We create luxury timeless classics that last, handmade of vegetable tanned leather by artisans in a family-owned workshop in Spain.
All supported by real life journal Rue de 10510.
Our brand philosophy is the belief that quality is important and that it makes you feel connected. We believe that it’s better to own a few high quality items that you really love and that accompanies you through life than many more (often cheap) poor quality items that quickly needs to be disposed.
That’s something we learned at a very young age. And if we couldn’t buy something right away, our parents told us to save for it and don’t fall for the short term happiness. So in the end, we always had something we really wanted to have and felt good and proud about it! It’s really quality over quantity. And the other thing we learned when we were young is that classics are a must in every closet. You can always rely on them and combine them endlessly. We have always kept these very valuable lessons in mind!
With our slow fashion philosophy we want to encourage to choose quality over quantity and change the ‘excessive buying behavior’ in a positive way. That also makes the environment a bit happier :-)!
By choosing timeless, high-quality products that will last a lifetime, you automatically say ‘no’ to fast, often low-quality and cheap products.
From the moment we started Jerfertti, we instantly knew that we wanted our products to be made by craftsmen. Artisans who are proud of what they do and experts in their discipline.
And we had another condition; we wanted the workshop to be located in Europe. Why? So that it was easy for us to travel to. And if it could be made in Europe, where the craft is originated, than why should we produce it on the other side of the globe? Just to save a few Euro’s? No, that’s not how we do business! We know that it takes time and expense to produce a high quality classic bag, but we believe it’s all worth it. Therefore, we proudly and consciously support this type of craftsmanship. And we guess the environment will be happy with this choice aswell.
If it could be made in Europe, where the craft is originated, than why should we produce it on the other side of the globe? Just to save a few Euro’s? No, that’s not how we do business! We know that it takes time and expense to produce a high quality classic bag, but we believe it’s all worth it. We guess the environment will be happy with this choice aswell ;-)!
For all our bags we chose high quality vegetable tanned leather from a family-owned tannery in Italy. Besides the fact that we think that we believe that it’s the most beautiful kind of leather, vegetable tanning is also the most authentic and environmentally friendly way of dying leather where an ancient old technique is being used.
It earned it’s name because only natural tannings are being used, which can be found in different trees and plants. This ensures that vegetable tanned leather has the wonderful scent, unique characteristics and is easily distinguishable. And as a sign of authenticity no two items are the same, just like us!
The family-owned tannery that produces our vegetable tanned leather is a proud member of the Genuine Italian Vegetable-Tanned leather Consortium. This is a small group of tanneries that share the same standards of production, strictly monitored to make sure that only a low impact is made to the environment.
Through the years we grow older, we get more life experience and the tracks of life will be visible on our skins. It shows that we have a story to tell. Our own unique story! We think that’s pretty cool! That’s exactly how it works with the vegetable tanned leather we use for all our bags. Over time it gains character, reveals imperfections and reflects the owners lifestyle.
We love the simple things in life, but we also love beautiful trips, good conversation, the Côte d’Azur (that’s why we named all our bags to the trees that are common to this beloved region), meditation, boutique hotels, family time, winter sports, a bit of sailing, playing tennis, the beautiful pictures that nature can provide. The list is endless!
But we also love to tell stories from life, without making them more beautiful than they actually are. Because we believe it does not have to be ‘perfect’. It is much more empowering to be the unique person that you are and to show this to the world with confidence and pride.
And besides that, we’re always looking for the hidden gems. (Small) specialty shops, beautiful boutique hotels, lovely restaurants. We can go on… But also in this case, we’re loyal to our classics, places where we can always rely on.
In our journal Rue de 10510 we give a look behind the scenes. It’s the gathering place for all the things we love; real stories from everyday life without making them more beautiful than they actually are, beautiful photos, hidden gems etc.
And that authenticity is also reflected in our photos. A crease in a blouse, an unmade face or an irregularity, for us that’s the most normal thing in the world.
We only create timeless classics that are always ‘in fashion’ and last for years. And that’s exactly what we had in mind while creating our packaging boxes. We don’t want them to be thrown away after unpacking, that would be a shame and a waste of paper! Therefore we created luxurious packaging boxes that will look wonderful als an interior accessory, as a storage box for paperwork/toys/small items and off course, to store your bag (in it’s dustbag) while not in use.
As we have a big love for the Côte d’Azur, we named all our bags to the trees that are common to this beloved region. And that’s what we integrated into the design of our beautiful packaging boxes.
Already decades ago our father started a new company. No sooner said than done, he told us he had decided on the name: Jerfertti.
First thing we said was; Jer-what?! We had a bit of a laugh; an ‘r’ followed by a double ’t’, seriously?!
But he didn’t care and smiled at this. Because not everyone could pronounce the name well, it worked perfectly. And it stuck. He was proud of it and we were proud of him. Jerfertti became a great success, so he immediately had the name registered. He unexpectedly passed away and after a time we pondered the question of what should become of the Jerfertti trademark. We quickly agreed that we should take it over and build something successful, something he would be proud of, but in our own way – if only to say ‘sorry’ for the time we laughed at him.