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Your Inner You – represents conscious luxury, personal connection and lasting quality. With the ability to personalise the bags with unique tokens sprouted from nature, such as gemstones, fossils and shed antler, YiY combines function with consciousness. Bringing you back to nature, to Your Inner You.

YiY was conceived by Felicienne Bloemers, on a mission to create something beautiful with more meaning than just another accessory. From a background in finance, consulting and the creative world she has combined her experience to launch her own line of earth-friendly handbags based on the idea of what true luxury means to you.

Asking women to talk her through their ideal bag through an extensive questionnaire, Felicienne found that the majority of interviewees explicitly expressed the possibility to be able to personalise their handbags; tailoring their luxury to their everyday mood. And so, YiY was born: responsibly-sourced bags with customisable tokens.

Each token has its own meaning and acts as an anchor and reminder to live consciously, connected to your nature, to Your Inner You.

Each bag is handmade in a small family owned atelier in Spain with an incredible tradition and craftsmanship. Materials are sourced as local as possible and are traced back to its source to the maximum extent. YiY uses responsible materials, whether it is bovine leather or the GOTS certified custom lining. Only shed antler is used and transformed into unique tokens in Amsterdam. Certificates and Code of Conducts contribute to a process of continuous improvement in the area of sustainable and conscious practices.


YiY has been awarded the Butterfly Mark for their measurable impact and company-wide commitments to sustainability.

Want to learn more? Click on the interactive Butterfly Mark on your left and scroll through each Positive Action to read a short description of the brands efforts and achievements as verified by Positive Luxury. You will also be able to find the interactive Butterfly Mark online on the brands website, retailer and partner sites.

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