Jonathan Sams has no background in fashion or design, and he had no aspirations toward either. But his daughter’s gregarious personality was enough to spur him toward entrepreneurship.
“I was like, ‘I want to make something for my daughter,’” said Sams. “Something that would kind of resemble her, her characteristics, the way she acts.”
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On December 14 of last year, Sams launched the Aubrey Jai Collection, a line of designer handbags named after his three-year-old. Sams describes little Aubrey Jai as outgoing, energetic, outspoken; singing and dancing to songs that come on regardless of where she is, always smiling and often looking to be the center of attention.
“She has a love for shapes,” said Sams about the origin of the handbags’ distinctive pyramid design. “I bought different shapes and blocks together, and she always tends to push together the triangles. That’s her thing. She tries to draw triangle-pyramid shapes.”
Sams was inspired by his daughter’s geometric affinities to design a product that would reflect her unique character. He then submitted the designs to cloth distributors who could manufacture the bags in vegan leather—based on Aubrey’s love of animals.
After hearing back from those resources, and receiving feedback from family, Sams then went on to patent the design and copyright the name of the brand.
Sams was born, raised and lives in Augusta, but has an office and warehouse for Aubrey Jai Collection in Roswell, Ga. Since the brand’s website went live in January, he says, there have been no local orders for the luxury handbags, but there have been over 120 orders from as far out of town as New York and New Jersey.
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Alongside the growing customer base, Sams says the product has the most important approval it needs.
“She has one in her room, and she stuffs toys and everything in it,” said Sams about his daughter’s reaction to the merchandise she inspired. “Wherever we go, she brings her bag with a stuffed animal. She totes it, she reads her name off it and says, ‘This is Aubrey Jai!’”
All of the bags have the pyramid shape, but come in various textures and colors, with new designs released seasonally, says Sams. A crocodile textured handbag will be part of the upcoming spring collection.
Sams was working in manufacturing when the idea came to him, he is determined to push forward what he says is not only an eco-friendly business, but a legacy, something to leave for his daughter to take over, and something to encourage others.
“It was nothing that I was shown or taught, I just felt this would be a perfect thing to do,” said Sams. “Especially being a small, Black-owned business, I definitely wanted to be a voice in the industry: a young Black man leaving a legacy for his daughter. I want to give faith and hope to others. If you have a passion for anything, there’s a way.”
For more information about the Aubrey Jai Collection, visit its website at https://www.aubreyjaicollection.com/.
Skyler Q. Andrews is a staff reporter covering education in Columbia County and business-related topics for The Augusta Press. Reach him at skyler@theaugustapress.com.
