Itty Bitty Bags Bring Big Success

Vineyard Vines lovers have something else to be excited about: a local collection of handmade bags, similar in style, but boasting a bolder design and personal touch.

The Itty Bitty Bag Company was launched last April by Jennifer St. Jean, a Darien mother of two, who turned her best friend’s bridal gifts into a business.

“I got the idea to make wristlets for everyone in the bridal party, and I guess it gave me the sewing bug,” said St. Jean, who hosted a handbag party for one of her daughter’s fifth birthday parties shortly thereafter.

But it was when she wrote about her bags on Facebook, and received about ten orders from friends right away, that St. Jean knew she was onto something. She registered with Itty Bitty with an online with a boutique for handmade products: Etsy.com.

“It’s a community where everyone sells things that are handmade, so it’s nice, because I don’t have to compete with other handbag designers,” St. Jean said.

The Itty Bitty bag range in size from extra-small totes to roomy diaper and beach bags, and St. Jean says what keeps Darien customers coming back is that they are bright, happy, well-made and original.

“Vineyard Vine bags are awesome. I have one myself,” she said. “But you turn the corner, and everyone has one,” said St. Jean, who added that she limits her production of any one design to just a few—at most.

Thanks to online social networking via Facebook and Twitter, St. Jean has managed to drive traffic to her site. And her customers aren’t only Darienites. St. Jean has customers from all over the world, including Spain and Australia.

 “I wasn’t expecting to have as much success,” said St. Jean.

Itty Bitty sales average at about seven to eight bags weekly, and while her bags are primarily targeted at women ages 20 to 40, St. Jean’s willingness and desire to create custom-ordered bags makes them attractive to women of all ages.

“I try to carry enough in my shop so there’s interest and customers can see what they can do,” she said.

Making custom-ordered bags helps accomplish one of St. Jean’s business goals of reducing her carbon footprint. It’s also why St. Jean has added coffee sleeves and wristlet key fobs to her repertoire: they reduce the amount of scrap fabric she has to throw away.

St. Jean previously worked for ten years at Morgan Stanley as a Marketing Review Specialist, which meant pulling fifty to sixty hours a week. When one of her daughters started kindergarten, she realized that keeping her demanding and stressful job was not worth the time away from her children.

“I wanted to be there for both of our girls,” St. Jean said.

To get the word out locally, she is hosting a trunk show at her house on Friday, Dec. 4, for friends and business contacts.

“A lot of times everyone is so busy, and we don’t take a moment to stop and chat, so I thought it’d be good for the holidays," she said.

Although she is hoping for a great holiday season, St. Jean’s says remaining in control of the pace at which her business is growing is a priority.

“I’m trying to grow it very, very slowly, because I have small kids, and I don’t want to outsource,” she said.

No outsourcing, and no mass production either. St. Jean says even with the line’s growing popularity, she enjoys the process of making her bags too much to hire others to help.

“It really helps me get through the day,” she said. “Itty Bitty allows me to do something for me.”

If you're interested in attending the Itty Bitty Bag Company trunk show, Dec. 4, send St. Jean a message for an invite via twitter.com/ittybittybag or facebook.com/ittybittybag.