About Us


Magnetic Pursenality founder Karen Averill explains the ‘birth’ of Joey

“In every country I’ve traveled – from the Caribbean to New Zealand and the Great Barrier Reef-I’ve experienced the challenges and frustrations of lugging around a purse.  Wandering outdoor craft and food markets, strolling along the beach, dancing the night away – on occasions like these, my purse was always a drag. 

“This culminated while on vacation in Maui for my niece’s wedding. It was a formal occasion on the beach, and even the most experienced coordinator couldn’t figure out what to do with all the purses. We didn’t feel comfortable leaving our purses on chairs on a public beach, nor did we want to wear them in the wedding photos. And, of course, no one wants to be “keeper of the purses” when everyone else is celebrating.  Sound familiar?

“Well, necessity truly is the mother of invention.  I made some for myself, some friends then took them on a cruise and voila! a business was born. 

“But the story doesn’t stop there. Like many people, I am concerned about the impact we have on the natural world and its inhabitants. So I decided to work only with Fair Trade organizations. Our Joeys are made from natural or recycled products in an environmentally responsible way. Your purchases advance the social and economic status of artisans around the world and benefit their communities by providing income for education, health care, and employment.

“I hope you enjoy shopping our site and learning about Fair Trade.  And, once you’ve found your perfect Joey, step away from the computer, go outside, see the world and have fun!”

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