By Rebecca Kleinman Photograph by Ben Shaul

“Hotel executives don’t prioritize the retail component, and I didn’t want mundane, airport-like stores. They had to be just as amazing as the rest of the hotel’s amenities,” she says.

Soffer knew she had accomplished her mission when one of the property’s four distinct boutiques, Ida and Harry, named after Don’s parents with photos of the couple interspersed between men’s and women’s designer and contemporary brands, garnered praise from Linda Fargo, Bergdorf Goodman’s senior vice president of fashion office and store presentation.

“It doesn’t get any higher than her telling you how amazing your store design and product assortment is,” says Soffer, who equally credits her buyer, Olga Giraldo, the Colombian fashionista who worked with her when she was co-owner of Anika, the edgy Aventura clothing boutique that has since closed.

Clotheshorses like Gwyneth Paltrow, Kate Hudson and the Kardashians have been spotted perusing the racks filled with Matthew Williamson, Hervé Léger and Amanda Wakeley. And rather than the typical golf shirts for guys, she stocks Helmut Lang and Paul Smith. Shoes and handbags by Valentino, Alberta Ferretti and Nancy Gonzalez, as well as jewelry designed by Tobey Maguire’s wife, Jennifer Meyer, also reel in shoppers.

“The goal is to have items that are not only cool and unique for a hotel but also for the area,” says Soffer, who treats it like a stand-alone boutique through events such as a book signing with George Hamilton and a trunk show for Nicole Richie’s jewelry line. “We see it all, from the T-shirt-and-jeans customer to ones who go for the $6,000 bag or $25,000 shopping spree.”

Aquamarine (left) offers the latest in beachwear; chic finds abound at Ida and Harry (top); Michael Jordan has picked up goods at Morris & Co.

At first, the top brass—including her relatives— were skeptical about ambitious merchandise. But now they can’t wait for her to re-create her magic on a much grander scale for the hotel’s Vegas counterpart. For example, Ida and Harry, which occupies 1,500 square feet in the Fontainebleau, will there balloon to a 4,500-square-foot lifestyle store on the level of Paris’ Colette. Soffer is also getting into the branding and design game with logo apparel. It will be featured in Vegas’ FB Icon shop and the Fontainebleau’s Morris & Co., a sophisticated take on a sundries store, where Michael Jordan picked up a humidor and scarves, and where she is able to satisfy her passion for fine home goods. Brooke says the collection’s studded T-shirts, velour tracksuits and organic fabrics are anything but common for the category.

“We developed the whole branding concept with Peter Arnell, who’s a genius. He’s the person behind DKNY and so much more,” she says.

A seasoned traveler, Soffer wants to be there for guests, whether they lost their luggage or want to forget the recession and live a little. A jewel box of a swimwear boutique, Aquamarine is one of the city’s top sources for suits by Eres, Etro and Vilebrequin, among others. Knowing when to strike, she also formatted Lapis spa so clients pass through a tempting array of skin products from REN and Jurlique, Keep Me loungewear and Splits59 workout wear. Amazingly, only four people pull off the entire retail show. “My brother and dad totally leave me alone now that they’ve seen what we’re doing,” she laughs.