Julia Lang, Tanzanian-German branding and marketing specialist and serial entrepreneur, is the founder & creative director of curated collections of jewelry, home fragrance products and home goods, and more under her label -- VEERT. VEERT breaks with the traditional expectations of men’s and women’s categories to create products outside of traditional gendered stereotypes or aesthetics. By removing the concept of gender, Lang creates a space in between and brings a fresh new edge with her curated collections.
The first jewelry collection was released in November 2020, and it garnered instant praise from industry insiders and influential editorial outlets alike. It was also coveted by a slew of A-list celebs such as ASAP Rocky, Miguel, Alicia Keys, Maluma, Bryson Tiller, NAS and many more. Lang herself has continued her stellar career arc by being a masterful visual storyteller for VEERT.
"In a time when we’re being separated and isolated from each other, hope and inclusivity is needed now more than ever. We don't just want to birth another product. We want to be the catalyst of empowerment, healing energy, and unity. Traditional gender separation won't exist within our products and collections. We truly believe that VEERT is meant to bring us all together. All ages, ethnicities, geographic areas, and gender identities all tied together by an undeniable longing for tastefulness and positive self-expression.” -- November 2020 Julia Lang, Founder of VEERT
The brand officially launched Collection 1 & Collection 2 with the release of VEERT jewelry - a unisex collection of gold vermeil pieces inspired from a deep desire to combine elevated aesthetics with global influences, centered around healing, hope, and positive energy. Lang infused Collection 1 with powerful healing stones, such as green onyx and malachite. Green onyx is associated with the heart chakra, as well as malachite that clears and activates the chakras. Both stones are an important protection stone. Malachite absorbs negative energies, picking them up from the atmosphere and from the body. The green onyx is the symbol of restfulness and purity. It helps you to move forward from all kind of sorrow, grief and depression. It improves your self-confidence. This green soothing stone has the power to relief worries, tension, stress and fears. Green Onyx is related with love, affection, and friendship. The first VEERT jewelry collection will include a VEERT malachite + green onyx signature ring, green onyx heart pearl earrings, green onyx pearl necklace and a green onyx pendant. The main inspiration for VEERT Collection 2 is a flower, nature’s totem of beauty that can seduce, alter, and enliven the senses, sometimes all at once. The second VEERT jewelry collection will include a pink and green flower ring, 3 distinct earring styles, a pink and green flower freshwater pearl necklace, and macro & micro pink and green flower freshwater pearl bracelets.
Selected pieces can also be made in solid 18k gold with pricing upon request.
“I’ve always deemed a flower as being a universal language. A flower has the ability to warm someone's heart, and it never chooses between gender, age or ethnicity. Like a flower, when humans receive love and positivity, we bloom and prosper. Flowers have an innate ability to bring people together. And that's exactly what I wish to achieve with our second VEERT collection." -- Julia Lang, Founder of VEERT
With Collection 1 & 2 of jewelry, VEERT also launched its first signature scent, “SERENGETI,” with a Liquid Soap, Lotion and Candle. A custom scent developed uniquely for the brand, SERENGETI Liquid Soap and Candle were carefully created with sustainability and an elevated, immersive experience in mind. The VEERT Candle is made with innovative clean-burning, food-grade-certified coconut oil, one of the first products to market with this sustainable wax alternative that’s designed to burn true, releasing natural perfume without distortion, without ever collecting soot. The brand’s Liquid Hand Soap & Lotion was developed for a rejuvenating, yet novel feel, using the cleanest ingredients possible to not only leave hands feeling clean and soft, but pure and protected. The VEERT home fragrance collection features a Baldessari inspired three-dot design on the packaging to signify sustainability. VEERT has officially partnered with 1% For the Planet, committing 1% of yearly gross sales to the certified charity that helps our world. The brand is committed to working only with FSC certified vendors and using 85% post-consumer waste boxes and 100% recyclable paper for its packaging.
Featured in outlets like Vogue, Hypebeast’s “Business of Hype” podcast, and i-D, Lang has a history of working with legendary figures in fashion, entertainment, music, art, and sports, smartly molding brand identities, opening doors, curating images, and helping clients monetize their marketing investments. Julia Lang is launching the VEERT brand as a platform to tell her own stories, express her creative vision, and bring a distinctive, multi-sensory lifestyle to life with premium products across various categories. VEERT, a play on the French word “vert” (a translation of the color “green”), reflects Lang’s personal connection with the color and what it’s inspired for her. Green has longtime been the color that makes her feel the strongest, the most beautiful, the most vibrant -- an experience she wants to share with everyone who touches her brand.