Seaside Retailer (ISSN 3067-3461) is published bi-monthly by Breakwall Publishing, LLC, 1455 Frazee Rd., Suite 500, San Diego, CA 92108. Periodical postage paid at San Diego, CA, and at additional mailing offices. Postmaster: Send address changes to Seaside Retailer, P.O. Box 3000, Denville, NJ 07834.
Wildlife conservation is a key part of Call For The Wild through its products and hands-on involvement in rescue efforts and organizations.
ANSWERING THE CALL
Call For The Wild isn’t simply a wildlife-themed product company — it’s a mission-first nonprofit built to fund real conservation work. Rooted in the belief that business can — and should — serve a greater purpose, the organization channels every sale into meaningful impact for endangered species and the people working tirelessly to protect them.
“We
strive to educate, motivate, and fund the important work of wildlife rescue, research, and conservation.”
— BILLY CAMPISCIANO
“Our goal has always been to fund the people doing the hard work on the front lines of conservation,” says Founder Billy Campisciano. “We exist to raise money for rescue and research and conservation organizations — and we rely on
our retail partners to help us tell that story.”
Each product is designed to spark curiosity and deepen understanding, connecting children and families to species-specific information and conservation partners.
The Wild Heart Rescue Animal line is just one example. It features 30 species spanning marine life, zoo animals, North American wildlife and desert habitats. A simple phone tap to the animal’s heart unlocks educational content, animal tracking and real-world rescue stories, while an identification card extends the learning experience.
With a product range of Education al toys, gifts and accessories, Call For The Wild continues to build a community of stores committed to helping conservation. By carrying the line, retailers aren’t just offering engaging, educational merchandise — they are helping transform everyday retail moments into meaningful action for wildlife.
The weather is warming, customers are mapping out their spring break escapes with family and friends, and the energy of a new season is unmistakable. For coastal retailers, this is the moment you’ve been preparing for.
Over the last several months, you’ve walked fall and winter markets and trade shows, sourced fresh product, refined your assortments and remerchandised your floors with intention. You’ve freshened up your displays and curated collections designed to capture both the spontaneous vacation shopper and the loyal local customer. Now, the doors are open to a season full of opportunity.
Spring is more than a shift in temperature, it’s a shift in mindset. Customers arrive in your stores looking for something that feels special — something that captures the spirit of their getaway or reflects the lifestyle they aspire to bring home. The work you’ve put in behind the scenes sets the stage for meaningful transactions and memorable experiences.
Spring is more than a shift in temperature, it’s a shift in mindset.
Here at Seaside Retailer, we’re equally energized by the season ahead. Our team is actively tracking emerging trends, discovering standout product lines and connecting with extraordinary retailers whose stories deserve to be shared.
We’re also deep in the planning stages for the 2026 Coastal Connections Conference, taking place Sept. 18–20 in Orlando. This event has quickly become a cornerstone gathering for coastal retailers who are serious about growth, innovation and collaboration. If you’ve never attended, I strongly encourage you to consider it. And, if you have attended before, I hope to see you again.
We’ve invited top industry experts and seasoned retailers who will share practical guidance on merchandising, operations, marketing and long-term profitability. More importantly, it’s an opportunity to step away from the daily demands of your store and connect with peers who understand both the challenges and rewards of our niche.
If you haven’t yet secured your spot, now is the time. Early registration ensures you can take advantage of super early bird savings while positioning yourself and your business for a strong finish to 2026 and a confident start to the following year. It’s never too early to get ahead.
There truly is so much to look forward to. A new season. Fresh inventory. Renewed customer enthusiasm. And a community of retailers committed to growing smarter and stronger together.
q MAKING WAVES
Heart on Main Street receives HEARTS Award
Heart on Main Street received the HEARTS Award for its service to others and humanitarian excellence during the 36th ARTS Awards on Jan. 9 in Dallas. Dallas Market Center and ART, the creative home furnishings network, host the awards.
For the 2026 awards, the ARTS Awards Committee selected Heart on Main Street as its honoree for the HEARTS Award, which celebrates organizations that go beyond business to make a difference within the gift and home industry. Since its founding in 2023, Heart on Main Street has focused on supporting independent retailers impacted by natural disasters.
Mud Pie debuts Atlanta flagship showroom
Mud Pie, a gift and home decor brand, debuted its Atlanta flagship showroom with a ribbon-cutting ceremony on Jan. 14 during Atlanta Market. The showroom, located in AmericasMart Atlanta, Building 2, Suite 1821, was filled with buyers who wanted to see the new space.
Mud Pie’s new showroom space, located by the main escalators, offers enhanced visibility and accessibility for buyers. While the space is new, the company said its signature style remains front and center. Buyers who did not attend Atlanta Market can explore the new space through the brand’s virtual showroom.
