After creating the patented KEYPER key ring bracelet with her mother decades ago, Louisville native Dana Robinson rebranded and grew the business to include several other products — clutches, wallets, and more. She helps women everywhere keep their belongings safe and organized in a fun, fashionable way. Get to know this innovative FACE of Louisville!
What is the KEYPER?
It’s a wristlet that you can connect your keys to. It wears like a bracelet, but it also detaches — so you can hook it around your bag handles and secure it to a grocery cart handle, a baby stroller, or anywhere you want to secure a big bag. The patented design can hold up to 20 pounds, and it’s available in premium leather, vegan leather, or duck cotton material in a variety of colors.
How did KEYPER come to be?
My mother invented and patented the original product in 2010. It was called Purse Keeper at the time, which was back before social media and other purse gimmicks. The business grew quicker than we could have ever imagined — we were in 100 Dillard’s locations within six weeks. But we found that although we could get it on the shelf, it was more of a challenge to get it off the shelf. Our marketing and point of sale were important and needed work.
Around the same time, I was going through a divorce and gained sole custody of my two small children. So, my mom and I took a break from the business for a few years. Then, in 2018, we brought it back with a focus on online sales. We changed the product’s name to KEYPER; it helps women keep it together!
How has KEYPER changed since then?
We now have additional products to complement the KEYPER key ring wristlet. Just last year, we released our signature teal hue, as well as a wallet and cell phone attachment. We also have several complementary bags, including the clear bag — which started as a security must-have — but I love taking mine to the gym! You can use all our bags for different purposes but with the same KEYPER key ring wristlet. Our sales are now entirely online; KEYPER products are available at mykeyper.com, as well as on Etsy and Amazon.
Is there anything new in the works?
Yes, we’re currently in the middle of securing influencer partnerships, which is exciting! And our foundation, the KEYPIT Together Foundation, is an area I want to start focusing on. We give 5% of our profits to the foundation, which aids women and children during a life crisis. It covers so many causes; we’ve been able to give to The Center for Women and Families, and I want to do more. It’s on my priority list.
You’ve grown the brand significantly while raising two children on your own. How do you do it?
Bad things happen, but as my grandmother always said, “You make life what you make it.” I had a few bad cards dealt to me, but I’ve had a lot of special moments, too. Going through a divorce is terrible, even under the best scenarios. But it did motivate me to push forward and not let any unfortunate circumstances bring me down. I wanted to do good and be a good example for my children and the supporters who have been there for me.
The quote, “You can’t go back and change the beginning, but you can start where you are and change the ending,” is something I’ve held on to in both my personal and professional life. As much as I wish I could go back to the beginning of my marriage and company with my eyes more open and do things differently, I concentrate on doing “the next right thing,” whatever that is. I hold on to the hope of a great ending!
What is the best advice you’ve ever given or received?
Someone shared this advice with me at the beginning of KEYPER’s rebranding: create buckets and focus on one bucket at a time. You focus on one bucket, get it done, then put a lid on it and move to the next bucket. When you have all the buckets open, it’s just too overwhelming. I still apply that advice to my life today.
When you’re not busy working on your buckets, what are your favorite places to eat, shop, and play in Louisville?
211 Clover Lane is my favorite restaurant. Some of my friends recently bought into it and are doing amazing things there. Plus, it has an outdoor area, and I love to eat outdoors. As for shopping, I like Lizard Thicket at the Paddock Shops. It’s a locally owned Southern franchise, and my daughter works there, so I have a personal shopper. I play pickleball, so my favorite places to play are anywhere I can get a game in!
And finally, what are three things you can’t live without?
Exercise, even if it’s just a walk or a run. Sunshine, because those gray days can be tough. And cooking. I love to cook, so that’s my therapy — especially for my children. It makes me happy to have them try new things.
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