In 1990 Susie Jamieson created what has become known as ‘the perfect accessory’ for family picnics on the farm and holidays at the lake. Her handcrafted bags became an instant hit with her friends and family and propelled her into a household name – ‘Susie’s’. Words Lucinda Diack  Images Lucia Zanmonti.

Growing up in rural North Otago, much of Susie Jamieson’s life has been spent down a river, at the lake or picnicking on the farm. ‘Gathering friends and family and entertaining outdoors has been woven into the fabric of my life,’ she says.

That love of the outdoors, connecting with friends and family and entertaining has never waned.

‘Looking back, we were always on the hunt for a soft bag, or a successful alternative to the chilly bin or cane basket,’ she explains. ‘Something that could be pushed under the seat while storing the thermos, keep the bacon and egg pie upright and the wine cold!’

Having failed to find what she was after, the former Karitane nurse set out to make her own solution. ‘I designed it, cut it out of canvas and then got a local saddler to make it up for me,’ she recalls.

The impressive open fire is a striking talking point and lit 365 days of the year, while the old bridge beams add the rustic character that the couple love.

‘I never wanted a business,’ she laughs. ‘I made a bag just for me and slowly started making more and more as friends and family wanted one.’

That was 1990. Thirty-five years later, the brand ‘Susie’s’ has built an almost cult-like following and expanded from the original, but still firm favourite, bottle bag to a range of over 30 products, including the picnic bag, weekend bag, dog beds, cushions, peg bags, wood carriers, and the list goes on. Each design inspired by the same notion – to make life easier.

It’s All in the Material

‘I selected canvas as the material for the bags due to its durability and high quality, with horse cover material used for the internal compartments,’ she explains. ‘I spent a lot of time experimenting with fabrics back then,’ she recalls. ‘And while the originals all have the horse covers, they quite quickly proved to be too fluffy, so I reverted to canvas throughout, which made for a firmer structure and most importantly, it keeps everything cool.’

With two young daughters, Susie relished the expansion of her business which allowed her to work from home around the demands of young children.

Daughters Kate and Anna have fond memories of Susie surrounded by canvas, cutting out the bags. For Anna in particular, the company has become an integral part of who she is, spending much of her time now also working in the business – alongside a role in Auckland. ‘I am so lucky I get the best of both worlds,’ she enthuses. ‘Looking back to 1990, Susie was well ahead of her time. The innovation and the creativity has continued to grow from there.’

‘Looking back to 1990, Susie was well ahead of her time. The innovation and the creativity has continued to grow from there.’

While all of the orders come directly to Susie in Wairarapa to pack and dispatch from home, she is quick to credit all that Anna has taught her when it comes to ‘modern-day innovation’.

‘I may have been an early adaptor of the world wide web,’ she says with a smile, ‘but I was unprepared for the speed in which online shopping grew. For a long time people could find my details to ring up and order what they wanted over the phone … people either ordered that way or waited until a garden fete or A&P show when they could buy face to face. I was grateful that Anna was able to jump in and keep us on the journey when e-commerce accelerated. We had to move fast.’

The Quest for Quality

Moving fast has its limitations when it comes to preserving quality; a key driver for Susie. ‘It has never been about just churning out bags, it is about improving how people live. Every new product has come about because I have needed it – prompting me to think if I do, others must as well.’

‘Susie’s philosophy has always been to produce top-quality, durable and stylish canvas products that have been handmade in New Zealand,’ says Anna. ‘And that is what we still do. Our biggest challenge is speed to market.’

‘Sometimes it is a lesson in patience,’ laughs Susie. ‘I have learned it takes time to test each piece, explore the limitations and possibilities of each one, and then fine-tune the design.’

While 35 years ago Susie was cutting out every bit of canvas herself, she soon got to the stage where that was no longer possible. Now she oversees a tightknit group of specialist sewers across the motu – although she still remains hands on, cutting and sewing all of the rugs.

Anna laughs that the business model is flawed. ‘They last forever.’

Like all entrepreneurs, she has investigated opportunities to streamline the business and aid production, however her quest for solid construction and quality has kept her in New Zealand. ‘It costs a lot more to have them made here, but we have control over the quality. And that is what is important.’

Designed to last a lifetime, Anna laughs that the business model is flawed. ‘They last forever and the patina only adds to their character. However, we do find that one Susie’s Bag is never enough. Once people buy the bottle bag, they also want the picnic bag, and perhaps then the cooler, or a rug … they keep coming back.’

While minor adaptions have been made over the years – including tweaking the height of the bottle bag to ensure the Schweppes tonic bottle could fit – the bottle bag continues to be a top seller. ‘I do love hearing people’s stories about their bags and seeing their photos,’ says Susie.

‘We know there are bags that are 35 years old and still going strong,’ laughs Anna. ‘Some of them have had a hard life, but that wear and tear tells the bag’s story; and tells us we have made a bag that has contributed to people’s stories, which is really special.’

At Home in Wairarapa

From growing up in North Otago, to Christchurch, to the Wairarapa, Susie is very much at home in the beautiful space that she and Richard have created on the outskirts of Martinborough. ‘We built the house 20 years ago and haven’t looked back,’ she explains.

The open-plan kitchen/living is the heart of the home, and where friends and family can often be found congregating. The impressive open fire is a striking talking point and lit 365 days of the year, while the old bridge beams add the character and rustic aesthetic that is synonymous with the business Susie has created – and the life the couple, and Rocky the dog, live.

‘We had the design of the house, and the garden layout in our heads well before we built them,’ shares Susie. The garden which boasts over 60 Sally Holmes roses is a simple palette of white, blue and green, with any other coloured bloom quickly plucked out and discarded. It is a tranquil, private space; and it is little wonder that the outside table is very much Susie’s favourite spot in which to cut and sew her rugs.

Sitting around the outdoor table with Susie, 35 years on from her first bag, she is humble, yet quietly proud of all that she has achieved, and so she should be. ‘I can’t really believe I am still doing this,’ she concludes, ‘but there is plenty more to do yet!’