Veerah moves forward with eco-conscious women's shoes

Established in 2015, Veerah has moved forward as a Benefit Corporation by selling women's shoes. Providing both high fashion with a cruelty-free and eco-conscious line, the company has aimed on a "do-gooder" mentality through its branding. FashionUnited chatted with Veerah's founder, Stacey Chang, to explain how she's building out the luxury vegan shoe line in a declining retail climate.

Tell us a little about Veerah's origin.

As a socially and environmentally conscious woman, I felt that there had to be a way to strike a balance between style and conscience. I didn't want to sacrifice style for a plant-based lifestyle or hurt any life for the sake of beauty but knew that looking and feeling good wasn’t any less important. The name Veerah came to me when I was practicing “Virabhadasna”, a warrior pose in yoga. It’s the perfect name to represent women balancing the yin and yang of strength and femininity while honoring the warrior spirit within all of us.

At Veerah, we are inspired by women, made for warriors. I created Veerah to merge style, quality, compassion and functionality for the modern women we refer to as #Veerahwarriors. Our core belief is that all Veerah warriors can always “Do Good. Look Incredible.” I earned my MBA from The Wharton School. Prior to founding Veerah, I held various roles at The Estée Lauder Companies and Coach Inc.

How would you describe Veerah the brand?

Veerah (vee-rah), derived from warrior in Sanskrit, is rooted in the belief that today’s mega-tasking women are true modern-day warriors. Building a brand to satisfy and complement the demands of their dynamic, fast-paced, and conscientious lifestyle has been the very foundation of Veerah. We look at products from a holistic point of view - from sourcing eco-conscious and cruelty- free materials to our support of various non-profit partners. All the shoes comes with removable and interchangeable accessories to multiply your look while reducing your fashion footprint.

What is the current price range of your product and where is it available?

All of our shoes retail for 258 to 298 dollars and include one set of matching accessories. Additional accessories may be purchased separately for 24 to 48 dollars.

How would you describe the typical customer you are aiming for?

Veerah warriors is a community of women who embody strength, femininity, and compassion. Veerah warriors aspire to make a positive impact as they conquer the world in style. We find our early adopters are eco-conscious fashionistas who are looking for a better way to align their closets with their values without sacrificing style or comfort.

In what ways is Veerah different from other eco-friendly brands?

Veerah is more than just an eco-friendly brand. We make high quality, timeless footwear that also happens to be sustainable and vegan. Each pair of our classic Veerah shoes comes with interchangeable, multi-functional accessories to multiply your look and always stay on trend. Buying one pair of Veerah heels is the equivalent of buying multiple pairs of shoes. We believe less is more! Furthermore, through continuous and robust testing, our shoes are meticulously crafted for supreme comfort, breathability and style. We utilize high function materials, such as antimicrobial cushion and impact absorbing memory foam, the same type of insoles that are used in high-performing sports brands. Our waterproof TPU outsole has 20 percent more anti-slip protection and durability than a leather outsole.

Lastly, we have developed a “1-10- 100 Battle Plan,” where at least 1% of our proceeds are contributed to social impact causes (She’s the First shesthefirst.org is our current non-profit partner.) Our employees are paid to do 10 hours of volunteering and/or improvement courses each month, and for every 100 customer feedback interviews we receive, we sponsor a one-year scholarship for a She’s The First girl scholar. We aim to grow together and give back! I am proud that we are the first and only luxury shoe brand merging comfort, compassion and chic!

Does Veerah work mostly through online, or are there plans to open a brick-and-mortar?

We are mostly sold online. We also now offer private appointments in our New York City Greenwich Village studio. However, for the right opportunity, we are open to pop-up store opportunities.

As in-person retail seems to be at a decline, which one (online or storefront) do you think is better for the Veerah brand?

Right now online is better suited for the Veerah brand. With the data analytics to evaluate and support the best possible shopping experience, I feel more confident that we can control and create a consistent overall experience for consumers to shop online.

What are some goals Veerah has for the future to change the fashion industry and the way clothes are made?

We are always looking for materials that are innovative, beautiful, functional, and sustainable. People don’t often equate eco-friendly products as both fashionable and functional. I want to change this mindset. Sustainable fashion should become the norm, and not just a niche. I love that Veerah can be a driving force in this positive direction.

Photo: Veerah