Handbag Designer 101: The Stories Behind Handbag Designers, Brands, and Industry Icons

Healing Through Handbags: Chelli Look’s Journey of Creativity and Loss | Emily Blumenthal & Chelli Look

• Emily Blumenthal • Season 1

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Chelli Look’s story is as inspiring as it is emotional. A self-taught designer since high school, she began making handbags after her sister challenged her to “figure it out yourself.” What started as a creative outlet became a livelihood—and later, a lifeline through unimaginable personal loss.

In this moving episode, Chelli opens up about losing her best friend and business partner in a tragic accident, and how creating bags became her meditative way to process grief. Her journey, captured in the documentary Dawn Dusk, shows the power of creativity as both healing and self-discovery.

💡 Key Takeaways

  • Creativity can be a profound tool for processing grief and hardship.


  • Entrepreneurship is all-consuming—know when it’s time to step back.


  • Closing a chapter can bring unexpected peace and perspective.


  • Sharing your story can transform pain into connection and healing.


🎧 Dawn Dusk premieres on Amazon Prime and Tubi August 15th.

Our Guest: Chelli Look is a self-taught handbag designer whose journey of resilience and creativity became the subject of the documentary Dawn Dusk. Through her candid story, Chelli reveals how making bags was both her profession and her path to healing.

Host Emily Blumenthal is a handbag industry expert, author of Handbag Designer 101, and founder of The Handbag Awards. Known as the “Handbag Fairy Godmother,” Emily also teaches entrepreneurship at the Fashion Institute of Technology. She is dedicated to celebrating creativity, craftsmanship, and the art of building iconic handbag brands.

Find Handbag Designer 101 Merch, HBD101 Masterclass, one-on-one sessions, and opportunities to book Emily Blumenthal as a speaker at emilyblumenthal.com. 



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Speaker 1:

So for me after her loss, it was like one operating through a new lens of like. Now I'm approaching this business alone, which I had just never imagined doing, so I had to take on a new mindset with it. But it was like the way in which I process things and this comes out in the documentary too. It's one of the underlying threads is the one of the ways that I process emotions is through either light or movement, and so creating things is very helpful for me, it's very meditative for me.

Speaker 1:

Yeah, so it really played that role of being able to make things, just to be able to have that time to like focus on a new project, allowing me to just meditate into whatever it is that I need to process through that grief, of course.

Speaker 3:

Hi and welcome to Handbag Designer 101, the podcast with your host, emily Blumenthal, handbag industry expert and the handbag fairy godmother. Each week, we uncover the stories behind the handbags we love from the iconic brands and top designers to the creativity, craftsmanship and culture that define the handbags we love. From the iconic brands and top designers to the creativity, craftsmanship and culture that define the handbag world. Whether you're a designer, collector or simply passionate about handbags, this is your front row seat to it all.

Speaker 2:

Welcome, shelly. Look to Handbag Designer 101, the podcast. Shelly, we have realized we've gone way back than we thought to vintage times, because it wasn't until you told me your actual handbag brand name that I realized that we have been in communication probably since 2012 at the earliest and the dots connected. Yes, yeah, we look exactly the same, so it's perfect Totally. But I am so honored to have you to talk about your documentary that you've shared so much about with me, dawn Dusk, which follows the evolution of you as a designer while you were grieving the loss of your sister.

Speaker 2:

And I can only imagine because so many people, when they become handbag designers, it's usually not on purpose. Nine times out of 10, they have either day job, corporated, something like that, and then they have this aha moment and something inspired them to do something creative. Something was missing on the market, something triggered it and they started said handbag brand with absolute blinders, where somebody who is typically very strategic and well thought out dives right into something they know nothing about and throw themselves into a business and it's totally off brand. If someone were to say, why are you doing this, you probably couldn't have even answered.

Speaker 1:

Is this right. Well, in my journey yes, my journey starts out even in my high school years, and so the progression and the nuance of life that took on in those phases, yeah, it's quite the leap to actually go full time to building your own brand in that way.

Speaker 2:

Yeah, were you a sewer, were you one of those crafting people? I learned.

