Great retail often starts with a single, human connection. What began as a gifted woven bag from El Salvador has blossomed into The Lilley Line, a woman-owned brand bridging the gap between Central American craftsmanship and the North American lifestyle. By pairing “virtually indestructible” utility with a sophisticated palette, they’ve created a grab-and-go staple that feels just as at home in a high-end pro shop as it does on a weekend getaway. In this Q&A, the team shares the story behind their “O-List” recognition, their collaborative partnership with Salvadoran weaving teams, and the products that set them apart.
AGM: What is the story of how The Lilley Line came to be?
The Lilley Line: Years ago, our dear friend Guadalupe Lopez gifted us a vibrant woven market bag from her home in El Salvador. It was beautiful, sturdy, and quickly became our everyday bag. Everywhere we went in Washington, DC, people stopped to ask about it. Before long, we realized what Guadalupe already knew, everyone should have one! Inspired by the craftsmanship, we traveled to El Salvador where we connected with talented women artisans in small villages. Together, we formed small weaving teams dedicated to creating beautifully crafted bags in sophisticated colors for North America.
AGM: Your clutch was recently featured on Oprah’s “O List.” How did that moment of recognition impact the brand’s trajectory?
The Lilley Line: At a trade show, we had the honor of meeting the incredible team at OprahDaily. They loved our bags and selected our clutch as their number one Mother’s Day gift on Oprah’s “O List.”
That recognition helped introduce The Lilley Line to a much wider audience. Following the feature, we expanded the clutch by adding beautiful handmade straps to create our pochette, which has since become one of our top-selling pieces.
AGM: What makes The Lilley Line a strong “grab-and-go” item for a shop, and which silhouette is your absolute “must-have”?
The Lilley Line: The Lilley Line totes are strong grab-and-go items because they’re practical, lightweight, and versatile for everyday life. Their timeless design makes them an easy purchase for customers looking for something functional yet stylish, and they also make wonderful gifts.
Our must-have silhouette is the Medium everyday tote. It’s spacious, comfortable to carry, and perfect for everything from errands and travel to work and daily activities.
AGM: These bags are known for being “virtually indestructible.” What can you tell us about the unique materials you’ve chosen to ensure they stand up to the elements?
The Lilley Line: The Lilley Line totes are built to last. They are woven using strong, flexible coated plastic that we source directly from original producers in El Salvador. This material allows the bags to maintain their structure while standing up to everyday wear and the elements.
The construction is what gives the bags their “virtually indestructible” reputation while still keeping them lightweight, functional and washable. Our tote straps wrap all the way around the bag, distributing weight evenly to prevent pressure points and sagging.
AGM: How do you work with your weaving teams to foster a sustainable and supportive partnership for the long term?
The Lilley Line: We work with skilled weavers in small villages throughout El Salvador who bring years of craftsmanship to every piece they create. We design each bag in the United States, and our weaving teams bring those designs to life by hand on wooden looms that are made locally in El Salvador.
Over time, we have built three weaving teams that we work with closely and communicate with daily to ensure each bag meets our standards. We are deeply grateful for their talent, and many of their lives have been positively impacted by the steady work they do with The Lilley Line. We look forward to continuing to grow together.
AGM: As a woman-owned brand, how do you see your business empowering the women in your supply chain to take on leadership or entrepreneurial roles?
The Lilley Line: We are proud to be powered by an all-women team in the United States, and many of the talented artisans we work with in El Salvador are also women.
Several of them have stepped into leadership roles within their weaving teams. Through steady work, collaboration, and shared creativity, we hope to continue creating opportunities for these women to grow their skills, support their families, and take on greater leadership within their communities.
AGM: Beyond providing work, in what ways is The Lilley Line able to pour back into the local communities in El Salvador?
The Lilley Line: We source all of our materials locally in El Salvador, have our wooden looms made there, and rent a small bodega from a local family that serves as our headquarters. These choices allow us to invest directly in the local economy.
Beyond providing steady work, The Lilley Line helps create ongoing opportunities for skilled artisans in small villages to continue practicing and growing their craft.
AGM: What part of your sourcing or production process are you most proud of that isn’t immediately visible to the customer?
The Lilley Line: We are especially proud of the stability that consistent work has brought to many of the weavers we partner with. Through their work with The Lilley Line, many have been able to secure reliable income, purchase homes, improve their living conditions, and provide more opportunities for their families. While customers may only see the finished bag, behind each piece is a meaningful story of craftsmanship and community.
AGM: When you look back in a decade, what do you want the “social footprint” of The Lilley Line to be, beyond the success of the products themselves?
The Lilley Line: Great question! We hope the social footprint of The Lilley Line is defined by the lasting impact it has had in the small communities in El Salvador where our story began.
Creating meaningful work and opportunity for the artisans we partner with has always been our priority. While the success of the bags has been incredibly rewarding, our true goal is to continue supporting these communities, celebrating their craftsmanship, and creating long-term opportunities for the families behind every bag.
AGM: What message would you like to leave with AGM merchandisers who are considering bringing The Lilley Line into their shops?
The Lilley Line: We are proud to offer beautifully made bags with timeless style and exceptional durability that customers can use and enjoy every day.
Our hope is that these pieces will be carried everywhere, from golf outings to member-guest tournaments, from travel to work, school, and everyday life. Beyond the product itself, each bag represents our commitment to supporting the artisans and communities in El Salvador where our story began.
We hope merchandisers feel connected to that purpose when bringing The Lilley Line into their shops. #lovewhatyoucarry
Conclusion
Grounded in a commitment to steady production and artisanal skill, The Lilley Line is focused on building a brand that prioritizes both product longevity and the livelihoods of those who create it. By leveraging a model of direct sourcing and daily collaboration with their teams, they continue to shape a narrative defined by durable design, intentional growth, and a meaningful social footprint.
AGM members are encouraged to learn more about The Lilley Line by visiting their website at https://lilleyline.com or by contacting Maggie Sheedy at maggie@thelilleyline.com. For more contact information, check out their AGM vendor page.
To join a merchandiser community and gain weekly educational opportunities and resources, sign up to become a member of the AGM.
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