MEET SABEN'S FOUNDER - q+ a WITH ROANNE JACOBSON

MEET ROANNE: Business owner, designer, coffee drinker and mother to Jack, 16 years and Adam, 13 years. Ro lets us in on what inspires her designs and her thoughts on raising sons in a busy world.

What inspired you to start the brand

While working as an artist in New York, I spent my free time ferreting out gems in the fabric district. I found stores whose sole product was buttons or thread or beads or even just handbag fittings. That was a particularly favourite shop as I spent hours trying to work out how the pieces were assembled and how you would use them on a bag. I started collecting things. And soon started experimenting with hand sewing pieces together. I had designs in my mind but struggled to try and turn them into reality with my limited sewing skills, so I decided to come home.

After I came home to New Zealand, I got to work in my parents garage and with the help of a seamstress and teaching myself some basic pattern making skills I created my first Saben bag.

Deeper reflection

My family history revolves around migration, the last 5 generations have called a different city or country home, I like to think that designing bags, items that allow transportation of treasured items has a deeper meaning because of my history.

There is something about carrying a handbag that can be likened to carrying a talisman or amulet. It gives you power and comfort simultaneously. Feeling prepared physically and mentally for whatever is ahead.  

Definition of Amulet, also called Talisman, an object, either natural or man-made, believed to be endowed with special powers to protect or bring good fortune. Amulets are carried on the person or kept in the place that is the desired sphere of influence (Britannica)

another google definition of amulets; These charms served two purposes: protection from danger and the renewal of strength.

What inspired the name?

Saben is named after my grandmother Sarah Saben. This in fact was her maiden name. My family visited South Africa where my grandparents lived every summer. And every morning as I was always the first to rise I would get into bed with granny. When she finally got up it was to was to start her morning routine, selecting an outfit from her enormous walk in wardrobe and then sitting at her dressing table to put on her makeup and do her hair. She was meticulous and made me check all the elements were straight and tidy.

She was a very talented seamstress and she had made dresses for my mother and her 3 sisters. She had a cheeky sense of humour and gave great big hugs.

When I’m designing a bag, there’s definitely that same meticulous-ness!

My parents emigrated to Australia and on one visit Granny Sarah decided that my mother needed to treat herself, she gave her money and told her to buy something but not something sensible. Her suggestion was a fur coat. I guess she was right it was definitely not sensible- particularly when living in one of the warmest countries on earth.

One year early on in my career, our house was burgled. I called granny as they had taken a ring she had given me. And I was so upset. She told me to stop crying as no one had died. It was this practical no-nonsense type on advice you could always count on. I guess living through a war and nearly starving to death will give you perspective.

What inspires your designs / the collections

Any number of things. From the usual inspirations like people watching, art galleries, catwalk shows, interior design, places I’ve been, holidays I’ve taken – the Tilly was originally designed when I started travelling for work. Travelling for work I needed to keep receipts separate from currencies and currencies separate from other currencies. If it could fit my passport and it could be worn crossbody then it was the perfect accessory.

Life experience has helped me finetune the functionality of our bags…a pocket here, an adjustable strap there. I spend a lot of time putting myself into other peoples shoes and trying to imagine what would make things easier.

We receive so much wonderful feedback from customers telling us how much they love the well thought out details.

Can you remember the first bag you designed?

The first bag was a crossbody/belt bag. It was designed as a crossover between a functional bag and a fashion piece. It was designed to wear over the shoulder or across the hips like a belt. It was made using sail cloth and was made by a local sail maker. It was followed by the Loaf bag a baguette bag silhouette that used a fishing anvil for a zip puller. And pvc tubing for a handle.

The Carrie bag was the one that really launched Saben. By that stage I had found a local manufacturer and had elevated my skills. It was a frame bag that was inspired by sex in the city character Carrie Bradshaw. This bag was bought by Liv Tyler when she was here filming Lord Of The Rings.

Are there any bag designs that have stuck with you?

Every single one. My favourite thing is when they come back. Our customers love their bags so entirely they are always bringing them back to be repaired. My team always send me pictures or show me when I’m in store and ask what was her name, when did you make her? 20 years on and occasionally the name might sometimes escape me, but I remember what colours they were produced in and who the craftsman was and when it was made. I also love explaining the genealogy of the bag i.e. how she was tweaked and made better or designed to function differently.

A special memory was when a woman we started working with had a daughter who she named Poet. We had a bag in the range called Poet so her husband decided to purchase the bag to give her when she turned 13. He asked me to inscribe and sign the lining. I look forward to the day Poet comes to visit with her Poet bag.

What inspires the names of the bags? Can you share the stories behind the names of the bags?

We create personalities around the bags. Fictitious identities, character traits of the customer we imagine helps us work out what her purpose is and therefore decisions like size, colour, how and where people will use them.

What does it mean to you when people buy bags?

It’s a feeling I can’t describe. I love seeing my bags on my customers. I love seeing how they style them and if they are using them in the way I imagined they would. We have so many customers who have been buying Saben for such a long time, it’s so special.

I particularly love when milestones are celebrated with our bags, buying a daughter her first bag and a group of girl friends banding together to buy a babybag for a new mum. Or a new job requiring a new bag.

I will pop into our Ponsonby boutique and chat to customers, often they don’t realise who I am so I’m able to have really open and candid conversations with them.

How many bags do you own?

Countless, I stopped counting when I ran out of fingers and toes. They now make up a lot of the Saben bag archives.

If you weren’t leading the Saben empire, what would you be doing?

Painting, my degree was in fine arts. I always talk about my bags as 3D art works.

Speaking of empires, how have you manager to keep Saben going strong, all while raising 2 boys?

My family are so supportive and patient, my husband and I both juggle careers and our two boys. He is very good at taping in to support me and likewise telling me when he needs to tap out.

My mother, has always been supportive in whatever crazy thing I wanted to do. She is also a problem fixer. She has an amazing ability to remedy any issue.

And my team, I couldn’t do what I do without the women I work with. In the early days, the juggle was so intense I look back in awe. But the phrase “it takes a village to raise a child” also goes for businesses, well at least mine.

How old are your boys now?

16 and 13

Best part about being a mother: The quiet confidential conversations and the cuddles.

Favourite parenting advice you received: It goes fast, so make the moments count.

What you didn't see coming: How they would destroy my furniture.

Raising sons in this busy world: Get them outdoors and active.

Getting that balance between work and motherhood: Balance comes with two big words…Get Help. Your partner, grandparents, babysitters, house cleaners, whatever it takes.

Values you want to instil in your boys: Hard work, determination, passion and focus and being a good person while following your dreams.

Your Ideal Sunday: A sleep in followed by coffee and a nice long walk.