Coastal Connections Conference returns to Orlando in September
The Coastal Connections Conference is returning to the Margaritaville Resort Orlando, Sept. 18-20, 2026. The new September timing and enhanced schedule provides unparallelled opportunities for coastal retailers to learn and connect in a laid-back setting ideal for making connections.
COASTAL
Connections
CONFERENCE
Billed as the retail conference with a coastal vibe, the Coastal Connections Conference is produced by Breakwall Publishing, publisher of Seaside Retailer and Souvenirs, Gifts & Novelties magazines. Every aspect of the event — from educational sessions to networking and vendor engagement — is designed specifically for owners and managers of coastal brick-and-mortar stores. Conveniently timed to begin just as Surf Expo and The Gathering conclude, the September schedule offers coastal retailers a smart, streamlined way to make the most of their time in Orlando.
“We’re thrilled to return to Orlando for the third Coastal Connections Conference,” says Kristin Ely, conference director. “Attendees will gain practical, actionable strategies from leading retail experts who have tailored their sessions specifically for this audience — all in an island-like paradise only Margaritaville Resort Orlando can provide. It’s why past attendees call it a can’t-miss event for coastal retailers.”
The Coastal Connections Conference kicks off with a Welcome Party at 6 p.m. Friday, Sept. 18. Eight targeted seminars on Saturday, Sept. 19 and Sunday, Sept. 20 will cover profitability, inventory management, disaster preparedness, visual merchandising, increasing foot traffic, effective social media strategy and more. The Boardwalk is an exclusive buying experience for attendees offering curated access to leading coastal brands.
“The Boardwalk is a true highlight of the conference experience,” says Publisher Karen Carr. “It’s an intentionally curated buying experience that gives retailers direct access to coastal brands in a relaxed, relationship-driven setting designed to spark discovery, encourage meaningful conversations and foster partnerships.”
AAA reports 76% of travelers will take milestone trips in 2026
A new study from AAA and Bread Financial, a financial services company, finds that many people want to take milestone trips in 2026. The research shows that 61% of Americans plan to travel in 2026, and among those travelers, more than three-quarters (76%) say their trips will be planned around important life milestones.
AAA and Bread Financial conducted an online survey of 1,714 U.S. respondents from Dec. 15-17, 2025. According to the survey, traveling to celebrate a birthday (32%) is the most popular milestone trip this year, followed by family reunions (30%), friends’ milestones (29%), anniversaries (22%) and weddings (19%).
Other travel-worthy events include graduations (12%), honeymoons (10%) and fitness competitions (7%).
Reps Are Local Too launches Share the Love initiative
Reps Are Local Too has announced a new initiative called “Share the Love” that is designed to celebrate the relationships that power the gift, home and lifestyle industry. The initiative involves three dedicated appreciation weeks in 2026.
“Our industry is built on relationships, trust and showing up for one another,” says Kelly P. Bristol, co-founder of Reps Are Local Too. “Share the Love is about intentionally celebrating the people behind the businesses.”
Dedicated weeks of appreciation include:
• Love My Retailers Week (Feb. 26-March 1)
• Love My Vendors Week (May 4-10)
• Love My Reps Week (Aug. 10-16)
Reps Are Local Too plans to create and provide readyto-use collateral for the industry, including social media and messaging tools.
Tasting events and trunk shows don’t just sell product
—
they create memorable moments.
BY MICHAEL HALE
Turn sampling into a sales strategy
For seaside retailers, shopping is rarely a task — it’s an experience. Visitors are relaxed, curious and open to discovery.
This makes tasting events, product sampling and trunk shows some of the most effective visual merchandising tools you can use to increase engagement and drive impulse purchases.
IRRESISTIBLE SAMPLING
Sampling should never feel like an afterthought. Use elevated trays, coastal-inspired props and signage to frame the experience. A linen runner, wood risers or acrylic platforms can make a tasting station feel curated rather than cluttered.
Position sampling stations where traffic naturally slows — near store entrances, at transition zones or adjacent to feature displays. The goal is to invite customers in visually before they ever taste the product.
to explain what makes a product unique.
For example, a locally made hot sauce becomes more compelling when tied to regional flavors or gifts. Customers aren’t just tasting a product — they’re imagining how it fits into their lives back home.
TRY A TRUNK SHOW
Trunk shows are an excellent way to refresh your sales floor without a full reset. These events create a sense of exclusivity and urgency — especially when paired with limited quantities or event-only pricing.
Visually differentiate trunk shows from everyday assortments. Use signage, floor decals, mannequins or dedicated fixtures to clearly define the space.
Michael Hale, CEO of Retail Rehab, transforms retail spaces and helps drive up profits.
michael@retail-rehab.com www.retail-rehab.com
CONNECT TO STORIES
Sampling works best when it’s paired with storytelling. Staff should be able
When done right, tasting events and trunk shows don’t just sell product — they create memorable moments. And for coastal retailers, memorable moments are what turn vacation shoppers into loyal customers long after the sand has been shaken out of their bags.
