“We listen to member and guest stories and really get to know them to understand their needs and comfort levels,” she says. “It’s important that when guests walk out of our shops, we help them leave looking their best.”

In helping to launch the property’s 20 retail concepts, from bespoke fashion to luxury swimwear to timepiece stores, Samuels-Russell brings a career’s worth of highend resort retail background to The Boca Raton. She says offering a personalized experience—including keeping the stores open early or late, and private shopping upon request—can be facilitated. And as she looks toward the future, Samuels-Russell says the best is yet to come, with special designer collaborations and fashion events in store.

“We created these shops for our Club members and guests,” she says. “This is our gift to them.”