10 Minutes With: Sara Naghedi

Craftsmanship, longevity and the quiet confidence behind the bags women reach for every day. There are bags that make a statement, and then there are bags that quietly become part of your life. The kind that accompany the morning commute, disappear beneath an aeroplane seat, carry everything from a laptop to children's toys and, somehow, still look impeccably put together by dinner. NAGHEDI belongs firmly in the latter camp.

Since launching the brand, Sara Naghedi has built a loyal following around a simple proposition: beautiful design should never come at the expense of practicality. At a time when trends move at breakneck speed, NAGHEDI has instead doubled down on timelessness, refining its signature handwoven neoprene bags season after season without ever losing sight of what made them desirable in the first place.

It is an approach rooted in craftsmanship rather than novelty. "Our ethos is centred around timeless design," Sara explains. "Handwoven pieces will always stand the test of time. The craft itself is worth preserving for its own sake; there is such beauty in it. It's not a quality you can achieve in a mass-produced item."

Years spent perfecting the brand's distinctive weaving technique have only reinforced that philosophy. Although every bag follows the same exacting process, each one carries "the distinctive touch of its weaver," meaning no two are ever entirely alike.

That appreciation for craftsmanship is matched by an equally pragmatic view of luxury. Sara never set out to create bags that sat untouched on a shelf.

"The brand came to life because I wanted a bag that could go anywhere while looking elegant in the process," she says. "I'm not very precious about my bags—they come with me on the subway, I put them on the floor in my car and under airplane seats, and they're often filled with my kids' things."

It is perhaps this refreshing honesty that explains NAGHEDI's enduring appeal. The bags are designed not simply to be admired, but to become part of daily life.

"The beauty of neoprene is its versatility," Sara continues. "We don't create bags that are just objects. NAGHEDI bags are meant to work hard and live life with the wearer."

In an industry that often celebrates constant reinvention, maintaining a recognisable identity while evolving each season is no small feat. For Sara, every new silhouette has to earn its place.

"It's a hard line to walk," she admits. "We are constantly having this conversation, taking a step back and making sure we are creating a bag with purpose, for which there is actually a need. We have scrapped bags that didn't meet that criteria."

Instead of chasing trends, NAGHEDI refines what it already does exceptionally well. "We always try to stay true to our core, going back to the ethos of the brand to ensure we are creating timeless pieces rather than jumping on trends. We iterate on what we do really well—beautiful weaves, saturated colours and elevated details."

No piece illustrates that philosophy better than the St. Barths Tote, the design that has quietly become synonymous with the brand itself.

"Our original St. Barths Tote is always the starting point for any collection," Sara says. "It's where we often begin applying seasonal colour palettes and new weaves. While we create new styles each season, the St. Barths Tote has been our bestselling silhouette for ten years. It demonstrates the brand's lasting relevance and appeal."

Longevity, she believes, is one of luxury's most overlooked qualities.

"We approach longevity through the lens of timeless design and durable materials. The St. Barths Tote, for example, is a testament to creating something outside the usual trend cycles. We design pieces meant to be loved for years because they're elegant, functional and unique, not because they're driven by trends."

It's an ethos that extends to the smallest details. When asked what she hopes customers notice first, Sara doesn't mention logos or branding.

"I hope they notice the quality of our neoprene, how soft it is and how beautifully it takes colour. And, of course, the artisanal quality of our weave; it's literally seamless until the bottom of the bag. We really pay attention to detail, down to elements like our custom hardware."

As wardrobes become increasingly streamlined, accessories have taken on a greater role than ever before. The right bag, Sara believes, should quietly do everything.

"It's that finishing touch; a bag pulls it all together," she says. "A great everyday bag needs to be versatile and functional while also elevating any look."

More importantly, it should simplify getting dressed.

"I don't think it should be something women need to think too hard about; it should be the piece they grab as they head out the door, knowing it will look great with whatever they're wearing and carry everything the day brings."

Perhaps that is why women continue to return to the brand.

"So many women are like me," Sara reflects. "They want to feel stylish and fashionable, but they also have busy lives and need products that work for them."

"The balance is what really resonates with our customers. NAGHEDI pieces feel distinctive and elevated, but they're also functional and easy to wear. Our combination of neoprene, handwoven construction and bold colour has become a signature of the brand, and I think that mix of style and practicality is what women really connect with."

Looking ahead, Sara's ambitions remain measured. While footwear has become an exciting new chapter for the brand, growth will never come at the expense of purpose.

"We expanded into shoes only a couple of years ago, so growing that category is a major focus. Of course, I have other ideas and dream categories. My mind is always full of ideas, but we need to stay focused and make sure whatever we venture into is thoughtful and that there is a genuine need for it."

Asked to describe the future of NAGHEDI in just three words, her answer comes without hesitation: "Enduring, iconic, mindful."

It is difficult to imagine a more fitting summary.

As Fabric of Society's AW26 campaign explores The New Establishment — celebrating independent brands with a distinct point of view — Sara offers perhaps the most compelling definition of modern luxury.

"I think time and ease define modern luxury—not having to overthink getting dressed or accessorising, and being able to transition between moments, occasions and seasons without feeling pressure to buy more things. More and more, modern luxury is going to mean buying products for their quality rather than the label on the outside."

It's a philosophy that feels increasingly relevant. In a culture often driven by constant newness, perhaps true luxury isn't about owning more at all. It's about finding the pieces you'll reach for every day — and still want to carry ten years from now.