Our Story
Bringing beauty back to the beauty world
2011
In a world of function over beauty
I began in the beauty industry in 2011, and spent many years behind the counter of one of the most well known brands. I loved the art, the trends, the fashion, the events.
But the tools and atmosphere were always more function over beauty.
2020
My Dream
After a wedding in 2020 I knew I wanted a change. That was the moment I stopped waiting, and set out to do what I had always wanted to do in my heart: bring light, softness, elegance and beauty back to the beauty world.
A lighter, softer side of beauty.
2022
Named for Gwen.
My husband, a programmer, 3D-modeled the first version of what is now the Signature. By 2022 everything was ready, and we were searching high and low for the right manufacturer. The bag still had no name.
At the end of that summer, I found out I was pregnant. Twelve years married, we had long since chosen her name: Gwendolyn Eden. We both said it at once. We should name it after her.
I spent the whole pregnancy bringing the bag to life, and was still messaging our manufacturer from my hospital bed, hours after she was born.
What we hold to.
With love,
Mercedes, founder of Gwen Eden
The Signature is where it began.