A luxurious, one-of-a-kind collection for the child who shines bright like a diamond
REGION: Asia-Pacific
Velveteen offers a beautiful collection of timeless yet carefree pieces for girls aged 3 months through to 12 years. Complete with flowing fabrics, gorgeous detailing and a sophisticated colour palette, these are elegant items of clothing crafted with huge attention to detail and destined to become absolute favourites in your daughter’s wardrobe.

The pretty blouses, the sweet little bloomers, harem pants, baby onesies; the many, special, yet easy-to-wear, dresses… The ruffles, unique prints, lace applique touches, shimmery trims, bow tie details, the hand embroidery! These are special pieces, wonderful options for occasion wear; and yet they are also easy to throw on and wear every day.

The collections are inspired by a vision of a timeless California childhood filled with days spent exploring hidden pathways and sharing secrets with friends. It’s also a mirror of the magical, international childhood founder Laura sees unfolding daily. Based in Hong Kong, Velveteen is the creation of California-born, New-York-educated mama who now lives in Hong Kong with her Swiss husband and their two global children.

Velveteen work with fair-trade organisations whenever possible and their clothing created using a combination of Indian artisan techniques. They work to provide employment to mothers otherwise unable to provide for their children, and education for children otherwise unable to attend school. They wish to give all children the beautiful opportunity to embrace the magical marvel of childhood.

“There's even magic for mamas here!”


5 Questions with Laura Egloff of Velveteen

It is so inspiring and insightful to see how a collection can emerge from its creator’s story. To observe how one person can draw the wealth of their life experiences into a rich collection. One that is so unique, and heartfelt. With a bohemian vibe and a big sprinkling of magic, Velveteen, a beautiful brand ...

Velveteen Blog Posts

Velveteen, a pretty collection and now on sale!
Velveteen is a brand we've known and loved for a long time. Each season we make sure to check out their upcoming collections at Playtime, and we've enjoyed watching this brand grow over the last few years, getting better and better each season. Their current Spring/Summer collection is definitely our favourite one yet! How pretty are ...