KAAI

The paths of Helga Meersmans and Ine Verhaert, founders of the Belgian handbag brand KAAI, first crossed when Ine, then CEO of Veritas, collaborated with Wolford, where Helga was managing director. What began as a professional partnership quickly grew into a close bond and ultimately a shared entrepreneurial dream. The idea of KAAI was born out of personal frustration. Helga traveled weekly to London for her job at Wolford but couldn’t find an elegant yet functional work bag that matched her pace and lifestyle. What she saw in stores was either technical and masculine, or stylish but completely impractical. Even luxury brands seemed to design business collections exclusively for men, a subtle but clear message: “as if women don’t travel for work.” That thought sparked something. She shared her idea with Ine, who immediately saw its potential. In 2017, they began developing KAAI, and one year later, they opened their first store. 

A KAAI bag is an extension of who you are. Our mission is to support women in their daily flow, without compromising on style or comfort, so they can follow their own path. We want women to feel confident, professional, and feminine. 

To us, confidence is about staying true to your vision. It’s not arrogance, but determination, knowing what you stand for and acting accordingly. It’s normal to have doubts sometimes. Real strength lies in admitting what you don’t know, being open to help, and showing vulnerability. We embody that by creating products women can rely on, so they feel secure in every moment, even in challenging situations. 

Feeling well-dressed and comfortable in what you wear helps you present yourself professionally. But real self-care goes further. For us, it also means working in an inspiring environment and surrounding yourself with people who motivate and challenge you to keep learning and growing. Feeling good in your skin comes from having the freedom to develop yourself, explore new paths, and having space to unwind. 

Absolutely. We also start from within, focusing on what a woman truly needs during a busy day. But also figuratively: what drives her, inspires her, and how she wants to feel. Helga designs each model with a functional foundation and builds around it a timeless silhouette. Less is more. We work with high-quality materials, and like Craith Lab, we believe beauty begins with functionality, authenticity, and attention to detail. 

“One of the biggest challenges,” Ine shares, “is continuing to innovate without losing your essence.” In a rapidly changing market, you have to constantly adapt, while staying true to the values you started with.” Helga adds, “Scaling and internationalizing your business is demanding. At home you play on familiar ground. Abroad, you start from scratch. You have to build not just your brand, but a community.” Still, those challenges are outweighed by the reward. “When someone tells us that her KAAI bag truly makes her life easier, or that she feels more confident heading into an important meeting… that touches us every time,” says Helga. 

Trust your intuition. Dare to choose what truly suits you, not what’s expected. Don’t let doubt throw you off balance, because we all feel it. Start from within and surround yourself with people and things that energize you. Women are often too hard on themselves. But it’s in letting go that space for growth is created. Surround yourself with those who inspire, challenge, and empower you.