Veronica Beard Brings Its Cool-Girl Clothes To Fillmore Street

The new Veronica Beard store on Fillmore Street

Photo Credit: Drew Altizer Photography

Veronica Beard, the contemporary womenswear brand from sisters-in-law Veronica Miele Beard and Veronica Swanson Beard, has always had ties to San Francisco. Swanson Beard grew up here, and since they launched their first collection nine years ago, the duo has hosted regular trunk shows, pop-ups, and events. However, they had yet to set up a stand-alone shop—until now. Local fans of their stylish tailoring and pretty prints will be thrilled to learn that Veronica Beard has finally opened its first boutique in the Bay Area. The new store debuted on Fillmore Street between Sacramento and Clay in early May.

Veronica Swanson Beard and Veronica Miele Beard at the opening event

Photo Credit: Drew Altizer

To celebrate, the dynamic sisters-in-law invited friends and family to the boutique for a party. Guests shopped their sleek jackets, comfortable jeans, and flirty dresses at the new Veronica Beard. Afterward, a select group joined the Veronicas at a delicious dinner at nearby Florio where everyone indulged in a Fillmore Street-themed cake for dessert.

Inside the store

Photo Credit: Drew Altizer Photography

“It’s unbelievable and I’m so proud!” Swanson Beard says excitedly about the new SF location. “We have such a loyal fan base on the West Coast, and opening stores only gives us more information on who our customer is and what she wants. It’s a win/win for all of us!” When deciding what neighborhood would best suit their brand, Pacific Heights was a no brainer.

Shoes on display

Fillmore Street holds a special place in Swanson Beard’s heart. “I grew up going to Fillmore Street after school as a child, and it’s where I fell in love with fashion,” she says. “The first dress I ever really wanted was at Betsy Johnson. I obsessively combed every rack at Crossroads, where my love of vintage started. It’s a great neighborhood walking street that attracts visitors and tourists.”

Carolina de Neufville is behind the fun, eclectic decor

Photo Credit: Drew Altizer Photography

The Veronicas worked with interior designer Carolina de Neufville to outfit the store with vintage furniture like scalloped factory lights and Billy Baldwin slipper chairs. Tiger print, raffia wall coverings, and graphic silver wallpaper—by Meg Braff—give the space an eclectic, yet sophisticated vibe. The designers like to mix old with new, and this is reflected in the store. “No two Veronica Beard stores are alike,” Miele Beard explains. “We want each store to feel unique to the area, while also serving as a go-to for all wardrobe needs. Fillmore will carry our full ready-to-wear and accessories line, as well as our limited-edition collaborations including activewear with Bandier and a summer capsule with Kassatex in June.”

Veronica Bead’s signature dickies and coats

Photo Credit: Drew Altizer Photography

There is also a carefully curated selection of third-party products that will change seasonally. The Beards plan to host events and fundraisers for their Veronica Beard Gives Back program. Every month, the fashion powerhouse features a different influential female and donates a portion of online orders to a charity that she champions.

Veronica Swanson Beard and Veronica Miele Beard

Photo Credit: Drew Altizer Photography

Their latest collection is described as “bold, strong and sexy” and features “statement florals, vibrant power suits and body-con dresses that celebrate the confidence of today’s woman.” Being in tune with the modern-day woman is easy because the Veronicas design clothes that they want to wear. “We’re constantly evolving to meet our customers’ needs and to give her simple, chic options for work, weekend and everywhere in between,” Swanson Beard says.

The storefront with a floral installation for the opening

Photo Credit: Drew Altizer

As for pieces that are perfect for San Francisco, they recommend the classic Miller dickey jacket paired with a hoodie dickey and skinny or flared jeans. But really, the entire Veronica Beard collection, with its feminine blouses, layering coats, flirty dresses, and flattering pants, is ideal for the Bay Area woman.

Veronica Beard is now open at 2241 Fillmore Street.

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