Veronica Beard Party in SF

Veronica Swanson Beard and Veronica Miele Beard

Photo Credit: Drew Altizer

Alexis and Trevor Traina are the king and queen of San Francisco’s old guard of socials and when they throw a party you know it’s going to be good. Tuesday night they did just that: the couple hosted a cocktail-and-canape hour in honor of Alexis’s little sister, Veronica Swanson Beard, being in town. Veronica is one half of the all-American womenswear line Veronica Beard. Her co-designer happens to be her sister-in-law, Veronica Miele Beard. The Veronicas, as they are known, were in San Francisco to open a two-day pop-up shop on Sacramento Street. Ken Fulk transformed the Hillary Thomas Designs boutique into a chic boudoir with hide leopard print rugs, vintage paintings, copper clothing racks, a giant gilt mirror with ‘I want it all’ written across the top in pink lipstick, and two large room dividers upholstered in navy blue velvet with an American flag draped over the top. The pop-up was filled with Veronica Beard’s signature Dickey blazers, tailored tops, and flirty dresses. Much of the decor was part of Fulk’s installation at the lower level of the New York Veronica Beard boutique. The store opened in September on Madison Avenue and Fulk set up a party girl’s basement apartment as a backdrop for the opening event.

Inside the pop-up shop designed by Ken Fulk

Fulk also designed the location of Tuesday evening’s party, Hirst Bar. The bar is actually inside the Traina’s house in Pacific Heights. The IfOnly founder wanted to install a proper bar inside of his house and after he purchased a spot painting by Damien Hirst, Fulk performed his magic. The name Hirst applies to the colorful polka dot art piece and William Randolph Hearst, one of San Francisco’s most famous natives. Fulk and Traina branded the bar with matchbooks, accessories, and a cocktail list that includes Trainatinis. For the Veronica Beard party, SF’s most stylish came out to support the six-year old fashion label. Notable attendees included Ali Pincus, Katie Traina, Alicia Engstrom, Vanessa Getty, Tolan Florence, Allison Speer, Sobia Shaikh, and Nina Stanford.

Alison Pincus, Vanessa Getty and Allison Speer

Photo Credit: Drew Altizer

“I grew up in San Francisco,” Veronica Swanson Beard told Haute Living on Tuesday morning at the pop-up. “The west coast is just as important as the east coast for us. Jackets are a wear all-year item here and our signature piece is a jacket.” If all goes according to plan, Veronica Beard hopes to open a stand-alone store in San Francisco in the future. “We’ll know very quickly if a store would work here,” Swanson Beard said referring to the success of the pop-up shop. What’s her advice to young business owners? “Stick with it,” she said, “and know your audience. What’s meaningful for us is to always be in constant conversation with our customer.”