NEW CANAAN/DARIEN, Conn. – Maxine Berg knows the perfect fit when she sees it. Her Darien business, Jade: Active.Life.Style. has a new partnership in New Canaan, and Berg loves the look.
Berg and her business partner, Lindsay Prospect, opened in January. They recently opened a second boutique at Dance Corner Plus in New Canaan. Sarah Duffy recently purchased Dance Corner, and Berg was looking for a space to serve her New Canaan clients. They are selling Jade products in a section of Dance Corner.
“It’s a nice fit to be with a dance store,’’ Berg said. “It’s the same demographic and clientele. When moms are in there with the kids, they can look at fitness wear and lifestyle pieces. It looks like it has always been there. It’s a nice fit for both of us.”
Berg and Prospect, both of whom live in Wilton, sold items on the move as a “mobile boutique” for 2 ½ years. Since opening in Darien, business has blossomed with the smart, trendy and fanatical fitness devotees in Fairfield County.
“The response has been overwhelming,’’ Berg said. “We’re unique. There is no other store like us. Most fitness wear boutiques carry one line. We carry every high-end line, and it’s all made in the United States or Canada. Because it’s our own store, we can choose what lines we carry. We have designers and manufacturers who want to come to us.”
Jade features high performance fitness wear, apparel and accessories. “It’s all about fit and style,’’ Berg said. “We have active wear, but the other 50 percent is lifestyle, the everyday clothes that you live in. It’s super soft, wearable and washable. It’s the pieces you throw over your workout pants when you have to go run errands. You can outfit yourself for everyday living.”
Berg said the New Canaan location will not hurt her Darien business. “We have a large client base from Wilton, Weston and other towns where New Canaan is more convenient,’’ she said. “New Canaan is a great shopping town. It’s so pleasant. I think our New Canaan store complements what we’re doing.”
Berg and Prospect are also committed to community. The have developed special events in which a portion of proceeds go back to community groups. “At the end of the day, it’s all about community,’’ Berg said. “We try to keep it local. At any event we have we’ll look to give back to the community.”
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