Maria Lee-Heller is the founder and designer behind KAEIU, a brand born from her deeply personal journey through infertility and into motherhood. What began as a source of healing became a vision: to create timeless leather bags that move seamlessly through the many roles women play—parent, professional, traveler, and dreamer.
Crafted with intention, KAEIU bags are designed to marry function and elegance. The choice of leather reflects life itself—resilient, ever-changing, and shaped by experience. Each piece is made to age beautifully and tell a story—one that evolves with you.
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What does a day in the life look like for you?
I’m usually up by 6:30am with my two toddler boys. Our oldest is off to preschool by 8:00, and that’s when my work day begins. I work from 8 to 1, those are my dedicated office hours. Our youngest is home but with childcare support during that time, which makes all the difference.
He naps around 11, and once he’s up at 1, I shift out of work mode. We have lunch together, then head out to pick up his older brother at around 2:15. If the weather’s nice, we’ll stop by the playground and spend the rest of the afternoon outside until about 4:30.
Dinner is around 6, bedtime for the kids is 7:30, and then I usually dive back into work for a few hours. I start by packing and shipping online orders. Something about the physicality of that resets my brain and then I move into tasks that require more focus. The quiet nighttime hours are when I do most of my creative work. There’s something about the illusion of unlimited time that makes me feel at ease and gives me the space to dive into work that requires energy and patience. -
Tell us a bit about the inception of KAEIU! What gave you the idea for this business?
KAEIU was born during a really difficult chapter in my life. I was going through fertility struggles, and the experience left me feeling stuck, hopeless, and depressed. In the midst of all that waiting and uncertainty, I found myself dreaming about motherhood, imagining what I would look like, what kinds of clothes I’d wear, what bag I’d carry, and how I would feel.
And that’s when it hit me: there wasn’t a diaper bag out there that felt like... me.
In my vision of motherhood, I wasn’t just a mom. I was still all the other parts of myself too. A designer. A commuter. A traveler. A New Yorker. I wanted a bag that could transition with me through all those identities and seasons of life. I wanted something stylish, durable, and truly versatile.
I chose leather as my primary material because I wanted to design something that wouldn’t just serve a moment. I wanted to create something that could grow with you and have longevity.
When it came to the design, I poured everything I’d learned from my years in the fashion industry, working for brands like Rebecca Minkoff and Calvin Klein. I blended a clean, elevated aesthetic with high functionality. That’s how KAEIU began- from a deeply personal chapter in life when creativity was my gilding light at the end of a long uncertain tunnel. -
KAEIU embraces the multitudes, the multifaceted, the “Mixed” way of life. Is there anything in your journey that felt random or disjointed but turned out to be incredibly meaningful or impactful?
YES! Early in my career, I took a job designing handbags at Rebecca Minkoff. My true passion at the time was apparel, but I had graduated in ‘09 the year after the financial crash, and it would’ve been foolish to turn down a solid opportunity. I knew I needed to get my foot in the door.
That role taught me everything I now know about handbag construction- hardware, proportions, leathers, how a bag comes together, inside and out. After about a year on the handbag team, I transitioned into apparel, where I spent the rest of my career designing for various brands.
I specialized in higher-end soft wovens: delicate, flowing tops and dresses with beautiful prints, embroideries, and laces. That was my passion. But somewhere along the way, I started designing outerwear. One project led to another until I found myself at Wilsons Leather, designing their entire men's and women's line, including protective motorcycle gear in heavy-duty leathers made to compete with Harley Davidson.
It was a total departure from the floaty, romantic world I came from… and I craved to go back. But interestingly, I fell in love with leather. The finishes, the handfeel, the structure and flexibility, the way it molds and ages. I became obsessed.
By a stroke of luck, I met my current manufacturer during that time. They used to fly in from India for meetings with our team in NYC. While I met with dozens of other leather makers, something about the relationship with this one felt different.
Clothing being my passion, initially I thought of starting a chic maternity line. But I had limited capital and clothing was out of the question. Fabric minimums, sizing complexities, seasonality… I knew I couldn’t take that on. But handbags? Leather? That I could do. And here was a manufacturer I trusted, willing to bring my ideas to life.
It was all incredibly serendipitous. The brand I have now was born from parts of my career that, at the time, felt random and off-path. But looking back, they turned out to be the most impactful chapters of all.
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Is there a story behind the name “KAEIU”?
Yes! Every letter in the name represents a country I grew up in. K for Korea, A for Argentina, E for Estonia, I for Italy, and U for USA. It’s a piece of my story, an homage to my childhood and all the places that shaped me. Looking back, it feels quite fitting that I chose this name for a brand built around growth and transition. KAEIU designs bags to support women through every season of life, much like those countries supported and shaped me through mine.
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How do you balance being a mom with running a business?
I don’t. Balance is something I’m still learning and often struggling to find.
Time is finite. So to do both, to raise my children and run my business, something has to give. Right now, that sacrifice is my sleep and any real “me time.” My youngest starts preschool next fall, so I’m hopeful that by next winter, I’ll be a little closer to the balance you’re asking about. -
We know KAEIU was born during challenging years of infertility. What advice would you give to women going through similar struggles right now?
If you’re going through this — I feel for you deeply. You are not alone.
It took me a very long time to open up about my experience. I carried a lot of shame, as if it was somehow my fault. One of the most healing things I did was to start talking about it, to let whatever I was feeling inside exist outside of me.
Find a community. Find even one person who can hold space for you. Say the things out loud. Let the grief, the rage, the numbness live outside your body for a while.
Some days I felt so lost I didn’t know what else to do but sway in my bedroom with the lights off. I’d gently tap my chest with an open palm, the way my mom used to soothe me as a child. It sounds small, but it helped. Do whatever brings you peace or comfort.
Infertility is a chapter, not your defining story. Allow yourself to reach the end, wherever it leads. And know you are still whole, still worthy, and still moving forward.
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If you could give one piece of advice to someone who’s beginning their career or diving head first into a “side quest” this season, what would it be?
For the ones beginning their career: keep track of every contact you make. Create a simple spreadsheet and log names, emails, phone numbers, and how you met them. You think you’ll remember, but memory is fickle, and one day you’ll need that connection again. It’s a small habit that pays off in big ways.
For anyone diving into a side quest: don’t overthink it. Just start. Get your product or idea in front of people and you’ll find out quickly if you’re onto something. Be quick on your feet. Pivot as needed. You’ll be afraid to make mistakes, but they will happen anyway. They’re the most important part of the process. And don’t be afraid to ask for help. I’ve found that people are often far more generous with their time and insight than you expect. You just have to reach out.
