AGCF Brings The Gucci Family Legacy Back To St. Regis With A New Longboat Key Boutique
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By PAGE Editor
Luxury has long been defined by the places where it lives. For Alexandra Gucci Zarini, that idea is deeply personal. More than six decades after her grandfather, Aldo Gucci, established a Gucci boutique inside The St. Regis New York, Zarini is bringing her own luxury house, AGCF, back under the St. Regis name—this time to Florida's Gulf Coast.
AGCF, the purpose-driven luxury accessories house founded by Zarini, has opened its second boutique inside the lobby of The St. Regis Longboat Key Resort, marking the brand's first East Coast retail location. The new space follows AGCF's Beverly Hills flagship at 479 N. Rodeo Drive, itself conceived as an homage to Aldo Gucci and his role in shaping Rodeo Drive's emergence as a luxury destination.
The Longboat Key opening carries an unusual sense of continuity. In 1960, Aldo Gucci opened a store for the family business at The St. Regis New York on the 55th Street side of the hotel, adjacent to the family's Fifth Avenue location. More than 65 years later, his granddaughter's brand returns to St. Regis with a proposition that extends beyond family heritage: luxury as a vehicle for purpose.
“My grandfather understood that the world's great hotels are where luxury lives,” said Alexandra Gucci Zarini, founder of AGCF. “For me, returning to St. Regis is not nostalgia. It is a continuation, with a new purpose at its heart: the protection of children.”
That purpose is central to AGCF's identity. Established as a Delaware Public Benefit Corporation, the house operates according to the principle “Giving is the highest luxury,” incorporating its Unità hardware—meaning “in unity for children”—across many of its designs. The brand produces handbags and small leather goods through family-owned workshops, alongside silk scarves, jewelry and eyewear. Its stated social-impact commitment places child protection alongside craftsmanship and design as fundamental parts of the business.
Inside The St. Regis Longboat Key Resort, the boutique will present that full universe in an intimate salon setting. Rather than functioning solely as a retail outpost, the space is designed around four pillars identified by the house: craftsmanship, timeless design, genuine purpose and personal service. The approach places AGCF's accessories within the highly curated environment of St. Regis hospitality.
The timing of the opening also coincides with a significant development in AGCF's philanthropic work. In September, the house announced a partnership with World Childhood Foundation USA, founded by Queen Silvia of Sweden, focused on advancing the protection of children. The partnership introduced AGCF's Color of Hope collection, transforming the brand's signature green into a permanent symbol for the initiative. Twenty percent of proceeds from every AGCF creation in the Color of Hope green will support Childhood USA.
The collection spans handbags, scarves and accessories, with each piece incorporating the Unità hardware. The result is a commercial expression of the house's broader philosophy: that an object associated with luxury can carry meaning beyond its material value.
For AGCF, the Longboat Key boutique therefore represents more than geographic expansion. It connects three distinct chapters of luxury history—the entrepreneurial legacy of Aldo Gucci, the enduring hospitality culture of St. Regis and Alexandra Gucci Zarini's attempt to redefine what a luxury house can contribute to the world around it.
“The St. Regis Longboat Key Resort is the ideal home for our second boutique,” said Josef Zarini, AGCF's chief executive officer. “It shares our belief that luxury, at its best, is defined by meaning, service, and legacy.”
Situated on 18 acres of beachfront on Sarasota's barrier island, The St. Regis Longboat Key Resort brings AGCF into a setting where retail, hospitality and leisure naturally intersect. Its 800 feet of private white sand, extensive spa, marine lagoon and family-oriented programming establish a resort environment built around both experience and service.
The new boutique adds another layer to that ecosystem. For AGCF, it is a return to a name embedded in its family history, while establishing a new retail chapter around a distinctly contemporary definition of luxury—one in which heritage is not simply preserved, but given another purpose.
As Zarini puts it, “Giving is the highest luxury.” At Longboat Key, that philosophy now has a physical address.
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AGCF's new boutique at The St. Regis Longboat Key Resort reconnects Alexandra Gucci Zarini's house with her grandfather Aldo Gucci's St. Regis legacy while advancing a contemporary model of luxury centered on craftsmanship, hospitality and child protection.