By Erin Hansen

Fashionable, Unique, Multipurpose and Innovative are four inspirational words behind FUMI, the brand known for making lives easier by combining Fashion with Function!

Nichole and Natascha Shamlian lead a brilliant team of creative individuals who all contribute to finding solutions for everyday problems with Fashionable, Unique, Multipurpose and Innovative products. FUMI is what is making people all over the world say, “Awe, now why didn’t I think of that!”

The product that started it all developed from a vintage 1940s PurseHook Nichole found at an estate sale in Southern California. Unsure of its use, the girls quickly realized this ingenious invention grabbed onto the edges of tables, providing a portable hook for handbags when ladies were dining out. The FUMI team knew this had serious potential and re-created the PurseHook into a completely new and innovative, must-have commodity for any fashion conscious woman.

Being the creative team they are, FUMI transformed the 1940s style PurseHook that stores inside of the handbag to the patented FUMI Bracelet PurseHook that, when you’re not wearing it as a bracelet, stores on the outside of your handbag as a trendy accessory! Something as simple as storing it on the outside of the handbag gave it so many more uses: It solved the problem of where to put your handbag in a public restroom, movie theater, sporting event, concert, and any other place where there isn’t any room for your precious handbag. They created beautiful colors and designs, making sure there is a perfect style for anyone.

But the girls didn’t stop there…

Since they’re based in southern Cali, the FUMI team stays hip with the trends…and as any woman knows, tying a scarf on the outside of a handbag adds a little flare to an everyday look. Staying true to FUMI “Fashion with Purpose,” the team created the Scarlett. The Scarlett is a trendy purse accessory that also serves as a sunglass cleaner, cell phone buffer, camera lens cleaner, etc. The Scarlett’s high quality microfiber fabric wipes away smudges without scratching those expensive belongings! It comes in an array of fun patterns to match whatever mood strikes you and adds that pop to you wardrobe…and yes, it’s a must to have more than one print to accessorize all our outfits! One day go hippy chic with “Hendrix” (psychedelic purple and blue pattern), the next day bring it to the jungle with “Wild Cat” (leopard print).

Nichole and Natascha have also made it very clear that the FUMI brand is not stopping here as they are currently working on other patent pending fashionable innovations, which begs the question, “What will FUMI come up with next?”

FUMI is also an eco-conscious company. Most of the products are made from recycled materials and all come in eco-friendly packaging. A free FUMI gift box, perfect for gift giving, comes with every purchase!

FUMI won the Top 10 Products for 2009 award …See why by viewing the entire collection at www.theFUMI.com!