Class With a Little Sass

When meeting this 50-something, glamorous woman wearing designer clothes, you’d probably never guess she’s a U.S. Air Force veteran, accomplished M16 marksman, and serious weightlifter.

But Maxine "Maxx" Graves, who spent 30 years working in corporate finance, has broken out of her button-up business suit and is celebrating her life’s second act—in fashion. As owner of the new Maxxology apparel store in downtown Portsmouth, her work outfit is more likely to be a colorful, midi-length Donna Morgan dress paired with lace-up black sandals.

“I never thought I’d end up working in retail but I love to dress up. Styling women and working in fashion allows me a chance to be creative,” says Graves.

Graves grew up in Philadelphia, where her father Max owned a mechanics shop and taught her how to fix cars and change tires. But her dream was to be high in the skies, flying planes for the U.S. Air Force. She came to the Seacoast in 1985 when she was an airman stationed at Pease Air Force Base. Graves didn’t get the pilot assignment. Instead, she was assigned the job of teaching other airmen how to handle their personal budgets and retirement accounts. She soon gave up her dream of flying planes and changed course to attend Franklin Pierce University, where she got her degree in accounting and finance with a minor in marketing.

For the next 30 years, Graves worked in finance. Much of her career was spent at Heinemann, an educational publishing company in Portsmouth. On the side, she started a business called Maximum Entertainment and Elegant Events, which she continues to operate. Graves’ most recent event-planning job was a Memorial Day Weekend wedding at Kitts Farm in Strafford. Her business slogan is “You don’t need a big budget to make your event elegant.”

Even with the planning business, Graves felt she wasn’t using the creative side of her brain. She’d always loved fashion, so she took a part-time job at Lizology, a women’s apparel shop in Portsmouth. That’s where she discovered her life’s passion of helping women feel good about themselves. She describes herself as part therapist and part stylist.

“So many women are stuck in the same old pattern of dressing. Society has done a number on them by imposing a certain idea of beauty and they’re afraid to try something different or new,” explains Graves.

When Lizology closed, Graves decided to open her own fashion apparel store in Portsmouth’s Vaughan Mall. She features recognized designers like Lilly Pulitzer, Kut From the Kloth, Donna Morgan, and Last Tango. Graves mixes higher-priced designs with more moderately priced pieces, and carries colorful skirts, dresses, shirts, pantsuits, and jumpers, all in the latest styles. Shoppers will also find a good selection of sparkle and shine in the jewelry and accessories. To dress up a simple outfit, Graves adds a blinged-out belt or a sparkling tiara-like headband.

“I’d define my style as class with a little sass. I love pearls and classic designs but I like to mix in contemporary pieces like costume jewelry.”

When asked about this fall’s fashion trends, Graves says to look for hues of chocolate brown, olive green, navy, and neutrals. Popular skirts are midi-length with a front or side slit to show off low block heels. A cut-out in the shoulder (called a cold shoulder) is popular, as is the kimono sleeve. She carries all sizes.

“I want my customers to feel good no matter their size or age.”