There’s a fortuitous kind of feedback loop between Toronto-based leather accessories designer and freelance photographer Jacqueline Flaggiello’s passions and creative process. “My design work for Jolie Laide and my photography are like a chicken-and-egg situation: I want to create products so that I can photograph them,” Jacqueline says. “Each inspires the other, which keeps me motivated and sustains my creative flow.”
Shop the Jolie Laide collection
A similar symbiosis exists between Jacqueline’s insatiable wanderlust and her appreciation for local artisanal traditions around the globe, along with the distinctive, place-specific goods she discovers along the way. Every stamp of her passport represents another opportunity to fall in love with a family-run workshop, explore a new design motif, or source a one-of-a-kind textile to adorn her line of sturdy yet stylish camera straps and elegant, made-to-last camera bags.
Read on to discover Jacqueline’s design philosophy and knack for sourcing, then shop the Jolie Laide collection.
When did you craft your first camera accessory, and what inspired you to do so?
I’ve always been an avid photographer, and about five years ago, while I was in Paris doing a year-long post-grad business management program, I had a bad habit of skipping class to roam around and photograph the city instead. I’d go all over, shooting people and places where everyone looked so chic. I decided I wanted a cute camera strap to wear on my outings, but couldn’t find any I liked, so I made one myself.
How did you decide to start selling the straps?
When I made my first camera strap, people were always asking me where I got it; I thought it was so strange that there weren’t more options to buy, since everyone I met seemed to have a camera, along with a need to carry it safely. And since I love everything from photography and writing to designing and collaborating, it really appealed to me that I could do all of that with this one venture.
But I also felt that there was no point in creating a product or having a brand just for financial motivation, if I wasn’t trying to prove that it could be done differently. At the time, we were at the peak of fast fashion, and I really wanted to support artisans while creating my own travel accessories brand, using the highest quality materials I could find. I’d lived in Italy for a long time prior to Paris, as well as in Ecuador, and fell in love with Italian leathers and all kinds of textiles—the work that goes into them, the intricacy, and the colors.
How did you approach production?
At first, I produced here in Canada, making all the camera straps myself, which was really difficult. Then I had a small production team in Canada for about six months, but that wasn’t really working for me either. So for six months after that, I stopped production entirely and focused on researching leather specialists. I got to know some makers in León, Mexico, which is a central artisan hub known predominantly for their leather shoes, and now I work closely with two families there who have a beautiful outdoor-indoor workspace. We’re in constant contact and I visit the site several times a year to work alongside them.
What’s your design process like?
I have a studio at home where I do all of my sketching. I’m a really big fan of the 1970s, and a lot of my designs were inspired by my grandfather’s camera bag. The process for developing new products can be a really long one: I have to think about every little detail, from the padding and lining to the brass hardware, brass finishing, and of course, the quality of the leather. Every aspect of the process has its own challenges—my camera bag took about two years to get right.
Will you tell us more about your materials?
As I’ve learned more about textile sourcing and production, I realize it’s the materials that actually inspire the objects. I use very high-quality leather, which is really rare now—I’ve found that a lot of brands don’t use full-grain leather, which surprised me at first. Even if you have the simplest bag, just using a high-quality material makes it beautiful. I generally start with the leather, then the hardware, and my textiles are sourced on my travels around the world, from places that really inspire me. The Artemis was sourced in Turkey, and the Sahara camera strap was sourced in San Miguel de Allende, Mexico; it was a huge textile I had to lug home! But I do like to find those large textiles that I can use for at least six months, whenever possible.
What’s the most popular item in your shop?
Every piece I make that features textile work is one of a kind. What you’re purchasing is completely unique, since each section is cut from a different part of the textile and I can’t source that exact fabric again. So there’s always a rotation of popularity with my products. I have the classics that I always produce, which consistently sell well. I think it’s because they’re so simple—there’s never a logo or branding on them, and they’re unisex. We can also customize the camera bags with initials, and personalize the camera straps with embossing.
Right now I’m in the process of producing backpacks, mini backpacks, and a travel wallet. As much as I don’t like to follow trends, I still try to be conscious of what people want, and I’ve noticed that backpacks are in demand right now. But mainly, I think about what kinds of pieces someone would have for 30 years. And if a backpack is something they would have for 30 years, what makes them want to keep it for so long?
What are some of the biggest challenges in your work?
I think my challenge is every small designer’s challenge: that of comparing yourself to everyone else, and thinking your work needs to be a certain way when you see what’s selling. Staying true to why I started, and how I started, and how I’m going to evolve is definitely difficult.
What do you find most rewarding about your work?
