The idea for this brand came from my own daily routine. While studying fashion business at the Fashion Institute of Technology in New York, I was always carrying a tote bag filled with everything I needed for the day — laptop, change of clothes, makeup, whatever. But when I’d head to dinner or out for the night, I never wanted to bring that same tote. So I’d also bring a smaller shoulder bag. It felt silly to carry two bags everywhere, and I kept thinking, why isn’t there one bag that does both?

That question stuck with me. So I designed a bag that could be both — a shoulder bag when you need to look polished, and a tote when you need space.

The Effect's 212 bag is more than just a bag. It’s a brand rooted in movement, independence, and smart design — a little homage to the life I built in New York, and to the women who carry so much, so gracefully.