Vera Bradley Inc. (NASDAQ: VRA), a Fort Wayne-based bag and luggage company and iconic lifestyle brand, announced Feb. 8 that it has designed a limited-edition “Unity Tote” bag to celebrate diversity and promote unity in honor of Black History Month.
The Vera Bradley Unity Tote was the dream of Victoria Williams, a Vera Bradley store associate from the company’s factory location at Gulfport Premium Outlets in Gulfport, Mississippi. Last summer, Williams suggested her idea to create a Vera Bradley bag featuring a special pattern that stood for unity.
After the Vera Bradley leadership approved her idea, it became the “Unity Tie-Dye” pattern, which has black and white with shades between.
“I wanted the pattern to spark a conversation,” Williams said in a news release. “I wanted people to know that Vera Bradley is for everyone.”
Rob Wallstrom, Vera Bradley CEO, said in the release, “Vera Bradley is committed to promoting a culture of diversity and inclusion for our associates, customers and communities, so when Victoria shared her idea to create a special tote symbolizing that commitment, it was an easy and enthusiastic ‘yes!’”
Vera Bradley will donate $20,000 to Women Who Create, a nonprofit organization dedicated to providing scholarships and mentorships to young creatives identifying as women of color in the fields of fashion, advertising, music and tech.