Lance Avery Morgan
With A Joyride Of Color, Connection, And Creative Soul, See How One Austin Artist Turns Her Love Of Storytelling, Sisterhood, And Bold Design Into Consuela… Especially With A New James Avery Artisan Jewelry Collab, Just In Time For The Holidays
Photography courtesy of Consuela
Walk into the bright, joy-drenched world of Conni Reed, and you’ll quickly realize… this is no ordinary fashion brand. It’s part art studio, part movement, and entirely heart. As the founder and creative force behind Consuela, Reed has built more than a company; she’s created a living collage of color, craft, and connection. Her handbags don’t whisper luxury, they sing it out loud, in vibrant hues and unapologetic joy. From Austin to Mexico to a thousand small shops across America, Consuela celebrates what Reed calls “the art of the unmatched.” It’s a philosophy that proves beauty lives in contrast, creativity, and community, as our fashion chronicler Lance Avery Morgan learned when he caught up with the creative dynamo.
If you’ve ever spotted a woman in the Austin airport carrying a kaleidoscopic tote covered in glitter, patchwork, and sheer joy, chances are it’s a Consuela. And chances are, it tells one heck of a story.
That origin story began nearly twenty years ago, when artist and entrepreneur Conni Reed sold her first Consuela handbag at a market in Canton, Texas, in March 2006; a moment that, unbeknownst to her, would ignite a movement. Since then, Consuela has evolved from a local art experiment into a joyful empire rooted in three guiding principles: Create Art. Support and Uplift Women. Work in Mexico.
“I never set out to sell anything,” shares Conni Reed, her voice teeming with equal parts grit and grace. “I just followed my heart. I wanted to create art that uplifted my girlfriends who were going through their own challenges.”
Art That Feels
For Reed, art has always been a lifeline; a way of processing life’s “beautiful and hard, joyful and raw” layers. Her creative DNA was formed between small-town Texas and the neon-splashed basements of 1980s Boulder, Colorado, where she sketched and danced to MTV. After a brief, yet uninspiring stint in corporate America, she found her way back to her first loves: painting, mixed media, and storytelling.
The result? A visual language as fearless as it is heartfelt; a “diary of contrasts” that marries the rugged with the fantastical. “Our inspiration never comes from trends,” she explains. “We begin with art, always.”
That philosophy became Consuela’s signature: the Art of the Unmatched™, a design ethos that celebrates intentional contradictions: rugged yet whimsical, messy yet beautiful, bold yet deeply personal.
Or, as Reed puts it with a wink, “Do I contradict myself? Very well then, I contradict myself. I am large; I contain multitudes.”
Joy, Jewelry & James Avery
James Avery Artisan Jewelry collaboration
Those multitudes recently expanded with a wildly successful collaboration with James Avery Artisan Jewelry, an iconic Texas brand Reed has loved since childhood.
“What made it special was how naturally our values aligned; a love for handcrafted artistry, storytelling, and connection,” she says. “We both celebrate individuality and the art of living joyfully.”
She adds, “Like all of our artisan collaborations, our partnership with James Avery grew from a genuine friendship, connection, and shared respect that developed over many years before we ever discussed creating a collection together.”
Make Today Ridiculously Awesome
If Consuela has a rallying cry, it’s emblazoned on everything from her company mantra to her mindset: Make Today Ridiculously Awesome!
“It’s not about pretending every day is perfect,” Reed says. “It’s a reminder that life is messy, and that we have the choice to make something beautiful out of it anyway.”
That blend of optimism and authenticity runs through everything she does: from the brand’s colorful handbags to its community of over 1,000 ‘Viva Babes’ nationwide. These women, celebrated through Consuela’s It’s Not About the Bag campaign, embody joy, grit, and generosity in their own communities.
“It’s never been about the bag,” Reed smiles. “It’s about where you take it.”
A Soul Woven In Mexico
At the heart of Consuela lies a deep and enduring relationship with Mexico, a country that shaped Reed’s artistry and her brand’s soul. Childhood trips with her father sparked a lifelong admiration for its color, craftsmanship, and community.
Every Consuela piece is designed in Austin and crafted in Mexico by artisans using time-honored techniques, each stitch imbued with heritage and care. “For us, craftsmanship is sustainability,” Reed says. “When something is made with intention and meant to endure, it tells a story that continues to be lived.”
Style, Substance & Sparkle
Despite her flair for color and texture, Reed’s personal style remains grounded in comfort: denim, boots, and a dash of unexpected sparkle. “There’s always something extra girly, bright, or glittered,” she laughs. “That’s who I am, comfortable but expressive.”
Her influences still trace back to Boulder’s 1980s new wave scene: jeans and leather jackets, shoulder pads and neon pops. “Those days taught me to embrace contrast,” she says. “I’ve carried that with me… literally and creatively.”
An Evergreen Spirit
Even as Consuela has grown into a beloved national brand, Reed remains steadfastly purpose-driven. The company is Evergreen Certified, reflecting her commitment to building a business that lasts; one grounded in heart, not hustle.
“Profit isn’t the purpose,” she notes. “It’s the oxygen that allows us to stay independent, connect meaningfully, and keep creating art that uplifts women.”
The Soundtrack Of Her Life
When asked which collection feels like her signature song, Reed doesn’t hesitate; she laughs. “They all do.” But if she had to choose, it would be the Classic Tote, the design that started it all.
“As women, we carry quite the load,” she says. “Our Classic Tote celebrates that: the beauty, the chaos, the journey.”
And just as she designs each collection, Reed curates a playlist… a “mood board in motion” that captures her creative rhythm. “No rules, just rhythm,” she says. “A collage of sound, layered, unexpected, and unmatched.”
The Art Of Living Joyfully
After two decades, Consuela is more than a brand; it’s a community, a celebration, and a reminder that joy is an act of courage.
“My hope is that women feel whatever they need that day when they carry a Consuela bag, and that they feel seen, valued, and limitless,” Reed says. “Because when women feel supported, they thrive.”
Then, with her trademark sparkle, she adds: “Magic matters. Life is supposed to be silly, joyful, and messy. Fun is fuel. Let your heart feel it all.”
We look forward to more creativity from Conni Reed and Consuela, and we are confident that when she decides to design a men’s line, we’ll be among the first to support it, while still loving her fantastic women’s accessories.
