They launched Sitano to fill a void in the coverup market
by Michelle Boudin
Mary Scott Jameson was on a family vacation at Longboat Key, Florida, when the inspiration for Sitano struck. While shopping in a swimwear boutique, she got sticker shock when she saw the cost of a coverup.
“It was close to $300, and I was annoyed at how expensive it was.”
A few months earlier, while interviewing female entrepreneurs for a podcast, Jameson decided if there was ever an opportunity to start a business of her own, she would take it. Her shopping experience stuck with her, and she decided maybe this was her chance.
“I’d had in the back of my mind that I wanted to start a business one day, and it felt like there was a gap in the coverup market,” says Jameson, who previously worked in business development in the financial-services industry. “I felt like a more affordable version of this type of product felt approachable.”
The Atlanta native spent six months researching the market. After working with a consultant, she called her childhood friend, Merrill Horridge. The two met in middle school and have been friends ever since.
“I always admired her style and work ethic, and at the time she was a CPA about to graduate with her MBA,” Jameson says.
Horridge moved to Myers Park with her husband in 2022 and was surprised — and excited — by her friend’s proposal.
“I have an accounting background, and I’m naturally risk averse, so I had about 3,000 questions,” Horridge says. “I don’t remember how long my Word document was — maybe four pages of questions, notes and thoughts — and that’s how we got started.” With her MBA graduation approaching, the timing seemed right. “I knew it was something I wanted to be a part of.”
It took 14 months to get the company off the ground. The line of casual-but-stylish coverups is now sold online and in 70 boutiques and resorts across the country, including Chosen in Charlotte. The solid, striped and embroidered coverups are priced under $200. Sitano’s warehouse is also based in Charlotte, and the business is doing so well, the women are already looking for a larger space.
“It’s been a steep learning curve,” Horridge says. “I had no background in apparel [or] manufacturing … I’m extremely proud of how much we’ve learned and navigated. And because we’re a two person-shop, we’ve had to get into the nitty-gritty and sometimes learned the hard way.”
Jameson, who lives in New York City, agrees. “You’re creating something out of thin air. This whole venture is a reminder to anybody: You can do hard things. I’ve learned through entrepreneurship that I’m really resilient. … It’s definitely taught me so many life lessons.”
Not only have the friends learned how to build a retail clothing business, they’re also navigating parenthood together.
Sitano founders Merrill Horridge and Mary Scott Jameson
“I’m an expecting first-time mother; Merrill is about to have her second. I feel like if I’ve survived this, being a mom has to be possible,” Jameson says. “I feel stronger and more confident than ever, and I’ve discovered new strengths about myself.”
The business partners have big plans for the near future. They just launched with Rent the Runway and have their eyes on popular upscale online retailers like Shopbop, Tuckernuck and Moda Operandi.
“It’s a very rewarding experience, [but] it’s definitely tough at times,” Jameson says. “I feel like we’re living a big life right now, just trying our best. At the end of the day this product is so fun for our customers, because swimsuit shopping is no fun for women — we’re helping them feel chic in their bodies by providing something that accentuates their style and helps women feel more confident.” SP
Photographs courtesy Sitano