The most rewarding thing is seeing consumers who have been looking for so long for a product like mine and are so happy with the quality and the price point when they find my shop. It reinforces the fact that I’m doing something right, something people are looking for. That’s really satisfying. I’ve received only 5-star reviews on Etsy in the past four years. If there’s ever a problem, my customer always comes first.
So, what’s the next destination on your travel wish list?
At the moment, I’m trying to figure out how to get to Hydra—I’m obsessed with the Greek Islands!
Follow Jolie Laide on Instagram.
Studio photographs by Vai Yu Law.
29 comments
Anna L. from FoxyStyleJewelry said 207 days ago
I love your story! All photographer accessories are very stylish. Beautiful workspace. Congratulations! Andie, thank you for a great article!
DeUno from DeUno said 207 days ago
Great shop! Beautiful design! Congratulations on the feature!
renee and gerardo from GTDesigns said 207 days ago
Super chic!! Fab way to travel in style!! Congrats on this feature!!!
Renee from RandMhandmade said 207 days ago
Beautiful shop....Congratulations!!
Kashuen Collectibles from Kashuen said 207 days ago
It's so true that it's easy to compare yourself to everyone else. So hard to be true to yourself. I think this seller did a great job. Congratulations!
TreasuredMemoryLane from TreasuredMemoryLane said 207 days ago
Awesome and stylish products! Congratulations on the feature!
Leo Nuvunga from AfricanCraftsCenter said 207 days ago
Great article! Beautiful camera bags and camera strap! Congrats!
R.M Garrett from ArtisticAcrylics said 207 days ago
Great idea! You have a unique creative style that lends itself wonderfully to the creations of your camera straps. They are chic, fashionable and fun. Reading about your amazing travels, and how it feeds your creative process is very inspiring! Congratulations on your feature, and I wish you continued success!!
ClassicMemories from ClassicMemories said 207 days ago
Lovely shop. Congrats on the feature.
accentonvintage from accentonvintage said 207 days ago
Awesome work! Congrats!
bluewine studio from bluewinestudio said 207 days ago
Beautiful shop! very stylish, elegant and well made leather products. amazing work.
Jennifer Tyson from LadyInPurpleBoutique said 206 days ago
Such a lovely shop and great story! Congrats on the feature Jacqueline!
TropicalGarden from TropicalGarden said 206 days ago
Beautiful shop and products! Congratulations on the feature!
Oriaku Onuoha-Bean from JewelryByOri said 206 days ago
Beautiful shop! Congrats on the feature <3
Rosita from pillowlink said 206 days ago
Lovely studio spaces, handmade items and concept of the author. Thank you for sharing this!
Sorina from BijuBrill said 206 days ago
oh how lovely this shop is! the material used against that brown leather make the camera bags so unique and bohemian ♥
Renata Sponn Design from Sponndesign said 206 days ago
Beautiful products! I realy love it. Congrats!
elle and belle Forster from elleandbellejewelry said 206 days ago
Very nice, Jolie! Beautiful accessories. Congrats and all the best in your travels and future endeavours!
AnitasPottery.com from potterybyAnita said 205 days ago
Oh, I'll bet your shop smells good! I 💗 the smell of leather! You have beautifully made items! Congratulations on being featured and Best Wishes! 💜 💜 💜
Priscilla from Gardenmis said 205 days ago
Love full grain leather, the 70's, and your camera straps! Looking forward to one day owning one! Congrats on the feature and best wishes for achieving all your goals and dreams :)
Maria from StyleGraphicDesign said 205 days ago
Love this! Creative and unique!
Anna from FairyToysWorld said 204 days ago
Great shop! My camera dreams about such a beautiful bag.
maria from nskixmek said 204 days ago
Would you consider using cruelty free products such as vegan leather?
PugWitch Designs from PugwitchDesigns said 202 days ago
Absolutely loved these pieces! Inspiring article :)
Rhonda Stubbs from RhondaCorner said 202 days ago
Awesome story and I love your items. Congratulations on your feature and I wish you the very best.
Christopher and Amy from EarthandSkyAlchemy said 202 days ago
Beautiful work and amazing studio! Congrats on the feature, very inspiring!
Anna Direnko from ZizStore said 199 days ago
Cool summer gift ideas. Nice story.
Yuri Pysar from Pysar said 197 days ago
what a beautiful story and what a beautiful design! congrats on the feature and lots of success for future
Barbara Giles from StrandedInCali said 40 days ago
Loved Jaqueline's story! Not only is she a talented designer, but a resourceful one as well. A quality all self employed artists need to have. Loved the concept of rotating inventory along with always having the constants. Beautiful creations!!! Loved the vibe of the article.