Liz Murray cut her styling teeth in L.A. assisting with fashion shows for Lauren Conrad, Tull, Cloth Logic and Saks Fifth Avenue. Now she and sister Sam Murray take personal shopping to the max at INfluence, a boutique created for fashionistas of all ages. “Our customer is younger, but we also have older women who want to be edgy,” Liz explains.

Sam holds down the fort while Liz scours the market for the next hot line. INfluence was named by Cosmopolitan magazine as one of the few U.S. sources for Made in Heaven jeans (worn by Kate Bosworth and Katie Holmes). And the shop was first in the area to score the coveted House of Harlow and Winter Kate lines by Nicole Ritchie.

Asked how Sarasota has responded to the store’s trendsetting fashion, Liz says, “We have to be more a bit more conservative. You can’t get away with everything we could in New York or L.A.”

Influence, 474 John Ringling Blvd., Sarasota (941) 343-2315

Get Liz’s Look

The Murrays are modeling clothes they (and their customers) love: Liz’s shirt is by Winter Kate (Nicole Ritchie’s hot new apparel line, $218) and Sam lives in MIH jeans ($180 to $240). “They’re comfortable, the fabric is so soft, and the fit is perfect,” she says.

Can’t live without “I can’t live without sunglasses, especially since moving to Florida,” Liz says. Her favorite brands are

Nicole Ritchie’s jewelry and accessories collection dubbed House of Harlow ($120 to $144, shown here) and Dita ($220 to $400).

What this town needs More Joan dresses by Amanda Uprichard. “We get in two new colors every month, and they sell out instantly,” reports Liz. “They’re comfortable, body-conscious, and customers can change the hemline by adjusting the waist to Empire or higher. Younger women wear it really short; moms—just above the knees.”