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.

Vera Bradley’s Unity Tote retails for $90 and is available in Vera Bradley Stores and on For more information, visit

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