Speaker 1:

Okay, so it all kind of ties together. When I was in high school, my older sister, megan she had come home one day from her home ec class and she had had this like messenger bag, just like a basic, like cotton messenger bag. And it clicked in my mind of like that's really awesome that you made your own bag. And I was like, will you teach me how to sew? Because my mom had a sewing machine. You know we'd sew little activities here and there and you know, in a snarky way of a loving older sister was like, figure it out yourself.

Speaker 2:

Like all tracks.

Speaker 1:

And at the time, even in high school, I just couldn't find what it is that I wanted. I was saying something very simple, but I just couldn't find that piece, and so I convinced my mom to take me to the fabric store. I found an awful denim and cotton. I thought it was very cool at the time and I figured it out. I didn't have a pattern, I just had to take whatever was in my head and come up with a way to construct this thing. But I did it and maybe it was because I had a little chip on my shoulder I'm not sure, but I like to think it's more so just wanting to get that finished piece I couldn't find and really just made it for myself and kind of started to go and wear it around school and people began to ask like, oh, where'd you get that?

Speaker 1:

And as conversations continued, I found it to not only be a place of creating items for people but for somebody who is socially awkward and, you know, not very popular. It gave me a point of connection with people Because it wasn't just my friend group. It started to expand to even teachers, the principal, some of the cool girls you know. It started to create avenues of connecting with people that I wouldn't have had any other way, and so it was not only making beautiful things because I'm a naturally creative person. I love to process life through my hands but it was also this avenue of like okay, now I can actually talk to different people in different ways and I have a point of sharing something of myself with them, and so I got very passionate about it. I was like, I need to go to school for this. I want to make this into a whole brand.

Speaker 1:

Went to college and went down the like fashion marketing realm and built it along the side. I was just always doing it on the side, went into fashion retail management, leaned into visual management, but still was doing it on the side. Went into fashion retail management, leaned into visual management, but still was doing it on the side. And then, at one point, my partner, david, and I were just discussing of like, why not just try this? Because it was becoming so like a heavy workload to be working full time but also doing this on the side, where it was like, why not just take the leap? So in 2013, I quit my full-time job and just went for it, and all of the blissful ignorance that I had as an artist went for it and I had the company for about go back and do it so differently now. But it was an excruciating but beautiful, complex experience which I'm sure you've heard many times, and you yourself it's a, it's a 24-7, like.

Speaker 2:

There's a huge disparity of doing something on the side versus being all in, and you don't realize it until you are all in. And then you the side versus being all in, and you don't realize it until you are all in. And then you realize, oh my God, all in constitutes like your home, your free space any weekend and every bit of life, yeah.

Speaker 2:

Anytime you go anywhere you're like, oh, here's a boutique, I should go in and introduce myself. How should I wear it? Ok, what bag of mine should I bring? It is I wanted to. Where did you go to school?

Speaker 1:

So I went to Columbia College here in Chicago.

Speaker 2:

Okay, so you never left Chicago. That was never on the docket.

Speaker 1:

Never left Chicago. No, oh, my God.

Speaker 2:

I know you referenced David. Look, ie, you know the, the partner. Ie where the name.

Speaker 1:

Look comes from. Yeah, what were you when you met him? I was like you were young. I was 19 years old when I met him. I was very young, yes, and we got married right after I graduated college. I was 22 years old.

Speaker 2:

Oh my god, yes, that's like that's a throwback it's trust me.

Speaker 1:

we just celebrated 17 years of marriage and we're like, it's trust me. We just celebrated 17 years of marriage and we're like we're there now.

Speaker 2:

Wow, you met him in college.

Speaker 1:

So technically we actually went to the same high school, but I didn't know him in high school. I knew who he was from a distance but I didn't think twice about him. But my closest friend in high school, renee, he actually grew up with. They were like siblings. They lived down the street from one another and she was actually the one that her and I were scheming to like do the college things check off the parental approval? And then we were both headed to New York together to build this handbag ring.

Speaker 1:

She was all in with me and so she went to a separate school than I did, a couple hours away. So on the weekends, if we had a free weekend, we would visit one another just to obviously have time as friends. But we're also like dreaming and building and how are we going to do this and when are we going to do this, and et cetera. And in December of 2005, she was headed up here for one of those weekends and she got in a very bad car accident and she, she passed away that weekend and I went home for obvious reasons. But her parents had asked me to help come and help them make decisions because I was the closest person to her other than her fiancé, but at that time this was 2005,. At that time her fiancé was stationed in Iraq because he was part of the army, and so they were like would you?

