Marilyn Hellman is a master of statement pieces, and the new Goodlette-Frank Road location of her namesake boutique proves that point on arrival. Vitrines and Art Deco-style brass shelves display matching slingback heels and purses, fascinators and feather-adorned Kentucky Derby hats perched above drawers of high-impact jewelry from artisans across Europe.
To her, pieces don’t need to be from a luxury brand to sell; they need to feel fresh. Her stock breaks from the expected, favoring the architecture of shape, color and material over the status of a label. It is a look that is considered, not obvious; expressive, but never excessive. “I look for detail; I always have,” she says.
Marilyn learned the art of styling as a teen working in her mother’s upscale Minneapolis consignment boutique. Later, after a 1998 trip to Europe, she returned convinced that American women were being deprived of the high level of style and craftsmanship that was considered the baseline abroad.
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Photography by Christina Bankson
marilyns boutique expands for demand close up earrings
Marilyn Hellman’s boutique draws largely from European designers, many sourced from small ateliers and shown in the U.S. for the first time—a focus that continues at her new Goodlette-Frank Road space.
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Photography by Christina Bankson
marilyns boutique expands for demand fashion display
When she retired from her corporate career and launched her Naples shop in 2009, she began with a tight curation of jewelry, shoes, belts and scarves. Then, she added ornate hats and fascinators, which became a calling card for ladies on their way to Naples Botanical Garden’s splashy gala, Hats in the Garden. Her modest, 900-square-foot space took shape alongside the growing Fifth Avenue South neighborhood; four years later, she moved into a larger space on Fifth.
She didn’t think she’d relocate again, but over the past few years, downtown has expanded at a rapid clip. Her regulars couldn’t find parking, so their husbands would drive the neighborhood in loops, rushing what would otherwise be a relaxing afternoon. Meanwhile, Marilyn wanted to offer more services, to have more interaction with her customers and the community.
The new location, some 900 square feet larger than her previous shop, gave her a blank slate. “There were no walls, nothing. It was really like starting all over,” she says. She designed the shop’s flow around a living room-style seating area, with a plush, curved sofa and a coffee table for people to linger. Accessories remain the visual focus, reflecting the way Marilyn styles—starting with the pieces that define the look.
Photography by Christina Bankson
marilyns boutique expands for demand fashion store display
Early on in the boutique’s history, she added sophisticated white blouses to the mix as blank canvases that let the jewelry pop. The concept has since evolved into a full slate of white shirts with distinctive details, such as embroidered collars or oversized drop shoulders.
Marilyn still sources the way she always has, moving through European showrooms and small factories, tracking down the things she can’t find anywhere else. Many of her designers are showing in the United States for the first time.
If she sees a gap, she steps in to fill it. All the shoes in the store are designed by her and crafted in Italy. She’ll also work with brands to adjust proportions or develop pieces from scratch, including an upcoming line of leather jewelry and a pair of side-zip, pocketed trousers she’s been developing over two years with the Italian tailor behind her white shirts.
When dreaming up designs, Marilyn starts with a great material, then scans the street style in whatever city she’s visiting. “I walk miles and miles looking at people on the street,” she says. “In Paris, narrow pants are more prevalent. You don’t see a lot of flowy legs. But in Milan, that’s all you see.” Still, she doesn’t consider herself a designer. “To design a whole collection, you have to be trained, and I’ve never sewn,” she says. Instead, she edits, filtering what she sees through her artistic lens and what she knows her clients need.
Photography by Christina Bankson
marilyns boutique expands for demand marilyn hat
Marilyn’s eye for distinctive design has made her a go-to for accessories and event dressing. In spring, Hats in the Garden attendees come to the shop in search of statement millinery. She offers in-house tailoring to ensure a precise fit across her clothing.
The mix in the shop caters to how Southwest Florida women move through the seasons. When Hats in the Garden announced its 2026 La Discothèque du Jardin theme, she had the sequin-adorned dresses to complement the hats. Next, she’s adding knitwear and fall pieces from designers in Paris and Belgium.
She’s adamant about fit and offers complimentary alterations through an in-house tailor. The service is an extension of the hands-on approach that has defined her role—not a retailer but a stylist, working with a client until the thing on the hanger becomes the thing that works. “My mother said, [a look] is always in fashion if the garment fits you,” she adds.
Marilyn knows about 90% of the people who walk through her door. The new location was designed to deepen the connection, allowing space for styling sessions and easy conversation. Since moving to the space in January, she’s been hosting monthly events built around the pleasure of getting dressed. “Some people will come in many times,” she says. “The next time, they may be bringing their mothers or grandmothers. Then they become customers, too.”
Photography by Christina Bankson