LŪRA is the modern expression of thousands of years of Italian heritage, a testament to a cultural quest for beauty and excellence, rooted in craftsmanship perfected since ancient times. We distill the wisdom of the past into a concept of style that is both contemporary and timeless, shaped by an unwavering devotion to craft, destined to last.

At its core, LŪRA is grounded in the belief that true luxury cannot exist without integrity. We bring together sustainable and ethical principles, uncompromised quality, and 21st-century innovation within a single, coherent vision.

LŪRA was founded by Yvonne Roe and Sandra Planeta, two internationally recognized industry leaders whose combined experience spans over five decades across fashion, accessories, beauty, and lifestyle.

Yvonne Roe has defined herself above all as a bag designer. For nearly 25 years, she has imagined, developed, and brought to life bags for some of the world’s most established fashion houses. Yet across thousands of designs, one idea remained unresolved: the bag she truly wanted did not exist.

She envisioned it with absolute clarity. A piece of quiet beauty and precision. Sensual in its materials, exacting in its function. Timeless, yet entirely attuned to modern life. A bag that could move effortlessly across moments, from day to evening, from casual to formal, without compromise. She had been refining this vision for two decades.

So she created it.

As LŪRA began to take form, it became evident that the bag was only the beginning. To build a house with depth and coherence, where every detail reflects a unified point of view, Yvonne invited her longtime friend Sandra Planeta to join her.

An acclaimed art director and brand architect, Sandra brought to LŪRA’s founding the same conviction Yvonne had brought to its design, that what is made, how it is made, and what it represents must exist in complete coherence. At LŪRA, product and meaning are inseparable.

From this shared conviction, LŪRA was born, at the intersection of craft and vision, design and intention. This foundation continues to shape everything the house creates

Each LŪRA bag is conceived to accompany the realities of a woman’s life, one that moves between roles, environments, and demands without pause. It must be more than beautiful. It must work intuitively, reliably, and with consistency. Designed to support rather than interrupt, each piece remains functional, composed, and effortlessly chic in every context.

The LŪRA design language reflects this balance. Sculptural silhouettes are softened by touch; structure gives way to fluidity. Form is never imposed at the expense of use, and beauty is never separated from purpose. The material is allowed to speak naturally, its impeccable quality revealed through every use.

Each piece is handmade in a historic factory in Italy’s Abruzzo region, where leather craftsmanship has been refined across many decades. Every supplier, every artisan, and every stage of production is entirely Italian, known, documented, and verifiable from the outset. This is not a corrective measure. It is the architecture of the brand itself.

Each bag is constructed with the expectation that it will endure, physically, functionally, and aesthetically, for generations to come.

For LŪRA, luxury must be a deliberate act of alignment between design and responsibility, defined by precision and the careful curation of every element, inside and out.

At LŪRA, every supplier, every artisan, and every stage of production is entirely Italian, known, documented, and verifiable from the outset. Not as a marketing claim, but as the architecture of the brand itself. Each piece is made to order, or produced in strictly controlled quantities, never to excess, never without purpose.

Materials are selected according to the highest standards of sustainability. Our leathers come exclusively from Italian tanneries whose practices we know and trust. Our hardware is produced by specialist Italian craftsmen. Nothing enters a LŪRA bag anonymously. Every element has a provenance, and every provenance is one we are prepared to stand behind.

What emerges from this process is not only an object of beauty, but a system of value, one that respects the integrity of the process, the skills of the artisans, the expectations of the woman who carries it, and the world they inhabit together.

Each LŪRA bag carries a Unique Digital ID, designed to ensure full traceability and authentication across its entire lifecycle. From the origin of raw materials to the final stages of craftsmanship, every step is recorded and accessible.

Through the LŪRA App, this information becomes part of the ownership experience. Owners can access composition, manufacturing history, and the full record of creation, transforming what has traditionally been an abstract promise into something concrete and verifiable.

At the center of this system is the LŪRA Legacy which exists to preserve and make visible the network of Italian expertise behind each piece: family-owned tanneries, specialist hardware producers, and master leather artisans whose knowledge has been passed down over generations.