When margin is built correctly, busy seasons become profitable seasons.
BY CATHY DONOVAN WAGNER
A retailer’s guide to margins
For coastal retailers, sales often come in waves. That’s exactly why gross margin matters more than most store owners realize. Gross margin is the percentage of each sale that stays in your business after inventory is paid for.
Your gross margin determines how much of your peak season revenue actually supports you during the off-season. If your store runs at 50% gross margin, every $100 sale leaves $50 to cover payroll, rent, marketing and profit. If that number slips, it becomes harder to sustain the business when tourist traffic dips.
IMPROVING GROSS MARGIN
Cathy Donovan Wagner helps store owners scale sales past 7 figures. Check out her Richer Retail Podcast. 847-622-8382 clientcare@retailmavens.com retailmavens.com/richerpodcast
The fastest way to improve gross margin is through initial markup (IMU), which is the way you price inventory when it first hits the floor. At RETAILMavens, we recommend all our clients aim for an average 65% IMU, and I will suggest you do the same.
Smart retailers manage the average IMU across the entire store, intentionally balancing items they
can price higher with items that have tighter margins.
PUTTING IT INTO PRACTICE
Let’s consider two seaside stores, each doing $400,000 annually, with similar markdown habits. Store A averages a 55% IMU and can maintain a 43% gross margin. Store B averages a 65% IMU and can maintain margins closer to 50%.
For every $100 in sales, Store A keeps $43 to run her business, while Store B keeps $50. That’s $7 more per $100, without selling a single additional item. That extra margin offers peace of mind in the off-season.
HIGH-MARGIN ITEMS
Tourist-driven stores have a unique advantage in offering high-margin impulse items. Souvenirs are great for 3x-4x cost pricing, creating IMUs of 66-75%. These products protect your margin even with markdowns. When margin is built correctly, busy seasons become profitable seasons. Having proper margins can turn a seasonal store into a sustainable business.
A fair, friendly return policy shows confidence in what you sell and care for the people who buy from you.
BY TOM BORG
Be ready for returns
Running a seaside gift shop means serving a mix of vacationers, day-trippers and loyal locals. Every now and then, someone will undoubtedly bring something back. That’s where having a return policy can help.
Whether it’s the wrong size sweatshirt or a chipped ornament, a clear and friendly return policy helps keep both your customers and your bottom line happy.
CRAFTING A RETURN POLICY
When writing your return policy, keep it short, clear and easy to find. Train your team so everyone explains it the same way.
You will want to include a few basics in your policy:
• Proof of purchase: Require a receipt or digital record to keep things fair and simple.
• Refund method: Offer refunds, exchanges or store credit depending on the item.
For out-of-town customers, consider a mail-back option or credit by phone or email. A little flexibility can turn a vacation shopper into a repeat online customer.
KEEP IT WARM
Use friendly, conversational wording in your policy. Perhaps try something like, “We want you to love your seaside treasures. If you’re not completely happy, here’s how we’ll make it right.”
Tom Borg is a business consultant and writer focused on leadership, communication, customer service and the real-world challenges of small business ownership. Reach him at:
• Time frame: Allow returns within 14-30 days and be a little more flexible during busy tourist months.
• Condition of items: Returned products should be unused and in their original packaging; note any items that are final sale.
Train staff to handle returns with empathy. A smile and helpful tone can turn a refund into a future sale.
A fair, friendly return policy shows confidence in what you sell and care for the people who buy from you. Done right, it can keep your shop running smoothly and help your business stay profitable.
1. A to Z Towels: Nautical stripes velour beach towel, www.atoztowels.com; 2. Bamboo Source Tropical Decor: Nautical hanging decoration, www.bambootropicaldecor.com; 3. Fresh Scents: Refuse to Sink scented sachet, www.freshscents.com; 4. Independent Puppy: Nautical flags with sea gull tea towel, www.independentpuppy.com; 5. Buddy by the Sea: Sailor Buddy leash and collar set, www.buddybythesea.com; 6. Joseph K & Co.: Linking Santa and anchor ornament, www.santaspen.com; 7. Sea & Soul: Essex Harbor clock, www.seaandsoulcharts.com; 8. Batela: Cap with embroidered anchor, www.batela.com; 9. Dune Jewelry: The Captain’s Necklace by Captain Kate, www.dunejewelry.com.
Embrace the pickleball craze with products that capture customers’ love for the game.
1. 7th and Palm: Pickleball Relish card, www.7thandpalm.com; 2. Jackie Gallagher Designs: Pickle Ball Earrings - sterling silver, www.jackiegallagherdesigns.com; 3. Rightside Design: Athleisure Terry Cloth guest towels, www.cnfei.com; 4. Born to Rock Jewelry: Born to Rock pickleball necklace, www.borntorockjewelry.com; 5. Shiraleah Chicago: Pickle tote - ivory, www.shiraleah.com; 6. Peachy Pendants: Pickleball pillow, www.peachy-pendants.myshopify.com; 7. Susquehanna Glass: Eat Sleep Dink Repeat mug, www.susquehannaglass.com; 8. Wet-It!: Pickle paddle fun cloth, www.wetcloths.com; 9. Cape Shore: Resin ornament - Santa playing pickleball, www.cape-shore.com.
