FOR IMMEDIATE RELEASE

Contact:

Tim & Kelli Lovejoy-Dailey, Founders & Owners

The Missing Button

606 S. Pineapple Ave., Burns Court

941-221-0261

[email protected]

Fashion Industry Veterans Launch ‘The Missing Button’ in Sarasota: A New

Heritage Retail Experience Opened September 29

SARASOTA, FL — September 29, 2026 — Husband-and-wife duo Tim and Kelli Lovejoy-Dailey, 

seasoned executives with decades of design leadership in the fashion industry, announced

today the soft opening of their new luxury boutique, The Missing Button, on Friday, September 29, 2026. 

Leaving the corporate fashion world behind to pursue their shared vision on Florida's

Gulf Coast, the Lovejoy-Daileys have created a 1,500-square-foot sanctuary that blends refined

Ivy elegance, maritime heritage, and unhurried coastal style.

"After years in executive fashion, we wanted to build something deeply personal—a retail

concept that moves away from transactional shopping and returns to narrative, atmosphere, and

true craftsmanship", said Tim Lovejoy-Dailey.  "Burns Court on Sarasota Bay was the natural

place to bring that vision to life. There’s nothing else like this anywhere on the Gulf Coast.

You’d have to travel to Europe or one of the big metropolitan cities to experience this level of

curation.”

Designed as an antidote to predictable retail, The Missing Button centers its identity on a

legendary Gulf tale. Story has it that during a 1920s midnight crossing from Havana aboard a

wooden schooner, Vernona Burns, (wife of Burns Court founder, Owen), lost a brass button from

her tailored linen blazer in a sudden Gulf gale. Rather than repair it, she wore the open lapel as a

badge of honor—a quiet nod to unhurried ease and undone sophistication. That spirit of being

"properly improper" defines the shop’s aesthetic today.

"Every collection in our mercantile has a story, and the atmosphere itself invites guests to step

out of the daily rush and linger", added Kelli Lovejoy-Dailey.

Stepping through the doors transports visitors into a meticulously crafted sensory space infused

with rich notes of bergamot, cedarwood, and jasmine. Drawing on their deep background, Tim

and Kelli have hand-curated an exclusive lineup of rare apparel, artisan goods, and lifestyle

heirlooms, including:

 Curated Coastal Apparel: Light-as-air Italian linens, structured coastal knits,

and rugged maritime layers for women and men, featuring brands like Shore

Brand, Mersea, Voyageur, Gretchen Scott, Milio Milano, Quaker Marine Supply

and Iron & Resin.

 Handcrafted Artisan Tabletop & Goods: Hand-gilded Charleston oyster

heirlooms by Grit & Grace Studio, artisan beaded jewelry from INK+ALLOY,

iconic French Duralex bistro glassware, and hand-forged Laguiole barware.

 Immersive Design & Hospitality: An interior lined with unlacquered brass

hardware, vintage nautical displays, and warm parlor seating designed for

effortless conversation.

Members of the press, local media, and lifestyle editors are invited to attend the soft opening

for a private walkthrough, an inside look at the store’s unique design details, and 

an interview with Tim and Kelli regarding their corporate-to-coastal journey and Sarasota's newest retail concept.

To schedule a private preview, request high-resolution store photography, or book an interview

with the founders, please contact Tim and Kelli directly at 941-221-0261, or via email at

[email protected]

About The Missing Button

Located in Sarasota, Florida, The Missing Button is a New Heritage boutique featuring coastal

apparel, artisan home goods, and curated curiosities. Founded by fashion industry executives

Tim and Kelli Lovejoy-Dailey, the shop combines vintage maritime grit with polished elegance

to offer a narrative-driven retail sanctuary celebrating effortless, unbuttoned living. 

Learn more

at 606 S. Pineapple Ave., Sarasota, Florida.