Tilly Turns 20 | A Retrospective Exhibition

Picture this: It's 2006. Twitter is brand new. The Devil Wears Prada is playing at the cinema. Taylor Swift has just released her debut album. And you don't even have an iPhone.

This was when Tilly was born, created by Ro, to service a need - a practical yet elevated travel companion. A bag that holds what you need, and works just as hard as you do.

Twenty years is a long time, especially in the fashion industry, but Tilly hasn't aged one bit. For the past two decades, Tilly has remained a loved staple in thousands of wardrobes.

"A Humble Over-Achiever. So much greatness for such a wee thing. Tilly is a neat, organised and multifunctional purse / wallet / take-over-the-world clutch. She will take you from day through night, from London to Japan, and hold your hand through whatever adventure life throws your way. With her zip opening, five compartments and inner zip pocket, she keeps your prettiest pennies (and whatever else you fancy) locked and lovely."

2006 - 2015

What a 10 years! Barack Obama became the first African American President of the United States, Instagram launched with immediate success, Alessandro Michele ushered in a new maximalist era as the Creative Director of Gucci, and Lady Gaga became a global success following the release of "Just Dance". Oh, and you now have an IPhone.

This was the decade Tilly found her place in New Zealand women's wardrobes. Simple by design, with her signature single wristlet strap, she quickly became the bag everyone wanted to carry. As demand grew, so did SABEN. Ro searched internationally for manufacturing partners who shared her uncompromising standards, proving that growth didn't have to come at the expense of quality. Along the way, the craftsmanship evolved, the logo became the one we know today, and in 2010, Tilly welcomed Big Sis, the roomier take on an icon already making her mark.

This decade saw SABEN grow dramatically, from handbags created in Ro's garage, to the first SABEN boutique opening at Auckland Airport, and being stocked in David Jones.

2016 - 2019

What were you doing from 2016 to 2019? Brad and Angelina were announcing their split after twelve years of marriage, Virgil Abloh was running the show at Louis Vuitton, and in 2018, TikTok launched, changing content as we knew it forever.

This trennial saw SABEN expand further, with Tilly and Tilly's Big Sis at the forefront of that expansion. The Inaugural 'By Your Side' Mother's Day campaign started, and in 2018 SABEN released its first luggage line. Tilly also made her television debut in 2016, featuring in an episode of Shortland Street.  During this time, Tilly and Tilly's Big Sis remained unchanged in structural design, a classic not in need of adjustments. Instead, this was a period where colours, effects and textures were explored. 

2020 - 2023

Do we need to remind you what happened in 2020? Ignoring the elephant in the room, Queen Elizabeth II celebrated her Platinum Jubilee, Bridgerton became an overnight Netflix success story, and resale, vintage and second-hand shopping boomed.

SABEN opened its flagship store on Teed Street, Newmarket, and updated its branding to incorporate the well-loved SABEN 'Dusky Pink.'

During this time, textures, edges and embroidery were played with, much to the delight of SABEN's loyal customers and long-term Tilly fans. The Frilly Tilly to this day is one of the most requested bring-back bags.

Spring/Summer 2022 involved a collaboration with the artist Fleur Woods, which saw her "stitched painting" Soul Sisters embroidered onto SABEN pieces, including the Tilly's Big Sis. In Autumn/Winter 2023, Ro experimented with silver hardware, before quickly reverting to the SABEN light-gold.

2024 - 2026

2024 saw Labubus become the ultimate handbag accessory; 2025 saw Jonathan Anderson exit Loewe in favour of Dior; and 2026 saw Bad Bunny produce one of the most memorable Super Bowl half time shows. Oh, also, did you have a good Brat Summer?

In 2025, SABEN was awarded B Corp status, an official recognition of the consistent effort to be conscious in all pillars of the business. 2025 also saw the launch of eyewear and SABEN collaborate with NAGNATA at Australian Fashion Week. In 2026, SABEN opened its flagship store on Ponsonby Road. During this time, Tilly remained the consistent best-seller she had always been.

As you will have seen, Tilly has changed remarkably little. Aside from the addition of a crossbody strap and an updated logo here and there, Tilly remains as she was in 2006. A reliable, practical yet effortless staple. 

Here is to the next twenty years of Tilly.

Limited Edition Tilly

Twenty years of Tilly deserves something truly special — and we think this is it. Crafted in a luminous champagne leather with a lustrous finish, this limited edition celebrates two decades of our most-loved style in the most elevated way we know how. Complete with a gold crossbody strap and gold snake wristlet, only 50 exist — and once they're gone, they're gone.