During the day, Taylor Sade, a 24-year-old marketing manager, works her job diligently. But as soon as she’s off the clock, she retreats to her cozy Lower East Side apartment, where she passionately hand-strings beads and stones on her bed, accompanied by her two adorable Himalayan cats. These gems of creativity eventually come together to form Vertigo, the exciting and popular brand making waves in the world of accessories for young women this summer.
“I’ve always found solace in solitary activities,” Ms. Sade shared during an interview from her studio, gesturing to a stack of puzzles and knitting equipment nestled between worn books in her living room.
This personal touch extends to the bohemian allure of Vertigo as a whole. The brand offers an enchanting collection of chokers, pendants, and belts crafted from oversized beads that appear to have been plucked straight from the sandy shores. With prices ranging from $120 to $380, these accessories often boast darker hues while also shimmering in vibrant colors. They’ve become a favorite among bikini-clad beachgoers, symbolizing the confidence and self-assuredness synonymous with a “Hot Girl Summer.”
Vertigo has managed to evoke a sense of nostalgia and transport its wearers to an undefined bygone era, as noted by Gabriella Karefa-Johnson, a contributing editor at Vogue. Karefa-Johnson describes the Vertigo girl as someone who didn’t conform to mainstream trends but possessed an innate coolness that predates the masses.
Surprisingly, Ms. Sade had never strung a bead before venturing into her business in the summer of 2021. Seeking a creative escape from her full-time job, she stumbled upon necklace stringing tutorials on YouTube. “I simply decided to dive in one day — it may sound silly,” she admitted.
For the initial six months, Ms. Sade sourced her materials from Phoenix, her hometown and where her family currently resides. Her mother would video chat with her, visiting local jewelers on her behalf. “I’d instruct her, saying things like, ‘I want this jade, not that one!'” Ms. Sade chuckled. “Then she’d ship a box over, and I’d Venmo her the payment.”
Due to the individuality of each stone, bead, and jewel, no two Vertigo pieces are exactly alike. This uniqueness, combined with the limited quantities in which they are made, adds a strong sense of individualism, making them highly desirable in today’s fashion landscape, as expressed by Brandon Tan, a stylist and fashion editor for GQ.
This innate quality has propelled Vertigo into the spotlight, with appearances in prestigious publications and ad campaigns. Sports Illustrated, Victoria’s Secret, and a Frankies Bikini billboard in SoHo have showcased Vertigo’s distinct appeal. Furthermore, the brand gained recognition when Emily Ratajkowski donned one of their pendants, featuring a striking lapis doughnut-shaped stone as a choker, for a Mirror Palais photoshoot in May. The campaign generated millions of views on Mirror Palais’s Instagram account, propelling Vertigo to new heights. It has also attracted the attention of celebrity stylists, who frequently request accessories for their clients, including model Gigi Hadid and TikTok influencer Alix Earle.
Despite the brand’s success, Ms. Sade prefers to keep her operations relatively modest. Nowadays, she communicates and negotiates with lapidaries in Arizona via email and phone, collecting gemstones one box at a time in her studio apartment, which is surprisingly spacious considering its location. Recently, she expanded her sourcing to include more intricate options like fossilized coral, opal eye, and green jade from Indonesia.
While hesitant to expand the company, Ms. Sade did hire an intern in April to assist with bead stringing. “My struggle lies in finding someone I trust to execute my vision,” she admitted.
Ms. Sade meticulously oversees every step of the creation process for each Vertigo accessory, attributing the brand’s success to her unwavering attention to detail, right until the moment the product leaves her home.
“I receive direct messages from people saying, ‘This is the most beautiful package I’ve ever received,'” she shared. “It may sound like a joke, but it’s because I take five minutes to wrap your suede cord into an exquisite bow!”
With Taylor Sade’s dedication to her craft and her commitment to providing a unique and personal experience for each Vertigo customer, there’s no doubt that this buzzy brand will continue to captivate the fashion world and bring a touch of individualism to those who wear it.
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