Make us your home page

St. Petersburg's Sundial lands a retail coup with Tracy Negoshian store

ST. PETERSBURG — With a 4-month-old store surpassing expectations in Naples, Tracy Negoshian is opening a second location in Sundial.

The local designer's brightly colored clothes woo the same fans of Lilly Pulitzer and Trina Turk, but cost half or a third as much.

"I am beyond thrilled to open a flagship store in our headquartered city,'' Negoshian said. "Sundial is a first class establishment and the attention to detail that went into this development holds true to our brand image.''

This is a retail coup for Sundial, the shopping center formerly known as Baywalk. Tracy Negoshian is a well-known name that's sold in tony boutiques in South Tampa but the first Tampa Bay store is in St. Petersburg.

The 32-year-old Zephyrhills native and golf standout at Zephyrhills High School started her business about five years ago with a loan from her stepfather. She paid him back within a year.

Now her washable knit shifts with geometric patterns or maxi dresses depicting sea horses are sold in 500 boutiques around the country.

Negoshian said the new store will carry the entire Tracy Negoshian brand, plus complementary footwear by local designer Lindsay Phillips and other accessories.

The Negoshian line retails from $69 to $155, she said. The company's revenues reached $3 million last year.

Negoshian and three other employees design patterns on computers in her small 49th Street office. Inspiration comes from shells, Mexican tiles and geometry. The fabric and dresses are made in Korea.

Katherine Snow Smith can be reached at (727) 893-8785 or [email protected]

St. Petersburg's Sundial lands a retail coup with Tracy Negoshian store 04/09/14 [Last modified: Thursday, April 10, 2014 12:05am]
Photo reprints | Article reprints

© 2017 Tampa Bay Times


Join the discussion: Click to view comments, add yours

  1. Trigaux: Amid wealth inequality, is middle class losing habit of giving to charities?


    In the slow economic recovery since the nasty recession a decade ago, researchers are wondering if the hard times back then broke middle class America's habit of charitable giving.

    Dr. Kiran Patel and his wife and fellow doctor Pallavi Patel rank among the most generous philanthropists in the Tampa Bay area in recent decades. Their most recent giving: a $200 million pledge, consisting of a $50 million gift to Nova Southeastern University, plus $150 million to buy and build a Nova-affiliated medical education complex in Clearwater. The Patels also have given considerable sums to the University of South Florida and area hospitals. In this 2014 photo, the couple pose for pictures on the green carpet prior to a 15th International Indian Film Academy Awards event in Tampa. [Times file photo]
  2. Tampa Bay's Top 100 Workplaces deadline extended to Nov. 17


    Think you work at one of the best places in Tampa Bay? You've got a little more time to make a pitch.

    Penny Hoarder and Gregory, Sharer & Stuart were among those at an event in Tampa last May honoring winners of the Tampa Bay Times Top Workplaces awards. Nominations are now open for this year.  
[OCTAVIO JONES   |   Times]
  3. Tampa-based Checkers testing delivery, aims for record expansion


    TAMPA — Tampa-based Checkers Drive-In Restaurants continues to fly under the radar compared to dominant burger chains like McDonald's and Burger King.

    Checkers Franchisee Shaji Joseph, of Tampa, hoses down the front walkway of his store at 6401 Park Boulevard, Pinellas Park. The business has a new look including signage and exterior tile. One drive through has been eliminated for an outdoor dining area, right. Joseph owns nine Checkers and is planning to open his tenth in Tampa.
[SCOTT KEELER   |   Times ]
  4. City Council approves $5 million for Clearwater Marine Aquarium expansion


    CLEARWATER — The City Council on Thursday approved contributing $5 million to the Clearwater Marine Aquarium for its massive expansion project.

    Clearwater has agreed to contributed $5 million to the Clearwater Marine Aquarium 
's $66 million expansion project.. [ Clearwater Marine Aquarium] 

  5. Trigaux: Florida, Tampa Bay lagging in growth of their startups

    Economic Development

    The annual assessment of how entrepreneurs are doing across the country is out from the Kauffman Foundation — among the best watchers of the nation's startup scene. How do Florida and Tampa Bay fare?

    Lured by financial incentives, startup GeniusCentral relocated from Manatee County in 2015 to St. Petersburg, promising to creatye 40 new jobs. It took downtown space in an appropriately creative workpace for entrepreneurs. It did not last there, later moving back to less expensive space in Manatee. A new Kauffman Index report on entrepreneurship found that Florida is a good place to launch startups but a tougher place to grow them.