If you’re not familiar with Veronica Beard, you should be. In fact, you probably already are without realizing it. A favorite of Gwyneth Paltrow, Reese Witherspoon and Sarah Jessica Parker, the New York-based label’s profile rose exponentially in September when the Princess of Wales wore a Veronica Beard dress in the video announcing that she had completed chemotherapy treatment and was undergoing surgery. temporarily returning to life as a working royal. The video was viewed more than 27 million times in 24 hours.
The brand’s co-founders, Veronica Swanson Beard and Veronica Miele Beard, learned at the same time as the rest of the world that the Princess had chosen to wear the “Castella” dress, which featured blouse sleeves and a ruffled, soft fabric skirt. cotton. “We had no idea,” says Swanson Beard. “What you choose to wear says a lot about you and how you are feeling at that moment. It was such a bohemian, feminine, vulnerable look when he was in a suit. “It was a beautiful moment that touched me very much.”
Miele Beard adds: “And that tender moment, that part of your life, is the real part.”
“It was a reminder that even if you’re on the world stage, we’re all the same,” says Swanson Beard. “We all have moments like this. She will forever remember that dress as a symbol of the moment she came back. [Like] I will never forget the dress I wore the night I met my husband.
About this. You may have noticed that Veronica Beard’s co-founders have some of the most confusing monikers in fashion. They share the same name because they are sisters-in-law: Swanson Beard (tall, blonde, with shades of Carolyn Bessette-Kennedy) is married to Jamie, and Miele Beard (slightly shorter, brunette, with shades of Brook Shields) is married to his brother Anson. Their uncle was the artist and photographer Peter Beard.
Known as “Veronica” in fashion circles (we’ll call them VSB and VMB for the sake of convenience), the duo first met at a wedding 22 years ago. VMB was already married to Anson and was delighted when his brother Jamie started flirting with the single VSB. “I thought it was amazing that we were both called Veronica,” says VMB. “There aren’t many of them around.”
Before they could say “monogrammed towels,” they were a large, happy family; The two Veronicas were quickly becoming as close as the siblings they were married to. They were so close, in fact, that they decided to launch a label that would equip them with Miele Beard’s investment banking career and Swanson Beard’s career as a fashion designer (she studied at Parsons School of Design in New York and was working for Narciso Rodriguez). the different but necessary strengths they need to succeed in a challenging market. “We are entrepreneurs,” says Miele Beard. “We saw this opening for a product that was only for men, not for women.”
The product in question is the dickey, a smart, modern hero piece that forms the basis of their business. If you’ve ever wondered why the high street is full of removable denim, knit or hooded bibs, it’s probably because they’re inspired by Veronica Beard. Simply wear (or zip) said bib inside a coat or jacket, and it immediately takes on a more casual, sophisticated look, without any of the bulk usually associated with layering. “This is our suit and tie,” says Miele Beard. “You can kill dragons if you wear it.”
Upper state Dickey, £305; quilted hoodie dickey, £268Veronica Beard
If a Veronica Beard shopper comes for the dickeys, she stays for the capsule wardrobe designed to be easily mixed and matched. While Ralph Lauren has more accessible price points (prices range from £116 for a T-shirt to £2,298 for a reversible fur coat), its closest UK equivalent is Jigsaw, Whistles or Me+Em. Like these brands, Veronica Beard appeals to cash-rich, time-strapped women who balance work, play and family, who want to look smart but serious, who are stylish but not corporate. “He looks at us as a resource,” says Miele Beard. “There’s only one way to shop for it here.”
With eight children between them (Miele Beard has five, ages 14 to 22; Swanson Beard has three, ages 11 to 18), they certainly live the same lives as their busy clients. “We always say we are our customers,” adds Swanson Beard. “Every female designer says this, but we really think about them in a very microscopic way in every detail of the design process.”
Their attention to detail has paid off: Since their launch in 2010, they have become the best-selling brand at US department store Neiman Marcus. Their current focus is on international expansion, with 2023 sales exceeding £190 million and 21 standalone stores in the US. They opened their second store in London in August and have now set their sights on Seoul and Paris.
“We always do a ton of homework before deciding on new categories or new places to sell,” says Miele Beard. “Who is that woman over there? Does she dress like us and what’s her purpose? And beyond that, what’s the price of silk right now? We’re not building stadiums in front of fans. We also do a ton of data work. If the product isn’t right, it’s not selling. Having been around for 14 years, there’s no point in someone coming back.” “We understand that the number one reason is healthy. If they feel good in this outfit, they will come back.”
A month before the Princess of Wales wore one of her dresses, the Duchess of Sussex wore one of her suits during a trip to Colombia with Prince Harry. Miele Beard smiles: “Our customer loved seeing both women.” “We are agnostic about the politics of these two. “We love all women and we celebrate all women.”
At the time, the Duchess was criticized by some for looking too casual because her navy blue halter jacket had no sleeves. “His arms are so good!” Miele Beard laughs. “It was still buttoned up and appropriate.”
“This vest jacket was the biggest trend of the year,” adds Swanson Beard. “It was the summer outfit.”
Meghan’s ‘Orlinda’ jacket (£598) is still available to buy and is one of numerous permutations of the blazer, from leather to linen to Prince of Wales square, hanging in their store on Bruton Street when we meet. Current bestsellers include the “Dash” bag worth £648, the “Valentina” trainers worth £260 and the “Taylor” two-tone jeans worth £368. They’re candid about the UK being a tough nut to crack, given the stiff competition in what Americans call “sub-luxury” market (middle market to you and me). “London has been an incredible education and learning for us,” says Swanson Beard. “We opened this place and [time, as in the UK there was] There is very little brand awareness. “When you think about the tremendous number of brands here, this customer’s share of wallet is huge.”
Taylor two-tone jeans, £368, Veronica Beard
Dash bag, £648, Veronica Beard
Valentina trainers, £260, Veronica Beard
So are the Veronicas’ ambitions. “The hardest part is staying successful and always feeling like someone is biting your toes,” says Swanson Beard of his life at the helm of a fast-growing business. “They’re all behind us. There’s room for everyone, but what still rings true about our brand is its authenticity. “Women identify with that and know that we really, truly care about their lives.” They add what they know because they experience it.