Julia Lang, Tanzanian-German branding and marketing specialist and serial entrepreneur, is launching curated collections of jewelry, home fragrance products and home goods, and more under her label -- VEERT. In an unprecedented period of gender upheaval, VEERT breaks with the traditional expectations of men’s and women’s categories to create products outside of traditional gendered categories or aesthetics. By removing the concept of gender, Lang creates a space in between and brings a fresh new edge with her curated collections.
"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.” -- Julia Lang, Founder of VEERT
The brand will officially launch with the first 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 the pieces 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. Selected pieces can also be made in solid 18k gold with pricing upon request.
With the first collection of jewelry, VEERT will also be launching its first signature scent, “SERENGETI,” with a Liquid Soap 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 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.