The new boutique, Elle Maxine is a sanctuary for women who crave both style and connection. For owners Brittany Voxland and Samantha Drumm, it was never just about clothes; it was about building a community where fashion feels personal.

Walking into the store, customers are immediately greeted with a buzzing, warm and welcoming atmosphere, all part of Voxland and Drumm’s plan. 

The pair also own Project Social, a social marketing agency in Fort Worth.

“Kickball brought us together,” laughed Drumm. “Our husbands were in a kickball league together and we just connected.”

Voxland comes from a background in human resources and retail. Eventually, she realized retail was where her heart belonged. 

“I love the lifestyle,” she said. Returning to retail allowed her to balance work with family. “It allows me to be with my kids, pick them up from school, and go to their games.” 

Drumm’s career up until now was focused mainly on public relations and marketing for environmental engineering companies.

“Our experiences were so different, but when we merged them together, it fit seamlessly,” Drumm explained. 

From marketing expertise to creative retail vision, Elle Maxine is a true reflection of their combined talents.

The boutique offers more than just fashion—it provides a curated shopping experience for all customers. “We want it to be an actual experience for people. Our priority is customer service, ensuring everyone feels special when they come through our doors,” Voxland said.

This emphasis on connection extends to their relationships with vendors and the local community, creating a space where shoppers feel at home. 

The store hopes to foster a sense of community through regular events like its “Drops and Drops” shopping happy hours, which feature new arrivals each Thursday alongside complimentary drinks. Significant others and children are known to make appearances during those Thursday events. 

They have partnerships with local artists and interior designers, which enhance the aesthetic of the store. Voxland and Drumm tapped Candice McDonald of Harper Hill Designs to create the perfect environment at Elle Maxine. McDonald sourced vintage finds and other colorful home accessories for shoppers to peruse and even purchase. The result is a classic, grand millennial aesthetic with bright patterns and colors.

Elle Maxine’s ideal customers are women who appreciate well-made, stylish clothing that is easy to wear and makes them feel confident. 

“We want to cater to the busy mom who doesn’t have time to think about what’s on-trend but still wants to look good,” Drumm said. Their target audience includes women navigating life transitions, from motherhood to career changes, looking for wardrobe pieces that are both comfortable and stylish. 

Despite the challenges of competing with online shopping, the boutique’s dedication to in-store experiences and a community-driven approach has garnered a loyal following. 

“We’ve had such a huge, warm welcome from the community,” Voxland said, emphasizing how the local support has helped solidify Elle Maxine as a destination for fashion in Fort Worth. 

Voxland and Drumm are fresh from a New York market trip where they shopped for their upcoming Spring 2025 inventory. They are forecasting elevated classic pieces made for layering. Think button-downs, blazers and loafers, and lively floral prints in multiple iterations like drop-waist dresses and A-line skirts with peplum tops.

The pair noticed an overarching theme of pastel hues, asymmetrical lines, athletic-inspired looks, crochet and plaid. 

Shoppers can mark their calendars for Nov. 22, for promotions and Champagne for Pink Friday, a nationwide event dedicated to celebrating and supporting small and local businesses. Nov. 30 will be Elle Maxine’s first Shop Small Saturday where patrons can expect giveaways, more champagne — we sense a theme— and other local business pop-ups.

Elle Maxine is not just about clothing; it’s about creating a space where women can feel empowered and stylish, all while being part of a larger community. The owners’ vision of blending fashion, lifestyle and local culture shines in every detail. From the featured artists and makers, to the hospitality at each soiree, Elle Maxine is a true gem in Fort Worth’s retail scene.