When starting the brand, it was imperative to Laura that there was the support of their fine craftsmanship ethos. Velveteen made it their mission to only work with suppliers whose values align with theirs. They believe that true luxury comes from fair labour practices, growing job opportunities, and producing environmentally sustainable products and clothes with a long lifespan. They are dedicated to “doing well by doing good” and provide employment to mothers who would otherwise be unable to provide for and educate their children. They constantly strive to deepen their partnership with each woman that helps to produce the Velveteen collection.