Women's fashion brand LOVE Binetti opens at Paramount in Palm Beach
It's been a busy few months for fashion designer Diego Binetti.
A native of Argentina who spent part of his childhood in Boca Raton, Bonetti is overseeing his two women's fashion boutiques in Sag Harbor, New York, and Palm Beach, participating in New York Fashion Week, which runs through Wednesday, and coordinating trunk shows at The Colony.
He also is putting together a pop-up show that will debut March 1 at the Winter Equestrian Festival in Wellington.
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"There's a lot going on," said Binetti, who splits his time between New York City and Palm Beach. "It's incredible. We do everything here in Palm Beach. It's not just running a business, but we create the collection and we produce it."
Binetti, who studied fashion at the Miami International University of Art and Design and at the Institute of Marangoni in Milan, Italy, spent more than a decade working for fashion houses around the world.
He also served as the creative director for the New York City-based fashion brand Jill Stuart before launching his first women's fashion line, the Binetti Collection, in 2001.
A sister collection, LOVE Binetti, followed in 2011. The brand, which is available online and in stores, caters to the modern woman with a cosmopolitan edge, Binetti said. The brand includes dresses, jumpsuits, tops and sweaters, skirts, outerwear and accessories.
"Our line is for a very well-traveled woman that has a very nomad heart with a city-slicker vibe," Binetti said.
Binetti introduced his line to Palm Beach shoppers in 2022, two years after opening his first boutique at 8 Main St. in Sag Harbor, N.Y.
Sarah Wetenhall, owner and president of The Colony, invited Binetti to hold a trunk show at the iconic hotel after she visited his New York store.
"She's a big fan of of the brand," Binetti said. "She invited us last year to start doing trunk shows. She's a big fan of bringing different brands into The Colony."
Binetti held three trunk shows at The Colony last spring before returning to New York for the summer.
But he and his team were eager to return to the island, and they began looking for a seasonal location there.
They found one at The Paramount Building, where Binetti signed a six-month lease with an option to extend.
LOVE Binetti opened in a 700-square-foot space in November, and the response has been "phenomenal," Binetti said.
"It's incredible, to the point where we've exploded," he said. "It has grown at an incredible dimension."
Binetti's lease is up at the end of April, but he's leaning toward extending it.
"I think we'll stay, most likely," he said. "My parents are getting older, and I grew up in Florida. We have a presence in The Hamptons, and having a presence in Palm Beach is a continuation of where my customers are going.
"They come and they see me, and they're happy to see I opened a store on Palm Beach. It's exciting. A lot of my customers who see me in The Hamptons now see me here. I'm following my customers and reaching a new group of customers who never knew about the brand."
Binetti is particularly excited about opening a pop-up location at the Winter Equestrian Festival.
The elite show-jumping competition, which began Jan. 4 and runs through April 2, is the largest and longest-running circuit in horse sport.
"I was never expecting something like this to fall into my lap," Binetti said. "And now look at us."
LOVE Binetti is open daily from 10 a.m. to 6 p.m. at 139 N. County Road. For information, visit www.diegobinetti.com.
Jodie Wagner is a journalist at the Palm Beach Daily News, part of the USA TODAY Florida Network. You can reach her at jwagner@pbdailynews.com. Help support our journalism. Subscribe today.
This article originally appeared on Palm Beach Daily News: Designer Diego Binetti opens seasonal Palm Beach boutique
