Sisters-in-Law Fashion Tycoons Pick Dallas for Their First Store Outside New York

American sportswear brand Veronica Beard is set to open its first Texas store in Highland Park Village this August. The Dallas boutique will open on August 11, in a space neighboring St. John, Theory, and Alexander McQueen. 

Veronica Beard is known for its effortlessly sophisticated wardrobe staples. Celebrities such as Demi Lovato, Cindy Crawford and Gisele are big fans. 

The brand was founded by two sisters-in-laws in 2010. The Veronicas – yes, they are both named Veronica Beard – are married to brothers, but they really bonded over a shared love of fashion. After leaving their careers in fashion and finance to raise children (the sisters have eight kids between them), the women found themselves leaning towards another professional pursuit. Wanting to provide women like themselves with a classic-meets-cool uniform for everyday life, the duo launched Veronica Beard with the dickey jacket, which has become an iconic piece.

The Highland Park location is Veronica Beard’s third stand-alone store — and the first outside of New York. The first Veronica Beard store opened a year ago on Madison Avenue in Manhattan, and another opened this spring in SoHo.

Yes, Dallas comes before Los Angeles, Chicago, San Francisco or any of the other big city meccas. What, you’re surprised? These sisters obviously know fashion.