World Of Aerin

Veronica Beard

Veronica Beard

Sisters-in-law, Veronica Miele Beard (above right), and Veronica Swanson Beard (above left), are the co-founders of the eponymous Veronica Beard, a women’s classic sportswear brand that I love. They recently launched a monthly program called #VBGivesBack, in which they donate money from every transaction to a new charity introduced on the site every month by an inspirational woman, including Camila Alves McConaughey, Christy Turlington, and Jessica Seinfeld. I talked to the Veronicas about retaining a sense of style as busy mothers, the inspiration behind their brand, and what motivated them to launch #VBGivesBack.

You say on your website that “we are our customer.” I take the same approach at AERIN, for example with a makeup palette that I use in my own five-minute morning beauty routine! How important is it to use/wear your own brand?

So important! We are our own walking billboards and end up selling the clothes right off our backs! It’s so important to see product in reality. A picture of a jacket is not the same as seeing a woman in it—how she styles it, how she owns her look. Seeing someone wearing a piece I’ve been eyeing always tips me over the edge into buying it. 

Explain how your signature Dickey Jacket, the item that launched Veronica Beard,
came about.

The concept existed in menswear and we were searching for simplicity in our wardrobes. We wanted a chic uniform we could rely on and the Dickey Jacket was the first piece of that uniform. The Dickey Jacket is versatile (because you can constantly change your look by changing out a dickey) but it also solves the age-old problem of layering—who wants their arms or waist to look bulky?

Explain the motivation behind your monthly program, #VBGivesBack.

#VBGivesBack is such an important part of the Veronica Beard brand DNA. We want to highlight women and the organizations they are connected to. It’s so important to remember to be good and do good.  #VBGivesBack is a great monthly reminder of that. For every online purchase within the month, we donate $10 to a particular organization. For October, the charity was just keep livin’ and our inspirational woman was Camila Alves McConaughey, who founded the organization with her husband Matthew. This month, we are featuring Jessica Seinfeld and Baby Buggy, which she founded in 2001. We couldn’t be more excited to feature women like these month after month and donate back to such incredible causes
all year long.

As busy mothers on the go, how do you retain your sense of effortless style?

We wear a uniform! Veronica Beard Denim, a blouse, and a Dickey Jacket!

Describe Veronica Beard (the brand!) in just three words.  

Cool, classic, and chic.

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