Parker Thatch, the Northern California accessories brand, has named Joyce Lee its first creative director.

Founded in 2002 by Irene Chen and Matthew Grenby and based in Orinda, about 20 miles east of San Francisco, Parker Thatch is known for its functional, personalized handbags and accessories. The brand gained attention in 2009 with the launch of its Mimi bag, an elevated take on the classic canvas tote that can be customized with a wide range of options. Personalization is central to Parker Thatch’s DNA, with design features like interchangeable straps, playful charms and leather details. Prices in handbags range from $118 to $1,150, available direct-to-consumer and at its boutique in Orinda.

Lee’s appointment signals a new chapter for the brand as it looks to grow its community and expand its reach.

“Joyce has a deep understanding of how to build a brand with soul,” said Chen and Grenby in a joint statement to WWD. “What makes her so right for Parker Thatch is her ability to connect the emotional and the practical and to create pieces that feel personal, intentional and elevated, without losing their ease. We’re at a pivotal moment of growth, and Joyce’s creative vision will help us expand in ways that stay true to who we are, while opening up new possibilities for how we show up in the world.”

Lee brings more than two decades of experience in fashion and accessories. She most recently served as senior vice president of design and creative director at Madewell, where she led the women’s design team. Prior to that she designed handbags and footwear for brands including Marc Jacobs and Michael Kors. In her new role, Lee will oversee all aspects of creative direction at Parker Thatch, from product design to brand imagery and customer experience.

“Parker Thatch has such a distinct, joyful point of view — it celebrates individuality in a way that feels bold, thoughtful and refreshingly personal,” Lee said in a statement. “I’m drawn to how the brand brings character and function together so effortlessly. I’m excited to help shape this next chapter and evolve the creative vision in a way that feels fresh, enduring and true to the spirit that makes Parker Thatch so special.”