Speaker 1:

come back and facilitate everything and make decisions of what she would want. And that week was like I obviously wanted to help them. But I was obviously in my own blur of grief that I technically met him for the first time that week because he was so integrated with their family. He was there to like help, put together photos and support them and so he was just really present throughout the week helping the family as well. But there was no like thought of anything. But after that week obviously I had to come back to school and just process everything here. But it wasn't until a couple of months later, through a group text, that him and I kind of reconnected. And super long story short, after several months of just connecting over friendship it grew into something much more.

Speaker 2:

Did he know about? Oh God, I am such an interrupter. That's always the comment people give and I'm so sorry.

Speaker 2:

Well, I get excited and it's one of those and I hate putting a label on it, but one of these ADD things where I'm like I'm glad I asked the question before it goes away. Number one I'm so sorry, this loss that has clouded over you. No person should have to deal with this, let alone at such a young age, let alone having it happen again and again. I'm sure all of that kept a drive of what you were doing, saying OK, now I have to keep doing this purely out of principle, because she's not here. And how can I stop this? Because that stops the memory of her and what we've tried to create. And had he heard about your brand bags in high school, did he know you existed? I?

Speaker 1:

mean I think he would have because actually his one of his girlfriends. This is wild. I had made a bag for one of his high school girlfriends, so I'm sure, in the flow of things, oh my god, I actually haven't asked him that. If he knew of it in high school now I give you something, a talking point.

Speaker 2:

17 years later, and my the roi of this just keeps going and going. Oh my goodness, I can't believe you had to go and deal with all this. How old were you? 19?

Speaker 1:

god yeah god.

Speaker 2:

So you were the one who went in and while you were doing this, were you clearing out all of her handbag stuff and everything and and taking it all, it was anything that her parents needed help with, whatever they were ready to have somebody be present in the house for.

Speaker 1:

Like you know, what would she want to wear? Like what? What kind of photo slideshow would she want? Because this is 2005. This is like pre all the digital age. So like you actually had to bring physical pictures to put together a slideshow, and you know what. What would that to look like? Just like little aspects of her that they just wanted some feedback on from like what the casket would look like and just all these things that you do. But to me it was a matter of honoring her life and helping her with something. You know. Processing it as a friend is one thing. I can't imagine processing something like that as a parent, nor do I want to.

Speaker 1:

No I wasn't present to help in any way I could.

Speaker 2:

But yeah, a lot of that week is very blurry for me, because I think I was just Was that a reason why you were able to continue with the handbag brand at that point, were you like? Ok, continue with the handbag brand at that point, were you like? Okay, I'm dealing with grief. I think I need to keep going, purely out of principle.

Speaker 1:

I don't know that. It was like principle, because her and I were wanting to build something beyond the handbags, like the handbags just kind of spoke into one angle. She had more of a lean towards clothing and so it was like let's bring this whole picture together. So for me, clothing, and so it was like let's bring this whole picture together. So for me, after her loss, it was like one operating through a new lens of like now I'm approaching this business alone, which I had just never imagined doing, so I had to take on a new mindset with it. But it was all so like the way in which I process things and this comes out in the documentary too, it's one of the underlying threads is the one of the ways that I process emotions is through either light or movement, and so creating things is very helpful for me, it's very meditative for me.

Speaker 1:

Yeah, so it really played that role of being able to make things, just to be able to have that time to like focus on a new project, allowing me to just meditate into whatever it is that I need to process through that grief, of course.

Speaker 2:

And even there's like moments of joy, because after you lose me to have something to focus on doing and creating and building was asked her like how were you able to go back to the office the next day? Because their desks were facing each other. You know, one day she's there, the next day she's not. How are you able to continue a brand and a business, let alone with your partner, your best friend, who is just not there? And you know, grief is an interesting beast because it never leaves you, but then, in the same token, it fuels you, in a way to say I can't not do this because and it sounds cliche, but this is what she would have wanted.

Speaker 1:

Sure sure.

