Fashion People: "The Blonde One"
Host: Lauren Sherman
Guest: Veronica Swanson Beard (Co-Founder, Veronica Beard)
Date: January 23, 2026
Episode Overview
In this episode, Lauren Sherman sits down with Veronica Swanson Beard, co-founder of the fast-rising American fashion brand Veronica Beard. The conversation centers on building an enduring brand in modern American fashion—from the origin story and growth trajectory, to the famous Dickey Jacket, the power of brick-and-mortar stores, and how Veronica and her co-founder navigate trends, wholesale turbulence, and long-term strategy. The discussion is candid, insightful, and full of practical wisdom for anyone interested in what it really means to run a label today.
Key Discussion Points & Insights
1. The Origin Story of Veronica Beard
- Co-Founders' Backgrounds: Veronica & her sister-in-law co-founder have complementary skills—Veronica has a fashion background, while the other Veronica came from hedge funds and finance.
- Inspiration: Veronica’s lifelong fascination with fashion and her early career as a buyer (for Marissa Collections) and interning at Narciso Rodriguez strongly influenced the brand’s DNA.
- Brand Genesis:
- The co-founders are married to brothers, which is why they share the name.
- Veronica says, “I've been obsessed with fashion... the way that fashion makes you feel. Style, women, expression, all that stuff.” [06:54]
- Early roles on both the creative and business sides gave her unique insight into what the market lacked.
2. Defining the Market: Contemporary vs. Designer
- Lauren asks for definitions of "opening designer," "advanced contemporary," etc.
- Veronica clarifies:
- These terms are “really ruled by real estate in department stores...it's more vertical than horizontal.” [11:49]
- The brand started as “opening designer” due to production costs and evolved as they navigated department store placement.
3. The Dickey Jacket: Building an Icon
- Origin & Reception:
- Veronica describes launching with their now-famous Dickey Jacket—a women’s tailored blazer with zip-in, interchangeable inserts.
- "It was this idea... you could be in leggings and sneakers going to a soul cycle class and you have on a blue blazer with a gray hood..." [13:12]
- The first lookbook was “terrible” and “burned and taken off the internet and you'll never find it.” [13:12]
- Initial Traction:
- Their first market was in Veronica’s apartment.
- Saks was an early buyer; their debut season posted a 100% sell-through at Saks, solidifying faith in the concept.
- “We had 100% sell through at Saks our first season. And that's when we knew, like, okay, this is going to be something.” [16:53]
- Brand Ownership:
- Despite occasional imitators, the Dickey Jacket is so integral that “even if someone else does make a dicky jacket ... it's so authentic that even if someone else does make a dicky jacket... ours is so ours in the same way that you look at a polo and you think of Ralph Lauren.” [17:42]
4. The Pivot: Price Point and Growth
- Key Turning Point:
- In 2013, they shifted pricing from "opening designer" to "advanced contemporary."
- “That was a huge moment for us that that changed everything.” [21:27]
- Catalyzed by bringing in high-profile minority investors (Andrew Rosen, Lou Frankfurt, and others), giving industry credibility and strategic advice.
- Opening Retail Stores:
- First pop-up in 2015 became their Madison Avenue flagship; by 2016, owned retail was a cornerstone of strategy.
- The balance between wholesale and direct-to-consumer slowly shifted in favor of DTC.
5. Building a New Category: The Day-to-Day Luxury Woman
- Understanding the Customer:
- Lauren points out that Veronica Beard essentially created a new, grown-up shopping segment for women who want elevated but not ostentatiously logo-driven daywear.
- Veronica responds:
- “We are so obsessed with this customer's lifestyle, with this woman all the— I always think of Chuck Close pieces of art... a million portraits. That's really how Veronica Beard is.” [28:24]
- Investing not just in herself as customer avatar but in “an army of women... that want amazing pieces that are cool and classic... things that stand the test of time.” [28:24]
6. Wholesale, DTC, & the Modern Retail Map
- Wholesale Roots:
- Veronica shares, “Wholesale was the greatest thing we ever did... it was [like] the best foundation for our business.” [33:41]
- Despite challenges (Saks, Neiman Marcus bankruptcies), they remain loyal but realistic about the future.
