Consuela Founder Conni Reed’s Formula for 20 Years of Success
Inside the decades-long success of Austin’s most unique handbag brand
For two decades, Consuela handbags have been a defining force in Texas fashion, famed for celebrating unique expression through their vibrant, colorful designs. Founded in 2005 by Austin artist Conni Reed, the brand is recognized for its bold prints, versatile patterns and high-quality. For 20 years, the brand’s popularity has grown, and today the handbags can be seen brightening all corners of Texas and beyond. We sat down with Reed to discuss the inspiration behind the brand and what has sustained its momentum.
What was the original inspiration for opening Consuela? Does it still hold true today?
CR: After an unfulfilling chapter in corporate America in the early 2000s, I returned to my creative roots — blending my background in painting and graphic design with mixed-media art. Influenced by the era’s eclectic spirit, the arts and crafts revival and the bold, maximalist energy of decorated fashion, I began creating colorful pieces that told layered stories.
That original inspiration still holds true today. As we celebrate Consuela’s 20th anniversary, staying grounded in why I started continues to guide everything we do. My founding vision was built on three principles that remain at our core: create art, support and uplift women and work in Mexico.
I never set out to sell anything. I simply followed my heart by creating art to uplift my girlfriends who were navigating their own life challenges. Art makes you feel something, and our customers often tell us Consuela brings joy to their day. My hope has always been that through art, women are reminded they are seen, valued and limitless. When women feel supported, they thrive.
Trends have come and gone during your many years in business. Is there a trend of the past that you’d like to bring back?
CR: Our inspiration has never come from trends or forecasts. We begin with art, always. Art has always been my way of processing life’s layers: the beautiful and the hard, the joyful and the raw.
My work is rooted in storytelling. Growing up between small-town Texas and Boulder’s creative new-wave scene in the ’80s, I spent nights sketching and dancing to MTV in the basement, dreaming big while learning how to carve my own path. Mexico is also a vital thread in my work — childhood trips with my father, the warmth of the people and the beautiful colors and foliage were imprinted on my heart.
Building Consuela allowed me to weave my love of art and my deep connection, respect and appreciation for Mexico into a life’s work. Every product begins with original art — digital prints, textiles, embroidery and patchwork — that celebrates texture, story and color.
The best way to describe our aesthetic is through our Art of the Unmatched design philosophy — a visual diary of intentional contrasts: rugged yet fantastical, bold yet heartfelt, complex yet beautiful. The word ‘unmatched’ is very intentional. Different from ‘mismatched,’ it means purposeful, varied and unexpected — much like our own personal histories.
Each collection evolves as a collage of life itself — sights, sounds, emotions and playful contradictions woven together in unexpected harmony. Ultimately, we create pieces that move people and make them feel something real. That joyful energy is foundational to the Art of the Unmatched.
What is something that has stayed the same for your business after all these years?
CR: Relentlessly staying true to our founding vision.
Our mantra, ‘Make Today Ridiculously Awesome!’ has stood the test of time. It’s not a declaration that every day is perfect — it’s a ‘we see you’ reminder that the hard and the beautiful coexist. You never know what someone is carrying at any given moment.
The word ‘make’ is intentional. It’s full of possibilities. It’s a choice to move forward, to choose light and to honor the layers that make each of our stories unique. I believe life is meant to be joyful and deeply felt. I create to honor those layers in my own life, and in the lives of the women we support, uplift and celebrate every day.
What do you think has contributed most to Consuela’s staying power in Austin?
CR: Austin’s vibrant and independent creative spirit rooted in curiosity, art and soul has always felt like home. That spirit mirrors the heartbeat of Consuela, and it continues to inspire us to create boldly, stay human and build something meaningful together.
Read more about Austin’s legacy retailers in our Anniversary issue, available March 1, 2026.
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