Exclusive: The Brains Behind Veronica Beard Pull Back the Curtain on the New Boston Store

By Antonia DePace | January 26, 2021 | Style & Beauty

Veronica Swanson Beard and Veronica Miele Beard

We catch up with the brains behind Veronica Beard and what’s in store for Boston shoppers this winter and spring.

The new Boston location officially opened. How has the response been?

VERONICA MIELE BEARD: We opened our doors in mid-January, and the response so far has been good! I think that’s because of the experience a shopper has while in the store—being delighted by the senses—visual and touch—not to mention the social interaction with salespeople, which you can’t replicate online. We hope to grow our customer base in the area, get to know her better and become her go-to lifestyle destination for all of her wardrobe needs.

Why Boston?

VERONICA SWANSON BEARD: We chose Boston because we love the city; we have customers in the area, and we wanted to give them the full experience of being able to shop our lifestyle offering in our own thoughtfully curated space. We also want to attract new customers and give them an in-person shopping experience you only get when you go into a brick- and-mortar store and discover a brand for the first time.

Are there any new spring collections or programs on the horizon?

VMB: During the past year, we realized the need to expand into more casual and off-duty lifestyle pieces that women can wear to workout or around the house and still feel chic and put together. So, we’ve added activewear and loungewear to our spring product offering. We want to meet our customer where she needs us the most right now. We’re launching a small capsule of activewear in February, including an anorak, sports bra and leggings in two different prints—leopard and floral. We’re also launching sweatshirts and sweatpants that she can wear as a set at home or while running errands.

You just launched a new lipstick with Bobbi Brown. Talk to me about the product. Will it be carried in the Boston store?

VSB: Yes! We’re launching our lipstick collaboration with Bobbi Brown on February 5, and it features a cosmetic clutch in our signature leopard print and two luxe lip colors—Sunset Orange, which is a vivid orange red, and Pink Buff, which is a neutral pink color. The lipsticks and cosmetic clutch will be available at all Veronica Beard stores, on VeronicaBeard.com, BobbiBrown.com and Nordstrom.com.

Anything else to add?

VMB: Giving back is a big focus for us as a brand. In 2015, we launched our VB Gives Back program where we highlight one woman and the cause most important to her—donating a portion of sales from every online transaction back to the cause. From January through March, we’re excited to be partnering with Rosario Dawson and the Lower Eastside Girls Club. As we do with all of our VB Gives Back partnerships, we will hold a VB Gives Back Day on March 3 in all of our retail stores, where a portion of sales from the day will go back to the Lower Eastside Girls Club.


Photography by: Courtesy of Veronica Beard