VHS Ventures grew out of founder Veronica Speck's background in the luxury and culture world—including Vogue, Christie's, the Whitney, amfAR, and Daniel Boulud's hospitality group—and works as a mix of communications, advisory, and venture capital for luxury and lifestyle brands, built around what the firm calls a village mentality where LPs, founders, and fellows all share in success. Its investing approach follows what it calls a circular thesis connecting consumer brands to the systems behind how people find and buy things, paired with close attention to a company's balance sheet health, and it moved quickly by putting its first fund into 20 companies within 18 months.