On the edge of downtown Sarasota, a store wreathed in pink roses enchants passersby.  With fabrics and styles hand- selected and sourced from Europe, this luxury boutique called Incanto is the epitome of sleek, modern elegance. Born in Belarus, local owner Natali Degtyarev is a mother, model and fashion mogul. During a trip abroad in 2022, she found herself in Italy, visiting textile factories and enlisting the help of her daughter, Anna Vice, who was back home in Sarasota. “We are originally from Europe, but we have been here for 10 years now. We’ve found that clothing stores in Europe are very different.” The duo explains how they are able to sell luxurious textiles for such low prices, “Everything there is high quality, everything is cheaper.” Degtyarev sent her daughter a few items to feature on the website they were running at the time. A few items turned out to be three large boxes that converted a three-bedroom apartment into a giant walk-in closet. Returning from Italy, the team got busy sampling the garments before finding a perfect spot downtown to set up shop. 

Flying to Italy to procure Incanto’s collection, Degtyarev meticulously chooses the finest brands and garments. “That’s what makes us so unique,” she explains. “We don’t order items online. We literally go to the place and feel it out.” Degtyarev has built relationships with European brands like Imperial and Dixie, whose merchandise is not available in the United States with the exception of Incanto. 

In a room rich with one of a kind Italian silk dresses, women’s leather brogues and handbags by deluxe brands such as Hermes and Fendi—one may feel like they stepped out of Sarasota and into a chic boutique located by the Duomo in Italy. “Obviously, Italy is by far the best clothing manufacturer in the world,” Vice says. “It’s a fashion capital—you go to Milan and you come out of there a changed person.” Degtyarev and Vice also aim to source only one or two pairs of the same style to promote exclusivity, variety and sustainability. “Italy is always one step ahead of the trend cycle,” they explain. “That helps us extend the marketability of our products and ties into our sustainable practices.” Incanto is proud to be aligned with the Global Organic Textile Standard and the Global Recycle Standard, two standards that set criteria for organic textiles and recycled materials respectively. The boutique also crafts their fabric from recycled materials for the brands they feature as well as their own, allowing them to work with textiles that take up to 18 times less carbon emissions to produce. 

Looking to the future, Degtyarev and Vice are excited to establish their own clothing line. Focused on silks and organic bamboo materials, the garments will be completely sustainable and biodegradable. “We are not necessarily here to make money,” they say. “We're here to disturb the ecosystem of the fashion industry.”