STORY BY KRISTEN HAMPSHIRE
NOT YOUR USUAL BUSINESS
AT MELLOW MONKEY IN STRATFORD, CONNECTICUT, VISITORS COME FOR THE GIFTS AND STAY FOR THE CONTAGIOUS ENERGY AND CONNECTIONS.
Ordinary is overrated, if you ask Howard Aspinwall, who welcomes guests to “chaos curated in the best possible way” at Mellow Monkey Gifts & Decor in Stratford, Connecticut. Visitors expecting a typical shoreline retail store will find anything but the same-old at Mellow Monkey, an unassuming yet loud-and-proud flagship located in a warehouse with a regular beat of loyal followers and visitors who make it a destination.
Many guests have experienced Aspinwall’s delightfully gregarious, no-filter social media feeds before they land in the 3,500-square-foot, triple showroom industrial space. It outfits the brand’s in-store and online businesses.
“Go ahead,” Aspinwall wages in an Instagram reel. “Tell me your most challenging gift need and I’ll tell you the perfect gift to give.”
“I want people to feel something when they’re here. If they leave smiling or smirking, I’ve done my job.” — HOWARD ASPINWALL
Then he plays the role of a shopper.
“I’m looking for a gift for a friend who says she’s deeply connected to the moon, even though she once confused it with a streetlight.” (Drips with sarcasm.)
“Don’t worry,” Aspinwall reassures his vast social media audience in the clip. “I have just the thing.”
He dangles a Moonglow necklace in front of the camera, one with customizable lunar phases reflecting special dates: a birthday, anniversary or “the night you confidently mistook a streetlight for a celestial event,” he quips.
“Our social media presence drives conversion, mostly because of my antics,” Aspinwall relates.
To be sure, at Mellow Monkey, you can “come for the gifts and stay for the laughs,” says Aspinwall, who is a lot of fun — but no games as a serial entrepreneur. He has grown a fledgling online venture into an immersive retail bonanza.
The store has a personality of its own. And like any good host, Aspinwall’s goal isn’t just to sell — it’s to connect. “I want people to feel something when they’re here,” he says. “If they leave smiling or smirking, I’ve done my job.”
A VIRTUAL REALITY
Aspinwall shares how his eclectic background — from art school to chef to tech executive and then entrepreneur — has shaped his approach to retail. He blends strategy with character and uses humor and
Photos: Laura St. John Photography
creative social media to build customer engagement.
Before entering retail, Aspinwall worked in corporate technology, including a role as a director of technology for UBS. He also launched and grew a successful Amazon merchandise business as one of its first third-party sellers, scaling it to more than $1 million in sales before selling it.
Aspinwall confesses to a “need to have constant stimulation.” So, after selling his first online business, which he considered a side hustle, the retail bug bit again. This ultimately resulted in Mellow Monkey.
“This time, my wife and I decided we would start something more
eclectic retail experience Mellow Monkey is today.
curated, so we definitely focused on coastal decor and gifts because of our location,” says Aspinwall.
The concept took off — and took over the couple’s garage before they landed in the current warehouse 13 years ago. By then, what had started as a passion project soon attracted local attention.
CURATING THE UNCOMMON
“If it’s weird and wonderful, we love it,” Aspinwall says.
This one-liner could double as Mellow Monkey’s buying manifesto. Still, he is pragmatic enough to stock what customers ask for with a twist.
Case in point: Frasier Fir candles. During the holidays, they’re a big
“This time, my wife and I decided we would start something more curated, so we definitely focused on coastal decor and gifts because of our location.”
— HOWARD ASPINWALL
Ten years ago, he opened a small showroom inside the warehouse space, and before long, that unconventional setup evolved into the
seller. Aspinwall initially resisted carrying them, wanting to go his own way, but customers kept asking.
“They sell like crazy,” he says.
Customers get lost in a sea of coastal decor from beachy frames to seashell shaped plates and seaside scents.
“Sometimes you have to give in and give the people what they want.”
The strategy isn’t about rejecting staples. It’s about blending them into an experience dominated by discovery. “We’re not a grocery store where the cereal is always in the same aisle,” Aspinwall says. “It’s always a new experience.”
Aspinwall points to Zodax decorative accessories and fragrances, and popular holiday fare by Raz Imports. Some vendors are curated locally, such as Dianne Lillicraf’s sea glass pieces.
Custom collaborations play a key role. For example, when Aspinwall and his wife, Kristianne, met Second Chance Art at Atlanta Market, they were drawn to the husband-and-wife team’s lighted vintage map signs.
