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Moms Launch Women's Fitness Clothing Store In Darien

Maxine Berg and Lindsay Prospect opened Darien's newest women's fitness clothing store, Jade.
Maxine Berg and Lindsay Prospect opened Darien's newest women's fitness clothing store, Jade. Photo Credit: Casey Donahue

DARIEN, Conn. — Maxine Berg and Lindsay Prospect first joined forces two years ago to sell fitness wear to women. Now, they have launched their first store in Darien as Jade opened its doors in the Goodwives Shopping Center two weeks ago.

The two Wilton moms knew each other from playing tennis and having kids around the same age. Berg, a former lawyer, and Prospect, a former MBA health-care consultant, had retired from their corporate jobs to focus on raising their kids. But they decided they wanted to branch out into the retail world.

"We started talking, and we realized that we both had this unique vision. So we thought we'd share it, and so Jade was born," Berg said.

Neither had a background in retail. But after receiving help from SCORE, a Norwalk small business counseling organization, they started to hold trunk shows and to sell their goods in fitness clubs. Their business gradually grew, and they decided to try a permanent location.

When space opened up in the Goodwives Shopping Center adjacent to Flair Fitness, they knew they had found the perfect spot.

"It's such a vibrant plaza. This is a great town, and we're in a great location. All the planets aligned," Berg said.

The store carries a range of activewear for women from several designers. Whether you're heading to a workout, going to a meeting, meeting up lunch or picking up the kids, Berg and Prospect are confident that you can find the right clothes at Jade.

"It doesn't matter if you're a teenage rower or a grandma doing Zumba," Berg said, "If you live in it, we have it."

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