Speaker 2:

In its own way. Yeah, so now you're doing handbags. How were you able, in this space alone, figuring out pricing and figuring out materials and it sounds like you were making them yourself, so they were stupid expensive because you didn't know any better. How were you able to work through that, amongst everything else?

Speaker 1:

Oh man.

Speaker 2:

If David Luck had told you because that's who he is, david Luck and said like, let's go all in, he must have seen you getting a lot of traction and momentum to realize that it was worth the jump.

Speaker 4:

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Speaker 4:

For the past 20 years, I've been teaching at the top fashion universities in New York City, wrote the Handbag Designer Bible, founded the Handbag Awards and created the only Handbag Designer podcast. I'm going to show you like I have countless brands to create in this in-depth course, from sketch to sample to sale. Whether you're just starting out and don't even know where to start or begin, or if you had a brand and need some strategic direction, the Handbag Designer 101 Masterclass is just for you. So let's get started and you'll be the creator of the next it bag. Join me, emily Blumenthal, in the Handbag Designer 101 Masterclass. So be sure to sign up at emilyblumenthalcom slash masterclass and type in the code PINECAST to get 10% off. Your masterclass today to get 10% off your masterclass today.

Speaker 1:

Yeah, yeah, I mean honestly the backend, and he was also super helpful in the backend business, minded of it, because it's one of the challenges I think for people who are creative is do you have more right brain or left brain, or is there a balance or or no?

Speaker 2:

brain Do you have?

Speaker 1:

a team, because it can be very difficult for people who are more right brain bent to know how to price, know how to do all of that business necessity because it's cash fuels everything.

Speaker 1:

And so mine was a lot of trial and error, a lot of dry spells, a lot of push through, a lot of what have I already saved up to this point to just personally invest in and just let it do a slow grow, and just a whole bunch of things. And it culminated to a point where it was in about the sixth year that I was part of like an executive coaching team and received some really good advice from one of the women there, one of the female executives, where she was like you're at the sixth year, you're at an interesting crux, you are burnt out and you need to be able to have the space. You can't see the forest through the trees, you are just grinding and grinding. It's like you need to take a few months away to just revisit why you started this. And he's like have you ever gone to handbag school? And I was like no, and she's like why don't you look into that? I don't even know this woman.

Speaker 1:

I'm like you are out of your mind. Why would I go back? And I Googled it, and the only one that I found was one in Florence, and so I posed the question oh, you did that one, the leather program.

Speaker 1:

I did the one in 2018 and it was like now they're like built up and established. Yeah, back then they like barely had a website. I was like d people on Instagram going is this real? Is this not real? Like this seems like really charming, but is it like is it just like one guy in his studio, or is it I?

Speaker 2:

I knew it when they just had an email address because I had people coming out of that and applying to the handbag awards and the website was like four lines. It was really like low budge. But you know it's, it's still Italy. You still came out with handbags and, lo and behold, it was like is this real?

Speaker 1:

That was exactly it. I got enough information from people bless them all through Instagram that I legitimized it and so I actually went there. I went there for three months to just revisit the craft, learn from the best, but also give me a chance to just step away from the business and really reevaluate how to approach it, because I hit a plateau and I didn't know how to get past that plateau. And I had tried everything. I tried like made to order, I tried just custom, I had tried direct to consumer, I had done wholesale and it was just like I just kept hitting the ceiling.

Speaker 1:

So I went to school and the schooling was obviously incredible for the sake of learning the craft, and it took my experience and my know-how up to a tier it hadn't been at even though I had been at the craft for so long. But what it also allowed me to do was sit and actually evaluate the business and myself as a business owner in a whole new way, because it was finally quiet, like you and I were talking about a moment ago. When you're owning your own business, it is 24, seven, all the time, and here I had this three month bubble of mental breathing room. Yeah, that at first I didn't know what to do with. I was like this is chaos.

Speaker 2:

Like, right but having nothing is sometimes more dangerous.

Speaker 1:

Yes, yes.

Speaker 1:

And then, once I got past the danger, it became peaceful and I was able to actually be honest with myself of where I was at and feeling like I had boxed myself in, that this brand had become too much part of my identity. So when the business was up, I was up. When the business was down, I was down. So I'm like no wonder I'm chaotic because I'm going off a startup, not a place to be. So after I came back, I implemented a couple of changes that I thought would help. They did not, and so I was like in August I was like I feel like I've put myself into a small little hole that I need to expand out of.

