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Growing up in picturesque Cape Town, Louise de Kok had an interest in design from an early age. After graduating with a Bachelors Degree in Fine Arts, she moved to the United States with her husband and settled in tropical South Florida. Her love of design and handmade objects drove Louise and her husband to start their first leather company, American West, in 1986. Over the years, the American West brand has thrived and has become the leading name for leather goods in the Western industry. In 2016, expanding on her vast experience as the lead designer for American West, a consumer, and a modern-day working woman, Louise desired to create a new and personal brandtrue to her individual style. I have always wished to design handbags that would not limit a womans style. I envisioned a collection of superior, unique leather handbags that were sensory to the touch, casual in attitude, and beautiful to look at. I intended to incorporate things that are important to me in a handbagsuch as comfort, loads of organization, and neutral colors that would carry you throughout the season. Most importantly though, I wanted to design a bag that would showcase your personality through stylethe true you. And so TrueLu was born. Explore the timeless and beautiful craftsmanship of the TrueLu accessory line, and you will find premium leather goods that allow your inner beauty to shine through your distinct personal style.

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