Bay Area babes will heart Veronica Beard's signature layered style so hard, we'll all wonder why the NYC brand didn't open here sooner.

Plus, eSalon goes IRL with a hair color studio in Union Square, Lonny jumps offline with a stylish new book, and SF Etsy hosts an arty maker pop-up just in time for Mother's Day gift shopping.

What took you so long? Veronica Beard debuts first NorCal boutique.

(Courtesy of Veronica Beard)

On May 2nd, Veronica Beard will fling wide the doors to the brand's first SF store, and Bay Area babes—masters of modern layering—will flock for the NYC label's signature East Coast meets West Coast sensibility. You'll shop chic and effortless jackets, signature dickeys, jeans, tops, dresses, and accessories—you know, the stuff ladies want to wear while getting shit done. Along with the full ready-to-wear line, pieces from the just-launched VB x Bandier collab are also available. Just shy of 2,000 square feet, the boutique (former home of The Kooples) has a fun, feminine vibe with eye-catching vintage furnishings. ICYMI, the 9-year-old eponymous label is named for two Veronicas (Swanson and Miele): They both married a Beard brother and each gained a sister-in-law and a business partner. Veronica Swanson Beard is particularly stoked about this opening: "It has been a dream of mine to open a store in my hometown…we're so excited to welcome our SF shoppers into this unique space on Fillmore that captures the energy of the city." // 2241 Fillmore St. (Pacific Heights), veronicabeard.com

SF Etsy sets up (pop-up) shop at The Marker Hotel.

(Courtesy of Jennifer Clifford)

Shopping, wine, art, and mini makeovers—need we say more? It all happens on Thursday, May 2nd at The Marker, a Joie de Vivre hotel, in the Tenderloin. The SF Etsy team handpicked local sellers including artist Jennifer Clifford; jewelry designer Adrienne Wiley of Covet; and designer Jessica Rose of Cashmere Treats, among others. Along with handcrafted artwork, jewelry, and clothing (hello, Mother's Day gifts), wine and light bites from the hotel's yummy Tratto restaurant are on the menu. Plus, makeup artist Christina Choi will be offering mini makeovers and selling her new beauty line created for a range of skin tones and eye shapes. Can't get enough art? You're in luck, as the event coincides with SF First Thursday Art Walk taking place in the 'hood (6-10pm). The pop-up is free but you should RSVP and schedule your makeover. // 5pm to 8pm, Thursday, May 2 at the Marker Hotel, 501 Geary St. (Tenderloin); eventbrite.com

Want a Lonny editor to help design your space? NP, there's a book for that.

(Pages from The Lonny Home, courtesy of Weldon Owen)

Our love for home and décor website Lonny is no secret. In fact, editorial director Angela Tafoya was an honoree of our 2018 Style Council. But starting Tuesday, May 7th, there will be one more thing for us—and you—to get all heart-eyes about: The Lonny Home: Discovering & Cultivating Your Most Authentic Space. Not only is the photography-stuffed book gorgeous and inspirational, it's functional—as in it will help you create dreamy spaces for your particular home, lifestyle, and budget. Written by stylist and influencer Sean Santiago along with Lonny editors, the book is a smorgasbord of home-design goodness including real-life house tours, design solutions for virtually every problem (lack of light, clutter, etc), and tips for creating gallery walls, tabletop vignettes, and the all-important shelfie. Published by Weldon Owen, the book retails for $35. P.S. To celebrate the launch, Lonny is holding a talk, The Art of Authenticity, on Thursday, May 9th (6:30pm–9:30pm) at St. Frank(3665 Sacramento St.). Joining the panel are St. Frank founder Christina Bryant, stylist Kendra Smoot, photographer Maria del Rio, and astrologer Jessica Layandoo.

eSalon—an 'Allure' mag hair-color fave—opens IRL color salon in SF.

(Courtesy of eSalon)

eSalon, a four-time winner of Allure's Best of Beauty Award for home hair color, recently opened a brick-and-mortar color studio in Union Square. The L.A. brand's San Francisco flagship was spurred by the debut of its custom hair-dye printer—affectionately known as Polly. The machine, with patented software, can dispense a billion (yes, with a "b") unique shade variations, filling a bottle in less than a minute. "This is the first-ever custom color that's formulated and dispensed on the spot. Color Studio clients get to see and experience their color being mixed in real time, which really helps to demystify how we're able to deliver such ground-up personalization," explains Francisco Gimenez, CEO and cofounder. (The salon is actually home to two Polly's: one for permanent color, one for demi-permanent color.) Whether you're already an eSalon subscriber or a total newbie, here's what to expect when you visit: Consult with a colorist about your hair goals (and history) and create a color profile. Next, the colorist customizes your made-to-order blend or highlights, which are then applied as you get a step-by-step lesson so you can follow suit at home. And one more thing: Color starts at $35—and gratuities are not expected. Seriously, book an appointment. // 40 Grant Ave. (Union Square), esalon.com