VERONICA BEARD Their motto? “Look good, feel good, and do what you love.” They are sisters-in-law married to brothers, but it was a true friendship and a love for fashion that brought them together and gave rise to the inspiration to create their eponymous label, Veronica Beard.
At a time when the entire world has taken a pause—when much of retail struggles to remain afloat and many brick and mortar stores have shuttered their doors entirely—this savvy, sophisticated, talented, and tenacious dynamic duo is forging ahead and opening its first Connecticut retail store in Greenwich at 169 Greenwich Avenue this summer. Adding their name to the many storied labels that align Greenwich Avenue (long compared to Beverly Hills’ Rodeo Drive and often touted as the “Madison Avenue of Greenwich”) couldn’t be a more perfect fit for the Veronica Beard ladies. Not only is Greenwich just a hop, skip, and a jump from their hometown of New York City, but the sisters-in-law share that their “husbands grew up and went to school there. We’ve spent a lot of time in Greenwich and have wonderful friends we visit. It’s the perfect community to open a VB store, full of women who want to look and feel amazing doing what they love.”
Thoughtfully designed with feminine silhouettes and refined tailoring, the Veronica Beard collection is intuitively built for real life—empowering her from day to night, work to weekend, and everywhere in between. Those concepts are reflected in Veronica Beard’s Spring and Pre-Fall collections- think feminine, sexy, confident. “That’s the key: confidence in being feminine,” Miele Beard has said of her designs. Highlights from Veronica Beard’s latest offerings: a little seafoam sequined top and pants—tweed blazer on top by day, blazer off by night; a sky-blue, fluttery, off-shoulder dress—paired with sandals by day, heels by night. And just in time for summer, don’t miss Veronica Beard’s latest swim collection! Comprised of cover-ups, mix and match bikini bottoms and tops, and one-piece swimsuit styles, check out the full line at veronicabeard.com/collections/swim.
As with the rest of the world, life has changed for the Veronicas in the last few months. Both have valued time at home with their families. “The silver lining of the past three months is the amount of family time we’ve had,” says Swanson Beard. “We’ve been playing Rummikub, ping pong, bbq’ing, building outdoor bonfires, and taking long walks. I’ve missed a lot while developing VB so it’s been a gift to have this time. I think life will be simpler and as we return to a new normal—priorities have changed and what’s important has really come into view. Getting dressed and doing what you love is going to take on a new importance as life begins to resume.”
Miele Beard shares, “Home school with my kids has been priceless and cooking for 7 every night has been no easy feat. This time was a wake up to what really matters and the word ‘essential’ rings truer than ever. I’m looking forward to getting back to life and our new normal, but I think it will take a while and we’ll be spending more time connecting with our customers virtually until it’s safe for us to visit in person again. Shopping habits are changing but we’re still seeing customers taking advantage of virtual styling with our store associates and curbside pickup from our retail locations. She wants to be casual, but novel and stylish. Whether dressed up or down, we all want pieces that are effortless, cool, and always chic. Just because times are more casual doesn’t mean that you can’t wear sequins during the day!”
Since launching in 2010, Veronica Beard has empowered women who make a difference in the world by giving back all day, every day—most notably through the VB Gives Back program. Each quarter, Veronica Beard highlights one woman and the cause most important to her. From April through June, Veronica Beard has partnered with Jessica Seinfeld and her foundation Good+, which works with anti-poverty programs across the country to provide goods and services to low-income parents and caregivers. Right now, Good+ is focusing its efforts on responding to the COVID-19 outbreak—trying to get diapers, wipes, formula, thermometers, and newborn baby care items out the door and distributed immediately. Veronica Beard will be donating a portion of sales from every online transaction back to the cause so that those who are most vulnerable can get the support they need. Go to veronicabeard.com/blogs/vb-edit/tagged/vb-gives-back to make a donation.