Bio
After studying design in Indonesia and Switzerland, Sheila Djiwatampu graduated with a Bachelor of
Fine Arts from Art Center College of Design in Pasadena, California, and went on to work as a
designer at Channel One in Los Angeles and LEGO in New York City.
Now she's started her own design company, and making these bags is just one of her excuses to play with color
and patterns. Mix and match them, so they look good inside out!
Wear whichever side you like.
View Sheila's Web Portfolio:
www.yellowtofu.com
Corporate History
When she left her corporate job as a graphic designer, Sheila Djiwatampu sought to use her creative background in a
more tactile way. At one point, she bought a cloth bag mainly because she loved the colorful lining.
She decided that the inside of the bag was interesting enough to be the feature fabric of her own bags.
She quickly began to design a reversible bag that was hip and stylish and looked good inside and out.
On a trip home in 2005, Sheila began to shop for fabrics in the outdoor bazaars of her native Indonesia.
She found vibrant, end-run designer corduroys and cottons that she thought would look great together.
She then created what she now calls her basic tote: an 11 ½ by 9 by 3 ¾ inch bag combining corduroy with
one or two coordinating cotton fabric combinations. She later added the school tote as a more utilitarian option,
making it a 10 ½ by 13 by 3 ¼ inch bag with two deep pockets using corduroy as a base fabric with two to
four coordinating cotton accents.
Sheila initially sold her bags at
craft fairs,
then to a Brooklyn boutique and finally on her website,
sheilad.com
and on
Etsy.com, an online marketplace for handmade crafts. She's gradually
expanding her retail presence, and her bags are available at various boutiques around the country.
The cheerful color combinations Sheila chooses for the totes have a universal appeal, and recent online media coverage has
generated strong demand in the United States and abroad. The bags are versatile both due to their reversibility and their
functionality.
Products
Sheila D's customers are using the school tote as a knitting bag, diaper bag, book bag, and laptop tote,
while the basic tote is popular for taking to the park or a cafe, loaded with a couple of books, a bottle of water,
cell phone and wallet, or just for everyday use. People also use the basic tote as a premium gift bag instead of conventional
wrapping papers or gift bags, and it has become popular as a bridesmaid's gift.
The most recent addition to the Sheila D family is the zippered corduroy pouch, designed with complementary colors to match the
basic totes and school totes. The pouch is perfect as a wallet, clutch or cosmetics case.
One of our customers, a professional photographer, uses the pouch to carry extra flash memory for her camera.
Sheila herself carries two, one for money and business cards and one for cosmetics and panty liners.
Charitable Works
Sheila D is proud to have been chosen as a
Nest designer. Nest
is a new organization dedicated to changing the lives of women in developing countries through the use of micro-loans to support
art and craft-based businesses. Sheila was chosen both for her design sense and her own interest in helping the disadvantaged via her
charitable foundation
Bengkel Amal.
Press
Coin Pouches we Love
See Pretty Things (March 18, 2007)
Pommegranites Are So Much More ...
See Pretty Things (March 18, 2007)
A Find: Double Duty
Shefinds (Feb 1, 2007)
Crafter Interview - Sheila D.
Make It (Nov 7, 2006)
Heart warmers
Karin's Style Blog (Oct 27, 2006)
Sheila D's Totes
Wedding Bee (Oct 13, 2006)
Two Bags in One!
Fab Sugar (Aug 27, 2006)
Sheila D Corduroy Pouch
Purseuing (Jul 31, 2006)
D-lightful!
Modish (Jul 28, 2006)
Sheila D Polka Dot Tote
Outblush (Apr 20, 2006)
Tote Couture
Daily Candy (Feb 21, 2006)
Sheila D School Tote
Purseuing (Oct 18, 2005)
Reversible Tote Bag from Sheila D
Purseuing (Jul 7, 2005)
Contact
For more information please contact:
Peter Cuce
info@sheilad.com
1-212-465-3116
