Julia Lang (entrepreneur)

She founded her company, VEERT, in 2020. It was launched during the COVID-19 pandemic,[5] and co-founded by Leontinus Arnolds.[6] The word Veert is a stylization of the french word vert, which means green.[7] As such, the accessories are acknowledged for each piece having a touch of green as a brand signature. Lang became a fashion influencer too as a result. VEERT went on to gain success, recognition and subsequent endorsements from tastemakers, ranging from Miguel, who expressly approved the brand[8] to Alicia Keys, The Weeknd, Meek Mill, Winnie Harlow, Giveon, Stephen Curry, Swizz Beats, Brett Gelman, J-Hope of BTS, Westside Gunn, Maluma, Bryson Tiller, Brad Pitt and Nas.[6][9] The jewelry was sold in SSENSE, The Webster, Saks Fifth Avenue and Selfridges.[10][11][12][13] The brand has given Lang the opportunity to attend and take part in the fashion weeks in Milan and Paris. The brand focuses on unisex fashion, the genderless fashion movement. And it includes sterling silver, 18K gold and gemstones, emphasizing on inclusivity, positive energy and healing.[14] When the brand launched in New York, it focused on the E-commerce space and subsequently found its way into jewelry stores. It has a style that encompasses gemstones like green onyx, peridot, malachite and zirconia stones within 18K solid gold and 18K gold vermeil chains.[9] These are believed the heal the heart chakra, bring positive energy and take away negative energy, according to pseudoscience.[15] It is believed to also help one press on from all types of sorrow, depression and grief, find love, affection, and friendship, and alleviate stress, worries, fears and tension.[16] According to The New Zealand Herald, VEERT jewelry has the feel of a luxury but yet contemporary item, as is associated with Italian and French heritage brands.[17][15] In an interview with Rolling stone, she explains that the brand focuses on intertwining and integrating both male female fashion together and also marrying both old and modern fashion statements, incorporating legacy female fashion pieces like the freshwater pearl into modern male fashion,[3][15] and involving simplicity and recyclability.[16][18] She said in the interview, "we want to be the catalyst of empowerment, healing energy, and unity". They have been five collections released.[19][20][7] As a way to celebrate the brand's 1 year anniversary, an exclusive limited-edition jewelry collection was offered on Instagram in 2021 by VEERT.[21] An Instagram live was hosted to mark the event which had in attendance celebrity guests Swizz Beatz, Westside Gunn, Vic Mensa, and host Dennis Todisco, who is the head of the sneaker and streetwear partnerships at Instagram.[22] The collection was a Four-piece unisex collection including a Macro 3-D Logo Necklace, a Micro 3-D Logo Necklace, a Micro 3-D Logo Bracelet and a Gold Plated Kama Sutra Leaf Porcelain Bowl; all featuring a 18k gold vermeil base.[23]