JUST BE CAUSE
Local charities often benefit from Mellow Monkey’s bold presence. “We’re heavily involved in supporting the community,” says owner Howard Aspinwall.
The store stages events to support nonprofits ranging from PTAs to Nourish Bridgeport, when customers could donate during a Bridge the SNAP Gap Food Drive at the store. Mellow Monkey holds drives to collect school supplies in the fall and holiday gifts for Christmas.
Aspinwall has taken charge of promoting other Stratford small businesses, including helping launch Shop Small Shop Stratford Saturday.
He hands out cards to promote his store featuring a QR code. “If you found this hidden gem, scan this to see other places you probably don’t know about,” he says.
Rather than a single map, Aspinwall asked for a piece with enough openings to capture the Metro-North Railroad stations.
A vast selection of irreverent cards and funny greetings by Compendium entice guests to leave with
a stack. Aspinwall’s not exaggerating when he says people “drop $150 easily” on cards. “They’re not Hallmark.” Rivalry fuels loyalty — and sales. “What competition?” Aspinwall asks, half joking, half not. “We’re anything but the ordinary.”
PULL, DON’T PUSH
Aspinwall often references what he calls “the pull effect” — a version of what architect Kevin Ervin Kelley describes as The Bonfire Effect: the idea that people are drawn to places that foster emotional connection and shared experience.
“You probably wouldn’t have made a journey here unless someone told you about a really great experience they had,” says Aspinwall, distilling the bonfire effect to a single word: community. “Our products bring people together in the store and people return with ‘newbies’ who have never been here, and we see this all the time.”
Aspinwall adds, “We can carry the best products in the world and offer the best prices, but if the
experience you have shopping with us isn’t that great, you won’t want to come back or tell others.”
Aspinwall never pushes products. He pulls customers in by giving them a reason to come back. Meanwhile, the average bag size is 20 to 30 items per transaction and double during the holidays.
How does the shop entice guests to check out a menagerie of purchases? It’s emotional. At the end of the day, Aspinwall wants to make people feel better than they did before they walked in.
“I have so many customers who come in here and tell me they’ve had crap day. They say, ‘I came here because I knew I’d be in a better mood when I left,’” he says. “To me, that’s the best endorsement ever.”
Colorful oyster decor and fish-shaped cutting boards pop on the displays at Mellow Monkey.
LOTS OF LOOKS
Avant-garde tablescapes tell themed, layered stories and Aspinwall leans on his art background and hands-on nature to direct whimsical presentations. He likens the process to pairing ingredients in a recipe. “You put them all together to make something great,” he says.
One showroom is focused on holiday, another is centered on coastal products and a third space includes cards, apparel, name drop and more, all in varying price points. Rearranging happens all the time.
Staff are trained to “not be helicopters” — no pushing. Instead, they read the room. “We watch to see what
“We can carry the best products in the world and offer the best prices, but if the experience you have shopping with us isn’t that great, you won’t want to come back or tell others.” — HOWARD ASPINWALL
people are doing in the store to determine if they need guiding or not,” says Aspinwall.
Most want to explore.
“We even have signs that remind people to ‘look up’ as they are shopping,” he adds. “We also offer self-guidance tools, including for items we don’t want them to handle because they are highly fragile with instructions to push a button to ring a bell for help.”
Experience has been never more important considering touch-and-go tariffs, inflation, cost of living hikes and consumer spending lulls.
But with the right place, retail mojo and “reason to be in your store,” business marches on to a strong beat.
A selection of coastal-themed drinkware and coasters are on display to give customers inspiration for their homes.
STORY BY KRISTIN ELY
sea JEWELS OF THE
Meaningful coastal jewelry tells a story that is reflected in many style preferences.
With winter markets and trade shows freshly concluded, buyer enthusiasm for both new and proven coastal jewelry styles is unmistakable. Customization and storytelling continue to gain momentum, as retailers look to differentiate their assortments and offer customers pieces that feel personal, purposeful and distinctly their own.
According to Holly Daniels Christensen, founder of Dune Jewelry, “Retailers are hungry for brands that create connection, not just inventory.”
Dune Jewelry, she says, does just that with its artisan-made jewelry that doesn’t just accessorize but captures a memory.
“We’re known for incorporating authentic sand and earth elements from thousands of iconic locations around the world, and the heart of what we do is helping customers wear the places and moments that are most meaningful to them,” says Daniels Christensen. “We’re lucky we can apply our concept to trend items if we choose, but for the most part, we’re building timeless keepsakes that feel personal, emotional and enduring.”
Bali Queen's nautical-themed necklaces, bracelets and earrings add chic elegance to any coastal ensemble.
She says that Dune has leaned into two big customer desires this year: more personalization and more elevated, collectible designs.
