My name is Jade and I've always been obsessed with elevating everyday experiences. I believe that beautiful objects improve people's lives. Not because they're necessary, but because they enrich the experience of being alive.
A morning matcha feels different from a favourite mug. Writing feels different with a pen you love. The objects we choose to surround ourselves with quietly influence how we feel, often in ways we barely notice. Over time, they become part of our routines, rituals, adventures, and memories.
For me, luxury has never been about status. It's about care, intention, craftsmanship, and creating things that make ordinary moments feel a little more meaningful.
That's why every piece we create is crafted with such attention to detail. From the materials and proportions to the stitching and hardware, every decision is made with the dream that the finished product becomes a deeply loved part of someone's life for many years.
While watch straps became our signature product for 17 years, travel and carry bags were always the dream. What began with handcrafted watch straps has evolved into a collection of luxury bags designed for travel and everyday movement.
I've always believed the journey matters just as much as the destination. Whether it's a weekend escape, a road trip, a flight across the world, or simply heading to work each morning, the journey feels different with a beautifully crafted bag that makes you feel organised, composed, and ready for adventure.
Today, Bas & Lokes is based in Sydney, Australia in an exquisite beachside neighbourhood called Cronulla with the Pacific Ocean as our inspiration and playground. Where every piece is thoughtfully designed and handcrafted in small batches.
Over the last seventeen years, we've handcrafted thousands of handcrafted watch straps and they travelled the world on the wrists of enthusiasts. We were among the first to custom-make straps in a wide spectrum of colours, releasing new collections month after month. In our own way, we helped redefine how the world wore its watches, and we’re deeply proud of that legacy. While watch straps became our signature product, we also created a multitude of other small leather goods.
Bas & Lokes opened its virtual doors one snowy winter evening in a small NYC apartment, with holiday music playing and Coquito cocktails in hand.
I started this brand with my father after struggling to find bespoke watch straps for my growing watch collection — something that was almost nonexistent at the time. What began as a small personal project quickly evolved into a globally recognised independent leather goods studio with thousands of customers worldwide.
We shared a love for making things with our hands and quickly set out to fill that gap, helping lead a return toward craftsmanship, precision, and artistry in an increasingly mass-produced world.
Surround yourself with people who believe in your dreams.
My father's role, although brief in our brand's history, was an integral one for me.
His creativity, enthusiasm and love of making beautiful things, helped create and shape Bas and Lokes. He encouraged me to dream big and be the best I can be. The short time I spent with him in those first few weeks inventing ourselves were some of my most cherished moments with him. My father passed away in July of 2016 at the age of 55 from cancer.