We’re Styling Our Apartments After This Soho Store

We’re Styling Our Apartments After This Soho Store

Down to the custom-upholstered pink velvet Milo Baughman seating.

Julia Robbs

Remember when, as a teenager, you’d fantasize about opening a store with your best friend? You’d dream about all the cool things you’d sell, what it would look like, who would shop there, and how great it would be to go to work every day and hang with your best buddy?

Now imagine that becoming reality, except your best friend actually shares your same first and last name, you’re married to two brothers, and between the two of you, you have eight (!!!) gorgeous children. Oh, and the store has two Manhattan locations and carries perfect Americana-inspired staples. Such is life for Veronica Swanson Beard and Veronica Miele Beard—the sisters-in-law, pals, and business partners behind Veronica Beard.

Their line of perfect everyday jackets (with genius interchangeable dickeys), easy, sexy dresses, and slim trousers has a new home in their SoHo location at 78 Greene Street, which officially opens tomorrow. To celebrate, we got a tour of the new digs straight from the Veronicas themselves.

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“We pick every piece of artwork and created the gallery walls. It’s mixed in with photography of our own and these old vintage posters. It’s a really eclectic mix. We wanted it to feel very home-inspired, so it feels like you’re walking into this Veronica Beard apartment, our home. It’s obviously very colorful, because we love color. We really wanted it to be a fully immersive experience, that you get the brand and you feel like you walked into a place where you are not only buying our clothes, but you understand what we love.” —VSB
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