NEW YORK — Some people go to the Hamptons to relax, but Jackie Rogers is banking on those who go to shop.

This story first appeared in the July 13, 2004 issue of WWD. Subscribe Today.

The designer, well aware that shopping has become a leisure sport of sorts for the well-heeled, has unveiled a 500-square-foot store at 3 Newtown Mews in East Hampton.

There were plenty of red, white and blue flowers at Saturday’s opening night bash and a clairvoyant who predicted the Democrats’ Kerry-Edwards ticket will take the White House.

“We had it all fixed,” Rogers laughed. “I’m very politically minded.”

Rogers’ father was friendly with Joseph P. Kennedy, though his daughter’s interests extend far beyond politics. A former model and actress, she has worked for Coco Chanel and Federico Fellini, among others. Hints of her colorful past are evident on the walls of the new store where her photographs of Marcello Mastroianni, Laurence Olivier, Chanel, Jack Nicholson, Andy Warhol and others offer a glimpse into her life.

Similar images can be seen at her other store at 1034 1/2 Lexington Avenue here. Shoppers at the Manhattan location are more than willing to also shop in the Hamptons, and partly for that reason, the new location will be open year-round. She said she expects the new space will generate about $1 million in retail sales the first year.

“I find that a lot of women who shop in New York like to come to the Hamptons to shop during the week when it’s quieter,” she said.

So much so, that a $4,000 strapless chiffon gown, $870 blouses that tie under the bust, a marabou bolero jacket at $295 and a $250 organza shirt are among the bestsellers in the new location, she said.

Rogers, who first visited Long Island’s East End as a child when a single-lane road was the only route, sees the area becoming even more star-studded. “The Hamptons is a very glamorous place these days,’’ she said. “It’s really happening. It’s becoming the Hollywood of the East Coast in a way, and everyone in the music industry is coming out here.”

— R.F.