Meet The Brand That Delivers Unique Handmade Crochet Bags, And Doesn’t Take Itself Too Seriously

By HTE Founder, Erin Hughes

When fashion designer Pamela Usanto launched Not So Serious in early 2023, it was never intended to be a big proper business. Already the founder of her contemporary, curated label Pamela Usanto Atelier,

Pamela simply wanted to make something playful – something that felt light-hearted, creative and, in her own words, “a side business, hence the name Not So Serious.”

What began as a passion project between Pamela and her mother has quietly blossomed into a cult favourite, thanks to a collection of crocheted bags that are as fun as they are meticulously made. While Pamela looks after the marketing, product development and creative direction of the brand, it’s her mum who produces every single bag – literally, by hand, in her living room. Nothing is outsourced, and that’s exactly how they like it.

The idea sparked when Pamela’s mum, who has crocheted since she was young, casually made a bag one day. “When I saw it, I said, I think this might sell, Mum,” Pamela recalls. From there, the duo began experimenting – tweaking strap lengths, adjusting shapes, mixing colours and playing with ideas to make each design feel original and unique.

“It’s a collaborative effort. I’m pretty hands-on encouraging Mum to try new things. We’re inspired by other crochet bags out there, but I always try to keep ours original, with that touch of edge.”

What sets Not So Serious bags apart is the clear love and care woven into every piece. From experimenting with colourways and sizes to carefully selecting sturdy yarns and testing durability, nothing is rushed or compromised. “We pour so much love into each creation. Knowing that my mum loves making each bag is inspiring, and I’d love to keep it that way,” Pamela says. “We intend on making the highest quality product, and I think it shows.”

Although the brand has gained unexpected popularity – particularly in Bali – Pamela and her mum have no intention of scaling up rapidly. For them, the joy lies in the creative process and the connection they share. “We didn’t know the bags would work so well, so we’re pleased and grateful that people enjoy them as much as we do,” she says.

As for favourites? Pamela can’t pick just one.

“I wear Not So Serious bags every day. I use my beaded bags for evening occasions and switch between sizes for day wear. I love them all.”

Her creative mind is always ticking over, though.

New products are already in the pipeline, with plans to expand into wearable fashion – especially beachwear, a natural next step given the brand’s growing fanbase in tropical locales. “Of course, this brain of mine never stops,” she laughs.

At its heart, Not So Serious is a brand that celebrates family, craftsmanship and the simple joy of making beautiful things. Made with love – and not so seriously – in her mum’s living room.