Nancy Davis: Bag Maker Puts Cave On the Map

By the Editorial Team · Wednesday, September 9, 2026

Zaggle, an artisan in Santorini, has grown her leather goods workshop in a cliffside cave into an international brand selling up to 50 handcrafted items monthly to customers from over 30 countries. Her unique retail space and reliance on digital word-of-mouth have helped build a devoted global clientele, with the business gaining traction through media features and personalized customer connections.

A leather goods workshop tucked into a cliffside cave in Oia, Santorini, has quietly grown into an international enterprise, attracting customers from more than 30 countries through a blend of handcrafted products and organic word-of-mouth promotion. Zaggle, the artisan behind the brand, began her venture around a decade ago, initially crafting felt accessories before transitioning to leather following customer requests.

Starting with modest sales of only a few items per month in southern Santorini, Zaggle has since expanded her reach, selling up to 50 bags monthly, with prices ranging from approximately $100 to $700. Her unique retail space—a rock alcove accessible via steep steps—has become a distinctive feature that sets the business apart from conventional stores reliant on foot traffic and window displays.

Zaggle’s breakthrough moment came in 2017 when an editor for Blue Magazine, the in-flight publication of Aegean Airlines, discovered her workshop and featured her work. This exposure was followed by additional media coverage, boosting her profile and prompting her to seek a presence in Oia, a popular tourist destination on the island. Despite warnings about high rents, she convinced a landlord to convert the unusual cave into a shop, a move that has since garnered attention from local media and guidebooks.

Domestic recognition surged after a local television segment aired, drawing customers from across Greece. Internationally, visitors like Phil Cordell, a retired Hilton executive from Florida, have become devoted patrons. Cordell first found Zaggle’s workshop in 2019 through a local guide and maintained contact throughout the COVID-19 pandemic, placing orders remotely. When he returned in 2022 with friends, he commissioned custom leather bracelets, underscoring the shop’s appeal to travelers seeking personalized items.

Inside the workshop, Zaggle meticulously handcrafts each product, working alongside rolls of leather and spools of thread. Approximately 70% of her sales are driven by digital recommendations, including social media platforms like TikTok, Google Maps reviews, and AI-powered tools such as ChatGPT. Repeat customers and referrals form a vital part of her business model.

Visitors like Nancy Davis, a teacher from Tennessee, find Zaggle’s workshop through online searches while planning trips. Davis traveled to the cave in Oia in 2025, describing the descent as a deliberate choice to connect with the maker and personally view her creations. Many customers, such as retired government employee Christina Gonzalez and college student Layla-Faith Batts from North Carolina, maintain lasting relationships with Zaggle, often purchasing new items on special occasions or promoting the brand within their circles.

At 52, Zaggle commutes from nearby Imerovigli, where she rents an apartment with a home studio that allows her to dedicate extensive hours to her craft. Despite the shop’s unconventional location, she has no plans to relocate, citing the site’s ability to attract curious and engaged customers who seek out her work.

This article was reported by synthesizing coverage from multiple independent news outlets to present a balanced, unbiased account. Read about our editorial standards. Spotted an error? Let us know.