Veronica Beard lets shoppers sew a secret into their blazer

Shoppers can now stitch a secret message inside their blazer at Veronica Beard, the label founded in 2010 around its Dickey Jacket.

The company is unveiling Blazer Atelier, an in-store customisation service for blazers, according to details reported by WWD. Customers choose a blazer and then work through a set of personal touches. It is a hands-on offer, made to be finished in the shop rather than ordered online.

The options start with a hidden embroidered mantra sewn inside the jacket. Shoppers can also select button covers and vintage brooches to finish the look. Prices start at $798.

Blazer Atelier is a limited-time offer. It is rolling out globally, starting in New York City. It then moves to London to coincide with London Fashion Week. Paris follows next.

The Paris run lasts from Sept. 28 to Oct. 3. In every other Veronica Beard store around the world, customers can still take part. They work with store ambassadors on the customisation process, with follow-up appointments in store to check the fit.

The company says Blazer Atelier is its largest investment to date in a merchandising activation, a special shop-floor project designed to bring customers into stores. Halsey Anderson is chief brand officer of Veronica Beard.

To launch the idea, the label hosted a cocktail party on the High Line dedicated to trailblazers. Guests included Serena Williams, Pamela Anderson, Lisa Leslie, Zoey Deutch, Apple Martin and Jenna Bush Hager. The list mixed athletes, actors and public figures.

For fans, this means the blazer becomes more personal than off-the-rack. The message stays hidden. The brooch and buttons do the talking outside.

The focus stays on the jacket. That is the garment that built the business, and the one the label is now asking customers to make their own.