Behind the brand
The Jacksons creates bags bursting with personality; perfect for the beach, the gym, vacations, and everyday adventures! We love their bold colors, humorous woven statements, and incredible versatility. For over 30 years, founder Louise Jackson has been crafting and perfecting the brand’s signature style. From designing floral flip-flops featured at London Fashion Week in the early ’90s to opening The Jacksons’ original Notting Hill boutique in 1998, she has built a brand that embodies uniqueness and sustainability.
Meet the creators
A chance encounter introduced Louise to the world of jute macramé bags and the vibrant artisan community of South-West Bangladesh. What started with a single design, the iconic Smile bag, has since evolved into a playful, ever-growing collection. Recognizing the impact of sustainable employment, Louise collaborates with a rural community of skilled women, empowering them with financial independence. The Jacksons is mindful of the environment, from the materials used to make the bags (100% plant based and biodegradable) through to the production processes and transportation.
What began with 100 part-time artisans skilled in macramé has expanded into a thriving professional community. Today, The Jacksons provides year-round employment for 1,500 artisans, with an additional 4,000 benefitting from jute cord production, beadwork, and embroidery. These women work within their villages, balancing their craft with family life. The Jacksons takes pride in the fact that their products are made by people, not machines, each piece embodying the spirit of the hands that created it.
Tales of discovery
At Gretel, we have a soft spot for words (especially on trays!). Our love affair with The Jacksons' word bags began when Abby spotted her first one in a London department store. It was a bold red, white, and blue design that simply said bonjour. That was just the beginning—soon, la mer and oh happy day joined her collection.
Around the same time, we were exploring the idea of expanding beyond homeware to offer other items inspired by the vibrance of Miami and our lifestyle here. What could be more fitting than bags designed for the beach, poolside lounging, or a gym session? With their fresh, breezy aesthetic and playful spirit, these bags perfectly capture the carefree energy of the Magic City.
Bonjour, beaches!