From Portobello Market to global festivals, Vera Black has become a fashion staple of the country and Americana scene. Here she shares her journey, inspirations, and future plans
How and when did you start the Vera Black brand?
It all began quite organically. My husband Luke and I were musicians for almost 20 years – I was a singer-songwriter, and Luke played drums and guitar. We toured extensively, even across the States, where I won a Nashville songwriting award for my song “The Fool”.
During that time I became inspired by the stage looks I saw, but I couldn’t find what I wanted. So, I started buying beads, feathers, and materials to make my own jewellery and accessories. I had no formal training, just learning as I went along.
When we moved to London in 2011 for artist development, I began building the brand on the streets – first at Portobello Market, then Brick Lane and Camden. It wasn’t long before we found success, and the brand began to grow rapidly.
Where did the inspiration for your unique designs come from, particularly your now famous hats?
Portobello Market had a huge influence, especially given its history with style icons like Jimi Hendrix. Around 2013, I was invited to trade at the very first C2C Festival. Customers there suggested I design hats to match my jewellery, and by the third year I introduced them – they sold out instantly.
This was the start of the Americana country boom in the UK, and our designs became a staple at festivals. From there we began catering to the US scene as well.
You’ve also styled a number of artists. Can you tell us about that?
Styling is something I absolutely love. I started with my own music videos and fashion films, then moved into working with other artists. I’ve collaborated with music photographer Rob Blackham on shoots with Elles Bailey, Troy Redfern and American artist Arielle.
We’ve also had celebrities wear our pieces, from Johnny Depp, Tom Hardy, Brenton Thwaites and Dougie Poynter to Drake White, Adam Ant, Dee Snider, Brown Mark, The Veronicas, Everette, Robert Plant and Eva Green. The list keeps growing.
Do you have a physical shop, or are you mainly on the festival circuit?
We had a shop in Camden for a few years, which really boosted the brand. When the pandemic hit, we shifted focus online and doubled down on festivals like The Long Road, C2C, Black Deer and Buckle & Boots.
We’ve since moved to the Shropshire Hills and enjoy working from there while taking the brand out on the road.
Can you tell us about the materials you use in your designs?
We handmake all our jewellery here in the UK. We have four of us who are constantly making pieces all day every day. All our feathers are ethically sourced, our wood and gemstone beads are of the highest quality and we use a strong faux leather where possible. Our hats are bought as blanks, handmade in Texas & Mexico, and I have a unique technique of burning, painting and distressing them.
What’s next for the Vera Black brand?
At this year’s Long Road Festival we introduced Vera’s Blackbird Café, which got amazing feedback. That inspired us to develop a roaming bar concept.
We’re renovating our 1972 Dodge van into a pirate ship–style cabin with a travelling bar, booth seating, marquee, lighting, rocking chairs and karaoke. The idea is to let people rent it for weddings, birthdays, corporate events or parties – the full Vera Black country/rock ’n’ roll experience. We hope to have it ready by spring 2026, so watch this space!
