Eco-friendly and global fashion at two new Sarasota stores.

By Carol Tisch

What fun to find two new boutiques cool enough (in concept, merchandise and temperature) to make you glad you’re in town for the dog days of summer.

Kelietza is a sliver of a store on South Pineapple opened by Kelly Augustyniak about six months ago and already a hit with fashionistas who want hip clothes with international flair.

It’s amazing how many countries are represented in this minimalist setting, where luxuriously spacious dressing rooms take up nearly a third of the floor space. Sunglasses from New Zealand; organic perfumes from Paris; clothes from Italy, Spain, South Africa and Australia: It’s an international potpourri that encompasses the classic, elegant and cutting edge. The name on the door is the nickname Kelly’s grandfather gave her as a child: Kelietza, she says, means Little Kelly in his native Slavic dialog.

Kelly says she moved to Sarasota two years ago, worked at five different jobs and decided it was time to open her own business. “It’s going well, and growing by word of mouth referrals” she says. “Clients tell their friends they don’t need to go to New York for avant-garde clothes anymore."

Equally intriguing is Juno & Jove. Though owner and founder Olivia Bono has been selling over the Internet for some time, her new brick and mortar flagship store at 100 Central Avenue opened less than a month ago. “We chose Sarasota because it is a progressive city with a strong sense of history,” says Bono.

The 2,000-square-foot store also displays a reverence for the past: The décor is inspired by the Arts and Crafts movement of the early 20^th century. The environment is as chic as a luxury resort gift shop with a smattering of elegant clothes, home furnishings and gifts that are irresistible.

“We sell everything you see, including the antique furniture and fixtures,” explained Craig Grayson, director of operations, as he walked me through the micro department store. The shop specializes in eco-luxury: upscale products and brands that embody social and environmental responsibility. This merchandise proves that eco-friendly design has as much style as substance these days. They have duffle bags and watches by Morgan Gray; high-end bed linens from Maestro Raphael in Italy, stunning swimwear by Karla Colletto, and a lot more fashion for the home, for men and women—including an eco-selection from Linda Louderrmilk, whose clothes are made from sasawashi, bamboo, sea cell, soy and other exotic self-sustaining plants.

You can buy the same Forza towels made for high end luxury hotels; sheets by Christian Fischbacher and Heavenly Bamboo towels in a blend of certified organic cotton and plantation grown bamboo. Snowbirds can shop the Web site (www.junoandjove.com) until the grand opening in season; but Grayson says only a quarter of what’s available in store is sold online.