- She dreams of a renaissance for department and specialty stores: “The edit, whether it's online or in person, is so special in fashion. I miss all those multi-brand specialty stores so much.” [36:08]
- DTC & Store Strategy:
- Store locations are selected to fit customers' daily paths for maximum convenience and loyalty.
- “Our real estate and our store locations are very strategic for that reason.” [39:42]
- *Lauren and Veronica discuss how consumer patterns—and LA car culture—are transforming retail decisions, highlighting how in-person shopping must now be exceptional and hyper-convenient to compete.
7. Future Vision: Growth, Profitability, and Ownership
- Team, Strategy, and Expansion:
- Veronica on ambitions: “We are super ambitious... we're very careful and strategic about how we do it. We really invest in our team. We do a lot of research about category expansion, about geographic expansion. We are meticulous about our decisions for the brand.” [43:11]
- Profit vs. Growth:
- “We definitely think about profitability all the time and we think about growth all the time...” [43:11]
- Brand is open to evolution, but fiercely protective: “We would never allow it to get in the hands of anybody that would... mess with it because we'd be messing with our customer.” [43:55]
- They didn’t launch the brand specifically to sell it: “Also, you didn't start a brand to sell it, which a lot of people do.” [45:05]
8. The Partnership Dynamic
- Endurance through Thick and Thin:
- Veronica and her co-founder’s family and business bonds are unique—they share an office, two desks side by side.
- “We are married in so many ways, more than we're even married to our husbands, you know.” [45:20]
- Keys to success: Relinquishing ego, focusing on their shared vision, and seeing the company almost as a third entity beyond either individual.
- “Sometimes I think Veronica and I have almost disassociated from our name in such a way that it is this other person. And I think that's what works. It's like, we are in service of this woman.” [47:01]
Notable Quotes & Memorable Moments
-
On what makes the Dickey Jacket iconic:
"It's so ingrained in the brand... the value of the jacket and what it stands for is just a metaphor for our customer and the lifestyle. She's this multi-hyphenate woman who... wants to look good and feel good and do good and get out there and do her thing." — Veronica Swanson Beard [17:42] -
On building a category:
"We are so obsessed with this customer's lifestyle, with this woman... it is this army of women that, that are busy, that like love life, that have a ton going on, have family, careers, their community, all these things. They want to look good, they want amazing pieces... that stand the test of time." — Veronica Swanson Beard [28:24] -
On wholesale:
"Wholesale was the greatest thing we ever did. It was how we started our business... it was the best foundation for our business. It was, you know, being in a department store, you have the seal of approval..." — Veronica Swanson Beard [33:41] -
On partnership:
"We are married in so many ways, more than we're even married to our husbands, you know, and it is. It's an incredible story of, you know, family and friendship and belief and team and. And vision and, like, going for it." — Veronica Swanson Beard [45:20] -
Final Reflection:
"It's not about our logo being on her back. Our jacket's on her back. But... it's the women that wear our clothes that are our greatest asset." — Veronica Swanson Beard [47:01]
Important Timestamps
- 06:54 - Veronica shares the origin story, early passion, and entering the industry.
- 13:12 - Story behind the Dickey Jacket and its unique appeal.
- 16:53 - The “aha” moment: sell-through at Saks and validation.
- 17:42 - Discussion of authenticity, copycats, and brand identity.
- 21:27 - Pivotal price adjustment and bringing on strategic investors.
- 28:24 - On customer focus and creating a new market segment.
- 33:41 - Wholesale’s foundational role, changing landscape.
- 39:42 - In-store experiences, real estate strategy, and retail map.
- 43:11 - Future ambitions: size vs. profitability and brand philosophy.
- 45:20 - The co-founders’ unique business-family bond.
Tone & Style
The conversation is friendly, transparent, and highly practical—characterized by Lauren’s sharp analysis and Veronica’s candid, thoughtful (and sometimes self-deprecating) storytelling. The two share a deep industry familiarity without jargon, making the discussion inviting for insiders and newcomers alike.
This episode is a must-listen for anyone interested in fashion entrepreneurship, brand-building, and how to forge a long-term, loyal customer base in a rapidly-changing retail world.