Business

New Canaan Gears Up for Aug. 21 ‘Taste of the Town Stroll’

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New Canaan’s business community is gearing up for an increasingly popular annual event that connects local merchants with customers while benefitting the local food pantry. The New Canaan Chamber of Commerce’s third annual Taste of the Town Stroll, benefitting the New Canaan Food Pantry, runs from 6 to 9 p.m. next Thursday, Aug. 21 (rain date Aug. 22). Chamber Marketing Associate Laura Budd calls the event “a triple win.”

“Number one, the food pantry gets stocked.

Business

Women’s Fitness Wear Shop ‘Jade’ Opens on Elm Street

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The idea of setting up her boutique women’s fitness wear shop in a New Canaan storefront had appealed to Maxine Berg since she launched Jade as a trunk show business a few years ago. This week—after more than 18 months in neighboring Darien, though never abandoning the New Canaan goal—Berg finally saw her longtime vision materialize. “It’s very exciting,” Berg, a Wilton resident, said hours into the first official day of business for Jade in its new, well-lit space at 7 Elm St. “This is where I wanted to be from the beginning, so to actually be here it’s like, ‘We did it,’ ” a smiling Berg said as some of her very earliest customers perused high-end fitness wear on display in built-in and custom racks across the floor. “We got here and quicker than I thought we would.

Business

Boutique Women’s Fitness Wear Shop ‘Jade’ Coming to Elm Street

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A boutique women’s fitness wear shop will open Aug. 1 in downtown New Canaan, carrying items that its owner says cannot be found anywhere else here or in surrounding communities. Jade owner Maxine Berg calls her business an alternative to lululemon athletica. It began a few years ago as a trunk show business and has been operating since January 2013 out of dedicated space in the Goodwives Shopping Center in Darien, Berg said. A former commercial litigation and real estate attorney (still licensed in Connecticut) who lives in Wilton and launched Jade after raising her three kids (youngest entering his freshman year at Wilton High School), Berg said she has “always wanted” to be in New Canaan.