also sidestepped currency fluctuations and customs complications, which could have easily derailed her growing business. This decision was about more than just logistics; it was about preserving the authenticity of her brand.
But Julie’s journey wasn’t without its hurdles. After her brand was featured in the New York Times, demand exploded. And with that success came unexpected challenges, like discovering that one of her factories was producing knockoffs of her satchels. Imagine working around the clock to meet orders, only to find out you’re competing with your product! Julie didn’t let this setback stop her. She took swift action to protect her brand and pushed forward.
What I love about Julie’s story is that it’s not just about the handbags. It’s about the grit, the creativity, and the sheer will to make something happen. She made guerrilla marketing look glamorous, from DIY flyers to mastering SEO with free directories. And through it all, she stayed true to her vision. Her collaborations with brands like Comme des Garçons and her features in Vogue and Harper’s Bazaar didn’t happen by accident—they were the result of her relentless pursuit of “making it happen.”
Lessons from Julie Deane’s Journey:
Purpose-Driven Entrepreneurship: Julie’s journey began with a deeply personal mission. It wasn’t just about creating a product and changing her family’s life. That kind of purpose is what drives true success.
Get Your Hands Dirty: Julie knew every inch of her business because she did it all herself. When you understand the nuts and bolts of your operation, you’re in a much better position to lead, make decisions, and scale effectively.
Stay Local, Stay Authentic: Julie maintained control over quality and authenticity by keeping production in Britain. It’s a powerful reminder that sometimes, staying local is the best way to build a brand that resonates globally.
Think Creatively, Act Resourcefully: Julie’s early marketing efforts were anything but conventional, but they worked. Whether using a banana in product photos or leveraging free online tools, she found creative ways to make her brand stand out.
Resilience Is Key: Julie faced her share of challenges, from knockoffs to managing skyrocketing demand. But her ability to persevere through tough times truly sets her apart. Resilience isn’t just about surviving setbacks; it’s about turning them into opportunities for growth.
Julie Deane’s story isn’t just about building a handbag empire—it’s about the power of purpose, creativity, and unwavering determination. She started with a dream at her kitchen table, and today, The Cambridge Satchel Company is a global brand. Her journey is a testament to what’s possible when you combine passion with perseverance.
For more on Julie’s incredible story, including the magical Post-It incident that I am waiting to be made into a movie, listen to Part 1 and Part 2 with the amazing Julie Deane.