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A letter from Carla, Founder of Veruca & Salt

Hey there!

My name is Carla and I am the founder of Veruca & Salt. I just wanted to take the opportunity to tell you about my store and the various things that inspired me to open it. The first thing people usually ask me is why I used the name of one of the most spoilt and objectionable characters in children’s literature.

  

First and foremost, Charlie and the Chocolate Factory (1971) was my favourite film as a child and I was absolutely seduced by the bright colours, sense of wonder, and possibility that it inspired in me. Veruca Salt is not the nicest of characters, but she knows what she wants and I love this sort of decisiveness.

  

The style we embrace contrasts perfectly with that of Miss Salt and you will find pieces here that speak to your wistful, romantic, and free-spirited self. Our name casts a magical spell which reaches profoundly beyond this one character and I want to encourage you to delve deeper into a world of enchantment where you are no longer caged by convention.

 

Moreover, I have a great love for the fashion of this era, especially the swagger of some of the strong fearless ground-breaking women that graced the stage like Stevie Nicks, Janis Joplin, Marianne Faithful, and Debbie Harry. In a nutshell, my clothes aim to embrace and enhance the sort of feminine beauty that is blessed by powerful authenticity.

 

Finally, this project would never have got off the ground without the encouragement of a very dear friend of mine called Karlee. She was only in my life for a short time as she was taken by cancer far too soon. Our connection was so profound it was like we had known each other for a lifetime, and she inspired me to live in the present, do what makes me happy and take risks. She always said that I should open a shop and was constantly admiring my sense of style, even though it was very different to hers.

  

During one of the last weekends we saw each other, we went away to Otis House in Daylesford, one of many houses across Australia offered by a charity that provides lovely retreats for women with cancer. Karlee was formerly an ambassador for Otis and 2.5% of all the profits made by Veruca & Salt are pledged to this foundation in honour of this gorgeous inspirational woman.

 

Thank you for visiting, we hope you find joy and light in our collections because as both Janis and Karlee said- “we don’t know what’s going to happen tomorrow!”

 

Yours Truly

 

Carla
xxx