Features Industry Profiles

October 11, 2012 •
Barbara Bradley Baekgaard

Most of us are happy to leave the airport with a quick trip through security and an undelayed flight. For Barbara Bradley Baekgaard and Patricia R. Miller, a March 1982 vacation represented the birth of a mighty brand. While the longtime friends awaited their flight, they noticed a distinct lack of feminine-looking luggage. Within weeks, Vera Bradley launched, named for Barbara’s mother, who actually worked as a sales rep for her namesake company through the early 1990s.

For Baekgaard, the gift business has always been a family affair. Her late husband Peer founded Baekgaard Ltd., a purveyor of upscale leather purses and accessories. She actually ran it until March 2011, when the 70-something decided that despite being “blessed with a lot of energy,” running two businesses was too demanding.

Direction of the line

Direction of the line: Florals are always popular — and versatile enough to be reinvented again and again. This Weekender shown is the Portobello Road pattern, inspired by London’s charming market stalls.

Today Vera Bradley is much imitated, and the brand is synonymous with both high quality and easy style. It’s no surprise that the Fort Wayne, Ind., company is carried by more than 3,000 independent retailers. And while Miller is more of the public ambassador, Baekgaard has described her role as “just about anything that falls under ‘creative.’” The mother of four and grandmother of 12 oversees marketing, merchandising and product design, often getting physically involved in bringing the company’s stores to life. “I’d rather set up a store than be there for the opening,” the chief creative officer has said.

Stationery Trends caught up with Baekgaard to learn more about the company and how she keeps its wares fresh and interesting.

The Creative End

ST: Vera Bradley initially elevated women’s luggage to a new design standard, which in turn created a lot of imitators. In this environment, how do you keep your line fresh and distinctive?
BBB: Our design department has no shortage of fresh ideas; in fact, our main challenge is editing. Traveling extensively, attending trend shows and the contributions of designers from ages 20 to my age keeps Vera Bradley young and on trend.

ST: How did it come to be that you named the line after your mother? What components of her personality and your memories of her guide you in the evolution of the brand?
BBB: Since I didn’t go to design school, I often say that I went to the “school of Vera.” She had impeccable taste, and it is easy to gain inspiration from her.

ST: Vera Bradley has evolved from luggage and handbags to create everything from beach towels to tech cases. How do you stay on top of lifestyle trends and decide which ones to translate into your product line?
BBB: We have always thought of Vera Bradley as a design company, not a bag company, but a company that appreciates, and is always searching for ways to “be a girl’s best friend,” which is our mission. So, as a design company, designing home items or stationery or anything that makes our customers’ lives a little more colorful or a little more fun, makes perfect sense for us.

ST: What are your inspirations in coming up with new prints?
BBB: Our design team garners information from anything and everything, from antique fabrics to tiles to architecture. We travel the world and attend trade shows to ensure we are on trend.

signature style

Signature style: While Vera Bradley always has something new to offer its fans, items like the Large Duffel, shown in Indigo Pop, are consistently a big seller.

The Business End

ST: At one point Vera Bradley licensed stationery. What was behind the decision to bring it back in-house?
BBB: As the company and our design team grows in our capabilities and experience, we are able to design a variety of brand extensions in-house and enjoy that close daily collaboration between designers that can only happen when we are in the same room.

ST: Apparently not only did you direct that colorful ribbon be meticulously woven around the chain of the chandelier that hangs from the Jefferson Pointe store’s 12-foot high ceiling, you actually climbed a ladder and braided it yourself. What kind of overall mood do you try to create for your stores?
BBB: Yes, in fact I’ve braided many chandeliers throughout the years. (That) is something that I learned at summer camp, and now we braid ribbon around our chandelier chains. It’s important to us that our stores reflect the Vera Bradley brand in that they are colorful, comfortable and unique. All of us roll up our sleeves to do what’s needed.

ST: Can you describe a typical day?
BBB: That’s what makes my job interesting! No day is typical. We have lots of talented people who I get to work with every day.

ST: You have been active in Gift For Life. Please share a little about the Vera Bradley Foundation for Breast Cancer. What inspired you to start it, how much you have raised so far?
BBB: My dear friend and college roommate, Mary Sloan, lost her battle with breast cancer, and we knew that we wanted to raise funds for research so that her daughters and granddaughters wouldn’t have to worry about this disease. We founded the Vera Bradley Foundation for Breast Cancer in Mary’s honor.

ST: What advice would you give to new or young designers and entrepreneurs looking for success in our field?
BBB: Attend trade shows. See what’s out there. Find a passion, and don’t over think an idea.

ST: What consumer, lifestyle or industry trends do you currently find interesting or affecting your work?
BBB: Tech items, because communication is so immediate today.

ST: What other designers or companies do you admire and why?
BBB: There are so many, it’s hard to just name a few.

Barbara Bradley Baekgaard

Barbara Bradley Baekgaard

Barbara at a Glance

Q. How would you define your signature style? Are there pieces in your line that epitomizes it?
A. The duffel or 100 Handbag. These items are still similar to the ones we made 30 years ago, and the duffel is still a big seller!

Q. What is new in your paper and stationery offerings for 2012?
A. In fall, we’ll be introducing several colorful agendas and calendars, a desk organizer and more.

Q. What one design or product from your 2012 releases do you think is really going to be hot and why?
A. Phone cases and throw blankets.

Q. What type of pattern reflects the direction of your line?
A. Florals.

Q. Do you have a personal favorite from your current offerings?
A. Leather trim items right now.

Q. What other designers, music and movies inspire you?
A. Nostalgia (and) old movies (like) “An Affair to Remember,” “Casablanca” and “Two for the Road.”

Q. If you couldn’t do this, what would you do instead?
A. Interior Design.

Sarah Schwartz, editor


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