Whyte Indigo Brings Function Back To Handbags

As the old saying goes, if you want something done right, you have to do it yourself. Talia Whyte used this same philosophy when she started her handbag design company, Whyte Indigo, five years ago. Whyte, a freelance journalist and editor of Brookline Hub, is like many women who are always on the lookout for the perfect bag either for carrying their personal effects or just for “shoulder candy.” Lately, however, she said she has had a hard time finding any bag that she would want to use.

“I don’t like the quality of many bags that are sold today,” Whyte says. “The last couple of bags I purchased started to fall apart after a couple of months of some moderate wear and tear. Then when I found something I liked, it was too expensive. So, I decided that I had to learn how to make my own bags.”

Whyte already had some sewing and crochet skills she learned from her mother as a child, but she acquired her handbag design skills from taking a few classes and learning-by-doing. At first, she only wanted to learn how to make her own bags. But after a few of her friends and colleagues noticed her bags and wanted her to make them similar bags, Whyte realized that she could make money from her handicraft.

From cosmetic bags to crochet coin purses, she makes all types of bags using mostly upcycled textiles and materials. Whyte says that this is a good way to be environmentally responsible.
“There is so much waste in the fashion industry,” she said. “Millions of tons of textiles end up in landfills worldwide every year. I learned about this at the beginning of my journey, and I felt that if I was going to go into this industry I had to think about my own carbon footprint.”

Whyte Indigo has 8 handbag designs, but two signature bags are the most popular. One is The Metropolitan, a canvas messenger bag that usually comes in solid colors designed for commuters. The other is The Cosmopolitan, which is an upscale tote bag using woven fabric for the stylish woman on the go. Both bags are designed to be lightweight and durable for everyday use.

Whyte says that as a person who travels mostly by foot and public transit throughout Boston herself, it’s important to have a functional bag that acts as a traveling partner to get from one place to another with ease. Whyte Indigo has found a small but growing customer base for its products. The bags are designed with the commuter in mind. She is always working on new designs to make customizable pockets for T passes, money, keys, phones, and other items that a person needs quick and easy access to when traveling. Whyte also makes bags for casual use, like her popular granny square crochet bags and reusable shopping bags.

Interesting enough, one of the most popular items Whyte Indigo sells is not a bag but a crochet rose that is used as a bag charm. The roses are especially popular during Christmas and Valentine's Day. During the holiday season, Whyte also makes her popular handbag Christmas tree ornaments. These are limited edition miniature size versions of The Cosmopolitan bag with holiday-themed fabric that is a perfect gift for any bag aficionado.

The business was originally named Vanguard Design but was renamed last year to Whyte Indigo, a combination of the designer’s last name and her favorite color.

“At the beginning of 2020, I wanted to rebrand my business and start doing more trade shows to get my bags out there for potential vendors with a couple of business partners helping me,” Whyte said. “Up until that point, I was just doing a few craft and trade shows in Boston and New York and mostly getting custom orders by word of mouth.”

But then the pandemic happened, and Whyte Indigo had to reorganize its marketing strategy online. Whyte said she had been scheduled to do seven craft and trade shows in early 2020 that were all suddenly canceled due to COVID-19. She decided to open an Etsy shop to sell all the bags she had made for the spring and summer 2020 season while making face masks for those who requested them. She was also offered the opportunity to sell her bags at this year’s virtual Brookline Open Studios.

“It’s been really great doing the virtual open studio because my work is being exposed to a lot of people who would have never encountered my brand otherwise,” Whyte said. “I did my first Instagram live demonstration of how to do the crochet rose before Christmas and got a great response.”

The pandemic has given Whyte more custom orders to produce and more time to think about new business ideas when the pandemic is over.

“I do think that when the pandemic is over, more people will be working from home and commuting to work by bike, foot, or public transit, so I want to look into making more bags for this evolving lifestyle,” she said. “I also want to do more bags with vegan leather and other earth-friendly materials. A good designer should always be aware of what the next trends are and what the consumer wants.

Visit Whyte Indigo at whyteindigo.com or the Virtual Brookline Open Studios.

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