BeAlice: Bags Designed for the Woman Who Never Stops

Some of the best ideas are born from necessity.

In 2018, Amy Schmitz brought home a Saint Bernard puppy named Alice, and life as she knew it changed completely. Alice was everything at once—sweet and stubborn, beautiful and unstoppable. Chasing after her while balancing the full, beautiful demands of motherhood made one thing clear: Amy needed a bag that could keep up.

Nothing on the market could.

So she designed one herself.

BeAlice was born from the belief that women deserve accessories as dynamic as their lives. Named after the dog who inspired it all, every BeAlice bag is thoughtfully designed to move with you through every part of your day. A sleek crossbody for running errands A spacious tote for travel days. A polished shoulder bag for the office. An elegant clutch for an evening out.

One bag. Endless possibilities. No compromises.

The convertible design is more than a feature—it's a philosophy. Because modern women don't live in a single mode, and their handbags shouldn't either.

In 2025, Amy welcomed Becky Geyer as her business partner. After years as a stay-at-home mom, Becky was ready to reignite her passion for marketing and entrepreneurship. Drawn to Amy's vision and the purpose behind the brand, she joined BeAlice to help grow the company and bring its story to women everywhere.

Together, Amy and Becky have built more than a handbag brand. They have created a celebration of versatility, confidence, and self-expression.

BeAlice is a reminder that you can be bold and graceful, practical and polished, nurturing and ambitious—all at once.

Just like Alice.

Because the woman who does it all deserves a bag that does the same.