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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

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