Jurgita of JURGI: The Handbag Designer Redefining Quiet Luxury and Emotional Craftsmanship

Jurgita’s Journey: Where Bags Begin and Stories Unfold

In a world often obsessed with trends and logos, Jurgita—founder of the independent handbag brand JURGI—stands for something quieter, deeper, and more lasting. With roots in Eastern Europe and a design philosophy grounded in emotional connection, slow fashion, and timeless materials, Jurgita is crafting more than just bags—she’s building vessels of memory and meaning. In this candid interview, she opens up about the bag that started it all, the lessons of love across generations, and why her work speaks softly but carries power.

Let’s go back to the beginning. What was the very first bag you ever designed—and would you still be caught carrying it today, or would you bury it deep in a time capsule labeled “not my finest”? 

The very first bag I ever designed was made from felt — a green color, with round, dragon-scale-like shapes stitched on the sides and a zipper on top. I still have it! Every time I see it, I smile. It’s not something I’d carry today as a practical accessory but more as a conversation piece — a reminder of where it all began. It’s imperfect and bold, but I loved it back then, and in a way, I still do. It warms my heart and brings back the feeling of pure creativity and excitement I felt when I made it.

Eastern European women are often forged in fire—resilient, resourceful, and stylish under pressure. How do you see your roots shaping your voice as a designer? Is it discipline, defiance, or full-on drama that fuels you most?

For me, it’s not drama or pressure that fuels me — it’s experience. I’ve lived in various places, traveled extensively, and met people from diverse backgrounds. Each encounter, each culture, and each story has shaped the way I see style, beauty, and purpose. My roots — growing up in Europe, observing how women carry themselves with quiet strength — gave me a sense of appreciation for simplicity and subtle elegance. What truly fuels me is connection. Listening to people, understanding their experiences, and translating those emotions into something tangible — like a bag that feels like theirs — that’s what drives my design voice.

Was there ever a moment when you thought, “That’s it, I’m done!”—and what pulled you back in? 

Yes — there have been many moments like that, and honestly, they still happen. I think it’s normal, at least for me. My brand is such a personal reflection of who I am, so when things feel off, it can feel like I’m off, too. But what always pulls me back in is this quiet belief — that even when things don’t look great, even when I feel tired or uncertain, there’s something inside that says, keep going.

If your creative journey were a rom-com, what would the title be—and which actress (dead or alive, dramatic or divine) would play you? 

"The Girl Who Believed in More" with actress Marion Cotillard.

You and I met in 2019—do you remember what you first thought of me? Be honest. Even if it includes an eyebrow raise. 

I don’t know the exact moment I first saw you, but I remember how you made me feel. You struck me right away as someone with layers — deep, textured, thoughtful. Every layer seemed more interesting than the last. There was something about the way you spoke, the way you expressed ideas — it made me want to listen, to understand more.

You're what I’d call simply complex — emotionally driven, with a mind that doesn’t follow obvious paths. That’s rare. And somehow, even with all that intensity, you made me feel completely at ease. That’s a gift. I just knew I wanted to get to know you better.

Your love story defies what many would call “normal.” Has the generational gap ever felt like a divide—or has it become a bridge to something deeper, more grounded, and more enduring than typical romance?

Yes, there’s a noticeable age difference between us — and with that comes a different rhythm, a different lens on life. His calmness, his experience, his way of seeing the world — it grounded me. It helped me slow down and listen more, not just to him but to myself.

It’s a love that’s less about loud moments and more about presence, support, and understanding. I think people sometimes miss that love can be steady and powerful at the same time — that it doesn’t have to look like the movies to be real. It taught me that being truly seen is more valuable than being constantly entertained. That kind of love teaches patience, perspective, and trust.

Have you ever cried over a sample gone disastrously wrong—or laughed so hard during a production mishap that you choked on your iced tea? 

Oh, absolutely — I’ve cried and laughed at the same time more times than I can count. When a sample goes wrong— it’s time, it’s energy, and it’s often a ripple effect that impacts others too. Sometimes, I feel like I’ve disappointed not just myself but the people who believed in the process with me. Those moments can be emotional. But you cry, you laugh, you breathe — and then you move forward. That’s what building something real looks like.

What’s the most unexpected thing a customer has ever said about one of your bags? Something that stayed with you or maybe changed how you think about your work? 

I’ve received many beautiful compliments over the years — about the quality, the design, the craftsmanship — but what really shifted my mindset wasn’t one single comment. It was the realization that no matter how much heart you put into your work, there will always be people who just don’t connect with it. Some say, “Why don’t you make bright yellow bags?” or “Why only use real leather?” or even, “Your bags are too simple.” And that’s okay. It taught me that not everyone needs to understand or love your vision. You don’t have to defend your choices. There will always be more people who do see it, appreciate it, and support it — and that’s who I create for.

If you could create a bag inspired by one vivid childhood memory from Eastern Europe—what would it look like? What would it feel like to carry? 

What a beautiful question. I think the bag would be like a little cloud — soft, light blue, small. I’d add a few dandelions  — the kind that used to fill the fields where I’d lie with my sister and cousins, staring up at the sky. We’d search for shapes in the clouds, telling stories, making up worlds. To carry that bag would feel like holding onto a piece of childhood — light, free, and full of wonder.

Finally, when a young girl—maybe from Lithuania, or Philly, or anywhere—sees Jurgi, what do you hope she sees? What do you want her to believe is possible?

I want her to believe that she is enough. That being grounded, kind, thoughtful — that being herself — is more than enough. You don’t need to shout to be seen or wear something wild to be recognized. Just like my bags — they’re simple but not basic. Quiet but full of quality and intention. They’re made to last, to be loved, to feel right — without needing big logos or loud colors to prove their worth.

That’s what I hope every girl or woman sees in JURGI: the beauty in subtle strength. That you can be noticed without screaming, valued without changing, and loved for simply being who you are. Believe in that. Believe in you.

Photographed by Bela Shehu at Jurgita’s home, the images capture her latest JURGI designs in the quiet company of her art collection—an intimate glimpse into the world that shapes her work.