As President and CEO of Vera Bradley, Inc. (VRA), Ardrey leads two iconic, omni-channel lifestyle brands: handbag, luggage and gift retailer Vera Bradley and jewelry and accessories retailer Pura Vida. She is focused on inspiring curiosity and innovation within the company to ensure the iconic brands remain relatable and relevant to consumers.
We unveiled the 360-degree transformation of Vera Bradley in July as part of our strategic plan to drive long-term profitable growth for the company. We really aimed to reinvigorate every part of our business—customer experience, branding & marketing, product offerings, and even the sourcing of our materials. As a brand that people love, we know that people are rooting for us to succeed, but we needed to make a big change to continue to grow our business in the future.
We are so excited to share our new fall collection with everyone, and for people to see how we’re paying homage to our heritage while bringing a fresh, modern twist to our offerings and still staying true to the Vera Bradley you know and love. Ultimately, our goal is to enhance perception, raise credibility, and drive preference for our offerings. This shift has been intentional and is meant to drive the long-term success of the business and set us up to thrive for another 40 years!
Over the last few years, we conducted a comprehensive analysis of our business - looking at sales data, customer demographics, and competitors, as well as macroeconomic challenges and industry trends - which resulted in a conscious pivot to reposition and refresh the brand, to ensure long-term growth for years to come.
Our research told us that perceptions of the brand from both former customers and our target market needed to change if we were going to begin to grow again. We needed to evolve our business alongside our customers to better serve them as they journey through all stages of life. Today, customers are dynamic, modern, and seeking more from brands than simply a bag – we want to offer them solutions to fit their unique sense of style and become a vehicle for their own self-expression.
One of the most remarkable things about this brand is that people root for it, they want Vera Bradley to win because there is so much positive equity in a brand started 40 years ago by female founders. The amount of encouragement I’ve received from industry leaders is overwhelming - this is a big effort embraced by our whole team, and it’s been exciting for that to be recognized.
Do your research and understand clearly what you need to address. Study other brand transformations and how long they took, and use that information to create your own playbook. No matter what, throughout the process, don't lose sight of your heritage and history to figure out how you can enhance your brand, as well as excite and engage customers.
Throughout my career, I’ve manage a lot of verticals - kids, gift, food, home, and now accessories. I consider myself a lifelong learner and am proud of the different challenges I’ve taken as they’ve helped me gain experience and develop as a leader. I’ve learned key principles about running a healthy retail business apart from my core competencies in merchandising and supply chain, which armed me with the confidence to ask the right questions. And I ask a lot of questions, always!
I admire bold, smart, creative, and confident women - I couldn’t name just one.
I can’t live without a garden. I’m always growing something, from vegetables to flowers, both indoors and out. It’s a hobby I’ve had most of my life and is central to who I am. Even now, in the midst of a brand transformation and all the responsibilities that come with being a public company CEO, I make some time for the weeding and fertilizing and trimming that come with healthy growth. It’s a metaphor for sure for the companies I lead.
I love the continued macro trend of personalization and individuality. Fashion isn’t a few big color or style trends anymore; it’s about feeling comfortable being yourself and putting together pieces that are individual to you. We like to say “Be your own muse” at Vera Bradley, because we celebrate women as individuals.