Speaker 1:

I have more in me that I need to expand. I have more in me for handbags and beyond. I personally expand in order to expand. I need to close this chapter and I closed it and switched to doing some consulting because I had already had a few asks for that and really leaned into that until 2020. And we all know 2020 just kind of like wiped everything out and we all know 2020 just kind of like wiped everything out.

Speaker 1:

But how did the documentary come to be throughout all of this. Yeah, yeah. So in 2016, I released what was called the Dawn Dust Collection and for part of that release, we the small team that I had had we were like let's do an open studio, let them get in the space, experience it all hands on, have everything on display and just kind of like make a little bit of noise. Did this open studio and semi-distant acquaintance friends of mine? They're called Jason and Blue Gerber. They're both directors, they work together.

Speaker 1:

They had come to the open studio and them among several other people but it was about a week after that that they reached out and they were like hey, directors, we work in film, mostly commercials, but we would love to do like a little five minute segment on you as a maker. We think we want to do like a maker series, but we want to expand our portfolio a little bit, would you mind? He like came to your studio and did the whole thing. I was like, of course. So we met and I shared more of my story and as I expanded on the story of where I was at based on that specific collection, they were really moved and they were like we think we might want to do something longer here. So they just started filming, and what started as a five minute promo turned into we want to do a 20 minute segment turned into a.

Speaker 2:

We actually want to do a documentary film. Did they release the five minute?

Speaker 1:

segment? Was it released? I still give them a hard time. I'm like I never got that promo video guys. Oh my god, I got something exponentially better.

Speaker 1:

But you know, they came to me and they wanted to expand their work, and so they're like can we just follow you? So they followed me from 2016 to 2019, when everything concluded, so so they filmed me for three years. They even actually came over to Italy for one week of that time. I was there and wrapped up filming in 2019. And then the world shut down.

Speaker 1:

So I hadn't heard from them for a little while. I thought everything was. I just figured they released the. Like they let go of the project for whatever reason. Like I can't imagine doing a documentary film and then 2020 hitting project for whatever reason. Like I can't imagine doing a documentary film and then 2020 hitting. But then they reached back out in 2022 and they were like hey, we are just waiting on the final coloring, we have the trailer, we're going to start moving this along. And I was like oh, like you, oh, this is great, ok, great. And yeah, what they put together was beyond what I could have imagined, because I didn't really know what kind of story they were going to tell.

Speaker 1:

Yeah, of course, of course, because I it wasn't like I reached out to them and I was like, hey, do a documentary on me for the sake of X, y and Z. It was them seeing a story and developing it, and so it was very unique to be able to watch it and realize their perspective and the story that they were able to follow versus something. Yeah, yeah, their perspective and the story that they were able to follow versus something.

Speaker 2:

Yeah, yeah, yeah, no, I I can't even imagine so, did you like? Were they the ones following up with you? Yeah and like how did it come to be? When you're like guys, I can't do this bag line anymore, like I'm tapped out like, did you think you killed their story. I can only imagine, because I know quite a few documentarians and they're going with their story in the flow and then they hit this monkey wrench like wait what? Her whole culmination is like what?

Speaker 1:

I was just living my life and I was like you guys might want to know that this is, and they would always tell me if there's a big photo shoot you're doing or if there's like a large thing like let us know so we can set up and get the right cameras and whatnot. So obviously this was a large milestone to let them in on, but I don't know if it ruined their story or I don't know, but I regardless.

Speaker 2:

I have to live my life, so you're gonna take this direction. You need to take it, but and they did they did a beautiful job with what they, what they concluded with. How did it come to be, though, like, okay, the movie's done, you're no longer in handbags? How are you able to process the roi of being part of this? Because in its own way, that could be an opportunity, a really great opportunity to go back to handbags, you know, and because the old you would have been like, oh my God, I'm going to run with this. I, this is perfect. This is just the marketing I always needed and wanted to to take my brand to that level. I like it. How are you able to process it? I mean, I know you have a, you have a little boy.

