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It's funny to see the different levels of popularity in different pockets of the country. They've been big here for a long time, but were much more exclusive before everybody and their brother carried them. Only small gift retailers or boutiques could get them (hence the Hallmark stores, although here no Hallmark stores carried them it was higher end boutiques). They were all the rage among my Longaberger lady friends back in the late '90's.
I think here they were waning in popularity amongst the collegiate crowd about the time my oldest daughter graduated from HS in 2005, because I only saw a few people carrying them at her orientation. I know more girls probably used the luggage at that time than as a purse. My daughters had a few in high school and they have the duffle bags for luggage, but they told me they are "over" Vera Bradley.
In our area now, when I'm sitting in the carpool line, every middle schooler I see walking down the sidewalk is carrying one, which we all know is the end of any trend. I think it cycled through here earlier than some places.
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