Today we’d like to introduce you to Amy Schmitz.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
Some of the best ideas are born from necessity.
In 2018, Amy Schmitz brought home a Saint Bernard puppy named Alice, and life as she knew it changed completely. Alice was everything at once, sweet and stubborn, beautiful and unstoppable. Chasing after her while balancing the full, beautiful demands of motherhood made one thing clear: Amy needed a bag that could keep up.
Nothing on the market could.
So she designed one herself.
BeAlice was born from the belief that women deserve accessories as dynamic as their lives. Named after the dog who inspired it all, every BeAlice bag is thoughtfully designed to move with you through every part of your day. A sleek crossbody for running errands A spacious tote for travel days. A polished shoulder bag for the office. An elegant clutch for an evening out.
One bag. Endless possibilities. No compromises.
The convertible design is more than a feature—it’s a philosophy. Because modern women don’t live in a single mode, and their handbags shouldn’t either.
In 2025, Amy welcomed Becky Geyer as her business partner. After years as a stay-at-home mom, Becky was ready to reignite her passion for marketing and entrepreneurship. Drawn to Amy’s vision and the purpose behind the brand, she joined BeAlice to help grow the company and bring its story to women everywhere.
Together, Amy and Becky have built more than a handbag brand. They have created a celebration of versatility, confidence, and self-expression.
BeAlice is a reminder that you can be bold and graceful, practical and polished, nurturing and ambitious—all at once.
Just like Alice.
Because the woman who does it all deserves a bag that does the same.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Like many small businesses, our journey has not been without challenges. As a woman-owned brand committed to handmade, small-batch production in the USA, one of our biggest obstacles has been balancing growth while maintaining the quality and craftmanship that define BeAlice. We’ve experienced manufacturing delays, supply chain disruptions, and the ongoing challenge of building brand awareness in a highly competitive fashion industry.
Another challenge has been wearing multiple hats as founders-from design and production to marketing, sales, and customer service. Every opportunity has required us to learn, adapt, and solve problems in real time.
However, these challenges have strengthened our business. They have pushed us to build stronger supplier relationships, refine our processes and stay focused on creating handbags that combine luxury, functionality, and timeless design. Each obstacle has reinforced our commitment to growing BeAlice thoughtfully while remaining true to our values of quality, authenticity, and craftmanship.
Alright, so let’s switch gears a bit and talk business. What should we know?
BeAlice was born from the belief that women shouldn’t have to choose between style and function. The brand was inspired by founder Amy Schmitz’s experience as a busy mother who couldn’t find a handbag that could keep up with her daily life while still feeling elevated and fashionable. What began as a personal need quickly evolved into a handbag brand focused on creating beautiful, versatile pieces designed for real life.
Today, BeAlice is a woman-owned company that designs handmade, small-batch handbags crafted in the USA using premium materials and thoughtful details. Our signature pieces are designed to transition effortlessly from everyday errands to special occasions, reflecting the reality that modern women wear many hats throughout their day.
What sets us apart is our commitment to craftsmanship, versatility, and authenticity. Every design is created with intention—from premium leather and calf hair to natural brass hardware, signature red piping, and functional silhouettes that are as practical as they are stylish.
As business partners, Amy and I are most proud of building a brand that resonates with women who value individuality, quality, and self-expression. We’ve grown through grassroots events, pop-ups, trade shows, and a loyal community of customers who appreciate that our bags are made to be lived in, not just admired.
At its core, BeAlice is about empowering women to carry a piece that reflects their confidence, creativity, and unique story. We believe a great handbag should work as hard as the woman carrying it
Where we are in life is often partly because of others. Who/what else deserves credit for how your story turned out?
Building BeAlice has never been a solo effort, and there are so many people who deserve credit for helping us along the way. First and foremost, Amy Schmitz, the founder and creative force behind BeAlice, deserves tremendous recognition for turning an idea into a brand that celebrates individuality, craftsmanship, and confidence. Her vision and commitment to quality are at the heart of everything we do.
I also feel incredibly fortunate to be Amy’s business partner. Together, we’ve navigated the challenges and successes of growing a small business, each bringing different strengths to the table. Our partnership has allowed us to dream bigger, solve problems creatively, and continue moving the brand forward.
We are also grateful for our loyal customers, retailers, and supporters who believed in BeAlice from the beginning. Every purchase, referral, social media share, and encouraging conversation has helped us grow. Small businesses thrive because of community, and we have been fortunate to have an amazing one behind us.
Finally, we would like to recognize and thank the many individuals and partners who have helped bring BeAlice to life. Building a brand takes a village, and we have been fortunate to be surrounded by talented people who have shared their expertise, creativity, and support along the way.
From our local Minnesota manufacturing partners and skilled makers to trusted suppliers such as Buckle Guy, Leather Skins, District Leathers, and Tandy Leather, each has played an important role in helping us create products we are proud to share.
We are also grateful for the photographers, sales representatives, retailers, mentors, and industry professionals who have championed our brand, including our public relations partner, Annabelle Azadé Kajbaf (https://wear-thefuture.com), whose guidance and support have helped us grow and reach new audiences.
Pricing:
- $125-Alice Handbags
- $235-$275-Blair Handbags
- $125-$195-Baby Blair Handbags
- $295-Suede Totes
Contact Info:
- Website: https://www.bealice.com
- Instagram: @shopbealice
- Other: Tik Tok-@bealiceshop
