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

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.