Mother-daughter team open new fashion boutique

A new shopping stop is creating quite a buzz among fashion-forward locals and visitors. Vogue Society is a mother-daughter-owned gem that recently opened in St. Pete.

The bright-pink storefront on 2nd St. N., just off Beach Drive near the Sundial, is hard to miss. The owners say their journey to the Sunshine City started with humble beginnings.

Vogue Society’s storefront at 212 2nd St N in St. Pete. | Photo: Ashley Morales

“My mom wanted to leave the corporate world at the same time that I was graduating college,” said daughter and co-owner Kait Yoniski. “We really had no idea what we were doing when we started, but we basically just Googled everything and figured it out ourselves. We went to our first market and launched our online store with our inventory at our house, packing orders in our guest bedroom.”

In 2021, Kait and her mother, co-owner Sharon Mautz, opened their first brick-and-mortar store at the UTC Mall in Sarasota. Their success there brought the women up to St. Petersburg in August 2023.

“We were ready to expand and we’ve been wanting to come to St. Pete because we love the city and how everyone here loves to support small businesses,” Kait said. “I was really hyping up the grand opening for the St. Pete location, and we ended up having a line down the block during our grand opening.”

Kait and Sharon fill their store with bright, fun, and playful clothing, accessories, shoes, jewelry and gifts. Some of the store’s most popular items are Capri Blue Candles, Judy Blue Jeans, and Niki Biki tops. 

“We have a lot of trendy, everyday fashion,” says Sharon. “It’s got the flair of whatever’s in right now, but it’s not too over the top that you’re not going to be able to wear it the next season.”

“I always try to make sure our clothes are super comfortable, have stretch, and they’re soft, because I feel like when you’re comfortable and you look good, you feel good,” Kait added.

Vogue Society gets new styles in every week and offers shipping or free local pickup if you order online and want to snag your score in-store. Shop the boutique’s latest styles on Instagram or online at

About the author

Ashley Morales

Ashley Morales