7 minute read
Meet The Luxury Leathersmith: Gerald Bodmer
In a recent interview with Vogue, Launer CEO Gerald Bodmer admitted that Her Majesty Queen Elizabeth II had once told him she didn’t feel dressed without a bag. “She carried a Launer bag at every occasion for the best part of 60 years,” he says.
And yet, despite being coveted by royalty and high society, the heritage brand fell into difficult times during the 1980s. Depending on its survival from existing customers and with rising competition from other brands, Launer needed a revival.
With a background in leather goods, businessman Gerald took the helm with a new vision but one that stayed true to the brand’s timeless roots. A rainbow of new colours and a plethora of updated designs later, Launer is now celebrating a legacy of over 80 years and has a host of new royal and famous fashion lovers.
We sit down with Gerald to discover what goes into crafting one of these exquisite handbags and what the future holds for the timeless brand…
Gerald, when did you first become interested in leather goods and artisanship?
“My first love and passion to this day was music, and I trained as a classical musician. But I needed to look after my family, so I went to work for my father’s cousin in Islington. He had an international leather company that made bags and goods and was famous across the globe.
“During my time there, I learned every aspect of the business. It taught me so much about design and craft – I couldn’t believe how skilled the artisans who created these bags were.
“It grew from there, and in 1981, when Launer had fallen on hard times, it made sense to me to buy it as I had dealt with them as a company many times over the years.
What prompted you to take that ‘leap of faith’ – what was your vision for Launer then?
“I’d always admired Launer – its reputation for impeccably crafted leather bags and the way the designs remained understated and feminine despite the fads and trends of the decades.
“I felt it was a real shame that a brand with such fine history should fall by the wayside. It had the best ambassador with Her Majesty Queen Elizabeth II, and a royal warrant granted in 1968. I thought there could still be a market for handmade bags and leather goods celebrating traditional leather craft skills, all made in Britain.
“Perhaps on reflection, it wasn’t the best time to resurrect a company when other design houses were making their goods abroad and going down the fast-fashion route. But, customers and store buyers alike warmed to Launer and, thankfully, The Queen remained loyal.
“This enabled us to move production to a listed threestorey Edwardian building in the heart of Walsall in 1986, an area known for its leather manufacturing. To this day, all Launer bags and small leather goods are created from that same building. I was up there just this week looking at products, as quality is paramount to me.”
Why is it important to you that Launer retains its distinctive handwriting and traditionally British methods?
“Craftsmanship is everything at Launer. It takes months and even years to train one of our skilled team in the art of crafting a Launer item. Everyone who knows me will tell you that quality is my passion. Every bag and leather item is inspected by hand to ensure they meet our criteria.
“When a customer buys a Launer bag, it is a significant investment and designed to last. Our craft is part of our legacy, embracing traditional methods like turned-edge leatherwork. The leather we use is the finest and exclusive to Launer – it has a distinctive lustre.
“We believe there’s nothing quite like Launer. We don’t make endless collections that get discounted or go on sale. Our products are made to order, enabling customers to choose their own colour.
“People love Launer for its timeless quality – a style bought in the 1980s is still as relevant today.”
How long does it take an artisan to make a Launer bag?
“It takes many hours and even days to craft a handbag at Launer. We are one of the few companies where one person makes the bag from start to finish. We find it produces the best results. It’s a long process, and the skills involved take many months to learn.”
What has been your proudest moment with the brand to date?
“I have a few proud moments! It would have to be the visit to our factory on separate occasions by Queen Camilla and Queen Elizabeth II. They were both genuinely interested in British goods and the staff who made them.
“It makes a world of difference when royalty pays you a visit, as they appreciate what goes into making each Launer bag.
“The other occasion was during Queen Elizabeth’s Platinum Jubilee celebrations in 2022. Drone illuminations were displayed above Buckingham Palace, including our Madelaine handbag, complete with our signature rope emblem. It was an unforgettable event and was seen by millions around the world.
Which of the Legacy Collection designs is closest to your heart and why?
“The entire Legacy Collection is special for me as it features our most iconic bags – archive styles designed more than 30 years ago that have retained their appeal. I didn’t think, three decades on, we’d still be discussing The
Traviata or The Bellini, but they have stood the test of time, and I’m very proud of that.
“The Traviata is our signature bag. It is instantly recognisable as Launer and the one most closely associated with Queen Elizabeth II. This collection of handbags sums up Launer well – timeless, understated and traditional.”
Does Launer have any modern muses or figures who love the brand now?
“Launer appeals to all ages, including many celebrities and prominent society ladies – and of course, I’m proud that Queen Camilla continues to be seen at events, state openings and ceremonies with a Launer bag.
“Earlier this year, a Barbie doll was created for her, which included our Tosca clutch bag in miniature form!”
What does the future hold for Launer? Are there any new collections on the horizon?
“We’re most excited about a new range that’s about to launch for autumn called The Hatherton Collection. It’s for both men and women and includes travel-inspired luggage in a new leather scotch grain that’s both refined and enduring – there are 15 pieces in total.
“We called it Hatherton as a homage to our legacy. The Hatherton Works was the original name for the factory in Walsall, where we’ve operated for nearly 40 years. The new handbag range has the Launer signature hallmarks, but it’s fresh and develops our men’s offering beyond wallets and small leather goods.
“It’s been two years in the making, so it will be great to see the response from our customers once we launch.”
SALLY STRANGE - CLIENT RELATIONSHIP MANAGER AND BLUE BADGE GUIDE
Ask anyone what they most associate with the late Queen, and after her corgis and racehorses, it would undoubtedly be her Launer handbag. Dream Escape clients adore their private visits to the exclusive inner sanctum of Launer. Who could resist designing their very own handbag from a palette of colours, accompanied by a glass of English sparkling wine? And now, the greatest mystery of all: what did Her Majesty actually have in her Launer handbag? It is rumoured that she always carried a packet of mints, a compact gifted by her late sister Princess Margaret complete with lipstick, and the all-important table hook to ensure her treasured Launer handbag never touched the floor!
Words | Amy Bonifas
