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Must Have: Israel’s Famous Gittabags

Parenthood can often mean the sacrifice of fashion in favor of functionality, with moms more likely to be seen sporting unsightly diaper bags and stroller packs than fancy-shmancy designer purses. Israeli designer and mother of four Hagit Neeman-Gorni is familiar … Read More

By / June 13, 2008

Parenthood can often mean the sacrifice of fashion in favor of functionality, with moms more likely to be seen sporting unsightly diaper bags and stroller packs than fancy-shmancy designer purses.

Israeli designer and mother of four Hagit Neeman-Gorni is familiar with this situation. That's why she decided to launch Gittabags, her own line of fun, stylish, and very functional bags. Their impeccable balance of form and function is why Gittabags so quickly became hot commodities among stylish Israeli parents. 38-year old Neeman-Gorni was recently interviewed by the Jerusalem Post, where she said that her dream is to become a brand name in Europe and the US. To find out more about the evolution of the ultimate diaper bags (and assorted other baby accoutrement), we went straight to the source.

JEWCY: What inspired you to develop Mommy bags that were not only functional, but fashionable?

Hagit Neeman-Gorni: It all started with my personal needs as a mom, and the fact that I studied Industrial design. After having my firstborn (I have four kids now), I needed a bag for myself. Since I couldn't find any bag that was both functional and fashionable, I decided to design something on my own. Parenthood is a continuous process, and women shouldn't hang around with unfashionable bags just because they are moms. Ten months after having my firstborn, while pregnant with my second, I started designing diaper bags. JEWCY: How did you go about marketing them once the idea was realized?

Hagit Neeman-Gorni: The marketing process started the old fashioned, way going from one store to another, confident in my product and with lots of patience. It was something new, more expansive than other products in the market, and it took time for the store owners to understand that customers will pay more for fashionable bags, and that backpacks and stroller bags are a real need for moms, and that the price is justified. It took time, but once the customers started demanding my bags, stores started contacting me.

JEWCY: Do you keep up with current fashion trends in developing new lines of bags?

Hagit Neeman-Gorni: I'm influenced by new trends and constantly modifying my designs to stay updated, but first I make sure all the materials I'm using are of the highest quality and durable. Colors and prints are more influenced by the current fashion.

JEWCY: A lot of buzz has been generated in Israel over your bags, making them a hot commodity. Have any celebrities been spotted with your products? Have you gotten any exciting requests?

Hagit Neeman-Gorni: Many Israeli celebrities are using Gittabags bags, including actresses and models like Shiraz Tal, Dana Dvorin, and Sharon Aylon. The list is long. After participating in the Silver Spoon Dog and Baby Buffet in Los Angeles this past April, we hope that American celebrities will start using our bags as well. JEWCY: Where can we find some more information about you and your bags? Hagit Neeman-Gorni: Information about the bags can be found at our website.

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