After starting the AALLYN brand during the COVID pandemic, the early years were focused on getting the name out there and finding the right fit in the market. But at the start of 2025, founder Allyn, alongside her right-hand woman Sharon, moved their attention toward defining the brand's deeper purpose: not just selling quality handbags, but building something that reflects and supports a more thoughtful and intentional way of living. 

The modern woman is not a fixed archetype. She’s complex, evolving, and often juggling competing priorities—thriving in her career, showing up for loved ones, and staying grounded—all while carrying the weight of unrealistic expectations. At AALLYN, we hope to honor the many versions of her, whether she’s building a business, a family, or both; dressing for herself instead of chasing trends; or creating a life that actually feels like her own. That led us to reflect on a deeper question: how does a brand or a person find alignment with purpose?

In our search for purpose, we came across the Japanese concept of Ikigai, also known as the reason for being. It describes the meeting point between what you love, what you’re good at, what the world needs, and what you can be paid for. This framework helped us clarify what AALLYN is really about, which is not just making things, but making meaning. We want to go beyond handbags and speak to the tangible and invisible things women carry every day. In doing so, we aim to challenge the one-size-fits-all narrative of what it means to be a woman today. It was through that lens that we saw AALLYN’s purpose clearly and realized we had found our own Ikigai.

In many ways, AALLYN began as a solo vision but quickly grew into a partnership built on mutual respect and shared values. Sharon joined early on, seeking a more balanced life, and together she and Allyn built a dynamic that prioritizes family, flexibility, and friendship above all else. From the beginning, they agreed that their relationship and bond as cousins would come before profits. This approach has allowed their roles to ebb and flow depending on what life demands, making AALLYN not just a brand, but a reflection of how modern women can thrive in business without compromising what matters most.

This realization also shaped how we think about community, because navigating all of this shouldn’t be done alone. That’s why we’re creating space for thoughtful dialogue. When ideas and experiences are shared, what often blooms is profound wisdom that helps illuminate the best way forward. That same ethos of slowing down, sharing honestly, and redefining success also shaped how Allyn and Sharon live and lead.

That belief in collective wisdom and support also extends beyond the AALLYN internal team. Allyn, who has mentored women for over 15 years, continues to offer one-on-one guidance to those pursuing creative and professional passions with confidence. She also volunteers with Dress for Success, an organization dedicated to empowering women with the tools and support needed to achieve economic independence. These efforts are part of the same commitment that drives everything this brand does and stands for: creating spaces where women can thrive.

This value of intentionality didn’t just guide our brand philosophy, it also shaped how our founders navigated life itself. Another shared value of Allyn and Sharon’s is that of slow living—the idea that life should not amount to climbing corporate ladders or breaking glass ceilings as fast as possible. Although such goals are commendable, as new moms they wanted to find the balance between building a business and raising their daughters. They discovered that motherhood and entrepreneurship weren’t separate roles at all—both demanded presence, flexibility, and the art of pivoting quickly—skills that directly shaped their approach to building the brand.

We want to give shape to the often unseen parts of our identity such as the philosophies we hold, the everyday choices we make, and the quiet questions we return to often. So we started to think: how can we share more of what matters to us?

Our overall goal is to use this blog to uplift female voices on topics we are passionate about, such as slow living, real-world minimalism that’s actually livable, finding ways to incorporate minimalist values into our lives (because even small changes make a difference) and embracing personal style over relying on trends. And we don’t want to do it alone.

To bring these ideas to life, we’re starting conversations that go beyond just selling purses. We’ll be inviting guest writers that inspire us, such as new moms, small business owners, artists, and thinkers, who can share their stories and insights. We hope this blog can become a place for curiosity, wisdom, and the kind of honesty that reminds us we’re not alone in navigating the meaningful in-betweens of modern life. Come along for the ride—there’s more to explore, and we’re just getting started.