In Founder Focus we introduce entrepreneurs and change-makers working on innovative startups, social enterprises and SME’s around Aotearoa New Zealand.


At a glance

Founder: Sue Ryburn

Business: After Story

Founded: 2022

HQ: Auckland


Can you tell us a bit about your business?

I designed a vegan handbag collection made for working mothers on the go with a focus on designed with consideration to functionality, style and sustainability. In this day and age, everyone is constantly going somewhere and it’s not slowing down as women become more career-focused, however, still need to balance having a child and not losing one’s-self in motherhood.

With a background in fashion and experience as a traveler, career-woman and mother, we need to be everything and keep it while somehow staying organised with life. I wanted to design a collection of not just your standard handbag but an essential that adapts with your lifestyle which is why After Story bags are all convertible using premium vegan leather and quality YKK zips with a water resistant interior and exterior.

Each convertible bag is designed with the progression through life from student, to career woman with our London bag, working mother to multiple kids mother with our Florence bag and toddler parent to breastfeeding working mother. These are all named after its lifestyle and places I have traveled to with consideration of where you will be next.

This is about the “after” to your happily ever After Story.

What’s the backstory for your business idea?

As an avid traveler, mother and career-woman I wanted a bag that would work with all the lifestyles of going on an aeroplane or taking it to work or having enough pockets to keep everything organised and hold everything I need. As an overpacker and fashion enthusiast, there was nothing on the market that met my needs.

My husband said I should make it myself and so, while breastfeeding my child, I started drawing designs and making prototypes until I was happy that it was what I wanted. It took me longer to find the perfect manufacturer that could make the bags into the quality I wanted. And then After Story was created.

What programmes, learning or mentoring, or resources have been of assistance so far?

  • Unitec, Bachelor of Communications
  • Girls in Business event

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