Imagine being able to switch handbags without having to reorganize your essentials. You could go from briefcase to tote to fashion bag without so much as a misplaced lip gloss.

The aha moment struck Aimee Richcreek Baxter of St. Paul when she was working as a business consultant for Target. She needed her practical black bag for work papers but wished it could be another color as she ran from meetings straight to lunch. Baxter envisioned a bag interior that could be lifted out, contents intact, and fit inside another shell, making a change effortless.

The result is Heddy Freddy, an interchangeable handbag system that includes a "module" with numerous pockets for cell phone, wallet, makeup and more and canvas purse shells with leather trim in various sizes and prints. The concept is clever; the styles and materials could use some refining.

Baxter will unveil her bags to the public with a launch party from 1 to 5 p.m. Saturday at the Macalester Alumni House, 1644 Summit Ave., St. Paul. Packages start at $190 for a module and two purse shells and go up to $610 when you add a briefcase and two totes. An introductory 20 percent discount will be extended to customers at the launch. More information at Heddyfreddy.com.

— Allison Kaplan

Advertisement