SYMBOLS OF THE SEA
Ocean-inspired jewelry that feels personal and wearable while still being distinctive at retail is the foundation of Ocean Jewelry.
“Our collections are built around sea life and coastal symbols, including starfish, turtles, stingrays, seahorses, waves and sand dollars,” describes Alan Clancy, sales director. “We work across sterling silver, 14-karat gold vermeil and 14-karat gold, which allows retailers to offer ocean-themed pieces at different price points without compromising on quality or design integrity.”
For spring 2026, Ocean Jewelry introduced two new collections. Sea Light is a 14-karat gold vermeil mini collection inspired by the way
sunlight moves across ocean waves, while Ocean Joy is a new beads and charms collection.
“Ocean Joy was created for customers who love collecting jewelry in a personal way, adding meaningful pieces over time and building a bracelet that tells their story,” says Angela Jimenez, digital and multimedia marketing executive.
Another major launch is planned for summer 2026. “It will be a significant moment for Ocean Jewelry and we are very excited to share what is coming next,” Jimenez says.
TANGIBLE MEMORIES
Creating tangible memories inspired by the places and animals we love is the purpose behind Melissa Lew jewelry. “My work is inspired by many of my own experiences. They’re more than just designs to me — it’s about capturing the essence of a moment,” says Designer Melissa Lew.
For example, she recently introduced a manatee design she created after observing them at Florida’s Blue Springs State Park, and her new manta ray design was inspired
by her first time seeing them in the wild. “What a magical experience watching them glide gracefully through the waters,” she shares.
Lew notes that the rise in ecotourism is reflected in customer purchases of “meaningful pieces that connect them to a place or mission that they love, eco-friendly and made with the planet in mind.” She adds that American-made products like hers, which are made in her Virginia studio, are also in demand.
At Stonington Designs, another made-in-America jewelry company, every piece is designed to reflect a balance of craftsmanship and artistry, combining natural materials of bamboo and wood with metals.
Founder Michelle Drake says coastal customers are drawn to pieces that feel effortless and organic. “We’re seeing strong interest in natural textures, lighter wood tones and designs that feel relaxed yet intentional.”
New for 2026 is the company’s ring line and America 250 collection. “Our ring line was created for customers who want something
Made-in-America brands Melissa Lew (top) and Stonington Designs offer distinct and meaningful pieces.
Dune Jewelry (left) and Ocean Jewelry (right) offer timeless keepsakes in many styles.
meaningful and distinctive, especially for wedding bands and everyday rings,” she says. The America 250 collection incorporates symbolic materials, such as the national tree, oak, and faded flag blue and red in hand-dyed bamboo, complete with thoughtful design details.
“We just took images of what would be popular at beach resorts, like the sun, turtles and palm trees and etched these designs, and then we color them. It’s all recycled brass.”
— GAURAV AGARWAL, ANJU JEWELRY
UPCYCLED STYLE
At Anju Jewelry, coastal style is rooted in sustainability.
Anju Jewelry’s Aasha line is 100% sustainable and made by women in India through a Fair Trade partner using discarded sarees and wrapping them over recycled wooden beads.
“It gives a light, delicate look. It is very lightweight,” Founder Gaurav Agarwal says of the jewelry pieces. “No two pieces are the same.”
Rather than dyeing materials, the fabrics are sorted by their original hues to create cohesive palettes.
During Winter Las Vegas Market, the necklaces and beads on display included coastal hues like blues, turquoise and beiges.
Anju Jewelry’s coastal assortment also includes etched brass designs inspired by beach motifs, which were also on display at Las Vegas Market.
“We just took images of what would be popular at beach resorts, like the sun, turtles and palm trees and etched these designs, and then we color them,” Agarwal says, noting, “It’s all recycled brass.”
Anju Jewelry introduced etched brass pieces in coastal colors and themes.
CUSTOMIZABLE CREATIONS
The Beach and Back is a jewelry brand all about elevated coastal essentials that feel easy to wear every day but still special enough for vacation and celebrations.
Founder Carey Del Buono says charms are still a popular trend, and coastal customers are gravitating toward meaningful pieces that tell a story, as well as customizable options they can personalize for themselves or for gifting.
“Buyers have responded positively to our in-store charm bar offerings and our new mini cabana display, which brings The Beach and Back to life in a small footprint right inside their store,” she says.
The Beach and Back is expanding its sea life and charm storytelling
Collaborative conservation
Coastal-inspired jewelry brand The Beach and Back has partnered with the Bald Head Island Conservancy to launch a turtle-inspired jewelry collection that supports sea turtle conservation efforts on Bald Head Island in North Carolina.
The collection — featuring earrings, necklaces and bracelets in signature coastal hues — is available at the conservancy’s Turtle Central Gift Shop and online as part of The Beach and Back’s Bald Head Island collection. Proceeds support the conservancy’s Sea Turtle Protection Program and other mission-driven initiatives. In addition, each item sold funds the collection and recycling of half a pound of ocean-bound plastic.
