We caught up with the brilliant and insightful Verniese Moore a few weeks ago and have shared our conversation below.

Verniese, thanks for taking the time to share your stories with us today So, naming is such a challenge. How did you come up with the name of your brand?

Vie Lorie is derived from my first and middle name Verniese Lorielle. I believe it has a very elegant and luxurious sound, which represents the brand well. The name symbolizes ‘Life, Victory, Fame, and Accomplishment’. Lorie specifically represents the Laurel plant. In ancient Greek and Roman times, the winners of athletic competitions were crowned with laurel wreaths to symbolize their victory. One of the brand statements is “Living Victory” drawn from this symbolism, in which our mission “To Ignite Women through Purpose, Passion, and Fashion” is built upon.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I am a physician by profession, however in recent years I have taken a deep dive into luxury handbags. The craftsmanship, materials, customer service and branding of luxury handbags provide an elevated purchase experience which I found intriguing and at times addictive. Really addictive! I joined many fashion communities, followed influencers, and subscribed to major publications that celebrate fashion and took note of the trends. I have spent thousands of hours critiquing handbags and researching holes in the market, which was a passion that led to the creation of Vie Lorie.

I embarked on a journey to create a handbag line that would not only achieve the level of luxury and exclusivity that many of the biggest brands have achieved but would set myself apart by offering a powerful choice for those seeking elegance and luxury without the excessive price tag. More importantly, we are branding Vie Lorie to celebrate the outer and inner beauty of our unique customers. We do not want to send the message that as a luxury brand we are above your value, talents, and unique appeal. Unfortunately, many luxury brands have fostered this very narrative, which leaves women often questioning their worthiness to wear certain brands. I created Vie Lorie with the mission to empower and inspire women. While wearing Vie Lorie, I want women to know that in your individuality, your elegance, and your perfect imperfections we are a beautiful match!

What are you most proud of?

Okay – so how did you figure out the manufacturing part? Did you have prior experience?

What are some of the lessons you have learned about manufacturing?

Lessons I’ve learned? Wow, I have learned so many lessons about manufacturing a luxury handbag. It’s truly been an incredible journey. I have personally assisted with cutting leather, feeling textures, working on the smallest details of every design, and most importantly wearing each prototype. The process is exciting but far from easy, and often there are many hiccups to overcome. One of the greatest lessons I have learned is the importance of assembling a great team, whose talents complement each other. Personally, I am not a designer, however I have a great “eye” for luxury and know when something has the “IT” factor. Having an award-winning, talented, and experienced designer who can illustrate my vision, and a luxury handbag production manager has been the greatest key to the manufacturing process of the Vie Lorie handbags. Our team is spread out over different times zones and locations such as Virginia, California, New York, Sweden, and Italy who are all assisting with the manufacturing process in one way or another, which means that sometimes, I make major decisions in between seeing patients during the day and other times respond to emails at 3 am. The support of my team has been vitally important to me given that I am still a full-time practicing physician in Northern, Virgnia, wife, and mother of two small children.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

My journey started with recording and posting videos of myself unboxing and showcasing luxury handbags on Instagram. I also routinely shared my passion for the details of luxury handbags with thousands of physicians in private Facebook groups that were created to highlight fashion trends. I became a top contributor in many of these online communities which helped increase my visibility in handbag fashion amongst many peer groups. In addition, I decided to take my passion to the next level by seeking a mentor who was well versed in creating a luxury handbag brand and could help build my reputation in the industry. I searched for months, until I saw an interview on YouTube with Syama Meagher, one of the most dynamic and profound speakers in the fashion industry I had ever come across. I was most impressed with her work with Gucci, where she doubled Gucci’s Outlet volume of $50 million to $100 million in 2 years with her thought leadership. I connected with Syama and pitched my brand idea to which she accepted me as a client. This was a very exciting and vital connection to enhance Vie Lorie’s reputation. Through her connection, I have been able to meet major designers, connect with elite agencies, and most recently have our bags and hardware made in factories that also manufacture for megabrands like Chanel, Prada, and Burberry. This has set the stage for the launch of Vie Lorie this Fall!

Contact Info:

• Website: www.vielorie.com
• Instagram: @vielorie
• Facebook: vielorie

Image Credits
Miriam Dudley Photography