The Energy is Back: How IT BAG x NY NOW Delivered Big Sales & Pure Joy

If you walked the floor at NY NOW this season, you felt it immediately: something fundamental has transformed, which I had discussed with Dorothy Belshaw, the new CEO and co-owner of NY NOW, on a recent episode of my podcast, Handbag Designer 101.

This season was a complete turnaround. Under new management, NY NOW underwent a massive floor-wide refresh in structure, flow, and spirit. At the heart of this revival was curated and back for the third time, THE IT BAG x NY NOW showcase. Featuring a tightly curated group of 10 independent handbag designers selected for their craftsmanship, originality, and retail readiness, the showcase brought a wave of optimism, incredible design storytelling, and robust sales for independent designers.

The moment you walked into the section, the change in direction was obvious. The iconic yellow NY NOW x IT BAG entrance signage set the stage for an elevated, high-energy environment built specifically to highlight independent accessories talent.

Order pads were out, digital line sheets were getting scanned, and real business was being done on the floor. Buyers weren’t just passing through—they were actively placing orders for unique, standout handbag silhouettes.

From sitting down over collection specs to scanning QR codes for instant wholesale ordering, the section was buzzing with active deal-making throughout the entire show. Whether discussing order minimums or reviewing colorways, the interaction between buyers and founders was constant.

• RAPT New York (@rapt.new.york) — Nicole Levy (Returning 2nd Time)

  • Origin: New York, NY | Made in: NYC Garment Center | Retail: $350–$495

  • The Edge: Designed by a veteran manufacturer for some of the biggest contemporary brands, Rapt blends Italian leather with edgy mixed metals for a seamless day-to-night transition.

    

• ANA LAVERDE (@analaverde.leather) — Ana María Laverde (Returning 2nd Time)

  • Origin & Made in: Bogotá, Colombia | Retail: $500

  • The Edge: Exceptional geometry and vibrant color stories for the urban woman. These light Napa leather bags are deeply rooted in Colombian heritage with a modern, high-fashion twist.

    

• ELEMOOD (@elemood.official) — Sujin Osatarayakul & Kazumi Takahashi (Returning 3rd Time)

  • Origin: Japan/Thailand | Made in: Thailand | Retail: $200–$300

  • The Edge: Founded by an architect, ELEMOOD explores the dialogue between Bauhaus structure and Japanese origami. These sculptural, geometric bags are as practical as they are artistic. (Carried at Wolf & Badger LA & Soho NYC).

    

• Richtmann Sweden (@richtmann_atelier) — Markus Richtmann

  • Origin & Made in: Skellefteå, Sweden | Retail: €700–€900

  • The Edge: Handmade using premium Swedish quality leather. Every bag features his signature wrap-around strap that threads through the Richtmann sign—a detail originally designed for his wife, Frida.

    

• Daneault (@shopdaneault) — Penny Crook

  • Origin: Loudon, TN | Made in: Kolkata, India | Retail: $225–$475

  • The Edge: Features the world’s first and only patented luxury leather reversible handbags. Inspired by a 50-year-old family heirloom, these bags offer two designer looks in one without compromising structure.

    

• Sieme (@we.are.sieme) — Cassandra Kane

  • Origin: Los Angeles, CA | Made in: Tuscany, Italy | Retail: $250–$1,100

  • The Edge: 100% upcycled luxury. Sieme rescues leather discarded by the Italian luxury industry, transforming it into hand-woven, knotted, and macramé masterpieces via family-run Tuscan workshops.

    

• Siena Wolf (@siena__wolf) — Lori Tyberg

  • Origin: Los Angeles, CA | Made in: Florence, Italy | Retail: $1,350–$1,890

  • The Edge: Named after her children, Siena Wolf represents a deliberate return to intentional design. These bags offer high-level Italian craftsmanship and lasting design built for everyday life.

    

• Ann Gaylord (@anngaylordbags) — Ann Gaylord

  • Origin: Baltimore, MD | Made in: USA | Retail: $400

  • The Edge: A whimsical take on luxury; these bags are handcrafted from real sports balls. Fully customizable with spunky embellishments and interchangeable handles, they are the ultimate personalized gift.

    

• GAG (@gagbag.mx) — Gabriela Sánchez & Ana González Barragán

  • Origin: Mexico City, Mexico | Made in: León, Guanajuato, Mexico | Retail: $40–$280

  • The Edge: Minimalist, durable essentials made from LWG-certified Mexican leather. GAG follows a fair trade model and offers repair services to ensure each piece lasts a lifetime.

    

• Handbag Designer 101 x BAIKAL

  • Continuing the momentum of previous shows, this exclusive capsule collection returned with Emily Blumenthal and Nicole Levy of the Baikal Handbag Factory. The collaboration introduced a vintage-inspired silhouette—aptly named “The It Bag”—blending timeless design with modern relevance to create the next must-have style for serious handbag collectors.

Beyond order writing, the show re-introduced interactive design touchpoints and one-on-one connections that made the event feel truly collaborative.

Designers and buyers alike gravitated toward interactive stations like the Savvy Suzanna sketching program, encouraging attendees to draw, ideate, and share their own handbag silhouettes.

From quiet 1-on-1 consultations to lively booth discussions, the human element of fashion wholesale was fully on display.

More than anything, what defined this season was the genuine camaraderie and contagious optimism. The feeling of community that had been missing in recent years was fully restored.

Designers were celebrating each other’s wins, snapping group photos, and filling the hall with energy from opening hour until the final close. The IT BAG showcase proved that when brilliant curation meets fresh event management, wholesale trade shows remain an irreplaceable powerhouse for independent fashion.