by If you are not familiar with Veronica Beard, you should be. In fact, you probably already are, without knowing it. A favorite of Gwyneth Paltrow, Reese Witherspoon and Sarah Jessica Parker, the New York-based label’s profile grew exponentially in September when the Princess of Wales wore a Veronica Beard dress in the video announcing that she had completed her chemotherapy treatment and that she would. tentatively returning to life as a working royal. Within 24 hours, the video was viewed over 27 million times.
The co-founders of the brand, Veronica Swanson Beard and Veronica Miele Beard, found out at the same time as the rest of the world that the Princess chose to wear her “Castella” dress – a blouse-sleeved, ruffle-hemmed affair in soft. cotton. “We had no idea,” says Swanson Beard. “What you choose to wear says so much about you, and how you feel in that moment. It was a bohemian, feminine, vulnerable look, when she could be in a power suit. It was a beautiful moment that made me very emotional when it happened.”
“And that tender moment — that part of her life — is the real part,” says Miele Beard.
“It was a reminder that even if you’re on the world stage, we’re all the same,” says Swanson Beard. “We all have those moments. She will always remember that dress as the embodiment of the moment she came back. [Like] I will never forget the dress I wore the night I met my husband.”
About that. You may have realized that the co-founders of Veronica Beard have the most confusing monitors in fashion. The reason they have the same name is because they are sisters-in-law: Swanson Beard (tall, blonde, shades of Carolyn Bessette-Kennedy) is married to Jamie, and Miele Beard (slightly less tall, brunette, shades of Brook .Shields) married his brother, Anson. Their uncle was the artist and photographer Peter Beard.
Known in fashion circles as “the Veronicas” (we’ll call them VSB and VMB for ease), they first met at a wedding 22 years ago. VMB was already married to Anson, and was ticked off when his brother, Jamie, began dating VSB, who was single. “I thought it was great that we were both named Veronica,” says VMB. “There aren’t many of us around.”
Before you could say “monographed towels”, they were one happy extended family, the two Veronicas becoming as fast as the brothers they are married to. So close, in fact, that they decided to launch a label, Miele Beard’s career in investment banking and Swanson Beard’s career as a fashion designer (she studied at Parsons School of Design in New York and used to work for Narciso Rodriguez) bringing giving them the different but essential strengths they needed to succeed in a tough market. “We are entrepreneurs,” says Miele Beard. “We saw this opening for a product that didn’t exist for women, only for men.”
The product in question is the die, a smart modern hero piece that is the foundation of their business. If you’ve ever wondered why the high street is awash with detachable denim bibs, knits or hoodies, it’s probably because Veronica Beard inspired them. Simply snap (or zip) said bib inside a coat or jacket, and it immediately gets a more casual, nuanced look, minus any of the bulk that’s usually associated with layering. “It’s our suit and tie,” says Miele Beard. “You put it on, and you can slay dragons.”
Mr. Dickey, £305; quilted hoodie, £268Veronica’s beard
If Veronica Beard’s customer comes for the dickeys, she stays for the capsule wardrobe designed to mix and match with ease. It’s Ralph Lauren with more accessible price points (prices range from £116 for a T-shirt to £2,298 for a reversible shearling coat), the closest UK equivalent is Jigsaw, Whistles or Me+Em. Like those brands, Veronica Beard caters to the well-balanced, play and family woman who wants to look smart but not tough, chic but not corporate. “She sees us as a resource,” says Miele Beard. “This is one-stop shopping for her.”
With eight children between them (Miele Beard has five between the ages of 14 and 22; Swanson Beard has three between the ages of 11 and 18), they certainly have the same lives as their busy clients. “We always say we are the customer,” says Swanson Beard. “Every female designer says that, but we really think about them in a microscopic way, in every detail of the design process.”
Their attention to detail has paid off: since launching in 2010, they have been the best-selling brand at US department store Neiman Marcus. Sales for 2023 exceeded £190 million, and with 21 independent stores in the US, their current focus is on international expansion. They opened their second store in London in August, and now have their sights set on Seoul and Paris.
“We always do a lot of homework before we decide on new categories or new places to sell,” says Miele Beard. “Who is that woman there? Is she dressed like us and what is her purpose? And after that, what is the price of silk at the moment? We don’t build the stadium before the fans. We also do a ton of data study. If the product is not right, it is not selling. Being around for the last 14 years, we understand that the main reason someone comes back fit. If they feel great in this outfit, they’ll be back.”
A month before the Princess of Wales wore one of their dresses, the Duchess of Sussex wore one of her outfits during her trip to Colombia with Prince Harry. “Our customer would love to see both women,” says Miele Beard. “We are agnostic about the politics of those two. We love all women and we celebrate all women.”
At the time, the Duchess was criticized in some quarters for being too casual because of her sleeveless navy halterneck jacket. “She has good arms!” laughed Miele Beard. “He was still under pressure and fit.”
“That vest jacket was the biggest trend of the year,” says Swanson Beard. “It was a summer suit.”
Meghan’s “Orlinda” jacket (£598) is still available to buy, and is one of many blazer permutations hanging in her Bruton Street store when we meet, from leather to linen to Prince of Wales check. Current bestsellers include the £648 “Dash” bag, £260 “Valentina” sneaker and £368 “Taylor” two-tone jeans. With fierce competition in what the Americans call the “sub-luxury” market – the middle of the market, to you and me – they are fiercely convinced that the UK is a tough nut to crack. “London was an incredible education and learning experience for us,” says Swanson Beard. “We opened here and it took off [time, as in the UK there was] little brand awareness. When you consider the sheer volume of brands here, the share of wallet for this customer is huge.”
Taylor two-tone jumper, £368, Veronica’s beard
Dash bag, £648, Veronica’s beard
Valentine Trainers, £260, Veronica’s beard
As are Veronicas ambitions. “The hardest part is staying successful and you always feel like someone is stepping on your toes,” says Swanson Beard of life leading a fast-growing business. “They are all behind us. There is room for everyone, but what remains true in our brand is its authenticity. Women identify with it, and we know we are truly thinking about their lives.” They know, they say, because they are living it.
