Penny Crook, Founder of Daneault. (Credit: Courtesy of Daneault)
She Turned a Family Heirloom Into a Handbag Brand
Personal loss, a breast cancer diagnosis and a vintage handbag inspired Penny Crook of Daneault to create a premium accessories brand rooted in family, resilience and innovation.
Inspired by a vintage handbag her father once gave her mother, Penny Crook set out to create a functional and versatile handbag that evoked the timeless aesthetic of the family heirloom. The Tennessee-based entrepreneur launched Daneault in 2020, specializing in patented reversible handbags designed for women who need to move between work, travel and everyday life quickly, offering versatility without compromising on craftsmanship or style. Crook has grown the business over the last six years while navigating breast cancer and the loss of her mother. She told us that, to keep herself grounded, she has remained focused on building both an innovative brand and a community that empowers her fellow women entrepreneurs.
Here’s our lightly edited Q&A, from The Story Exchange 1,000+ Stories Project.
How is your business different from others in your industry?
We are a reversible handbag brand, offering women the ability to seamlessly switch between two distinct looks with a single bag. Our designs are created specifically for women on the go who want versatility. While traditional handbag brands encourage owning multiple bags for different occasions, we focus on smarter, multifunctional designs. Each piece is thoughtfully constructed using high-quality materials and timeless silhouettes that transition effortlessly from day to night, travel to work, and casual to formal settings.
Tell us about your biggest success so far.
Building a growing community through our Sip N Shop events that bring women entrepreneurs together. What started as a business initiative evolved into something much more meaningful: A space where women can connect, support one another, showcase their businesses and grow together.
What is your top challenge and how have you addressed it?
Building and scaling a product-based business while navigating ongoing personal medical challenges and financial pressures at the same time. Continuing to push forward through my health difficulties while managing product development, manufacturing, operations and brand-building has required resilience, discipline and adaptability.
As an early-stage founder, managing limited financial resources while developing a patented luxury product meant making thoughtful decisions about where to invest and where to optimize. We addressed this by focusing heavily on prioritization and long-term value. For example, we continuously refined our product development process by redistributing resources toward the areas that mattered most to the customer experience, such as improving hardware quality, construction and overall functionality, while carefully managing costs in other areas.
Have you experienced any significant personal situations that have affected your business decisions?
My personal experience with breast cancer, which I am still going through, has profoundly changed the way I view life. Navigating such a journey while building a business has strengthened my determination to create something meaningful and lasting. The loss of my mother also deeply impacted me and shaped the emotional foundation of my business. Together, these experiences made me realize that the things we carry with us often hold emotional value far beyond their function.
How do you find inspiration on your darkest days?
I remind myself why I started in the first place, and the long-term vision I am working toward. Building something meaningful takes time, and difficult moments are part of that journey.
I also draw a lot of strength from the people around me, especially family – the support system that continues to encourage me through challenges. And seeing how far I have already come, despite setbacks, reminds me that progress is still possible even during uncertain periods.
What is your biggest tip for other startup entrepreneurs?
Focus on fewer, but stronger designs, instead of trying to do too much at once. In the beginning, it can feel tempting to launch with a large collection, or to constantly create new products. But I have learned that putting your energy into refining a smaller number of thoughtfully developed products creates a much stronger foundation for the brand.
What is your go-to song to get motivated on tough days?
“Tennessee Whiskey” by Chris Stapleton.
Who is your most important role model?
My father. He taught me the value of building something meaningful. Even after his passing, his influence continues to shape the way I approach both life and business. And in many ways, my company itself was inspired by him, after discovering a vintage handbag he had gifted my mother decades ago. That moment reminded me how powerful thoughtful design and emotional connection can be. His work ethic, vision and belief in creating lasting value continue to inspire me every day.
Instagram: @ShopDaneault
Facebook: @Daneault
TikTok: @Daneault
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