When I think rubber, I think two things: ugly but functional home & garden supplies, and fetishists. “Stylish” never comes to mind. Jules Sherman is changing that. “Ever since I designed a cosmetic bag for Bath & Body Works with a little rubber brand tag, I wanted to use that material for other products. There is something beautifully tactile about the material,” Jules explains.

With a background in industrial design, it seems natural that Jules would design in relief. Her line includes pouches, luggage tags, belts, and hair clips. All in rubber, all with three dimensional designs molded into the surfaces. The intricate design work goes back to Jules’s initial love of printmaking.

This pouch is one of my favorite pieces. I love the intricate design (“inspired by historical Russian fabric prints I found online”), and of course, I love the color combination (“in general, color, texture, and fashion inspire me”). And I love the multi-purpose functionality. It is build specifically not to be used for anything specific. Suggested uses? Cosmetics, tampons, sunglasses, wallet, pencil pouch, jewelry. It is perfect for anything small, that could benefit from a small, slender, padded, water-resistant package.

A major-corporation design director by day, Jules works on her own company by night. “The tough thing about starting a business while working F/T is that I am always working. I work most week nights and every weekend. It’s a commitment that requires a lot of consistency and care,” she laments. But Jules wouldn’t have it any other way: “I design and develop all of my own products. This is my first love, and it’s what I do best.”

Coming up, Jules is working on a set of princess hair clips for little girls, complete with embedded rhinestones for a bit of glitz. For big girls, look for new luggage tag designs and simple tote bags – all in her signature rubber.

Now when I think of rubber, I think of three things.

Visit Jules online at YosiGirls.com (for little girls), and YosifaPenina.com (for big girls). Pieces can be purchased at SmashingDarling.com, your source for indie fashion.