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How did EverMaya create "The Madeline?" Q&A with EverMaya's Director of Brand Strategy

Posted on September 30, 2015 by Damian Graybelle | 0 comments

Today we are joined by EverMaya’s Director of Brand Strategy, Alyse Karakoc, to talk about how EverMaya came up with the design for their newest handbag collection, “The Madeline” – named for and inspired by Madeline Stuart.


What goes into the design process when you’re trying to come up with a new handbag for EverMaya?

The design process is always challenging. We are forever trying to strike the perfect chord between functionality and fashion. In today's world everyone is on-the-go. We knew the design needed to reflect a fast-paced lifestyle while not looking too "utilitarian." The sleek, yet chic look of "The Madeline" we feel, hits a high note. We really love the canteen shape - it has been one of this season’s top trends at the fashion shows, and we feel good to have been a bit ahead of the curve.

What is your favorite feature of “The Madeline?”

One of the best features of the bag is that it is small enough to be an everyday go-to with its cross-body function and yet big enough at 7 in. diameter, to carry the essentials – yes, the iPhone 6 fits inside!

“The Madeline” collection is named for Madeline Stuart, the world’s first globally-recognized model with Down syndrome. How did she influence the design?

While creating a collection with Madeline's namesake we knew we needed to develop something very special; to embody the spirit of Madeline Stuart. "The Madeline" captures the youthful energy of Madeline Stuart with the combination of a variety of leather colors and the vibrant “corte de Zunil” fabrics. The shape speaks to the uniqueness of Madeline herself.  Behind the look of the bag is also the message. One of inclusion. We are trying to create beautiful handbags that lift the spirit of the fashion world and we can't help but feel "up" when seeing the cheerful smile of Madeline coupled with the line inspired by her. Certain to get a second look! 

What is “corte de Zunil?”

Corte de Zunil is a traditional, handwoven fabric from the Zunil region in Guatemala. The bright, colorful patterns in the fabrics are unique to the region. Corte refers to the skirts worn by native Guatemalan women.


The Madeline is the latest handbag from fashion brand EverMaya. 5% of every purchase is donated to The National Down Syndrome Society. Click here to see more: http://evermaya.com/collections/the-madeline

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EverMaya Goes Viral: The Madeline Stuart Effect

Posted on August 24, 2015 by Damian Graybelle | 0 comments

As I take a moment to catch my breath and reflect on the last 6 weeks at EverMaya, my wife and I have often wondered aloud if this is all really happening, or if we have simply been walking through our own Big Fish-epic daydream. Less than 48 hours after the images of our first campaign with the inspirational Madeline Stuart were posted on her Facebook page, they quickly went viral with a capital “V.”

Early articles in The Independent (UK) & Daily Mail (UK) were immediately followed by pieces in People StyleWatch (more than 100,000 shares!) and PopSugar. I remember smiling to myself that Friday evening and thinking, “Well, that was pretty cool.” But the Madeline effect continued to push on like a steam locomotive. That following Monday I did an interview with Today.com, and it grew from there, unabated. Interviews with papers and magazines in South Africa, Norway, Australia, and Spain underscored how hungry people around the world were to hear more about Madeline and her latest project.

The message of inclusion and Madeline’s beautiful photos with our Guatemalan handbags resonated like a sonic boom across demographics and geographies. I am no longer surprised at people’s appetite to actively participate in Madeline’s role in changing the face of fashion. 

The success of our initial campaign inspired us to want to do even more. Our newest launch features a line of beautiful purses handmade in Guatemala, named for and specifically designed with Madeline and her fans in mind. The most satisfying part for me is that with every purse we sell, EverMaya will donate 5% of the purchase price to The National Down Syndrome Society. I am very proud of our partnership with Madeline Stuart and the possibilities for the future.

All of us at EverMaya believe to our core in the value of inclusion and the importance of being a socially conscious lifestyle brand. We are so very appreciative of how supportive our fans, new and old, have been. And I welcome anyone who hasn’t yet purchased from EverMaya (www.evermaya.com) to find out firsthand how the quality of our fashion & home collections is in line with our positive messaging and social mission.

-- Damian Graybelle, President of EverMaya

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