“Don’t ever expect me to be Kate Spade!” was Katy Brosnahan’s reaction to the name her future husband, Andy Spade, proposed for our new business venture. Andy was a rising star in the advertising world, and as our branding-expert partner, the task fell to him to name the company. It was 1993 in New York City, and the three of us, along with our partner Pamela Bell, were preparing to launch our new handbag business.
Andy’s idea combined “Katy” in short form along with his last name; he liked the sound of the monosyllables together. “Kate Spade” evoked a certain persona—she could be your best friend, a beloved singer-songwriter, or a glamorous British secret agent.
Katy’s reluctance to be the front person for our company was not a surprise to me. We met on our first day of college, at the University of Kansas, in 1981. It was clear that even though she was the most fun person and loved a party and a practical joke, she would never be the type to seek the limelight. In our communications class, she was nervous for weeks before a presentation. Like most people, public speaking made her anxious, and she would avoid it whenever possible.
Life had other plans. As our business grew, so did the demand for Katy to be its spokesperson. Within a year, she and Andy were married, and she literally became Kate Spade, the person.
In 1995, Katy was nominated for the equivalent of an Oscar in our industry, the C.F.D.A. (Council of Fashion Designers of America) new-talent award. Despite her reticence to carry our torch, she understood the impact of winning that accolade—it would both instantly focus the spotlight onto her and supercharge our business.
The big night of the awards ceremony arrived, and we four partners, along with Andy’s brother, David Spade, limoed to Lincoln Center. We walked the red carpet with fashion royalty such as Donna Karan, Ralph Lauren, Calvin Klein, Michael Kors, and Marc Jacobs. It was hard to fathom that we were there alongside those icons of our industry. I felt like we were impostors, and, any minute, security would come by with a big hook on a pole and say, “Hey! Who are those punks?! Get ’em outa here!” As we stepped inside, we found the hall packed with fashion luminaries and famous faces—Lauren Hutton, Sigourney Weaver, Joan Rivers, and others, along with that year’s guest of honor, Princess Diana.
During the event, Katy was especially quiet. I knew she was secretly hoping not to win, just to avoid having to walk onstage and give the short acceptance speech she’d prepared.
When they announced, “And the winner is … Kate Spade!,” Katy rose to an explosion of applause and made her way to the stage. I held my breath for her. After offering a few sentences of appreciation, she gave the cheering crowd a sweet smile and big wave. She did great. After that, as predicted, there were dozens of photos of her across the fashion and news media, and our business took off. She eventually became terrific at representing our brand, though the spotlight still made her squirm.
But there was one public-facing role Katy embraced: connecting with our customers. She made hundreds of appearances at department stores, boutiques, and events across the country and, later, the world. She listened with infinite patience to women of all ages—sisters, friends, mothers, daughters, grandmothers—who would line up to meet her and have their handbags signed.
Many women shared stories of saving for months to afford their first designer piece, and using their hard-earned money to purchase one of our Kate Spade bags. Through her own experiences, first as a broke student and then as a New York City transplant, Katy deeply understood the significance of finally being able to buy something special. She listened to those stories and drew inspiration and a feeling of connection to each person she spoke with.
Katy Brosnahan eventually did become Kate Spade. To us, though, she remained the same eccentric, hilarious, quietly brilliant friend we’d always known. The name on the bag became iconic, but the spirit behind it was always, unmistakably Katy.
Elyce Arons is a co-founder of Kate Spade and a co-founder and the C.E.O. of Frances Valentine. She lives in New York with her husband and daughters
