Brett Heyman discusses how motherhood inspired her to launch her designs.
Known for its unique and whimsical designs in pearlescent materials and glittering confetti, luxury handbag brand Edie Parker has made it to the top of every must-have accessories lust list. When it comes to luxury bags, it’s almost always the stalwart design houses that dominate the landscape. This was until very recently, when Brett Heyman added Edie Parker to the accessories world, making formal clutches a lot more interesting and modern.
Brett is the brains behind the cult line of mid-century-inspired, acrylic creations that come in technicolour palettes and are made for fashion magpies. But would you expect anything less from the girl who trained alongside Nina Garcia and whose former life was overseeing the accessories department at Dolce & Gabbana together with being Gucci’s director of public relations. Named after her daughter, Edie Parker Heyman, the hand-made minaudières have a cool 50s and 60s inspiration, and are splashed with colourful marbleised swirls, emblazoned with motifs or personalised phrases and names. The bags may borrow from a vintage aesthetic but the witty slogans and bold use of colour makes them feel playfully modern, garnering an extensive fan base, ranging from the Hollywood elite to fashions glitterati.
Tell us how you conceived the idea of Edie Parker?
It was a combination of ideas. I had been working in fashion PR, covering accessories among other categories, for Gucci and Dolce and Gabbana. It was clear that evening bags were not a priority for anyone, simply miniature versions of best-selling bags. I had collected vintage acrylic clutches from the 1950s and 1960s since I was a teenager, and every time I wore one someone asked me about it. When I had my first child, I felt it was time to work for myself. So the combination of the hole in the market, my love for these old bags and timing led me to launch the brand.
You named your company after your daughter, did you have other names in mind or was it always clear that this would be the brands name?
It’s very hard to name a brand! My name is quite masculine so that never made sense. I thought of other names but nothing felt right. I had just thought for nine months about naming a child so I was really in love with the name Edie. But at the same time, I thought the name was evocative of stylish Edie’s throughout history including Bouvier Beale and Sedgwick.
How have you found the transition from being an employee at a company to being an entrepreneur at the helm of your own business?
Like everything, there are positives and negatives. I love having the flexibility of owning a company and I love creating a culture of which I am very proud. But, when you are in charge, you never shut off your work. I am constantly thinking about it, worried about it, wanting to do better. It’s more nerve wracking!
How has Edie Parker evolved since its launch?
I am very proud of how we have grown. We feel no pressure to do everything all at once. We wanted to make the best clutches, the best evening bags in the market before we expanded. As we now expand our breadth of handbags and launch other categories, I feel comfortable that we are doing so when the timing is right, when we can handle research and development, design and production. I think our customer is ready for a day bag, a set of coasters for a gift, jewellery, and eyewear.
What do you feel has been key to the growth and success of your brand?
We have been very lucky. We found a niche and we really stuck to it. We offered the customer something that she truly couldn’t find anywhere else.
What has been the most valuable business advice that you have received?
Be nice to everyone.
What made you gravitate towards acrylic materials and sparkling confetti?
Acrylic I love for its versatility and durability. It’s smooth and I think very sexy. And as for confetti, I am a person who believes if you put enough sparkle on the outside, some is bound to make you sparkle on the inside.
For a long time, acrylic materials were not considered luxurious. How have you made this perception change?
Not all acrylic is created equally. Some acrylic, like what you find in a make-up compact, is not as luxurious. It’s pumped through a mould and has limited colours and finishes. We use flat sheets of acrylic. We colour match them, make different textures, pearlescent, marbleised, confetti, and nothing ever gets pumped through a mould. It’s an expensive, unique material.
How do you decide on the theme of your collections?
There is usually a modern art reference to begin and it evolves from there. It’s never that esoteric, spring collections are very light and fall collections are the opposite.
You’re known for your fun and quirky personalised words on your clutches. What word sums you up and makes you smile?
Happy. It’s our best seller every season.
Do you remember the first bag you personalised?
Of course! It was Lizzie, a gift for my friend on her fortieth birthday. Then Giovanna, Anna and Eugenie, for Ms. Battaglia, Ms. Dello Russo and Ms. Niarchos.
Can we look forward to a line of clutches aimed towards the Middle East and the Arabic language?
Definitely! We have been making them to order since we launched the program, but I would love to do a collection of popular Arabic words.
Do you have a ‘go to’ everyday bag? After all, clutches can’t hold everything!
You are correct! Until we make the perfect day bag, I use the Hermes reversible tote. Two bags in one.
What essentials do you keep in your bag?
Nothing strange. Phone, keys, wallet, sunglasses, make-up, tissues, hand sanitiser and eye drops. For evening just a phone, an eyeliner, lip-gloss, credit card and a tissue.
What is the best fashion advice you have received?
Wear what makes you comfortable, not what is on trend.
What can we look forward to seeing next from the Edie Parker brand?
So much! In the short term, day bags, new material bags, an expanded home accessories collection, jewellery and hopefully eyewear soon!
By Eliza Scarborough
