International Women’s Day
International Women’s Day is a celebration, but it’s also a moment to pause and reflect. Women carry many roles: leaders, creators, partners, mothers, dreamers; often all at once. We sat down with our co-founder and creative director, Ami, to hear her story and learn how her inspiration turns into the bags you love.
More Than a Day
At Lug, the spirit of color, creativity, and joy lives at the heart of our story. When Ami started the journey in 2005, she believed that function should be beautiful, color should spark joy, and organization could change the way you move through your day.
Ami explains that Lug has never just been about bags. It’s about building something meaningful, alongside her husband, for her family, and for women everywhere, balancing work, home, and everything in between.
I wanted to create something that made life a little easier, a little brighter, and a lot more fun, for women like me and for women everywhere.
— AMI RICHTER, LUG CO-FOUNDER & CREATIVE DIRECTOR
Designing a Life and a Brand
When Ami co-founded Lug with her husband Jason in 2005, their goal was simple: refresh the luggage retail world with fun, functional, and colorful designs. Together, they built Lug from the ground up, combining creativity with strategy, intuition with intention; all while building a life and raising a family.
“Every bag we design starts with real life in mind,” Ami shares. “I think about the mornings, the school drop-offs, the travel, and the chaos, and I ask myself, how can this bag make that day easier, more organized, more colorful?”
Being both a founder and a mother shaped Lug in ways that still define it today. Early days were filled with sketches, samples, trade shows, and family moments happening side by side. Lug wasn’t created in isolation; it was born inside life itself. That perspective gave Ami a deep understanding of what women really need: products that work hard, look fun, and make everyday routines feel just a little more manageable, so you’re prepared, organized, and ready to take on whatever comes next.
Living Life in Color
Lug is still proudly family-owned, and color remains at the center of everything we do. While function is foundational, joy is just as important. Ami says she’s always believed that practicality doesn’t have to mean plain. Her love of color and print became a signature of the brand, reflecting her belief that the things we carry every day should make us smile.
“Color isn’t just decoration,” Ami says. “It's confidence. It's a joy. It’s a little spark to start your day. I want every bag to feel like an invitation to live boldly, beautifully, and with purpose.”
Color is confidence. It’s personality. It’s optimism stitched into fabric. Whether it’s a bold seasonal shade or a playful print, Lug designs are created to stand out because women deserve accessories that feel as vibrant and dynamic as they are.
To the Women Carrying It All
This Women’s Day, we celebrate women who are building businesses, raising families, chasing ideas, leading teams, and carving out time for themselves in between. There is no single way to “do it all,” and no perfect formula for balance. There is only intention, resilience, and the courage to create a life that feels meaningful.
“To all the women juggling everything,” Ami adds, “remember: your creativity, your energy, your joy, are what make life beautiful. Keep living in color, and never forget to carry a little of yourself in everything you do.”
Celebrate Women’s Day with a specially curated collection of purple favorites, designed to brighten your day and honor the women who inspire us:
