Veronica Swanson Beard and her sister-in-law Veronica Miele Beard are celebrating 15 successful years of their fashion label. Every morning, as she arrives at work, Swanson Beard reflects, “I love this place.” Their stylish headquarters, located near Union Square in Manhattan, is home to their brand, which has recently been honored as Private Company of the Year by Women’s Wear Daily.
As Co-CEO, Swanson Beard oversees a company that, according to Forbes, generates over $300 million in annual revenue.
This journey began at a wedding.
Two Veronicas, One Dream
In a surprising turn of events, Swanson Beard met her future business partner and sister-in-law, Veronica Miele Beard, along with her future husband, Jamie Beard, all on the same night.
“At the wedding, my sister brought me over to meet the other Veronica,” Swanson Beard recalled, noting that before this, she had never encountered anyone with her name.
The two instantly connected, while their friends attempted to introduce Swanson Beard to Miele’s brother-in-law, Jamie, a recent New York City transplant.
“He’s amazing and really cute, but I thought, there’s no way this will go anywhere given that I’m sitting across from his sister-in-law,” Swanson Beard remembered. “Fast forward four years, and we were married.”
The Jacket That Started It All
The duo explored various business ideas, from modern maternity wear to importing a beloved bag collection. Growing up in Naples, Florida, London, and Northern California, Swanson Beard developed a passion for fashion, inspired by the stylish women she observed. Yet, they continually returned to one concept: the dickey jacket, a refined yet relaxed alternative to traditional blazers.
Both women left their previous jobs—Swanson Beard in fashion buying and Miele in finance. They sourced fabrics, created samples, and hosted their first market in Swanson Beard’s apartment, resulting in eight accounts.
“One was Saks, and that kicked things off,” Swanson Beard said. The next thought was, “Oh no, now we have to figure out how to run this business.”
Early on, they faced hurdles, but Swanson Beard found first-time entrepreneurship had its advantages. “What you don’t know is beneficial because if you did, you might hesitate. It’s tough and intimidating, and the odds aren’t in your favor, but we pushed through.”
Now, they sit side by side in their office, collaborating daily. “We’re like a married couple. We understand each other’s strengths and weaknesses,” Swanson Beard shared. “We might have a big argument, but then it’s resolved in five minutes.” Their bond is strong: “Being family means we’re in this for the long haul.”
Celebrity Endorsement
A memorable moment came when style icon Gwyneth Paltrow showcased their jacket in her goop newsletter.
“She was photographed wearing our jacket with a beach dickie—a red and blue striped piece—running through London,” Swanson Beard reminisced. “It felt like we had arrived.”
Over the past 15 years, the brand has expanded to include a comprehensive “uniform” for women, featuring pants, sweaters, jeans, dresses, shoes, bags, swimwear, jewelry, and more. Veronica Beard products are available at department stores like Nordstrom, Bloomingdale’s, and Saks Fifth Avenue, along with 45 retail locations across North America and Europe.
Fans of the brand include Gisele Bündchen, Katie Holmes, Meghan Markle, Selena Gomez, and Kate Middleton, who notably wore a Veronica Beard dress in her video announcement about completing her cancer treatment in September 2024.
Balancing Work and Motherhood
Throughout their journey, both Veronicas have been raising children, collectively parenting eight kids, with three now in college together.
Reflecting on her experience as a mother of three sons, Swanson Beard recalled an essay by Natalie Massenet, founder of Net-a-Porter. “When balancing motherhood, marriage, and business, one aspect will always be thriving while another may falter.”
“You can’t find balance as a business owner and a mom,” she remarked. “You just aim to do your best at both.” When her sons were young, she organized her schedule to drop them off at school before commuting to the city.
Now that they’re older, they better understand her accomplishments. “They appreciate the effort involved in building our brand. Their girlfriends and friends love what we do, and they take pride in it. They even joke about us making men’s clothes, saying they need some too,” she laughed.
After 15 years, Swanson Beard looks forward to future endeavors but adds, “If it all ended tomorrow, I’d be immensely proud of what we’ve achieved.”
