Sometimes, a brand doesn’t start with a business plan, but with a deeply personal aha moment. For Alla, it was her first pregnancy that set everything in motion. Suddenly, she realized that no diaper bag truly suited her. The choices were sobering: either functional but clunky and far from beautiful – or stylish but completely impractical once real life with a baby began. For Alla, who wanted both – style and function – this was an impossible contradiction. Until she decided to take matters into her own hands.
What began as a spontaneous idea to design her own bag turned into much more than a one-off piece. As soon as the first version was finished, her surroundings were enthusiastic: midwives, doctors, friends – everyone wanted that exact bag. What was originally just a solution for her own life gradually grew into a passion project. Today, ALLASHEFER stands for bags that are far more than just a mama accessory. They are companions through life, designed to work in every moment: during postpartum recovery as much as in business meetings, on a stroller walk just as much as at dinner in the evening.
But the brand is defined by more than design. Alla places great value on craftsmanship, quality, and social responsibility, which can be felt in every step of production. It’s not about chasing trends, but about creating long-lasting pieces that bring real value and make women feel seen and understood.
In this interview, Alla shares how a very personal need turned into a growing label, what values drive her, why every detail matters – and what makes her bags not just something customers buy, but something they love.
Stylish. Functional. Authentic.
That’s the vision behind ALLASHEFER
You founded ALLASHEFER during your first pregnancy – what exactly motivated you to turn the search for the perfect diaper bag into a whole brand?
At the beginning, I had no intention of starting a brand – I just wanted to design a bag for myself, because I couldn’t find a diaper bag that really suited me. Everything was either super practical but not stylish – or looked nice but was totally unusable in everyday life with a baby.
So, I designed my own – a bag that combined everything: functional, well thought-out, with room for all the things a mom needs – but also stylish enough to take along to a chic dinner. That’s how the ANATOL Bag was born. I had it handmade in Istanbul – just for myself. And then something happened I never expected: suddenly, everyone around me wanted my bag. My midwife. The doctors at the hospital. Friends, even my mother-in-law.
And so ALLASHEFER developed completely organically. No business plan, no pressure – just out of the wish to share something beautiful, functional, and high-quality. The fact that this has become a brand today honestly still moves me every time I see one of my bags being carried by another woman.
What was most important to you in designing your very first bag?
I mainly wanted to merge style and function so seamlessly that it wouldn’t feel like a compromise – but like a thoughtful, stylish piece of design that works in everyday life.
Especially as a mom – but really as anyone – you often carry a lot with you. I know the feeling of constantly searching for things. That’s why the interior structure was so important to me: an integrated organizer that creates order without disturbing the look. Everything has its place, and yet surprisingly much fits inside.
The size was another key factor – not too big, not too small, but just right, so it remains versatile. I consciously chose high-quality materials – durable, elegant, refined – and had the bags handcrafted in Istanbul by experienced seniors, whom I support directly.
What mattered most to me: I wanted to create a bag that lasts. Not something you only buy for one phase of life and then set aside – but a piece that grows with you. We’re constantly evolving: from motherhood to work life, from postpartum to the next adventure – and I wanted a bag that could accompany all these stages. A bag not bound to a single role, but one that evolves with you. Whether as a diaper bag, office bag, or stylish everyday companion – it should fit everywhere. And with each use, it tells a story. Because the most beautiful thing is when a favorite piece isn’t just practical but carries memories.
What does your daily life as a founder and mother look like – and what helps you keep balance?
Balancing both – being a mom and being a founder – definitely requires discipline and good organization. But at the same time, I feel that my brand actually gives me energy – it doesn’t drain me.
People often ask me: “How do you manage – two kids in three years and building a brand at the same time?” And yes, it’s intense. But exactly that combination balances me.
Before becoming a mom, my focus was purely on business: I completed my Master’s in International Management, spent several years at Microsoft – my days were highly structured and career-driven. Then came life with children – a completely new cosmos. And honestly: having both feels just right to me.
Starting the brand felt like finding a new balance. It’s my outlet – my creative space – my time for myself. When my kids are asleep or my son is at daycare, I find time to work. It never feels like something I have to do, but like something I get to do. I love what I do – and I’m convinced: when we moms are fulfilled, our kids feel it too. They mirror how we feel.
And believe me, it’s a real wow moment for me whenever I see women carrying my bags – when they write to me, send pictures, or simply share how much they identify with ALLASHEFER. That’s when I know it was absolutely the right choice: to follow my own path.
What do you always carry in your own bag? Are there things you’d never forget?
My bag always holds everything I need for daily life – from diapers in two sizes to wipes and pacifiers. The classic mama setup.
But I also always carry a few things just for myself: a small notepad and pen – I still love writing my to-dos old school by hand – an essential oil for in between, lipstick, and hand cream.
I love it when everything has its place and I don’t have to search. That’s exactly what the organizer in my bags is made for – order, style, and a touch of everyday poetry in one.
Your bags are lovingly handmade by seniors – how did this collaboration come about, and what does it mean to you personally?
This is actually a very special part of ALLASHEFER – and for me, much more than just a way of production. From the very beginning, I wanted our bags to be not only beautiful and functional, but also created with purpose and love.
In Istanbul, I met a group of older tailors who sew by hand from home – people with decades of experience and incredible dedication to detail. They pre-form the bags, give them structure – and later they are finished in a small family workshop with leather or vegan leather, depending on the model.
This collaboration is a beautiful circle: the idea starts here with me, full of heart, and is brought to life there with just as much love. I never wanted to go into mass production – but consciously chose small quantities with true appreciation for craftsmanship.
The people I work with there are incredibly talented. Istanbul has so much traditional craftsmanship that deserves to be seen and celebrated. That’s exactly what I want to highlight with ALLASHEFER: that behind every bag there’s not just design, but true skill, real stories – and a whole lot of humanity.
Each bag is unique – how does it feel knowing that a piece of your vision has passed through many hands before reaching the customer?
I think it’s simply wonderful. Sometimes I don’t even fully realize it myself – I’m sitting here in Germany, holding the finished bag in my hands, and almost forget what a long and special journey is behind it.
There are so many loving steps, so many people who put their time, skills, and energy into every single bag. That’s why it’s so important to me to show that. I want to travel to Istanbul soon and document everything professionally – so that more people can see how much dedication goes into these bags.
Because that’s exactly what makes them so special to me: it’s not just a product, it’s a true piece of craftsmanship – with soul.
Your company supports social projects like a women’s shelter in Berlin – why was that important to you from the beginning?
That was very important to me right from the start. I founded ALLASHEFER with this very thought: that it’s not only about beautiful bags, but also about giving back.
Especially as a mom, I’ve really come to understand how valuable support is – and that it’s by no means a given to have family or help at your side. This awareness touched me deeply. That’s why I want my brand to support women who urgently need help right now. For me, it’s a matter of the heart to give back some of what gives me strength.
If you had to describe your brand in three words – which would they be, and why?
Stylish. Functional. Authentic.
“Stylish” because my bags embody timeless elegance that accompanies women in every stage of life.
“Functional” because order and everyday usability are extremely important to me – without compromising on design.
And “authentic” because ALLASHEFER was born from a real, personal experience – and that honesty remains present in every detail.
These three words sum up what my brand is about – and what I want to give my customers.