Vera Bradley-Inspiring Young Entrepreneurs

Vera Bradley: Inspiring Young Entrepreneurs

Patricia Miller, co-founder of Vera Bradley,
is interviewed by student reporters during
her visit to Saint Mary's College.

You’ve heard the expression, when opportunity knocks, open the door. Well that’s just how it worked out for the co-founders of Vera Bradley. Patricia Miller shared with Saint Mary’s students Tuesday how she first met Barbara Bradley Baekgaard in their Fort Wayne neighborhood 28 years ago. Miller knocked on Baekgaard’s door to welcome her to Wildwood Park. Baekgaard invited her in, and a friendship began that would lead to a business partnership and a multi-million dollar company employing 1,100 people. Vera Bradley’s colorful quilted cotton luggage, handbags and accessories made the company a leader in the gift industry.

Miller came to Saint Mary’s as a guest of the College’s Women’s Entrepreneurship Initiative (WEI, pronounced “we”). WEI, which launched in the spring, offers students and women in the South Bend community opportunities to learn how to start and grow their own businesses. “We were so excited to have Patricia Miller on campus as our first Entrepreneur in Residence. She is such an inspiration for our students. It doesn’t hurt that many of them are big fans of Vera Bradley products. It makes her story of entrepreneurship even more appealing,” said Susan Vance, WEI’s project director and professor of business law and accounting.

Miller’s day included a lunch with students from CEO (Collegiate Entrepreneurs’ Organization) and YEC (Young Executives Club), a presentation to business students in Vander Vennet Theatre, and a dinner with the New Venture class. Part of WEI's focus is to get students excited about entrepreneurship. In the New Venture class, which is open to all majors, three groups of students are starting their own small businesses.

Miller’s advice to students for succeeding in business included, “Do something you care about. Women’s bags are very important to them, and they want something that is both practical and fashionable. If you run a business just for the dollar, you are probably not going to make it. Work with people who you respect, and that respect you in return. Treat your employees and customers like they are the most important people you know. Follow the golden rule: treat people like you wish to be treated.”

In each event throughout the day, students were encouraged to ask questions and learn from Miller. She shared with them how the idea for quilted luggage came to her and Baekgaard while sitting in the airport on a trip from the snowy Midwest to the sunshine of Florida. They noticed that most carry-on bags that women were using were very masculine. When they returned home from vacation, the two friends wasted no time buying fabric and sewing three different bags from the same pattern: a duffle, a smaller duffle, and a purse. They took orders from their friends, not telling them they were actually the vendor, selling the products under the name Vera Bradley. The company is named after Baekgaard’s mother because they thought the name Vera Bradley sounded elegant.

Miller offered students suggestions on what to do while in college: “Take an accounting class; making a profit is not a bad thing. Be involved and take on a leadership role of some type. Being a leader of a club or organization will give you confidence in presenting yourself and your product. Develop your people skills. Learn to work as a team with other people,” she shared.

Photo courtesy of verabradley.com

Miller told the women of Saint Mary's that they were lucky to have so many opportunities. She explained how different things were when she was in school. “I started out as a business teacher because when I went to school, almost all women became teachers or nurses. I wasn’t encouraged to apply for a job in business, or think outside the box.”

CEO Club Vice-President Amanda Lester 12’ said the day with Miller was time well spent. “We are very fortunate to have someone as successful as Patricia Miller come to share her experiences with us as young entrepreneurs. Listening to her story was very inspiring.” 

Vera Bradley is a nationally known brand and is going public this fall. Vance said, “The success of Vera Bradley shows that with a lot of hard work and determination it is possible to start a small Indiana business and have it grow into an international company.  We want our students to think big, just like Patricia did!"

Written by: Hannah Hupp '12