Vera Bradley Goes Back to Its Whimsical Roots

Vera Bradley, the maker of quilted bags and accessories, is changing strategy again following a rebrand that de-emphasized its signature florals and patterns—and left some of its loyal consumers fuming.

The latest direction builds on the company’s DNA instead of trying to emulate other brands, executives said on an investor call to discuss the business’s latest earnings, dubbing the latest plan “Project Sunshine.”