Speaker 2:

Obviously, thank goodness, our needs and wants and values have to evolve and grow and change, but when you contextualize how much time and effort you put into that, I'm sure, like watching that back, it's going to be. Like to close that kind of chapter is hard, and that in itself it is. I don't want to compare it to death, because it's not a death, but it's it. That chapter closing of how you identify yourself is very, very, very difficult, like that's a, that's like multiple therapy sessions in itself, like how were you able? Especially, have you seen the full documentary? Have you seen?

Speaker 1:

it yeah, several times, because they had it in a few film festivals I was able to attend.

Speaker 2:

Yeah oh my god, I have to totally see this. When it comes to New York, I can't wait. But how were you able to process watching it and saying, like Jesus Christ, I can't believe I did all of that and the the dedication, because, especially now in hindsight, you're able to see like, okay, I would never do that again. That was a waste of time. That was a waste of money and like watching it in horror, like God.

Speaker 2:

I can't but like who is like? I want to scream at her saying like do not buy that Italian leather, leather. No one will care that it's italian leather, don't you're gonna regret that yeah, no, like that's an extra ten thousand dollars that you will not get back. No that must be hard to process. I couldn't imagine. I can barely do a firm facing tiktok video, so let alone see myself in a documentary. That would kill me.

Speaker 1:

Oh my god no trust me, it was a bizarre experience because I'm a very introverted person, I am not a forward facing. Put me in front of a camera and even that was a process for me to go through with them. I'm sure.

Speaker 1:

They were incredible, honestly, with how they would approach it. They were able to make the space and the process feel very safe, which was helpful, and you'll understand that once you see some of the content of it. But no, being able to watch it back was a little bit of an ick at first, because you have to just get over the fact that you're just watching something about yourself, which just feels weird.

Speaker 2:

Yeah, of course it's out of body.

Speaker 1:

But once I got past that, at the conclude of it, david looked at me and he said he was like, how do you feel? And I was like I feel like I just opened up a gift, because it's one thing. I'll describe it this way the season I had of having my handbag business was a very specific season in my life. The way that that season ended outside of the handbag business was very crushing. Personally, it was not a good way that I would have wanted the season to end, for reasons outside of anything with the handbag business, and so whenever I would reflect on that season, I was remembering something very painful.

Speaker 1:

But getting to watch the film put me back in the richness of that season that I had just been glossing over because of this other thing that I was grieving.

Speaker 1:

And so it felt like a gift, because when we sit and we reflect on a past season, all we have is our memory, which is very limited. But it's different when you can look back and see footage of beautiful, enriching, incredible moments. On top of the fact that they had had interviews with some of my team, they had caught things on camera that I didn't realize. They caught on camera that were so moving to me that I was like it just enriched that season and helped heal my heart a little bit of how I viewed that time in my life, and so it's truly felt like a gift to be able to while, yes, there's all those moments you've talked about where you're like, don't do that, why would you? You know all of those like cringe worthy things I actually feel like it's this thing that I get, this special gift in life that I get that is so rare, that I get to go back and watch a season of my life and enjoy some of the richest moments that were truly in it.

Speaker 2:

That is just so gratifying to hear that you were able to go through and to process and to push forward. I actually think this is kind of a poetic way of wrapping this whole conversation up. When is Dawn Dusk coming out?

Speaker 1:

Yeah, so it'll be available. It'll be available on Tubi as well as Amazon Prime on August 15th.

Speaker 2:

Oh my God. Well, when this comes out before, during or after, this is August 15th 2025. So whenever you actually hear this, it will be available. Shelley, Look, thank you so very much for sharing your time, your story, your heart, your journey with us. How can we find you and follow you in the meantime, Sure.

Speaker 1:

I'm mainly active on Instagram. Right now, it's just at Shelley Look C-H-E-L-L-I-L-O-O-K. The film is also on there. It's just at Shelly Look C-H-E-L-L-I-L-O-O-K. The film is also on there. It's Dawn Dusk Film that you can follow a little bit more and see some of the trailer and some of the behind the scenes as well.

Speaker 2:

Oh my God, I'm totally going to be promoting this right after. Thank you.

Speaker 4:

Thank you so much Thank you.

Speaker 3:

Thanks for listening. Don't forget to rate and review, and follow us on every single platform at Handbag Designer. Thanks so much. See you next time.

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