Today we’d like to introduce you to Penny Crook.
Hi Penny, so excited to have you with us today. What can you tell us about your story?
When my father passed away in 2020, I found myself sorting through his belongings and came across a reversible bag he had gifted my mother in the 1950s. They were married for sixty-seven years, and that bag had travelled with her through every phase of their life together. It was timeless, sentimental, and beautifully made. Holding it reminded me that a product can carry history, identity, and love. That moment became the beginning of Daneault.
I started researching materials, learning production, and designing prototypes that honored that idea of multifunctionality and emotional value. Last year, I faced my own breast-cancer diagnosis. Navigating treatment while building a brand forced me to learn resilience, focus, and discipline. It strengthened my dedication to creating something meaningful and pushed me to continue even when it was difficult.
Last year, after losing my mother as well, the mission behind Daneault became even more personal. Both of my parents believed in timelessness, quality, and living with intention. Those values live inside this brand.
After receiving the patent for our reversible design in January 2025, I moved into full production, expanded our digital and retail presence, and continued building Daneault into a brand rooted in purpose, strength, and legacy.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
The road has not been smooth, but every challenge has shaped the strength and direction of my journey. While building Daneault, I was also navigating some of the most difficult moments of my life. I went through breast cancer, which tested my resilience, my discipline, and my ability to stay focused on a vision even when my health was uncertain. Last year, I also lost my mother, which added another layer of emotional difficulty during a time when the business was growing quickly.
On the business side, the early stages were filled with practical struggles. Finding trustworthy vendors was a major challenge and I faced situations where manufacturers did not deliver the quality or results I had paid for. Building a product-based brand as a fully bootstrapped founder also meant that every decision carried significant financial weight. I had to manage resources carefully, navigate unexpected losses, and learn the operations side of the business from the ground up.
None of it has been easy, but every obstacle has strengthened my dedication to creating a brand that stands for purpose, resilience, and authenticity.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Daneault is a premium lifestyle and accessories brand built around the idea that multifunctionality can be elegant, meaningful, and timeless. Our signature offering is our patented reversible bag, a design inspired by a piece of my parents’ history and reimagined for today’s modern woman. I wanted to create a product that adapts effortlessly to different moments, giving women the freedom to carry one bag that truly does the work of many without compromising on beauty or quality.
We specialize in thoughtful design, premium materials, and craftsmanship rooted in ethical and sustainable practices. What sets us apart is our dedication to purpose-driven luxury. Every product is created with intention, from the quality of the leather to the construction techniques and the emotional value behind the design. The reversible concept is not just a feature, it is a philosophy: one product, multiple possibilities.
I am most proud of the heart behind the brand. Daneault is built on legacy, resilience, and storytelling. From the early years of research and development to receiving the patent and moving into full production, every step has been guided by a desire to create pieces that last, pieces that carry memories, and pieces that genuinely serve the women who use them.
I want readers to know that Daneault is more than a bag brand. It is a commitment to craftsmanship, functionality, and emotional connection. Our goal is to offer products that elevate everyday life while honoring values of quality, versatility, and purpose.
In terms of your work and the industry, what are some of the changes you are expecting to see over the next five to ten years?
The accessories and lifestyle industry is going through one of its most transformative periods, and I believe the next five to ten years will accelerate this shift even more. Consumers today are looking for pieces that do more than look good. They want functionality, longevity, and value. Multifunctional design is no longer a niche concept. It is becoming an expectation, and I believe it will become one of the strongest drivers of product innovation in the coming decade.
Sustainability will also move from being a “trend” to a non-negotiable standard. Customers want transparency in sourcing, production, and materials. Brands will need to prove that their practices are ethical and that their products are built to last. Purpose-driven storytelling will hold even more weight as people gravitate toward brands with authentic roots and meaningful missions.
There will also be a significant rise in hybrid retail. Digital will continue to lead, but consumers still crave experience-based shopping, especially in luxury. Brands that blend online convenience with in-person emotional connection will thrive.
Overall, I see the future of the industry moving toward functional luxury, sustainable craftsmanship, and products that genuinely serve a purpose in people’s lives. That is exactly the space where Daneault is positioned, and it is where I see the strongest long-term growth.
Contact Info:
- Website: https://www.shopdaneault.com
- Instagram: https://www.instagram.com/shopdaneault/
- Facebook: https://www.facebook.com/ShopDaneault/
- LinkedIn: https://www.linkedin.com/company/shopdaneault/
