Our Story

The antidote to the beige era.

Karu translates to ‘Artisan’ which is a name that sits at the absolute core of everything we do. But if we are being completely honest, the real story of why this brand exists started with a bit of an identity crisis.

After having a baby, I found myself adrift in the trenches of early motherhood, desperately trying to find my personal style and figure out what I actually liked again. I tried to do what the internet told me to do. I tried to fit the "clean girl" aesthetic. I bought into the minimalist, neutral, sad-beige lifestyle trends.

And frankly? It wasn’t me.

I am loud. I am bold. I am fun. I dress entirely for joy. And I quickly realised that trying to mute my personality just because I had a pram to push was a losing game. I didn't want a "boring but functional" grey baby bag. I needed personality-packed, dopamine-inducing accessories that matched my actual vibe, whether I was travelling, heading to work, or carrying a bag stuffed completely full of random toddler snacks.

So, I built it.

From Artisan Hands to Hectic Days

We started with a simple obsession: vibrant Indian textiles and the incredible, generational craft of the makers who create them. Working directly with skilled artisans in India, we bring these hand-printed, quilted cotton treasures to life.

We’ve deeply obsessed over the physical details, from reinforced stitching to "fit-everything" dimensions. Our fabrics are hand-selected for their striking, unapologetic patterns and then quilted for a structure that is both cloud-soft and aggressively durable.

Whether it’s a Large Tote acting as your free EasyJet carry-on, or a Midi for your office essentials, Karu is designed to bring a hit of unhinged joy to the hectic rhythm of your daily routine.

We take our craft seriously, but we don't take ourselves seriously at all. No boring aesthetics, just beautiful, clashing, functional bags made for the way you actually live.