Such a fan of your ethos and how it's woven throughout all you do. (Pun not intended.) I'm curious your thoughts on maintaining and scaling a brand with such a deep commitment to sustainability. Are there other ways we're going to see commerce shift that don't have to do with endless consumption? I've watched many brands start with great intentions that eventually have to cave to investor pressure—or even just to survive. You seem like such a thought-leader there, what is enough, what is our role as individuals...not to mention I too nerd out on frequency work :)
Hi Nicole! Thanks so much for this thoughtful and thought provoking response. For maintaining and scaling a brand I think it depends on what the brand's goals are and what "scaling" and success means to that brand. I personally have zero intention of taking on investors in part for the exact reason you mention. I believe it's a privilege and very much a responsibility as a brand to educate and build a community with consumers that will change and improve the space if even in a small way. I also think individuals/consumers have this same responsibility. It's actually soul-nourishing vs soul-depleting to live this way and I believe people will begin to realize this when they take the time to listen to what they truly need and reach that frequency :).
Heather, thank you for this—it resonates deeply with me. I’ve admired your work for a while and own several pieces from your collection. I love that everything is made with such intention, and that your materials and practices are rooted in sustainability. That commitment aligns closely with my own business—even though our rugs and antiques are sourced from Turkey, they’re sustainably made, repurposed, or handmade using traditional methods and materials that honor the communities and artisans behind them.
Your vision for a capsule wardrobe continues to inspire me. I’m not quite there yet, but your pieces have become the foundation of that journey—and I always have a wish list for more! Thank you for creating such beautiful, meaningful clothing and for encouraging thoughtful consumption, both in what we wear and how we live. Your work reminds me that how we show up in the world, and what we surround ourselves with, matters deeply.
I am a mother of 3 (my youngest is 2.5) and I loved being pregnant because it forced me to live in a capsule wardrobe! Now I am struggling to find my style again, especially as my post-baby body is giving me some challenges. Not to mention PNW style is tricky to pin down beyond fleece and leggings! I love your intentionality and always feel inspired by your posts and clothing. Look forward to staying connected to VJ!
Thanks so much, Gina! I felt the same about being pregnant. I find the natural fabrics like linen and merino/alpaca are perfect for elevating the everyday but still functional. I'm so glad you're here!
Although I’m not ready to purchase VJ pieces yet, your inspiration on how to style outfits has been meaningful for me. I love wearing pieces on repeat in a way that feels new and fresh. This helps me have newfound appreciation for pieces I already have. Please keep up this inspiration!
You have very much inspired my way of life. I have slowly been removing synthetic materials from my wardrobe and I feel a sense of lightness. I have also been conscious of the materials I’m purchasing for my four children. Fast fashion is something I no longer want to be a part of. I have several VJ pieces and choose them for daily wear and I keep choosing my VJ pieces for travel.
I’m am interested in knowing more lifestyle things and I like how you share snap shots of products you enjoy.
Such a fan of your ethos and how it's woven throughout all you do. (Pun not intended.) I'm curious your thoughts on maintaining and scaling a brand with such a deep commitment to sustainability. Are there other ways we're going to see commerce shift that don't have to do with endless consumption? I've watched many brands start with great intentions that eventually have to cave to investor pressure—or even just to survive. You seem like such a thought-leader there, what is enough, what is our role as individuals...not to mention I too nerd out on frequency work :)
Hi Nicole! Thanks so much for this thoughtful and thought provoking response. For maintaining and scaling a brand I think it depends on what the brand's goals are and what "scaling" and success means to that brand. I personally have zero intention of taking on investors in part for the exact reason you mention. I believe it's a privilege and very much a responsibility as a brand to educate and build a community with consumers that will change and improve the space if even in a small way. I also think individuals/consumers have this same responsibility. It's actually soul-nourishing vs soul-depleting to live this way and I believe people will begin to realize this when they take the time to listen to what they truly need and reach that frequency :).
Heather, thank you for this—it resonates deeply with me. I’ve admired your work for a while and own several pieces from your collection. I love that everything is made with such intention, and that your materials and practices are rooted in sustainability. That commitment aligns closely with my own business—even though our rugs and antiques are sourced from Turkey, they’re sustainably made, repurposed, or handmade using traditional methods and materials that honor the communities and artisans behind them.
Your vision for a capsule wardrobe continues to inspire me. I’m not quite there yet, but your pieces have become the foundation of that journey—and I always have a wish list for more! Thank you for creating such beautiful, meaningful clothing and for encouraging thoughtful consumption, both in what we wear and how we live. Your work reminds me that how we show up in the world, and what we surround ourselves with, matters deeply.
Grateful for all you do and share!
Elyse- Thank you so much for this message! I'm so glad this resonates! Thank you for being here!
I am a mother of 3 (my youngest is 2.5) and I loved being pregnant because it forced me to live in a capsule wardrobe! Now I am struggling to find my style again, especially as my post-baby body is giving me some challenges. Not to mention PNW style is tricky to pin down beyond fleece and leggings! I love your intentionality and always feel inspired by your posts and clothing. Look forward to staying connected to VJ!
Thanks so much, Gina! I felt the same about being pregnant. I find the natural fabrics like linen and merino/alpaca are perfect for elevating the everyday but still functional. I'm so glad you're here!
Although I’m not ready to purchase VJ pieces yet, your inspiration on how to style outfits has been meaningful for me. I love wearing pieces on repeat in a way that feels new and fresh. This helps me have newfound appreciation for pieces I already have. Please keep up this inspiration!
Thanks so much, Michelle! I appreciate you being here!!
You have very much inspired my way of life. I have slowly been removing synthetic materials from my wardrobe and I feel a sense of lightness. I have also been conscious of the materials I’m purchasing for my four children. Fast fashion is something I no longer want to be a part of. I have several VJ pieces and choose them for daily wear and I keep choosing my VJ pieces for travel.
I’m am interested in knowing more lifestyle things and I like how you share snap shots of products you enjoy.