Kimberly Lawson, one of the guests, heard comments about how much it had cost. She had thought to herself, “I know I can make something just as cute and even more customized, for much less”. The next day, voila—Kim had created the diaper tote of her dreams to rave reviews. With a little encouragement from her family and a lot of nudges from style-conscious moms who loved distinctive diaper totes, It’s Purse-onal! was born.

Kim, a wedding cake designer and seasoned seamstress, didn’t stop there. Whenever brides would see the totes displayed at her in-home boutique, they wanted to order them as bridesmaids’ gifts. That knack for coordinating fabric bases and unique designs to customers’ whims led to another market for It’s Purse-onal! With a vivid name change to VARU—Estonian for “boutique”—the new brand quickly became a fashion statement in itself. Now there are so many more ways to Varu, from cool children’s backpacks and bibs to sophisticated signature bags. It’s clearly evident that Kim’s USA-made, personalized designs are fun essentials for all ages.