In six short years since its inception, Velveteen has quickly emerged as an important brand for an admiring international clientele. Striking an expert balance of sophistication, elegance and fun, the line is carefully designed to delight not only store buyers and adult consumers, but also particularly the children who wear it.
Although the company was officially launched in April 2013, the first season's designs evolved from decades of ideas noted in the sketch book of company founder and designer Laura Egloff. Laura explains,
"I decided I wanted to be a designer when I was thirteen years old"
My parents were both educators and I was at the top of my class in high school, so the expectation was for me to go to a traditional university. But I was so passionate about fashion that my parents offered me a deal -- I would go to Fashion Institute of Technology in New York, then return home to California to get a degree at a traditional college."