Julia Lang And VEERT’s Fifth Collection Is Pushing For Accessible Luxury
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Cassell Ferere originally for Forbes.com
VEERT is back with its fifth collection, a gleaming and vibrant offering of accessible luxury. After two years, the NYC-based unisex jewelry brand has carved out and solidified its aura among influencers and stylists. Julia Lang is the illustrious founder and creative director of VEERT, being only a part of her street style-inspired empire, foremost being a marketing expert. Lang would come from Germany to New York City with a lust for luxury and fashion, fostering avenues for hip-hop notables to find a seat on the runways.
For collection 5, Lang expands on her design language and aesthetic, delivering a collection of embellishments in the form of green zirconia stones, masterfully embedded into flawless white Freshwater pearls. Lang explains her design decision by stating, “We have been using freshwater pearls since Collection 1. It's a core design element for VEERT, - a timeless medium. For Collection 5 Freshwater pearls are used abundantly again, but this time, VEERT enthusiasts will be delighted individually selected freshwater pearls and mother-of-pearl shell pearls (including light green & dark green) added to the mix.”
The VEERT name provides a quality that Lang is adamant about in everything she does. The precious metals and stones are all selected for their consistency in quality. Lang has no issue with producing the highest value for accessible luxury. “And as per usual, all the pieces are offered in solid 18K gold and 18K gold vermeil options. VEERT is one of the few brands on the market that uses 2,5 microns of 18K gold on our pieces,” Lang adds.
On covers like Rolling Stone magazine, VEERT can is seen on the likes of NBA superstar Steph Curry, highlighted in the recently released Taschen book about the history of Hip-Hop jewelry, Ice Cold, and GQ magazine accessories feature. VEERT also has a fan base of celebrities who go after Lang's pieces without persuasion, including singer Snoh Aalegra, NBA athlete Kyle Kuzma, and Brett Gelman from Stranger Things, to name a few. As VEERT continues to grow, it has increased its retail footprint to platforms like SSENSE, Selfridges, Saks, The Webster, Kith, and GR8, to name a few.
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