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She began researching available products through her husband's suppliers and discovered a few companies offering handbags with dedicated concealment compartments. Recognizing the potential of this market, Diana launched an online business in 2013, initially selling concealed carry handbags manufactured by other companies.

Through hands-on experience, customer feedback, and product research, Diana developed an understanding of what women wanted in a concealed carry handbag. She learned which designs were successful, which features needed improvement, and where existing products fell short.

Recognizing an opportunity to create better products, Diana began developing her own handbag designs. After considerable research, experimentation, and learning through trial and error, Lady Conceal was born in 2014.

Steve eventually closed his feed and tack business, and the couple devoted their efforts to building Lady Conceal together.

Today, Diana oversees the overall direction of Lady Conceal, including product design, development, quality considerations, business operations, and customer experience. Her background in education, technology, entrepreneurship, and concealed carry product development has helped shape the company's commitment to safety, confidence, and style.

Diana and her husband are both concealed carry permit holders and have attended concealed carry training classes. They maintain their permits and stay current with applicable requirements.
Steve is an avid firearms owner with extensive practical knowledge of firearms, firearm types, holsters, and concealed carry considerations.
Together, their experience has contributed to Lady Conceal's approach to designing handbags that accommodate concealed carry while maintaining functionality and style.
Diana's primary expertise is in concealed carry handbag design, product development, customer needs, and practical product functionality.

Product Design, Research, and Testing Experience

Diana has more than 12 years of firsthand experience in concealed carry handbag design, product development, research, and the concealed carry industry.
When Diana began designing concealed carry purses, she recognized that creating a stylish handbag was only part of the process. She needed to understand which firearms women most commonly preferred to carry, how they carried them, and which features were most important to them in an everyday handbag.
Through customer feedback, research, and years of hands-on experience, Diana developed a deeper understanding of women's concealed carry needs, including firearm accessibility, concealment pocket design, security, comfort, and overall functionality.
Her highest priorities when designing concealed carry handbags are quick access to the firearm, safe and secure storage within the dedicated concealment compartment, and practical everyday functionality.
Diana and Steve personally test the concealed carry handbags they design. Their evaluation process includes checking concealment pocket accessibility, compatibility and fit with different firearms, the security of the concealment compartment, and the handbag's overall functionality.
Steve brings extensive practical firearms knowledge and experience to the testing process, complementing Diana's expertise in handbag design, product development, and customer preferences.
Together, they work to develop concealed carry handbags that balance safety, accessibility, security, functionality, and style.
With more than a decade of direct involvement in product research, design, testing, and customer feedback, Diana has developed specialized expertise in concealed carry handbag design and functionality.
Her work reflects Lady Conceal's mission of helping women carry with safety, confidence, and style.

I, Diana West, approve the information in this professional biography and credentials profile for publication on the Lady Conceal website and other official Lady Conceal marketing and educational materials, subject to my final review.

Diana West
Owner, CEO, Product Designer & Business Director

Lady Conceal 

It's in the Bag Boutique, Inc.