Very Veronica

Photo by Sarah Elliott
Photo by Sarah Elliott

If a leopard-print fedora with customized embroidery by Rachelle Hruska MacPherson’s Lingua Franca line is on your holiday shopping list, you could message MacPherson on Instagram to place an order. Or you can head straight to the newly minted Veronica Beard boutique at 988 Madison Avenue—the first-ever bricks-and-mortar home for the classic-trendy American sportswear label founded in 2010 by sisters-in-law Veronica Swanson Beard and Veronica Miele Beard.

Perhaps best known for their iconic Dickey Jacket—a practical navy blazer infused with modern flair via sleek tailoring and an interchangeable dickey that easily transforms it from boardroom-appropriate to camouflage-chic—the Veronicas were onto something six years ago when they first launched. Recognizing the need of modern women with both uptown sensibility and downtown savvy, they have been rolling out season after season a formidable line of tailored essentials for everything from office to evening—not to mention the kids’ soccer match in between. The brand was immediately picked up by trendy boutiques south of 14th Street and even found a quick home at Bergdorf Goodman. But in retail, nothing defines a brand like a space of its own. And at 988 Madison Avenue, Veronica Beard has truly defined itself. The goal of the newly opened store “was to give our customer the opportunity to understand our brand through a very collected and curated interior experience that reflects what Veronica Beard is all about,” explains Swanson Beard.

To be sure, the feel of the Veronica Beard boutique is very much that of a residential home, with objects and styles from all different periods, reflecting the high/low, layered nature of the brand itself. Interior designer Carolina de Neufville outfitted the 2,125-square-foot space with the Veronica Beard lifestyle in mind. You’ll find swank palm-frond wallpaper, Turkish kilim rugs, antique mirrors and fixtures, and leopard-print sofas. A specially commissioned “I want it all” sign by neon artist Lisa Schulte hangs from above. On top of their own clothing line, the Veronicas have curated a selection of third-party brands to carry in-store as well, from those Lingua Franca fedoras to an assortment of jewelry brands, Corroon totes, By Kilian fragrances, Bluemercury skincare and makeup, and Assouline books.

According to Miele Beard, this helps make the boutique an ultimate shopping experience. What’s more, “we are situated across the street from three major hotels—The Carlyle, The Mark, and The Surrey,” Miele Beard explains, noting how international clients have been a source of inspiration lately. Hmm… Could a London or Paris opening be next?