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

Barbara Bradley Baekgaard and Patricia R. Miller


Vera Bradley


Vera Bradley was the mother of our co-founder Barbara Baekgaard. A true inspiration, she worked as a sales representative 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.

Our Business

Best Known for our iconic prints and smart styles, Vera Bradley is a leading designer of women's handbags, travel items and accessories. We design thoughtful solutions filled with special details that make each day easier... and a bit more beautiful.

At it's very core, Vera Bradley is an innovative brand for women. We've always been inspired by the needs of our customers, and our proudest moments have been when we can bring communities of women together through their shared love of beauty.

We have multiple distribution points throughout the United States and Japan. We sell directly to the consumer through our full-priced factory stores, e-commerce, and Annual Outlet Sale. In addition, we sell indirectly through our department store and special boutique partners.

Our Beliefs

We celebrate beauty in all we do. We look for Associates that are excited to celebrate alongside us. We believe in making someone's day by living our values.


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


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


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


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


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.


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

Our Mission of Caring

At Vera Bradley, we care. We care about our associates, our customers and about creating brighter, more joyful lives for girls and women everywhere.

Together, we have built a culture of hope around breast cancer. We have helped school children here at home and around the world. We have uplifted local organizations and built better communities together. And most recently, we have made new commitments to inclusivity and sustainability. Caring is at our core and a big part of our promise to you.

Finding a Cure

Finding a Cure

Our co-founders Barbara Bradley Baekgaard and Patricia R. Miller began raising funds for breast cancer research in 1993 after the loss of their dear friend and colleague. Over the years, you have helped us raise more than $36 million to support critical research advancements. Our team at the Vera Bradley Foundation Center for Breast Cancer Research at Indiana University is transforming the therapies and treatments of tomorrow.

We promise we won’t stop until we reach a cure together.


Brightening Futures

Brightening Futures

At Vera Bradley, we strive to create a brighter world for all. This common thread drives our purpose and fuels our passion, from the products we design to how we give back. We seek to empower women and children, and with your help, build a world that is more welcoming and inclusive.

We promise to make a positive impact for generations to come.


Caring for Our Planet

Caring for Our Planet

We care about keeping our planet beautiful. We are committed to finding ways to do better, and are doubling down on ways to reduce our environmental footprint. With our first recycled material, ReActive, together we've saved more than 6.1 million plastic bottles from going into oceans and landfills. It's a first step toward more sustainable design.

We promise to invest in the future, and together, nurture a more sustainable world.


Loving Locally

Loving Locally

We are committed to uplifting the communities that our customers and employees call home — whether that’s supporting deserving organizations in our hometown of Fort Wayne, Indiana and where our retail stores are based — or giving back to families and championing local heroes across the country in times of need.

We promise to leave a lasting imprint where it matters most.


Diversity & Inclusion

At Vera Bradley, our purpose is fueled by our core values and the shared belief that we are truly better together. The mission of Project Quilt is “to enhance and celebrate diversity, equity and inclusion throughout our company and in each of the communities we serve.”

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