Sarah McGill – Founder of Alder

Website: www.alderstyle.comAlder white logoA day befitting the introduction of a product that was designed for women, by women. A product made to improve every commute and business trip for the millions of women that carry a laptop.

Sarah’s company offers something rare. A laptop bag without compromises. Protective, comfortable to carry and with the aesthetics of a luxury handbag. And in a choice of colours! A bag that suits every situation in a working day. Comfortable and secure for the commute, smart for the boardroom and stylish and protective for the bar or restaurant after work.

“When commuting myself, I was sick of choosing between the ‘smart but uncomfortable tote’ and the ‘comfortable but ugly backpack’. And most bags were only available in black” Sarah said.

As a former flight attendant, and with 15 years working for global corporations, Sarah had no previous experience of design, manufacturing or of bringing a new product to market.

But she had a mission!

On train platforms and in airports, Sarah asked other women about their bags. She sent out a survey on the subject and the overall feedback was yes please! and hurry up!

Sarah involves her social media followers in every step and she says that their involvement has been key in both product design and in spreading the word.

Fast forward to IWD 2021 and Sarah has added an innovative and beautiful laptop tote to the collection that is designed to be compatible with a trolley bag for women that travel with work. Alder laptop bags are already improving the lives of women worldwide from Japan to New Zealand and the US.

Customer reviews such as this show that Sarah is meeting the mission that she set herself “Carrying a laptop isn’t the pain in the neck (and shoulders) that it was. Put simply, the Alder bag is a revelation! A comfortable commuting bag that looks great as well – the holy grail of laptop bags. Thank you, Alder.”