Julia Hipster Bag
It all began with an adorable handmade diaper bag given to an expectant mom at her baby shower.

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.