As part of CFDA’s Female Founders Series, Stephanie Mark, co-founder and editor-in-chief of Coveteur moderated an intimate conversation with Veronica Miele Beard and Veronica Swanson Beard, the founders and co-CEOs of Veronica Beard. The sisters-in-law launched the brand in 2010 with their signature Dickey Jacket, which continues to be one of their bestselling signature pieces. Nine years later, eight children raised between them, and, soon, seven retail stores, the Veronicas discussed how they balance their family life and passion projects while growing their fashion empire.
Why did you launch a Veronica Beard?
Veronica Miele Beard: We wanted to create wardrobe MVPs and make it easy for women get out the door in the morning and look good. Men have it easy. They throw on a suit and tie and they look polished. That’s why we adapted a men’s suit jacket into the Veronica Beard Dickey Jacket. Women wanted something similar that they could put over everything from jeans to dresses.
Veronica Swanson Beard: It’s easy for men to look presentable, but for women it’s more difficult. We wanted to cater to both the career woman and moms who don’t have time to worry about getting dressed in the morning.
Where did you both start your careers?
VMB: I come from a finance background, working on Wall Street. I was always very fashion-forward, but I was the only one at my office who cared to look fashionable. No matter what profession – doctor, stay-at-home mom, lawyer – you can love fashion. It’s important for our brand to reach those women, to let them know they can be themselves.
VSB: I studied at Parsons and got an internship at Narciso Rodriquez, and before I graduated, they offered me a job so I left school early to take it. The great part about working with each other is that we both come from different backgrounds, so we really complement each other. You don’t put an ad in the paper for a partner. You have to have a friend with a similar vision.
How do you balance running a company while raising a family?
VMB: It’s important for me to compartmentalize my life. I have work and then I have family, and I don’t mix the two. Even when the families try to get involved and ask questions, we keep our professional life separate.
VSB: It’s great that our children see how hard we work and how passionate we are about our business. We also value the personal time we offer to our employees. We don’t expect them to sit at a desk from 9am to 5pm because nowadays, work happens everywhere. It’s important that they work out, go to the doctor, and have drinks with each other. It’s wonderful to see how many friends there are in the company, and how they like to spend their personal time with each other. We want to create an environment where our employees want to hang out.
How has the brand evolved since in launched back in 2010?
VMB: in 2014, we decided to lower our price point by 20 percent. We were originally designer opening price point, and are now positioned in advanced contemporary.
VSB: We’re also adding extended sizing for Spring 2019, so now we will offer [designs] up to a size 18. In the fall, we will go up to a size 24. We decided to offer this because my mom and cousin couldn’t wear Veronica Beard, and we wanted the collection to be about all the women we love.
How difficult is it to build a brand with longevity?
VMB: The proof is in the product. You have to keep the integrity of the product. Even when we decided to cut costs, we did not sacrifice the fabric and quality of our clothes. Your collection has to fill a void for price point, aesthetic and lifestyle. It should also be able to reach a wide demographic. Our jacket looks good on a 20-year old and a 70-year old.
VSB: We also get the emotion of our customer. Every product has to answer that question. We’re expanding into Europe, because women are the same everywhere. One reason why Veronica Beard has been successful is because we have vision for our brand, and we don’t get bogged down with the “brand mission” that so many people concern themselves with.
Outside work, what keeps you inspired and excited?
VMB: I love to travel with my family and take my kids off the grid. Travels offer so much inspiration, especially to see what people are wearing outside of New York. I’m a sports enthusiast and started a basketball league for underprivileged youth, where we are really helping to change kids’ lives. We also launched VB Gives Back, where every month, proceeds from our online sales are donated to charities that champion women.
VSB: I love decorating, interior design, art, flipping houses, retail estate, and being with my family. I help design and decorate all of the Veronica Beard retail stores, and every item is handpicked by me. Each store offers a unique DNA that caters to a particular customer.
