Meet Devi Kroell
4.14.2008 | by Megs
PB: Why did you choose handbags and shoes rather than jewelry, which you had been working on in Paris?
DEVI: At that time there was a gap in the handbag market. Bags were not good at that time and I decided it was my chance and I could slowly expand the collection. I added shoes later, and will be adding jewelry. I want to keep on expanding.
PB: Where do you gather inspiration for your designs?
DEVI: Buildings and architecture. I don’t really look at other designers to do my bags. I have a bag that is based on a lamp that I have at home, the Wooden Box clutches are inspired by the New York skyline. It is a different approach. This bag is inspired by an accordion. For me it is about finding some interesting things that do not necessarily have anything to do with bags; it could be architecture, a musical instrument, lamps, but it is almost never a handbag.
Vlad (points to Accordion bag): Is that stingray?
DEVI: Wow, you are good! How did you go from being a swimmer to bags! This bag is interesting though, it has the stingray, the python in the middle, and then eel.
PB: What was the hardest part about breaking into the fashion industry?
DEVI: I have to say I was very lucky. I did not really have a hardest part. I think most people think it is difficult to get in, but I think the hardest part is to stay in continue to deliver and grow. In this market it is about what is hot and new, but what do you do when you are not new? You have to do something else to keep people excited.
PB: From your travels, do you find any city has influenced you more or given you more inspiration?
DEVI: The snake skin from my time in Asia and their prevalence in the markets, the metallics are very French because they do a lot of guilded things, the colors and craftsmanship are very Italian as they are known for strong colors since their Renaissance period, the clean structures are very Austrian as everything there is very perfect and symmetrical.
Thanks for the interview! I love her bags!
I have loved her bags since the first time I saw Jessica Simpson with that gold python hobo. She was sitting at a dinner table and started unloading it to find her black American Express card! HAhahaha. They have grown in my mind since. I love them and I love this lady. What a business inspiration!
She is AMAZINGLY talented! Thank you for sharing this interview with us. BTW, I’m with Vlad, that orange croc hobo — droolworthy!
Thanks for the interview!
Such a good interview, and great pictures. Nice job!
Nice. I like Devi Kroell’s bags. I got her limited edition clutches that she did for Target and those were great. I put away my more expensive designer pieces. BTW-It’s Lang no e.
Hmm.. her Cartable bag in Ostrich kind of reminds me of YSL Besace Messenger bag.
Dear M - You probably know this already, but the term “besace” in French means mailbag or messenger bag, it is not a proper noun like “Birkin”. The term “cartable” which Devi would know because she speaks French, is a French school kid’s classic book bag and they always have this same form with a large flap that covers the entire body of the bag, squarish/rectangular shape and with two closures on the front. So, when YSL or Devi Kroell use these terms it is like when we say in English “frame bag”, or “clutch bag” or “messenger bag”!
Her bags are very cheaply made. I purchased a python hobo last year and it completely came apart within a month. I think I wore it about twice! When I took it back to her NYC office to complain, one of her rude assistants sent me away. AWFUL service and worse material. She’s not that great really. And her real name isn’t even Devi Kroell! What a fake.
Great piece, thank you so much for shedding some light into this mystery designer brand…
LOVE LOVE LOOOOOVE Devi Kroell, thank you for bringing this!!!
Just went to Devi’s East Hampton New York store. Lots of gorgeous bags and shoes! Then this pudgy little frump comes out of the back room to assist us(i was with a few friends), she was in the midst of biting her nails!!! Not just biting them, but making a meal out of them, totally gross. We took one look at her and walked right out…
Also, someone said that she’s not Austrian, but from some South American country. What’s the deal with that?
Great designs! Devi, I was told that’s not her real name too, is part Austrian, part Oriental. All her staff are horrible. They are mostly foreigners who have no clue how to deal with customers. I had a run in with some Turkish girl. Very rude. With staff like that you have to wonder if “Devi” beats them.