Stockist Interview – Velvety

So we have another great stockist interview for you. This week we chatted to Lorena and found out more about online marketplace Velvety in Melbourne, Australia.

Velvety Logo

1.Tell us a little about the history of the platform?

As a vegan and also as a person who wants to make ethical choices and become a more conscious consumer, I started looking for ethical and vegan fashion companies (BTW I love fashion and also it’s my professional background), but I couldn’t find many options!! These were my results: ethical fashion brands selling leather, wool, silk…, vegan fashion brands selling just printed “vegan ” t-shirts, ethical fashion boutiques selling really expensive products and really small stores selling a bit of everything but also with a really poor range of products! And on top of this I need to add that most of these companies were not in Australia, which means that if you want to buy only one product from each different store the shipping costs are going to make it impossible!

So, as I couldn’t find what I was looking for I created it! A vegan and ethical fashion online store where you can find, vegan, fair trade, handmade, organic, upcycled, sustainable and ethical products from different countries around the world!

2. How did you decide on the name?

I was looking for a name easy to remember and also related to fashion, which could also make you feel something, so Velvety is a cumulus of many meanings…It has two “v”, which is symbolic that Velvety is a vegan business, and I don’t know why but I love how it sounds and how the “y” makes it a bit more special and “eco-chic”.

3. What products could we expect to find in the online today?

Mainly fashion, which involves:

Bags, backpacks, accessories, underwear, socks, basic clothes (for now) as I have new clothing brands coming soon, jewellery, vegan beauty products and eco soy candles that I personally make. I focus on upcycled and organic materials, which of course are vegan but also ethical and more sustainable than just vegan or cruelty free products made from unsustainable materials such as plastic, etc… When buying at Velvety, you can be sure that all our suppliers are committed to ethical and/or fair trade working practices, I personally choose from a carefully curated selection of vegan and ethically made products because that’s what I would like to find in a store as a customer.

4. How would you describe your typical customer?

A person who cares about the planet, humans and animals but is also passionate about fashion and creativity. A vegan or vegetarian that wants to become a more conscious consumer, or a mix of all these things.

5. How do you find brands to stock online?

I use Instagram a lot, but I also try to look for another vegan or ethical stores in Europe and see what they offer. However, before starting the business I already had in mind some brands that I knew when I was living in Barcelona and I used to work in fashion. So I already knew in person a few of the designers and makers of the brands I carry from Spain.

6.If designers want to pitch their products to you, what is the best way to get in touch?

They can send me and email me to I am always happy to discover and introduce more brands that share the same values I do.

7.Do you have any additional information that you would like our readers to know?

At Velvety we donate 5% of our profits to Big Sky Sanctuary in VIC, Australia. Animals don’t have a voice to advocate for themselves it is incumbent on us to do the right thing and look after them. Not because they ask but because I feel it is the right thing to do.

Find Reclaim on Velvety here.

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