More from the series → Vera Bradley says its second turnaround plan in two years is finally moving the needle. The success stems from efforts tied to“Project Sunshine,”a 2025 plan to reverse slumping sales, restore profitability and better resonate with young shoppers. As part of “Project Sunshine,” Vera Bradley has returned to its roots as a whimsical, colorful accessories company. It has also zeroed in on shoulder bags, developed personalized bag charms, and invested in social and digital channels such as TikTok and Instagram. In 2024, Vera Bradley introduceda modernization strategy called “Project Restoration”that involved adding more silhouettes, embracing different materials, and redoing the brand’s logo and store look.