"Elegance is when the inside is as beautiful as the outside." - Coco Chanel.
I agree with Coco Chanel's sentiment; there is something truly inspiring about meeting a woman who embodies this philosophy. It resonates deeply with me when I encounter someone who values inner beauty as much as outer elegance. This was precisely my experience when I met Marina Eckert.
Marina, a German native who now calls Sarasota home, has had an incredible journey that led to the creation of her online boutique, Max and Leona. Her story is one of resilience, creativity, and an unwavering commitment to empowering women through timeless elegance. Two years ago, she launched Max and Leona, an online store that offers more than just clothing—it offers a pathway to confidence and self-expression.
Marina’s vision for Max and Leona transcends mere apparel. It is a sanctuary of classic elegance and simplicity, crafted for the modern woman who values quality and sophistication. "I'm not a designer. I'm just like a retailer, so to speak, but I want to change the world," Marina says. She aims to help every woman build a solid wardrobe with essential staples, adding timeless pieces that enhance their appearance and confidence. Marina believes that clothes are more than fabric and thread; they are expressions of our inner selves. "If you feel good, you will be good," she asserts. This philosophy is at the heart of Max and Leona, encouraging women to embrace their unique style and express themselves confidently.
1997, Marina won a green card and moved to the United States without knowing English. Driven by her determination and passion, she quickly adapted to her new life.
She first rented a room in a nail salon to perform cosmetic treatments in Bradenton and later launched a location on Fruitville Road in Sarasota. This was followed by the “Circle of Beauty” store in Rosemary Court, Sarasota. She continued to innovate with another store, “Creme,” located on Central Avenue. However, after many years in the cosmetic industry, Marina faced health challenges that affected her right arm, leading her to transition from cosmetics.
Undeterred, Marina opened a consignment shop in downtown Sarasota, which she successfully ran for seven years before deciding to close it and rediscover her passion for fashion. This led to the creation of Max and Leona, an online boutique that embodies her vision of timeless elegance and simplicity. The name "Max and Leona" carries a significant meaning. Leona, derived from the Italian word for lion, symbolizes strength and confidence. Max, although currently a supporting figure, represents the future vision of expanding into men’s fashion and possibly even a children’s line named Maximilian.
Marina’s meticulous approach to sourcing her collection reflects her commitment to quality. "When I started the company, I said, “Oh my gosh, this is all so beautiful.” I made some mistakes, as we all do, but then I found my vendors," she recalls. She primarily sources from Italy, ensuring that the quality and simplicity of the pieces meet her high standards. The fabrics, suitable for the tropical climate of Florida, include cotton, linen, and mixed materials, all chosen with care to bring the essence of timeless elegance right to your doorstep.
Marina’s deep understanding of fashion is rooted in her extensive experience and European background. She emphasizes the importance of knowing your colors and sticking to what makes you feel confident. "Don't wear what doesn't feel right," she advises. "Fashion is about feeling good in your skin." Her journey from Germany to Sarasota, cosmetics to fashion, and physical stores to an online boutique is a story of resilience, passion, and an unwavering commitment to elegance. Through Max and Leona, she continues to inspire and empower women, one timeless piece at a time.
While Max and Leona primarily operate online, Marina also engages with the community through pop-up shops and markets in places like Longwood Key and Lakewood Ranch. Her goal is to build a community around her brand, where women can find pieces that enhance their wardrobes and lives.
Marina Eckert's life showcases the power of transformation and passion. She profoundly understands clothes's significant role in a modern woman's life. By embracing quality and elegant dresses, Marina believes women can enhance their confidence and well-being, facing the world more strongly and determinedly. As a fashion brand, Max and Leona embodies a philosophy of timeless elegance, empowering women to express their true selves through their wardrobe.
Check the Max and Leona online women's clothes collection:
Please follow their Instagram for updates:
P.S. On Sunday, July 28, Marina unveiled her exquisite lineup of women's fashion at the Women's Expo Sarasota (https://www.srqwomensexpo.com/). Held at the Ritz Carlton Hotel, the event showcased Marina's creative designs to an enthusiastic audience. We extend our best wishes to Max and Leona Boutique on their exciting fashion journey.
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