Our Story

It all started with a friendship ... friends Barbara Bradley Baekgaard and Patricia R. Miller were traveling together in 1982 when they found themselves at the airport lost in a sea of black luggage. "This place could use some color!" A brilliant idea was born, and a sisterhood of like-minded creative women quickly followed. Female-led ingenuity and the desire to bring meaningful beauty to the world remain at the heart of the company today.

Barbara Bradley Baekgaard and Patricia R. Miller

 

Barbara Bradley Baekgaard and Patricia R. Miller

Barbara Baekgaard (left) and Patricia R. Miller (right) at the Vera Bradley Headquarters in Fort Wayne, Indiana.

Vera Bradley

MOTHER, MODEL, HOSTESS AND FRIEND ...

Vera Bradley was the mother of our co-founder Barbara Baekgaard. A true inspiration, she worked as a sales representative for us in south Florida until she passed away in the early 1990s. She was an exceptional woman, and her timeless sense of style continues to inspire us to keep the party going. We celebrate Vera each year with a birthday party in her honor.

By Women, for Women

Since 1982, we’ve given women and girls what they need to go out into the world and make their own unique mark. Just the right strap drop, clever organization and plenty of pockets — all perfectly placed. We're always working to make your day that much better with each and every design.

We Believe In ...

Our mission is to connect women through a shared appreciation of meaningful beauty. That beauty is about so much more than appearance and is reflected in our core values.

EMPATHY

Acting with compassion in our hearts and having an open mind. We design our products with a deep understanding of our consumers. They are the focus of all we do.

KINDNESS

Caring for everyone we meet like family. We treat our consumers, coworkers and partners with utmost care.

INGENUITY

Using creativity to solve problems with flair. We continually strive for artful solutions to solve real needs.

TENACITY

Doing the right thing and keeping a perspective on the bigger picture. We are a relentless force paving the way for new ways to uplift women.

THOUGHTFULNESS

Paying attention and perfecting the details. We never sacrifice an opportunity to be inviting, warm and considerate.

OPTIMISM

Bringing a lighthearted demeanor and fun to every situation. We share our bright spirit and good-natured humor through every interaction.

VB Cares

At Vera Bradley, we love to make women’s lives better. This common thread drives our purpose and fuels our passion, from the products we design to how we give back. It’s at the heart of every organization we partner with, too — from our own Vera Bradley Foundation for Breast Cancer to  partner charities that uniquely support women and children, creating positive ripple effects nationwide and around the world.

Vera Bradley Foundation for Breast Cancer

VERA BRADLEY FOUNDATION FOR BREAST CANCER

The loss of our dear friend and colleague, Mary Sloan, in 1993 was the inspiration for the Vera Bradley Foundation for Breast Cancer. Our gracious coworkers, business partners, customers and friends share our passion for finding a cure, and together we have raised more than $34.6 million to support critical breast cancer research. Our team at the Vera Bradley Foundation Center for Breast Cancer Research at the Indiana University School of Medicine in Indianapolis, Indiana is leading promising discoveries in the areas of diagnosis, treatment and prevention.

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New Hope Girls

NEW HOPE GIRLS

Our partnership with New Hope Girls supports their important work of providing light and life to girls and women arising from the darkest and most difficult places, restoring their identities and offering them a purpose for the future. We helped New Hope Girls establish their own workshop in 2016, and for the past two years, partnered with them on a special collection for International Women's Day.

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Blessing in a Backpack

BLESSINGS IN A BACKPACK

Another charity that quickly captured our hearts with its mission and impact is Blessings in a Backpack. This national organization mobilizes communities to provide food to school children in need. In 2019, we donated 50,000 brand-new backpacks and pledged to match your donations up to $50,000. We were able to present a grand total of $136,000 to Blessings in a Backpack. You can help by making a donation. Receive an exclusive Bag Charm (a $20 value) with your gift of $10 or more.

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Our Commitments

Since our founding, we have consistently focused on doing the right thing and staying true to our core values. We strive to be a responsible corporate citizen for our customers, associates, shareholders, retailers, suppliers and the world in which we live.

Read Our Corporate Responsibility and Sustainability Report