Your First Look Inside Highland Park Village’s Hottest New Store

The Veronicas Know Texas

By Natalie Gempel // Aug 13, 2017

Photography Courtesy of Veronica Beard

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The Highland Park Village boutique is decorated with locally sourced furniture and art.

Veronica Beard boutique in Highland Park Village

Veronica Beard is taking off an additional 20 percent off their sale section, where it’s hard not to score big.

Veronica Beard is a favorite brand of celebrities like Demi Lovato and Gisele.

The brand launched footwear with its fall 2017 collection.

The store offers a selection of third party accessories, jewelry, and beauty products.

Veronica Beard is located near Theory and Alexander McQueen in Highland Park Village.

The label aims to create a stylish modern uniform.

Veronica Beard chose Dallas as the location for its first store outside of New York City.

American sportswear brand Veronica Beard has officially made itself at home in Texas. The effortless-chic brand opened its third boutique – the first outside of New York City – in Dallas’ Highland Park Village this week.

Founded in 2010 by two fashionable sister-in-laws, both named Veronica Beard, the label aims to provide a classic-meets-cool uniform for everyday life. Their modern wardrobe staples are a favorite among celebrities like Demi Lovato, Cindy Crawford and Gisele.

Dallasites also love the brand. After New York, Dallas ties with Los Angeles as Veronica Beard’s biggest market. But the Big D beat out L.A. to claim the label’s newest store.

“Dallas just has a really fun, girly, feminine customer that appreciates our brand. I think she’s very lifestyle, she’s into all the things that we are, and it just felt like our next home really,” says co-designer Veronica Swanson Beard.

The Highland Park boutique offers the brand’s full ready-to-wear collection, including its new footwear and denim lines.

“We always talk about the uniform and we have the top half of the uniform with the blouses and the jackets, but we would come to work in other people’s jeans,” says Swanson Beard.

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With the Fall 2017 collection, Veronica Beard launched footwear and a jeans category, including classic denim silhouettes, leather pants, t-shirts, bodysuits and more.

To complete your stylish uniform, the Dallas store has a curated selection of third party accessories, jewelry, and beauty products.

The Veronicas worked with interior designer Carolina de Neufville to create a perfect space with plenty of Texas flair. The store is filled with locally sourced vintage furniture, artwork, and accessories.

“We want it to feel like our version of Dallas, so we’ve got the brass horns, the boots, cowboy hats around – little things that we thought were fun,” Swanson Beard says.

Their version of Dallas turns out to be incredibly charming. Click through our PaperCity photo gallery to see for yourself.