“Our collaboration with BHI Conservancy is a natural extension of our commitment to ocean conservation,” says Carey Del Buono, founder of The Beach and Back. “By combining our passion for design with a purpose-driven mission, we hope to inspire our customers to join us in protecting sea turtles and reducing plastic waste.”
in 2026 with new coastal-inspired charms, including dragonfly, wigglefish, and turtle designs tied to its partnership with the Bald Head Island Conservancy (See sidebar on page 38.) as well as mixand-match pieces for charm chains and bracelets so retailers can create custom stories right at the counter.
“We’re also introducing fresh colors in our bestselling Dana Point collection, along with complementary paracord and link styles in those same hues, so customers can stack everything together for maximum impact,” she says.
ACCESSORIZE EVERYTHING
Brielle’s Shells’ mission is to spread joy by creating the most unique and fun products in the coastal accessory market. “Our clip-on hair accessories inspire women to be their most authentic selves by expressing their personality on their hair,” explains Founder Brielle Cenci.
At Surf Expo, Cenci says, “Many buyers expressed their excitement for our products because they are so different from other jewelry offerings, and unique items keep customers coming back to their stores for more.”
Brielle’s Shells began with its Mermaid Extensions, which are clip-on strands of seashells and beads. This year, it launched a new collection called HairJoy Extensions that feature charms, gemstones and flower beads instead of just seashells.
Cenci says the main accessory trend right now is to accessorize everything in your look from your hair to your waist, to your phone and even your purse. “That’s why we’ve expanded our product line to include accessories to cover you head to toe in our unique pieces — including not only your hair accessories but also waist chains, phone lanyards and purse charms.”
BALI AND BEYOND
At Lotus and Luna, the jewelry focus rests on three pillars: community, intention and carefree versatility.
Every piece is handcrafted by artisan villages in Thailand, ensuring a distinct level of craftsmanship that
Brielle’s Shells helps customers accessorize from head to toe.
sets the company apart, according to Christina Freberg, vice president and director of wholesale.
Splash-friendly beach jewelry is one of its specialties, which Freberg describes as “saltwater-ready styles that bridge the gap between accessible impulse buys on the boardwalk and the carefree elegance of a tropical beach resort.”
Lotus and Luna’s Beachy Charm earrings feature shimmering sea stars and nautical fish charms built for all-day wear, and use the same high-standard plating as its necklaces, according to Freberg.
“It’s the perfect way to create a total, sun-kissed aesthetic from head to toe,” she says.
Bali Queen Wholesale offers jewelry made by artisans in Bali, Thailand and India.
Among the company’s new introductions for 2026 are the Golden Tide Shell necklace, the Ocean Keepsake charm bracelet and the Island Glow classic bangle.
Co-owner Shannon Burke says customers want pieces you might find in a mermaid’s jewelry box, such as gold, chunky charms and seashells.
Bali Queen’s boutique jewelry was well-received at Surf Expo, according to Burke, which she describes as “lots of gold and pearls, with a nautical theme that has a chic look.”
No matter what your customers’ style preferences, you can provide them with jewelry selections that check all the boxes and give them a way to hold onto the seaside places they find dear.
Lotus and Luna’s splash-friendly jewelry gives an elevated look for the beach.
Bali Queen's jewelry is made by artisans in Bali, Thailand and India.
WWOVEN INTO THE AMERICAN STORY
With its America250 Collection, Stonington Designs honors heritage, craftsmanship and community through jewelry rooted in purpose.
hen Rich and Michelle Drake founded Stonington Designs, their mission extended beyond creating beautiful, sustainable wood jewelry.
“The America250 Commission was seeking out small businesses that embody the American spirit, American craftsmanship and the idea of service,” Michelle Drake explains. “Our jewelry, they felt, hit that mark.”
says, noting that retailers appreciate commemorative pieces that remain timeless beyond 2026.
From the beginning, the Connecticut-based brand has woven purpose into every piece through its Military Spouse Weaving Program — providing flexible, artisan-level work for military families. Now, that mission aligns seamlessly with a national milestone.
The collection highlights American techniques and materials — Nantucket basket weaving alongside woodworking, and oak, the national tree.
Craftsmanship with purpose. At its core, the America250 Collection reinforces what has always defined Stonington Designs: craftsmanship with purpose.
“Anything that celebrates our country, is right in line with what Stonington Designs is all about,” Drake says.
Heritage meets history. Stonington Designs was invited to create an officially licensed America250 capsule collection in celebration of the nation’s 250th birthday. The collaboration felt like a natural extension of the company’s values.
The resulting designs feature woven cuff, clasp and bangle bracelets, select pieces etched with the America250 logo, and a color palette inspired by “a well-used flag” — faded blues and reds paired with a clean, neutral brown that reflects both heritage and current home decor trends. The aesthetic is intentionally subtle and elevated.
