behind the brand

We spoke to Sara Naghedi, the founder of NYC-based brand NAGHEDI, about how she developed a bag in neoprene that can be stylish while retaining its durability and versatility.

Sara Naghedi

What was the initial idea behind NAGHEDI? How did it all begin in 2016?

I designed the first bag for the line, the Medium St. Barths, in 2015, and the development was a side project for a year until we launched. I wanted a durable, elegant bag that I could carry season after season. Despite working in the fashion industry, I always carried the same bag for months, regardless of trends. The aha moment for the first tote happened while working with a neoprene sample for a separate project; I realized that it’s a material that can be stylish while retaining its durability and versatility. In the end, I truly created the bag I wanted for myself.

How would you describe NAGHEDI’s aesthetic identity?

Our aesthetic is guided by clean lines and details that are modern and classic at the same time. We are not afraid of color, and really enjoy playing with texture.

How did you get into fashion? Is it something you have always been interested in?

I feel like I was born to be creative. Transitioning out of my original law career path wasn’t a question of “if” but more like when. I decided to finish my degree and then move into a more creative field.

Do you have an icon or muse in mind when designing the collections?

I’m not an icon and I’m not a muse, but I really do have myself in mind. When designing a new piece, I always question, “Would I wear it? How would I wear it?” I think that’s what resonates about the brand. I’m a regular person, and if it works for me, then it probably works for a lot of other people.

What does a day at NAGHEDI look like?

Every day is different. We are a team full of women and moms who balance flexible schedules, so our days all look a little different. Personally, my day can include working on new collections, then going from a call straight to school pick up, then to a meeting with buyers.

"The most crucial part for me is staying true to the core principles of the brand. I’m careful not to be waylaid by fleeting trends or create a bag that could potentially lead to more waste."

What is the most crucial aspect of your design process?

The most crucial part for me is staying true to the core principles of the brand. I’m careful not to be waylaid by fleeting trends or create a bag that could potentially lead to more waste. I want to stay true to the parameters we’ve set out for ourselves.

How do you keep your bags in good condition?

I don’t know if I “try” to keep them in good condition, but I’m not super precious with my bags. They get put on the car floor or under the seat in airplanes. The bags are durable, but the most important thing is that I don't overload them; that's what keeps them looking like new.

How do you want women to feel when they wear one of your bags?

I want the woman who is carrying a NAGHEDI bag to feel polished, elegant, and confident. I’d like her to feel organized, and that she can take that bag through her entire day, from being with her kids, going to the gym, heading to work–then maybe grabbing the pouch inside to take out at night.

What comes to mind when you see someone wearing a Naghedi bag?

I feel proud. Sometimes I can’t believe this product I created is out there in the world, worn by people I don’t know. It’s still very cool to see it on a stranger.

What have you learned from having your own business?

I’ve learned so much. One of the biggest lessons is to stay true to the core values of your brand even as the business grows. Another important lesson is to surround yourself with a good team. I am very lucky to have a predominately female team who all believe in both the vision and product. Having that kind of support is invaluable.

Sara Naghedi with a NAGHEDI bag

"I want the woman who is carrying a NAGHEDI bag to feel polished, elegant, and confident. I’d like her to feel organized, and that she can take that bag through her entire day."

What does NAGHEDI contribute to sustainability?

In general, we look at product development as a means for waste reduction from the outset. To that end, we create timeless, lasting designs that aren’t led by trends. We’re not churning out brand new designs every season, and we only produce what we think we can sell. Our bags are not factory produced–they are handwoven by skilled artisans in very small batches. We’re trying to grow carefully and thoughtfully, really thinking about our inventory, minimizing our resource consumption, and reducing excess. Additionally, we have new projects in the pipeline that we are very excited about, from packaging updates to a recycling program, as we look to broaden our commitment in this area.

Do you have any future plans you want to share with us?

We look forward to the relaunch of our Waste Not program in the coming months, and we can’t wait to share more!

"It all begins with finding just the right shade of neoprene."

What you learnt from having your own business?

Great question! I think the biggest different between running your own business and being employed is that you are constantly learning new things every day, which I personally find to be very rewarding. I’m very lucky - every day I get to bring to life ideas that I’ve dreamt about and it’s a real privilege to be able to work with my passion. Seeing the business grow and our collections be well-received by our partners and community is the icing on the cake.
One of the most important things I’ve seen too is that everything you do is about people - it truly is the team that makes all the difference, it’s never a one-woman show!

What does LISA YANG contribute to sustainability?

From day one, we have considered all our choices from an environmental impact perspective and made the best choices possible. As a brand that only works with one material - a natural one - it was important for us to achieve accreditation of its status as organic. In the past year, we secured certification with the Global Organic Textile Standard (GOTS) that certifies the organic nature of textiles.
All our collections and cashmere meet this standard and it’s a universally recognized one that includes holding the brand accountable to both environmental and social standards throughout the production process.
Of course, being a sustainable brand is an ongoing process of progression and we are continuing to evaluate all our business practices to take further steps in the future to improve our position.

"I think the biggest different between running your own business and being employed is that you are constantly learning new things every day, which I personally find to be very rewarding."

Do you have any future plans you want to share with us?

We are always looking to the future and developing exciting plans for the brand! Stay tuned..

Discover the LISA YANG collection in our stores and online at Pauw.com.