Juggling babies and bags

Juggling babies and bags

Model Moms



5 years ago, Very Fine South was born from a mother needing a functional bag during busy toddler days. Today, not much has changed….a busy mom is still designing bags based on her needs and wants, managing 2 kids and a busy one-woman business.  In the last 5 years, we’ve sold a lot of bags to a lot of moms, also searching for the style and functionality that are the hallmarks of our brand.  It makes our hearts sing to see our fellow mamas using our bags to ease their day and brighten their style.  

Graciously, many moms have helped spread the word about Very Fine South.  Social media, word of mouth, gift giving and more has helped this business grow. So, who better to shine the light on than our perfect models, the mothers who give our bags the ultimate test and keep us on display as they juggle their days.  This campaign excites us to highlight the unyielding manner of mothers. 

Each month we will share the story of a mom and the unique ways they navigate through life.  We are excited to share many fun and inspiring stories with mothers we’ve connected with.  They don’t just model their own style alongside our bags, but the strength, values, courage, compassion, love, and lifestyles they share with their children.


Averi Magnuson

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Like a lot of my “mom friends”, I met Averi at school pick up. Her bright smile and magnetic personality are always refreshing as everyone is rushing during their hectic days to grab the kiddos. We quickly realized we had a good bit in common, from our passion to creating clean nontoxic lifestyles, to having family who live in remote towns in Montana.

In addition to being a mama to Lemon (7) and Nora Gold (4), Averi is a talented Beautycounter Consultant (she has me hooked!). She uses her Instagram reach and local community to educate on the importance of using nontoxic products, like all of Beautycounter’s, on our skin. Averi is a wealth of information sharing the variety of products and services her family uses to live and eat as cleanly as they can. A week of Instagram stories will teach you about the best ceramic waffle iron, clean recipes using whole foods, a composting service, and sustainable toilet paper - just a fraction of daily habits she infuses into her family that are a little gentler to our planet and our bodies.

While Averi’s enthusiasm and energy toward all she does is enough to impress, what stands out the most is how she includes her 2 girls in all of her efforts to inform their good choices as well. I stopped in to hang with them at their house before dinner prep started one evening to have some fun with this family in action. All within an hour, they were communing with neighbors who dropped in, cooking dinner, drawing pictures for grandparents, dressing up and and jumping on the couch. Their boundless energy is infectious and inspiring.

To follow along with Averi and partake in all she shares, find her on Instagram @lemon_and_gold

Averi shared a little more with us and how she finds a balance to her full life as a working mom.

When you were little, what did you want to be when you grew up?

A model and a singer- I couldn’t understand why people would giggle when I would tell them that. But looking back at pics, I was super awkward and never could hold a tune.

What do you love most about your job?

I love learning and sharing about natural health related issues so to be able to create a sustainable business around that is incredible.

Favorite way to endulge?

A Netflix documentary with my husband, which happens way too infrequently.

Favorite act of self care?

A hot yoga class or a long walk on the Beltline or a Beautycounter Charcoal Mask on Sunday

Favorite VFS bag?

The Sling Bag is everything I’ve been looking for: minimalist and chic and I can easily throw in my phone and go to dinner or preschool pickup without it looking out of place at either.

Averi brought some of her favorite pieces and Beautycounter products for a fun day of her style in the studio. We didn’t ask her to sing, but she seems to be over the “awkward phase”.