Rosie Fortescue has launched Bag-d, a brand specialized in handbag inserts, with her twin Lily just over a month ago. The inserts, made in sustainable material and come in a variety of sizes designed to fit perfectly in some of the most classic silhouettes in luxury handbags, were an instant success — the brand’s e-commerce site sold out of the Birkin 25 inserts almost instantly after going live.
This isn’t Fortescue’s first rodeo. 9 years ago, quickly after the show Made in Chelsea made her a household name, Fortescue went ahead and founded her first brand, Rosie Fortescue Jewellery. Back in 2015, it wasn’t yet a norm for influencers with large followings to come out with their own products, and Fortescue was amongst the first TV personalities on the show to establish a business.
“I have always wanted to work for myself,” Fortescue says, adding that she’s been interning since 15. “I instantly knew that I was more efficient and hard working than most interns. I also knew deep down that I have the drive and passion to start my own business — it really is a 24/7 job.”
When asked why she picked jewelry as a starting lane back then, she says: “I have tiny hands and have always found it hard to buy rings in small sizes. I also saw a gap in the market for demi-fine jewellery that didn’t break the bank but would also last for years!”
Rosie (left) and her twin Lily launched Bag-d late November 2024 out of their shared love for designer handbags
Courtesy of Rosie Fortescue
Almost a decade on, Fortescue has established her jewelry brand into the It-girl must-have label it is today, starred in Beyond Chelsea (a spin-off mini series of the classic, Made in Chelsea), and launched her second business. Was it all as seamless and effortless as it seemed? The founder gets candid about her journey as an entrepreneur, building new brand in a competitive environment, and more.
How did the idea of Bag-d come about and how does the launch of this business differ from the jewelry brand you launched 9 years ago?
My twin Lily and I have been using plastic food bags in our luxury handbags for years, which a) isn’t good for the environment and b) was not chic! Unlike Rosie Fortescue Jewellery, Bag-d is a problem-solving business which I adore. When I did the Goldman Sachs 10,000 Small Business programme a few years ago, I remember my mentor asking me what problem I was solving with Rosie Fortescue Jewellery and I struggled to answer her. With Bag-d we are sustainably giving longevity to your handbags in a chic way, which will also keep their value over time — especially with Hermes bags, this is key!
What would you say is the biggest lesson you’ve learned by owning your own business for the past (almost) decade?
You cannot let bad days set you back, obstacles are a detour in the right direction.
Rosie Fortescue is planning on launching men’s jewelry for the first time in 2025
Rosie Fortescue Jewellery
Starting your own business has never been easier thanks to simplified technology and various platforms available at low cost. What would your top three tips be for those who want to follow your footstep and start something on their own?
I definitely think learning and teaching yourself as much as you can before you delegate is 100% key. I’d like to think I am now a Shopify whiz. Having used it for Rosie Fortescue Jewellery (I outsource a little bit of coding), I actually built the new bag-d website myself! Being on top of all aspects of the business is essential. Even if it’s not your “role,” you never want to be naive to the going-ons in any aspects of your business. Finally, making sure you are 100% passionate about your brand and product is so important, because you will be reflected in your drive, dedicate and authenticity.
What does your average day look like? Do you have any routines, self-care or business wise, that are non-negotiable?
I wake up naturally around 6.30 but always set an alarm for 7am. I workout at home most of the time — be it a 30 minutes of pilates or weight training for 5 times a week. This really is my form of meditation where I am not distracted and set myself up for the day.
I then listen to podcasts when I shower and get ready for the day. I love to listen to stories from other founders, and take on information that inspires me. I’m in the office every day working on Rosie Fortescue Jewellery and Bag-d and have meetings here and there. Self-care wise, I absolutely love to have a sauna in the evening and read my book. I don’t watch television and if I am not out in the evening, I love to read!
What does 2025 hold for you and your brands? Do you have any resolutions you can share with us?
I will be launching Men’s jewellery in early 2025 for Rosie Fortescue Jewellery which I am very excited about! For Bag-d we are already sampling new shapes and sizes and we will be getting our Birkin 25 Insert back in stock! We are working on more universal products to suit all handbags to really expand Bag-d’s offering and cater to every customer.
My resolution is to always listen to my gut, whether that’s in my personal life or in business.
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