Our mission is to transform ordinary objects into objects that provide joy - starting with boring black laptop bags.
The world doesn’t need another black bag.
GraceTech got started because one of the founders, Erika, couldn't find a laptop bag she loved. After years in business, she heard similar complaints from her co-workers and friends. They all agreed: A functional, yet beautiful laptop bag didn’t exist. And one that was stylish or fashionable was merely a dream.
The nagging question was, "why do women have to settle when it comes to their work bag?” After trying over a dozen bags of every type– leather bags which are heavy even when empty, lighter bags, but they don’t last long, Erika vowed, one day she would turn her creative passion to creating a laptop bag that would delight women and make them smile.
The right time turned out to be while on a break between full-time positions. “If not now, when?” Erika said. She rolled up her sleeves and began to create everything she wanted in a work bag. She used every bag in her and friends’ closets as inspiration; those pockets, this handle, that zipper. She obsessed about pefecting every detail to make the bag functional and versatile. Ater years of carrying bags that disappointed, Erika had a list of must-haves. Foremost, it would need to be high quality to stand up to the daily grind. The bag had to be soft to the touch, yet strong to last, and practical with well placed pockets.
To be sure we were on the right track with the bags, throughout the development process we shared the prototypes with different types of working women. Reaction to the laptop bags and their removable shells has been overwhelming positive.
Uniquely feminine statement.
It wasn't enough for us to make a functional bag. We wanted to make laptop bags that were feminine, beautiful and as original as the women we hope will use them. The products and services we will bring to market encourage self-expression, individual creativity, beauty and being bold.
To conquer the boring black bag syndrome, we designed a series of removable printed shells that zip on and off. The colorful, striking prints instantly set the bags— and the women carrying them— apart. Because the printed shells can be changed in seconds, a woman can update the look of her laptop bag whenever she wants.
For launch, our prints focus on nature. We've chosen real photographs of gorgeous natural beauty for our printed flaps. Each print is a real image of brilliantly colored feathers, pops of color on a butterfly's wing, and an X-ray of Freesias. The prints bring the beauty and joy of nature into your everyday. We plan to produce new prints every season and we are exploring dozens of different themes for the prints. We are also working on special edition prints to help support charities we believe in that help give back to women.
The name and logo.
The brand, “GraceTech,” marries the beauty and creativity of design with technology. Represented by a soaring swallow, the logo enhances the look of our laptop bags. It is both delicate and strong which is the essence of femininity. Traditionally, a swallow also represents love, caring and affection towards family and friends.