By Mike Reilly

Flashbags, an innovative line of handmade "wearable art" handbags and accessories, opened production and office space and a retail showroom at One Lawson Lane in downtown Burlington during May. "It feels good. We're still small," says co-owner Ali Marchildon of the 800 square foot space.

While Flashbags remains small, its visibility is high. In mid June, First Lady Laura Bush ordered as many of the PlayPumps line of bags as the company could sew within two days. The manufacturing drama came about when Mrs. Bush was given a bag by Mrs. Case of the Case Foundation and decided to take as many as possible with her to give as presidential gifts on a trip to Zambia.

Orders from well-known figures aside, the partners are pleased with the more common avenues of growth now being experienced. "We're excited to be in a visible location and thrilled to be near other businesses," states Marchildon, noting that she and business partner Laura Cheney see possibilities for networking and cross-promotion with nearby businesses.

Flashbags was officially registered as a business in February of 2006, initially operating from Marchildon's home, then from loaned, temporary space. Marchildon and Cheney credit the Women's Small Business Development Program through Mercy Connections with helping them launch the business.

"We made a major investment in a Website right off the bat, which was risky," says Marchildon. "But it was a brilliant decision in hindsight," according to Cheney. She notes it gave the business the chance to market a product that was "handmade in Vermont, available internationally."

The two relate that while a marketing instructor told them to "focus and choose" a target market and niche, they have relied on guerilla marketing and test marketing of a variety of products, designs and approaches, and continue to learn as they go. Cheney believes the method fits the product. "We offer an edgier, urban product," says Cheney.

The two promote their products as a fusion of fashion, art and function. "Flashbags are not just commercial," says Cheney. "They need to be seen as art." Each Flashbag starts with digital or hard copy images, copied to regular paper and sealed and strengthened with a clear vinyl adhesive. Images cover every panel of the bag, both inside and out, with a sandwich of eight layers of newspaper in between, and the bags are sewn with a decorative stitching.

Flashbags are made in a number of sizes for use as handbags or totes, and the company also offers wine totes, large wallets, checkbook covers and a number of other accessories.

Products are available in a number of lines including the Artisan Flashbag, which is wearable art featuring the fine art and photography of a growing number of artists under contract with flashbags, and the Buzzbag, a line of themed word bags. Custom bags featuring personal images and artwork are also available.

Flashbags are available in 18 boutiques and galleries in eight states and the District of Columbia, as well as a shop in Berkshire, England. Marchildon adds the company is working on contracts with several large museum gift shops around the country.

Flashbags are also available to wholesale and retail customers worldwide through the company's Website. Recently, the company has created partnerships with nonprofits and educational organizations, both local and international that promote social responsibility and learning. One of these is PlayPumps International, an organization seeking to solve the fresh water crisis in Africa. Flashbags encourages customers to "carry a conversation" by purchasing a PlayPumps tote, and donates a percentage of each sale to the organization. "It's not just a straight-up fashion accessory," says Marchildon. " It's art with a message."

Flashbags has worked with local schools and parent/teacher organizations to make totes featuring art from students as part of their lesson plans in social responsibility or environmental stewardship. The totes can serve as the basis for fundraisers for schools and nonprofits.