Violet Ray® was founded in 2010 with a passion for creating beautiful, high-quality handbags and accessories that women love. Our goal is to make premium bags accessible to all by eliminating the middleman and passing the savings directly to you.
Headquartered in Los Angeles, Violet Ray® brings Southern California style to handbags, combining casual elegance, contemporary trends, and functional designs in every collection. We believe the right bag can make any outfit, which is why our in-house team pours their creativity into crafting pieces that are both fashionable and functional.
Every Violet Ray® bag is designed in-house in Los Angeles and made from high-quality vegan leather and cruelty-free materials. Our skilled craftsmen cut no corners when it comes to hardware, linings, and stitching. The result is beautiful, affordable handbags that stand the test of time.
Our Story
Violet Ray® was founded by entrepreneur Michelle Tan, who struggled for years to find quality handbags that were both stylish and affordable. After success selling handmade accessories online, Michelle set out to create her own line of contemporary bags that combined her Southern California aesthetic with excellent value.
In 2010, the first Violet Ray® collection was designed and produced in Los Angeles. With a focus on minimalist silhouettes, luxe vegan leathers, and thoughtful details, the signature Violet Ray® style was born: effortlessly chic and endlessly versatile.
As an Asian American female founder, Michelle is passionate about diversity and female empowerment. Those values are woven into the brand’s DNA, from ethical supply chains that support communities worldwide to a culture of inclusivity and empowerment.
Over the past decade, Violet Ray® has grown from a small online boutique into a leading accessories brand sold in thousands of stores worldwide. But our mission remains the same: to spread our vibrant Southern California style while empowering our customers to live their best lives.
Our Design Approach
The Violet Ray® design approach blends minimalist silhouettes with luxe details and textures. We design each collection in-house to capture the laidback elegance of Southern California style.
Inspiration is drawn from contemporary architecture, nature, art and our globetrotting travels. Our color palettes reflect the hues of the California landscape, from seafoam green to desert rose.
Every Violet Ray® piece is meticulously designed to be versatile, lightweight, and functional. Our silhouettes transition seamlessly from weekday office to evening events. Interior pockets, compartments and soft linings keep your essentials organized. Premium hardware adds luxe touches while standing up to everyday use.
We use only high-quality vegan leathers and thoughtful materials that balance our love of animals and the planet with our passion for leather’s richness and durability. Our fabric linings feature intricate patterns and unexpected textures that pop when you peek inside your Violet Ray® bag.
Through every detail, our goal is to create bags that feel special yet understated – pieces you’ll use day after day.
Our Values
Violet Ray® is committed to ethical production and the empowerment of women worldwide.
We proudly create our collections in Los Angeles using ethical supply chains around the globe. Our production partners in China, India, Indonesia and elsewhere are committed to fair labor practices and safe working conditions. We regularly visit our global partners to build relationships and ensure compliance.
Empowering women is central to our mission. The majority of our artisans worldwide are highly-skilled women whose work supports their families and communities. Our primarily female team brings diverse perspectives that enrich our brand and culture.
We are passionate about animal welfare and the environment. We use premium vegan leathers and responsible materials that minimize harm to animals and nature while maximizing style and durability. We offset carbon emissions from production and fulfillment.
As part of the APPAREL IMPACT FUND, Violet Ray® invests in technologies that transform textile waste into new materials. And we donate a portion of profits to animal welfare groups like the Humane Society.
Through ethical partnerships, female empowerment, animal advocacy and sustainability, we aim to have a positive impact on people and the planet. Our success as a brand is defined by more than products – it’s measured through the lives we touch.
Meet Our Founder
Violet Ray® founder Michelle Tan grew up in San Diego, where the laidback Southern California lifestyle inspired her bright, minimalist aesthetic. While studying marketing in college, Michelle began designing and selling her own handmade accessories online.
After graduation, Michelle worked in fashion and marketing while building her accessories business at night. She soon left to found Violet Ray® handbags, driven by the vision to make stylish bags accessible to women everywhere.
As a first-generation Asian American, female entrepreneur, Michelle is passionate about diversity, ethical manufacturing and empowering women. She brings her vibrant spirit and global perspective to every piece Violet Ray® creates.
When she’s not traveling the world seeking inspiration, Michelle enjoys exploring LA’s arts scene, mentoring young entrepreneurs, and snuggling with her french bulldog, Lady.
Our Handbag Specialties
Violet Ray® offers thoughtfully designed bags that fit seamlessly into your life:
Totes
From work totes to beach bags, our totes are designed for stylish utility. Soft vegan leather, lots of pockets, and chic silhouettes transition seamlessly from running errands to weekend getaways. The perfect bag when you need to carry it all.
Satchels
From classic silhouettes to modern updates, satchels are reimagined in fresh colors and luxe vegan leathers. With multiple interior pockets and comfortable straps, these bags add hands-free versatility and just the right amount of polish.
Crossbody Bags
Lightweight crossbody bags keep your look sleek and hands free for adventures near and far. Adjustable straps, compact silhouettes and luxe hardware let these bags work overtime as you explore the city and beyond.
Backpacks
Functional backpacks upgraded with elevated materials and minimalist vibes blend seamlessly into both casual and polished looks. Padded straps, laptop sleeves and lots of pockets make our backpacks the perfect carryall.
Accessories
Violet Ray® accessories add the finishing touch to your look. From wallets and wristlets to scarves and face masks, we design pieces that seamlessly integrate into your everyday style.
With styles ranging from classic to contemporary, Violet Ray® offers thoughtfully designed bags to fit your life and your style.
Our Production Process
We proudly produce Violet Ray® collections in Los Angeles using ethical, sustainable supply chains around the world.
In-House Design
Our talented LA-based design team sketches every Violet Ray® original piece. We draw inspiration from our California home and worldwide travels. Initial hand-drawn sketches are transformed into technical drawings used for sampling and production.
Sampling & Prototyping
Samples are produced in small runs and hand-reviewed in our Los Angeles studio. We perfect every detail – from leather quality to hardware durability – before launching each new design into production.
Responsible Production
Our production partners are committed to ethical labor practices and environmental stewardship. We build long-term relationships and regularly visit partner sites to ensure transparency. The majority of artisans are highly skilled women.
Quality Control
Every Violet Ray® bag undergoes rigorous quality control at multiple stages, from materials to finished pieces. All hardware is tested for integrity. Stitching, edges and lining are carefully inspected. Nothing ships without meeting our meticulous standards.
By closely overseeing each step of the process, we deliver consistent quality you can feel good about.
Customer Happiness
Your complete satisfaction with our products is our top priority. That’s why we back every Violet Ray® purchase with:
The Violet Ray Promise
We stand behind the quality of our materials and workmanship. Every bag is guaranteed to be free from manufacturing defects for the lifetime of the product. If you aren’t completely happy, we’ll make it right.
Free Exchanges
Items can be returned for free exchanges or refunds within 30 days of delivery. We’ll provide a prepaid return label and ship your exchange as soon as we receive the return.
Easy Returns
Not satisfied with your purchase? No problem! Items can be returned for a full refund within 30 days of delivery. Just contact us to receive a prepaid return label.
responsive customer service
Our Los Angeles-based customer care team aims to delight! Contact us with any questions and we’ll respond quickly to help resolve any issues.
At Violet Ray® your happiness is our top priority. We can’t wait to help you find your perfect bag!