“I’m always looking for something that’s cutting edge, right about to blow up,” she said. “I don’t want something that’s already blown up, and everyone already knows it. So every year I try to find something new that I can bring in that [the membership] hasn’t seen before.”
As for some other up-and-coming brands to keep an eye on? Santonelli said she’s also impressed by Quiet Golf (“with its streetwear meets links heritage vibe”) and Field Day Sporting Co. (“bringing timeless menswear silhouettes back to the course”). Both will be in available at Maidstone in the coming year.
Of course, stocking logoed staples from familiar country-club brands like Holderness & Bourne and Peter Millar is a given, Santonelli says. But her decision to bring in crossover brands like Faherty has been a boon for the club as well. Another standout? According to Santonelli, A.Putnam, with its “resort-to-sport” style, has brought sophistication and modern elegance to women’s golf fashion at Maidstone.
“I don’t know that my choices would work for other clubs, but because Maidstone has a private beach club that sits along the Atlantic Ocean, some non-golf pieces are important, because not everyone is a golfer that comes here,” she said. “They want something with a whale on it, but not necessarily a golf polo. So the lifestyle pieces have become a big hit.”
For Santonelli, member wants and needs are always top of mind. But guests are also an important consideration. That’s why she ensures that there is always a healthy stock of souvenir items like logoed polos, hats and headcovers year-round. But Santonelli doesn’t silo members and guests into different categories when she’s trolling for new merch.
“It doesn’t matter if it’s for a member or a guest. I just buy the best stuff I can find, and it’ll land how it lands,” she says. “What motivates me are the true ‘golf enthusiasts’ — the ones that know the brands, appreciate the quality and understand the tradition behind the game.”
And speaking of quality, it’s something Santonelli also takes very seriously.
“A brand is often only as strong as the representative presenting it,” she says. “Attention to detail matters — from ensuring the logo is the right color, size, and placement, to making sure deliveries arrive on time. I am very mindful of fit, sizing and quality. If a collar doesn’t hold up well after a few washes, customers will also move to another brand.
“My success depends on each vendor’s professionalism as well,” she continued. “And if that’s missing, I won’t hesitate to drop a line, no matter how popular it may be. If I can’t get what I need to do my job well, I simply move on.”
As a Top 100 mainstay, Maidstone remains one of the most coveted tee times — and logos — in golf. Visitors tend to enjoy showcasing their purchases, both online and in real life. For Santonelli, that’s just par for the course — and ultimately, a reflection of a job well done.
