Focusing on exceptional materials, impeccable details, and thoughtful fits, Velvet combines a timeless perspective with subtle sentiments that form an enduring signature style. Our collections explore the lore of California's laid back luxury, always speaking to simplicity and uncompromising quality.
Velvet is the creation of a fashion forward family, helmed by Jenny Graham, our creative director since day one. Prior to opening, Jenny Graham had immigrated from South Africa with a degree in teaching. Initially Jenny worked as an assistant in film and her parents worked crafting belts and accessories in San Diego. Having worked in fashion her whole life, Jenny’s mother was quick to notice her style and eye and encouraged her to move to Los Angeles and join the family ventures. After several successful partnerships, the Grahams decided to keep it all in the family and Velvet was born. The vision started simple—laid-back luxury with a focus on fine materials and craftsmanship.
