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Artists for Alphabet Bags

It's What's Inside That Counts

Hazel Nicholls for Alphabet Bags



'It's What's Inside That Counts' is an incredibly sweet design by Hazel Nicholls for the Artists for Alphabet Bags Collection. The lovely (and very true) phrase has been illustrated beautifully by Hazel inside a decorative Russian doll. 

The Artists for Alphabet Bags Collection is an exciting collaboration between Alphabet Bags and some of their favourite artists! The collection will be ever-growing, bringing cheerful designs from incredibly talented artists from around the world to our sturdy cotton totes.

Hazel Nicholls is a London based illustrator and printmaker. Her work is mostly influenced by a longstanding love of cross stitch and an interest in old phrases. She learnt how to screenprint six years ago and hasn't looked back. She loves Real Ale, the seaside, ten-pin bowling and a good pun.

Lovingly stitched and printed in the UK using terrific heavy weight cotton. 

  • Made in the UK
  • Heavy weight natural cotton
  • Screen printed in red
  • Mid-length handles
  • 360mm by 420mm (14¼ by 16½ inches)


We ship worldwide!

UK Shipping

Orders within the UK are shipped by Royal Mail. Two options are available: First Class or Special Delivery (next working day from dispatch).

We are pleased to offer customers in the UK free first class delivery on all orders of £40 or more. Please use the discount code SHIPPING in the shopping basket.

International Shipping

Orders outside of the UK are shipped by either Royal Mail Airmail or private courier. 

For pricing and more information on delivery times and services please visit our delivery page.


Hand wash only. Do not bleach. Do not tumble dry. Iron at a low temperature setting, do not iron the printed area.

Care instructions can also be found on the label inside your bag.


We do not currently have any special offers or discount codes available.

Please find details of our regular offers below.

  • Free UK delivery on all orders of £40 or more. UK customers please use the discount code SHIPPING in the shopping basket.
  • Interested in purchasing 10 or more bags from our wedding collection? Please get in touch by emailing hello@alphabetbags.com or via the Contact page and ask about our wedding discount.

Please note, free shipping cannot be used in conjunction with any other discount and only one discount code may be used per order.

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