We’re looking forward to introducing you to Simona Eckhold. Check out our conversation below.
Hi Simona, thank you so much for joining us today. We’re thrilled to learn more about your journey, values and what you are currently working on. Let’s start with an ice breaker: What’s more important to you—intelligence, energy, or integrity?
Integrity. Without it, both intelligence and energy lose their meaning.
To me, integrity is the foundation of everything. In design, in craftsmanship, and in every decision we make.
It means staying honest: to the vision, to the materials, and to the responsibility of creating something real.
Integrity is what gives depth. It turns ideas into purpose.
Can you briefly introduce yourself and share what makes you or your brand unique?
My name is Simona Eckhold, and I’m the founder and creative director of AnnLee , a brand born from an emotional vision.
While living 3 years in Portland, Oregon, I developed a love for taking coffee on the go, and realized there was no stylish, sustainable solution to do it consciously. That vision became the foundation for AnnLee.
Today, we are the only brand worldwide combining a high-quality leather bag with a cup holder, and a patented stainless-steel cup covered in the same leather as the bag. A truly unique approach to luxury and everyday functionality.
Every bag is handcrafted in Germany, where I can personally oversee each stitch and seam to ensure the highest level of craftsmanship, quality, sustainability and innovation.
The name AnnLee is a personal homage, as it contains the names of my two daughters — a piece of family and inspiration in every creation.
Okay, so here’s a deep one: What’s a moment that really shaped how you see the world?
A moment that truly shaped how I see the world came from recognizing how much the small, everyday choices say about us. I started paying attention to how people move, what they carry, and the quiet intentions behind their routines.
I realized that the objects we use every day — a bag, a cup, something we reach for without thinking, can either distract us or ground us. That insight changed the way I look at design, purpose, and even luxury.
It eventually shaped the heart of AnnLee: creating pieces that feel intentional, emotionally intelligent, and quietly empowering.
For me, true luxury isn’t about standing out; it’s about standing in your truth, with objects that support the way you want to move through the world.
If you could say one kind thing to your younger self, what would it be?
If I could say one kind thing to my younger self, it would be this:
Trust your inner sense of clarity, even when it feels quieter than everyone else’s noise.
I would remind her that her way of seeing the world, noticing details, feeling deeply, moving with intention. It is not a weakness but a strength. And that the things that make her different will one day become the foundation of her work.
I’d tell her to be patient, to stay soft, and to believe that her intuition will lead her exactly where she needs to go, even if the path hasn’t been drawn yet.
Alright, so if you are open to it, let’s explore some philosophical questions that touch on your values and worldview. What are the biggest lies your industry tells itself?
One of the biggest lies in our industry is that “quality” and “ethics” are easy, that you can claim them without living them.
There is often a belief that as long as the branding looks luxurious, the process behind it doesn’t matter. But it does. The truth is that craftsmanship takes time, transparency takes courage, and responsibility requires real decisions, not marketing language.
At AnnLee, I’m committed to proving that luxury can be honest: that every stitch, every material, every hand involved truly matters. For me, integrity isn’t a trend — it’s a discipline.
Okay, we’ve made it essentially to the end. One last question before you go. If you laid down your name, role, and possessions—what would remain?
If I laid down my name, my title, and all my possessions, what would remain is the part of me that has always carried truth, quality, and craftsmanship in its heart and I would still be a mother through and through.
The light that guides me, intuition, care, the love that always burns within me, my strength, and my joy for life is the essence that endures. It is also reflected in the name of my brand, AnnLee, which carries the names of my two daughters and a piece of who I am in every creation.
Even without a title or material markers, this inner compass remains: a quiet, steadfast commitment to integrity, intention, and the things that truly matter.
Contact Info:
- Website: https://www.annleebag.com
- Instagram: annleebag
Image Credits
AnnLee GmbH
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