marmaLADYa.com talks to Emily Blumenthal, founder of the New York fashionistas’ favourite new site, www.handbagdesigner101.com

1. So tell us a little a bit about the site – how you got started, how the launch went…
I worked in media for 10 years in NYC and around the world. While getting my MBA, I fell into handbag designing and came up with an idea for a conceptual handbag called the Yasmena of a wallet-wristlet fusion that I hustled my way into Bergdorf’s, Bendel’s and other boutiques, got it on Sex & the City, and created a lower-end version called the Yazzy Bag. However, during these past six years, I have taught at the Learning Annex on ‘How to be a handbag designer when you aren’t trained in design’ and spent countless hours giving advice to people like me. (Now I consult for independent handbag designers who are starting out… there is a market for everything!) This then lead to a prospective deal of my book (that isn’t out yet) called “Handbag Designer 101: For Craft of Cash”

I launched a supporting website, www.handbagdesigner101.com, in October 2006. We’re already getting 1000 unique visitors daily as it’s from the designer’s perspective and caters to, not only the independent handbag designer, but those who are handbag obsessed and deem themselves aficionados on the handbag industry. It's more sophisticated than a blog but is more accessible than some of its flashy fashion counterparts – it provides not only bag trends and celebs with their bags, but allows the designer of the day to humanize their plight of giving birth to their line.

2. And it is fair to say you are a bag-aholic?
Actually, no - I am far from being a bag-aholic. I have never been a labels person on any level but I have an appreciation for all bags that are beautifully made or made with much love and effort. I can always be found wearing a Yasmena or Yazzy Bag to carry my essentials as well as my old-school orange Puma north-south messenger bag. With that said though, I support the plight of my contemporaries 100% and would never be averse to wearing another independent handbag designer's bag. I must add though that it is just your duty as a designer to always be seen wearing your own bag as that is your own marketing and PR budget.

3. When did your obsession start?
My bag obsession started many years ago as I think it does for all women. Coming from a pragmatically-minded family, the concept of buying the newest anything because it was fashionable was never really an option. Therefore, any purchases made had to be strategic as they had to work for you from day to going out. I was always astutely aware though of women’s interaction with their handbags though, perhaps more on an anthropological level. The handbag is truly an additional appendage for us and when left without it – we feel lost and even confused!

4. What bag would you beg, steal and lie for?
Put it this way, I would never say ‘no’ to anything Marc Jacobs… He is divine on every level.

5. What are the “It” bags for 2007?
We have seen a lot of the YSL Muse & Rive Gauche bags, Chloe’s Betty bags as well as those Marc Jacobs’ Stam-style bags with the oversized hardware. Quite honestly – it doesn’t look like the ubiquitous Balenciaga bag is going anywhere anytime soon. Celebrities don’t move as fast as you think to change their bag until they see too many other people wearing them in the rag-mags. However, I think the Louis Vuitton Macha bag will be showing up more and more this year.

6. Would you say best to splash out on one amazingly expensive bag or better to spend a little less on a few?
Neither. If a bag is well-made, makes you feel good and you can afford it – I always say go for it. If it will put you in debt, then there will always be an element of guilt associated with that item. There are plenty of beautifully made bags that will not break your bank. It's all about presentation and execution – that is done well – people will just assume everything you are wearing is expensive.

7. Is there any bag that could work for every occasion, or is that blasphemy?
NO! There is no such thing as a bag that works for all occasions. I would never be caught dead wearing my beloved Puma bag out for evening. It just criminal that women think that is the case. You cannot wear that same black day bag that you use for work, for going out. Mix it up a little – stop off at your local boutique, department store or even H&M for that matter and pick up something else.

8. Which celebrity has the best bag sense?
I think with the ‘celebrity'fying’ of stylists, celebrities have lost sight on what it is to be themselves. Those who have the best sense are those that know how to dress themselves and can pull it off. I have to say that my personal favorite is Gwen Stefani – not only can she pull off her own look – but she now will only be seen wearing her own L.A.M.B. bag line.

9. Complete the following sentence. “A woman without a fabulous bag is like…”
…going out with two different shoes.

10. And finally, any new designers we should know about?
There are quite a few actually. There is Hong Kong hailed Katherine Kwei's eponymous line that was inspired by her "clothier" grandmother, who taught her the art of Chinese knots; Emily by Emily, by Emily Wallach whose bags are funky but with a functional twist; Jessica Jaye by Jessica Weisblum whose use of distressed leather on a much-loved looking hobo would most certainly be street-stopper; Dutchy by Audree Halasz, a collection with such unique shapes that you are sure the big names were inspired by her line; and finally Belen Echandia by Jackie Cawthra – the bags look so delicious that you just want to roll around in them. This doesn’t even include the bags that are handmade. Again, you truly develop an appreciation for these handbags especially once you find out what goes into making them. It’s like finding that perfect bistro that you don’t anyone else to know about.

Watch out, it’s addictive! www.handbagdesigner101.com
Today’s HB101: www.handbagdesigner101.com/designer
Bag Trends:www.handbagdesigner101.com/trends
Celebrity Bag Watch: www.handbagdesigner101.com/celebrity
Handbag Events: www.handbagdesigner101.com/handbag_events