Vera Bradley CEO Jackie Ardrey joined NRF's Retail Gets Real podcast at NRF 2025: Retail's Big Show.
Vera Bradley, the beloved purse, travel and accessory retailer, recently refreshed its brand look and strategy to increase brand awareness and expand its consumer profile.
Hear how retail’s most fascinating leaders got started in the industry and special insights on today’s landscape.
CEO Jackie Ardrey joins us to discuss the brand’s transformation, the Vera Bradley customer and how the company stays ahead in the ever-evolving retail industry. She also shares what she loves most about working in retail and her impactful career advice.
The idea for Vera Bradley was born when the company's co-founders, Barbara Bradley Baekgaard and Patricia R. Miller — two friends and neighbors — were traveling together. They noticed all the bags in the airport were black and Barbara said, “This place really could use some color.” So, they created Vera Bradley, a brand that is revered for its bright, vibrant colors and patterns.
The cheery designs attracted loyal customers. “Over the years, the brand became so beloved to many people and many generations. That's one of the things that's really unique about our brand is that we have a multi-generational customer,” Ardrey says.
The Vera Bradley story has touched many lives — including Ardrey’s. “There's so much to unlock from people in terms of their Vera Bradley stories,” she says. When I was called for this job, I immediately thought of my daughter, who is now 28, and her first Vera Bradley. What excites me is that when I talk to people and I tell them I work with Vera Bradley, they tell me a story about their first Vera Bradley and what it means to them, and how it's connected.”
While Vera Bradley will always be a beloved legacy brand, the company has recently undergone a transformation to refresh its look and widen its consumer base. In addition to the colorful heritage prints, Vera Bradley now offers more solids and different styles. It has also moved toward a social-first marketing strategy.
“We were aiming to modernize the product a little bit and appeal to both our existing customers and some younger customers. I’d call it a gentle repositioning rather than a huge pivot,” Ardrey says. “We are still proud of having that multi-generational customer, but we’ve shifted to a more balanced age representation, and it’s been exciting to see.”
As the retail industry constantly changes and brands transform, Ardrey believes it’s crucial for anyone working in the industry to evolve themselves. She considers herself a lifelong learner and feels that has positively impacted her career journey.
“There is always something new to learn, and I think that’s one of the things that has been most important to me in my career. As a leader, it’s critical to be comfortable with what you don't know and what you still need to learn. I think having that perspective has made me successful."
Listen to the full episode to hear more about Vera Bradley’s rebrand, Ardrey’s career advice, and how she handles working in a constantly changing industry.
(00:01:47) Highlights of NRF 2025: Retail’s Big Show
Ardrey’s impressions of the show
(00:03:50) Ardrey’s career background
How Ardrey started in retail on a showroom floor
Her background in merchandising
Succeeding as a lifelong learner
The power of saying “I don’t know”
(00:10:00) The rapid pace of change in retail
How to succeed in the ever-evolving retail industry
What it means if you’re resisting change
(00:11:40) Vera Bradley’s transformation journey
The origin story of Vera Bradley
Vera Bradley’s dedicated multi-generational customer
Re-releasing and repositioning the brand to increase brand awareness
Shifting the demographic and age representation of the customer
Adjusting to customer feedback
(00:17:16) Balancing brand loyalty with an expanding customer base
Moving to a social-first marketing strategy
Getting perspective from being in-store on the floor
(00:20:00) Facing the unpredictability of consumers
Shifting consumer priorities
Changes in the economy post-election
(00:23:47) Ardrey’s best career advice
Channeling emotions as a leader
Being thoughtful versus being reactive
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