The New Bag to Have is Italian-Made, with Swedish Sensibility.
Meet the women behind LŪRA, the new leather line fashion insiders are gobbling up.
My friend Gaby initially introduced me to LŪRA, a luxury handbag brand that beautifully marries design with ethics. Co-founders Sandra Planeta and Yvonne Roe, both industry veterans with over thirty years under their belts, call their vibe “Swedish-Italian,” given that they work together from separate countries. Launched in 2023, LŪRA set out to re-engineer the thinking behind manufacturing and the marketplace—why do women invest in handbags? How does a good bag truly perform? What makes it feel like it’s yours?
“In all these years of creating literally thousands of bags, I have never found the perfect bag,” Roe says. “For 25 years, I’ve been thinking and dreaming about a collection of bags that I needed, wanted, and coveted for myself. Bags that were impeccably designed, beautiful to see, delicious to touch. Timeless. Handmade with uncompromising quality but resilient, practical, and functional. Bags that I could use effortlessly, in any situation, anywhere in the world. Morning or night, casual or formal. Bags that were a true reflection of me and my lifestyle.”
LŪRA took nearly five years to develop, but Roe says they’re thrilled with how quickly customers embraced the line. She attributes this to shared principles of ethical and sustainable production and their appreciation for outstanding Italian quality.
But the bags are also decidedly today: each has its own unique Digital ID that provides a complete history of where and when it was made, who it was made for, as well as complete transparency of all of the materials and suppliers used to make up each piece. It also authenticates and certifies each product, accessed through the LŪRA App.
On personal style:
Yvonne: My personal style is about minimal and classic silhouettes, with an emphasis on good proportions for my body type, but with special attention to details. I’ve always shopped for investment pieces and I have never cared about what is in trend, I just buy things that I love. I have so many pieces that have been in my wardrobe for years, even decades. An example is an amazing cream and black Marni coat from Consuelo Castiglioni’s 1998 fall collection that still fits perfectly in my wardrobe.
The designers that I have been leaning towards these past few years are Sacai for great outerwear and tops, Acne Studios for the perfect pair of pants. I love the Japanese brand Enfold for knitwear. Aspesi and Comme des Garcon are very good for white shirts. A beautifully ironed white shirt under a simple sweater or a jacket can effortlessly smarten up your look.
On the style of Swedish and Italian women:
Y: Italian women are stylish not only in the large cities but also in the smallest of towns. Across all generations and provinces, they are always well dressed for almost every moment of their day, it’s just an inherent part of their culture and upbringing. I’ve been living in Italy for over 20 years, in the heart of the leather making area for both bag and shoe production. My team and I are in the factory where our bags are produced every week.
S: Living in a small country like Sweden encourages a global mindset because our market is limited. This perspective has helped Swedish design, music, and brands thrive internationally. I love the beauty and energy of Stockholm, which fuels my creativity, while my second home in the archipelago offers a peaceful escape. This blend inspires my work and reflects my unique lifestyle. Plus, who wouldn’t want to mix city life with a bit of island charm? I would call the way women dress here “effortless chic”—clean lines, cozy layers, and neutral tones that always look polished. We might not be the boldest in our fashion statements, but with Acne and Totême calling Stockholm home, you can imagine how we blend trends into our timeless style.
On dining out in style:
S: Stockholm has so many great options. For lunch, I’d pick Sturehof—perfect for people-watching while enjoying a classic Swedish shrimp salad and their caviar bread spread, which is to die for. For dinner, I’m still all about PA & Co. It’s cozy and intimate with a great mix of Swedish classics and international fusion. If they have calf's sweetbreads on the menu, I’ll definitely go for that! My go-to look for dinner… you can probably tell I’m Swedish by how I dress—a simple yet stylish dress, paired with a colorful LŪRA bag for sure.
Y: There is a lovely little restaurant just up the street from where I live in Recanati called Osteria di Via Leopardi. It’s a simple little place that serves very local dishes with the best ingredients. I usually order a pasta called “Quasi un’Amatriciana” with a glass of Lacrima di Morro d’Alba, a rich, fruity local wine from the Marche region that is my favorite red. I’m dressing casual chic, too. I never really like to be too elegant, which at my age can make me look older than I am. I prefer to wear something particular, but never too dressed up.
