About us

Vida Vida · Page Editor Click "Edit Text" to start editing
✓ Copied to clipboard!

Vida Vida · Our Story

Met in Fiji.
Made in leather.

Matt and Andreya Townsend founded Vida Vida out of a shared love of adventure, beautiful craftsmanship and the people they met along the way. From a stall on Portobello Road to a thriving online brand based in Woolacombe, Devon — this is their story.

1999
Founded in Fiji
2005
Vida Vida born
20+
Years of craft
Matt and Andreya, founders of Vida Vida

The founders

Matt & Andreya Townsend.

Matt and Andreya met on the idyllic beaches of Fiji in 1999, where they discovered a shared passion for adventure, new cultures and a genuine love of life. They were married in 2008, and from the very beginning, experiencing the world together shaped everything they built.

Andreya's working life was spent in fashion — from her Saturday job at River Island at 16, through international brands like Diesel, Helen Storey and Ghost, all the way to UK Sales and Marketing Manager at Replay Jeans. Despite being able to climb the working hierarchy with ease, she always knew that wasn't the path she saw for her life.

Matt studied geography at UCL and knew early on that working for anyone else wouldn't give him enough time to explore the world and surf. He wore Hawaiian shirts and flip-flops for most of the year, and he knew that Andreya's eye for fashion, design and style was exceptional — so together, they set out to build something of their own.

Matt and Andreya in India

Matt & Andreya · India

1999
Met on the beaches of Fiji
2005
First stall at Portobello Road
1,900+
Verified five-star reviews
Woolacombe
Now based in Devon by the sea
Andreya, Matt, Herbie and Reggie

Andreya, Matt, Herbie & Reggie

How it all began

From South America to Portobello Road.

The dream became reality in 2005, when Matt and Andreya returned from South America having met wonderful local artisans who hand-made uniquely beautiful products. Vida Vida was established with a stall at the famous Portobello Road market in London.

They soon defined Vida Vida's purpose: to partner British design with beautiful workmanship carried out by small, family-run businesses from around the world. Every business relationship was built on friendship and trust. The name Vida Vida — meaning Life Life — was born from the idea that their lives were intertwined with the lives of the special people they had met on their travels.

The brand grew quickly — more market stalls, a workshop in India, wholesale, retail and online. Matt and Andreya still spend regular parts of the year working alongside their team in India, and continue to seek out craftsmen with whom they can build positive, lasting relationships.

Our journey

Twenty years in the making.

1999
Fiji — where it all started

Matt and Andreya meet on the beaches of Fiji, discovering a shared love of adventure, travel and life.

2005
Vida Vida is born

After returning from South America, the first Vida Vida stall opens at Portobello Road market in London.

2008
Married & growing

Matt and Andreya marry, and Vida Vida expands with additional market stalls, a workshop in India and wholesale partnerships.

2011
Herbie arrives

Their first son Herbie is born, quickly learning the ropes — from urgent post office trips to sitting in empty stock boxes pretending to be pirates.

2014
Reggie joins the crew

Second son Reggie arrives, completing the family team. Like father, like sons.

2017
Bag for a Bag launches

A chance meeting on a Devon beach leads to a charity partnership with United World Schools — every bag sold donates a school bag to a child in need.

2020
Moving to Devon

The family moves to Woolacombe on the North Devon coast, closing the London retail and market operations to focus fully on the online business.

Today
Life by the sea

Operating from a warehouse in Devon with a small, dedicated local team — making beautiful personalised leather goods and sending them around the world.

What we stand for

The values behind every bag.

🌍
Global Craft

We partner with small, family-run artisan businesses from around the world — building relationships based on friendship and trust.

✂️
British Design

Every product is designed in the UK, combining contemporary British style with the finest traditional leather craftsmanship.

🎒
Bag for a Bag

Since 2017, every purchase over £30 donates a school bag to a child in a remote community through United World Schools.

💛
Family Business

We're a small, family-run team in Devon. Every order matters to us and we take pride in delivering first-class service to every customer.

Come and explore the range.

Handcrafted leather bags, accessories and personalised gifts — made with love, shipped from Devon.

Shop now Get in touch Bag for a Bag