An interview with Sarah Forsyth, founder of Safor

You might not need a new handbag, clutch or purse (the chances are, you don't), but there is no resisting the selection of genuine leather and exotic skin bags at Safor, a new UK-based, independent producer, run by Sarah Forsyth. Vintage-inspired and made to exacting standards, using ethically sourced skins, a bag from Safor makes all others look drab and boring. So where did Sarah learn to design handbags? What is her favourite piece? And what does she say to people cagey about using exotic skins? We caught up with the new designer to find out more.

I first became interested in fashion… from about the age of 16. I was a massive tom boy before then. At school I dreamt of going to St Martins to do fashion design but also wanted to do a degree in English literature before I did anything fashion based. I did my English degree then decided to combine my two passions by going in fashion journalism.

I love… the creative process behind fashion. I like to see the process of design and creativity behind the finished garment or accessory and am constantly inspired by all the fashion trends that constantly come back year after year, but in a slightly varied forms.

My personal style is… classic with a twist. I have a few important key pieces that I dress up or down with accessories. My favourite piece, is probably my leather jacket as it can be put with almost anything and the more I wear it, the better the leather looks. I also have a Bright red backless floor length evening gown by Maria Grachvogel that I adore and I wish I got to wear more often.

I got into the fashion industry by… doing a post graduate certificate in fashion journalism at London College of Fashion, then went to intern at Vogue. Vogue was daunting but fascinating and led onto me being offered another internship at Sunday Times Style Magazine. I ended up working as a fashion assistant at the Daily Mail before I launched Safor.

I moved to Florence in 2008 because… I love the city and the Italian way of life. I also went to study handbag design and the Italian handbag production process at the Art.e School of Design. It was taught in Italian, which provide tricky at the beginning!

I was only meant to go for six months but… ended up staying for two and a half years. I loved the restaurants, the food, the people, the architecture - everything really! There are two restaurants there that I love in particular: La Giostra and Quattro Leonie.

My top Florence tip is… to go up the hill to San Miniato. It's without a doubt my favourite church in Florence and there is an incredible view over the city. If you go up there on a Sunday afternoon, you can hear a service from the monks that live in the church monastery next door which is amazing.

I set up Safor because… I saw a gap in the market for bright exotic skin clutches and wanted to fill it. Our skins are sustainably farmed and ethically sourced. Every exotic skin we use is sourced through the Convention on International Trade in Endangered Species (CITES).

I understand that the label of 'protected skin' can... make people feel uneasy from an animal perspective, but they are sourced through fairtrade organisations which support local communities so they can be used in a sustainable culture. It is important to distinguish protected skins from endangered skins as these are two very different things.

The most rewarding thing about what I do is… the moment when a sample I have designed arrives and it matches the vision and designs that I initially had for it.

When Mrs Thatcher bought one of my bags, I was… very flattered!

My favourite Safor product is… the Sarah Jane clutch, because it is the first bag that I ever designed. It is a simple clutch with a strap over the top that can be used for day time with jeans or would be equally at home at a black tie event or premiere.

I couldn't live without… my sausage dog, Tilly. She is tiny as she is a miniature dachshund and very sweet and clever. She is always eating my tights and under wear though which drives me insane! She comes everywhere with me and I have had her for almost 3 years now. My mum bought her for me when I had just come back to London from Italy. Mum thought she might cheer me up!

If money was no object, I would buy… a skiing chalet in a tiny place called Lenzerheide in Switzerland. It's an amazing unspoilt resort where I learnt to ski and have been skiing with my family since I was 4. I usually try and go at least once a year if I have the time and can afford it! Lenzerhiede is also where my grandparents first met so it's a very special place to all the family.

My favourite website is... Vogue.com. It's always full of great fashion news.

Safor.co.uk was built by Hayes Anderson Limited.

Emily Jenkinson

21st March 2011