On the culture that inspires them:
Y: I saw a fantastic concert last May at the Teatro San Carlo in Napoli. Barbara Hannigan and Betrand Chamayou performed Olivier Messiaen, Aleksandr Skrjabin, and John Zorn, all contemporary classical composers. Some of the pieces were quite abstract, and there were new sounds, and interaction with the piano and voice that were completely unexpected. There were many people in the audience who were quite taken aback by this unexpectedly modern performance. An older Italian couple sitting next to me did not clap at all at the end and looked confused, bewildered, and even a little offended. I myself was delighted and completely inspired.
S: I’m not missing Svenskt Tenn’s 100-year celebration at Liljevalchs in Stockholm. I’m also looking forward to checking out the Kraushaar Galleries, where Katherine Degn is curating a fantastic exhibit featuring works by female artists. It looks incredibly intriguing! I also just read The Road by Cormac McCarthy. It was heartbreaking and exquisitely written—the story of a father’s profound love for his son in a brutal and very ugly post-apocalyptic world. It was incredibly touching.
On Insta-crushes:
S: My forever crush is Stella Bugbee. I’m fortunate to call her a friend—her wit and unique perspective never fail to inspire me.
On the perfect host gift:
Y: Who doesn't love receiving a beautiful bouquet and a delicious bottle of red wine or prosecco?
S: I’ll bring a small piece from Svenskt Tenn. It’s the best gift destination and a unique store that Stockholm has to offer.
On overcoming creative blocks:
S: Block out some time, do your research, write down your ideas, create mood boards, and then start designing—it works every time.
Y: Travelling is a fantastic way to be inspired, but also cooking and listening to music does it for me. I need to relax somehow and the ideas will start to flow.
On the power of a professional community:
Y: Try forming an advisory board of people that you can look to for tough and honest advice. Talking through difficult situations and getting a different perspective from someone you trust can make a huge difference.
S: Yes, create or join a network. Building relationships with fellow entrepreneurs or finding a mentor can make a world of difference. Sharing challenges, successes, and advice helps you feel less isolated and gives you valuable insights you might not have considered on your own.
Drop a beauty secret:
S: I just started using natural hair dye. It’s non-toxic and won’t dry out your hair, making it a great way to get rid of those stubborn gray ones without the damage.
Y: A silk pillowcase will do wonders for reducing wrinkles that form when you sleep.
On collecting:
Y: I collect scarves - mainly cashmere, silk, and cotton. From cashmere shawls that sometimes double as an extra blanket in a cold hotel room, to small silk squares to wear under a turtleneck, to cotton batik that works wonderfully as a sarong on the beach - I adore them all. Woven, jacquard, printed, handpainted, batik, embroidered, hand knitted, hand loomed. Scarves from Italy, France, Scotland, Peru, India, Mongolia, Indonesia, Japan, Thailand, Korea. They are beautiful accessories that can help transform your look, but to me they are also precious reminders of my travels during different periods of my life.
S: In hindsight, I guess I collect ceramics. I love bringing home a special piece when I travel. My heart is in interior design, so these smaller finds add unique touches to my home—it’s much easier than fitting big furniture on a flight! After doing this for years, each piece now serves as a little reminder of great memories.
On the perfect Sunday:
Y: My perfect Sunday is spent in the Italian countryside at one of my daughter’s equestrian events, literally grooming her incredible horse Cody. The fresh air, adrenaline, and these beautifully regal animals help me relax, de-stress, and truly enjoy being outdoors.
S: You will most likely find me on our island in the Stockholm archipelago. When I’m not traveling or cheering at my daughter’s football games, I’m there, enjoying the simple, off-the-grid lifestyle and the stunning, serene sea. It's perfectly imperfect charm makes it incredibly relaxing—it’s my place.
Website: www.luraworld.com
Instagram: @luraworld
IRL: Upcoming trunk shows in Manhattan on Wednesday, September 25, and Friday, September 27 — DM for location.
I love the clutch w the strap
Beguiling duo
Thanks Jess
Inspirational, beautiful in design and quality, Swedens answer to The Row? Fabulous, thanks 🤓😍💯