SABEN
Life Instyle chats with Founder & Creative Director | Roanne Jacobson to discuss the brand, how the idea first came about and her brands plan for the future.
Can you give us an insight into your retail brand's history and the journey that led to its creation?
While working as an artist in New York, I struggled to find unique, high-quality handbags that balanced form and function. So, I started designing my own. It was in my parents' garage that the very first SABEN bag came to life.
I've always been drawn to an individual sense of style and an original interpretation of trends. Each season, I create collections that celebrate a playful narrative in concept, while every individual piece is serious in its execution. Every element and detail of a SABEN design is considered, deliberate, and created with intent. By combining beautifully textured leathers with intuitively functional design, I create pieces that are designed to ease the demands of everyday life.
With a deep understanding of the role a handbag plays in a woman's life, I continue to design carefully edited collections of coveted handbags and accessories that are as functional as they are beautiful.
What drew you to exhibit at Life Instyle this year, and how does the show reflect your brand’s ethos or aesthetic?
Australia has always felt close to my heart—it's where I grew up—and we're incredibly excited to introduce more Australian retailers and customers to a brand that has already stood the test of time.
Life Instyle celebrates thoughtful brands, and that's always been where SABEN feels most at home.
For us, retail has never simply been about placing product on shelves. It's about finding partners who genuinely understand their customers and curate beautiful businesses with purpose.
As we continue to grow in Australia, Life Instyle gives us the opportunity to meet those people face-to-face. I think the best partnerships begin with conversation, shared values and a little excitement about what's possible together.
What gap in the market—or personal passion—sparked the creation of your brand?
I've always believed women deserve accessories that are every bit as capable as they are.
Fashion should bring joy, but it should also solve problems. I wanted to create bags that carried the chaos beautifully. Pieces that looked luxurious but worked incredibly hard behind the scenes.
That balance between beauty and functionality has become the DNA of SABEN.
What do you believe sets your brand apart in today’s competitive retail space?
I often say my superpower is understanding women.
Trends come and go, but women still want products that make life easier, feel beautiful to carry and last beyond a single season.
We've never tried to be the loudest brand in the room. Instead we've quietly built trust over more than two decades by consistently creating pieces women return to, recommend and gift to one another.
That loyalty means everything to us.
Could you share your personal favourite product from your brand's collection and tell us why it holds a special significance for you?
I will never go past my Tilly, after 20 years in production and having carried many iterations of Tilly all over the world. It is one companion which is always by my side.
But, I do have a soft spot for the new luxe leather styles which are just about to be released. The Miki in Cacao is one I am waiting to get my hands on.
What were some of the biggest hurdles in starting your brand, and how did you overcome them?
Growing slowly.
Everyone talks about scaling quickly, but I honestly think growing at a pace that felt sustainable—for both the business and myself—was one of the best decisions I ever made.
There were certainly moments that felt scary, but I've always believed long-term thinking wins. Twenty-four years later, I think that's proven true.
What do customers love most about SABEN?
They often tell us our bags make them feel organised, confident and pulled together.
I love hearing women say their SABEN bag gives them a sense of calm before they head into a busy day.
That emotional connection has always been more important to me than following the latest trend.
How do events like Life Instyle help you connect with your community?
Nothing replaces meeting people in person.
Retailers know their communities incredibly well, and I love hearing what their customers are looking for, what's changing and what's inspiring them.
For us, Life Instyle isn't just about exhibiting. It's about listening, learning and building relationships that continue long after the show finishes.
What are you most proud of?
There have been so many moments.
Opening our Auckland Airport store was a turning point. It gave SABEN incredible visibility and ultimately opened the door to David Jones.
But honestly, I'm just as proud of the quieter milestones.
Seeing women carry SABEN year after year. Watching mothers introduce the brand to daughters. Becoming a Certified B Corp. Building long-standing relationships with our makers. Those things matter just as much.
Is there a piece of business advice that has significantly influenced your journey as a retail brand owner?
Build something people want to come back to.
Products have a season.
Trust doesn't.
Are there any brands in your industry or related sectors that you admire or draw inspiration from?
I admire brands that know exactly who they are.
The ones that aren't constantly reinventing themselves to chase relevance but instead evolve thoughtfully while staying true to their values.
There's something incredibly powerful about consistency.
How do you stay connected to what customers want?
By paying attention.
We spend a lot of time listening—to our retailers, to our team and, most importantly, to the women who carry SABEN every day.
Trends are interesting, but behaviour is far more valuable.
Watching how women actually live tells you everything you need to know.
What values guide SABEN?
Thoughtful design.
Longevity.
Integrity.
Connection.
Every decision comes back to those four things.
Whether it's choosing a leather supplier, designing a new silhouette or partnering with a retailer, we always ask ourselves whether it reflects the kind of business we want SABEN to be for the next twenty years—not just the next season.
What's next for SABEN?
It feels like we're entering another really exciting chapter.
We're continuing to evolve the brand thoughtfully, exploring new categories like eyewear while staying true to everything that has made SABEN what it is today.
Australia is a huge part of that story.
We've spent more than two decades building a loyal following in New Zealand, and now we're excited to bring that same heritage, craftsmanship and customer loyalty to Australian retailers.
We're not looking to be everywhere.
We're looking for the right partners—beautiful independent boutiques and premium retailers who believe, as we do, that customers are looking for quality, longevity and products with genuine meaning.
If Life Instyle helps us find more of those partners, then we'll consider it a wonderful success.
Rapid Fire Questions
Do you have a personal motto or mantra that keeps you motivated?
Small steps, big vision
If you could have dinner with anybody, who would it be and why?
Iris Apfel, so I could ask to tour her wardrobe
What's a hobby or interest of yours that people might be surprised to learn about?
I love collecting eyewear. However, my hobby has now turned into a brand extension.
What’s your go-to song when you need a pick-me-up?
Empire of the sun, We are the people
What is your advice to those looking to start their own journey?
Don’t wait for perfection to get started
