Fashion People The Blonde One
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Jan 23, 2026 Veronica Swanson Beard, co-founder and co-CEO of the fashion brand Veronica Beard, shares insights about melding family and business. They dive into the origin of the iconic Dickey Jacket and how it revolutionized contemporary fashion. Veronica reveals the challenges of pricing and staying authentic despite competition. The conversation also explores the strategy behind building a day-to-day luxury market and the importance of a strong omni-channel presence. Lastly, she reflects on the unique dynamics of a family business and what it takes to sustain such a partnership.
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Humble Launch, Instant Validation
- Veronica Swanson Beard recounts launching Veronica Beard by selling to Saks from her apartment market and learning to fulfill orders on the fly.
- Their first season sold out at Saks and proved the business could scale despite early chaos.
The Dickey Jacket Origin Story
- Veronica describes the Dickey jacket as a multifunctional 'Wonder Woman cape' that resonated because it dressed women instantly.
- The jacket's tactile novelty and versatility anchored the brand and remains a core pillar.
Authenticity Beats Imitation
- Veronica argues authenticity and lifestyle fit make a product feel 'owned' by a brand even without logos.
- A deeply embedded product meaning prevents copies from eroding brand identity.