“Anything that celebrates our country, is right in line with what Stonington Designs is all about.” —
MICHELLE DRAKE
“It speaks to a celebration of this year, but has legs for longer,” Drake
For retailers seeking a meaningful, artisan-made way to commemorate America’s 250th birthday, Stonington Designs offers a collection grounded in heritage, service and enduring style.
CONTACT US TO LEARN MORE! www.stoningtondesigns.com Sales@StoningtonDesigns.com 860-460-1689
JEWELRY BUYERS’ GUIDE
Dune Jewelry & Co.
Offering timeless, handcrafted designs with beach sand and earth elements, perfect for seaside retailers. Dune’s custom collections range from affordable keepsakes to luxurious diamond designs, with wholesale pricing from $20, ensuring something for every customer.
See ad on page 35 508-333-5307 sales@dunejewelry.com www.dunejewelry.com
Florida Sea Turtle Company
Florida Sea Turtle Company creates meaningful jewelry dedicated to celebrating and protecting sea turtles. Each bracelet helps spread awareness about their survival, supports conservation efforts, and inspires others to protect these incredible ocean creatures for generations to come.
Dive into a world where the ocean’s deepest secrets meet serene style. The Mermaid Treasure Chest Jewelry Collection is a curated mix of ocean-inspired motifs like shells, pearls, and sea life pendants that come to life with sparkle and shine.
See ad on page 47 760-846-4230 | info@baliqueen.com www.baliqueen.com
Mosaico
We are proud that our jewelry is completely hand made while keeping artisans’ skills and creativity alive for more than 40 years.
See ad on page 2 and 38 708-205-5025 | sales@mosaicojewels.com www.mosaicojewels.com
Capture the essence of the Aurora Borealis with this stunning new Northern Lights jewelry line from A.T. Storrs Ltd. Beautifully packaged and well-priced, these items will fly off your shelves. Free counter and floor displays are available. See ad on page 41 800-561-5800 | info@atstorrs.com | www.atstorrs.com
JEWELRY BUYERS’ GUIDE
Smart Glass Jewelry
Anju Jewelry
At Anju, each piece of jewelry is handcrafted by skilled artisans, blending traditional craftsmanship with modern trends. Inspired by diverse cultural influences, Anju’s unique designs celebrate heritage, creativity, and thoughtfully crafted details in every collection. See ad on page 37 404-221-0707 | info@anjujewelry.com | www.anjujewelry.com
No guesswork — just proven best sellers with strong margins. Our adjustable Cube Ring is handcrafted from post-consumer beverage bottles elevating your customer’s look with an eco-chic story. Over 3,000+ sold, the numbers speak for themselves. See ad on page 42 678-643-0740 | sales@smartglassjewelry.com www.smartglassjewelry.com
Pink House Imports
Pink House offers a variety of beach styles your customers love! Each piece is ethically sourced, and handmade with the highest quality materials. Affordably priced - low minimums - great margins. See ad on page 42 888-355-6907 sales@pinkhouseimports.com www.pinkhouseimports.com
Ocean Jewelry
Crafted in sterling silver, the Blue Wave Pendant by Ocean Jewelry captures the sea’s magic with a graceful wave adorned in sparkling blue and peridot crystals. Encircled by shimmering stones, this radiant piece brings elegance, movement, and timeless seaside beauty. See ad on page 33 646-387-2531 | alan@flaircraft.ie www.oceanjewelrystore.com
KT Leatherworks
Full-grain Italian leather inlay on an elegant 24k gold plated bracelet. Made in the USA. SM/MD/LG sizes. Available in 6 colors. See ad on page 49 kelsey@ktleatherworks.com | www.KTLeatherworks.com/wholesale
TERI CHILDRESS’ PERSPECTIVE ON Jewelry merchandising
Keep it together. “Then they’ll want the necklace, bracelet and the ring.”
BayshoreClothing Marathon,FL
PLEASANTLY SURPRISED BY JEWELRY
Visitors vacationing in Key West don’t expect to walk into Bayshore Clothing to buy jewelry. That’s exactly why the category works and is an anchor for the second-generation Marathon, Florida, shop run by sisters Teri Childress and Jena Anderson.
There’s a pleasant-surprise factor — an unexpected ooh-and-ah pull that guests experience when they gravitate to expansive, thoughtfully curated displays of jewelry from the most accessible price points to finer 14-karat gold fare.
“We’re not a jewelry store,” Childress clarifies. This also contributes to why guests find jewelry irresistible.
“A jewelry store feels more serious,
Sea shells and stones dangle from some stylish necklaces and bracelets at Bayshore Clothing.
and a group on vacation is probably not going into a jewelry store to buy gifts or souvenirs,” Childress relates. “But they come into our shop and see the range of pieces along with clothing and accessories. None of them plan on buying jewelry — until they do.”
While Bayshore offers a spread of sparkles and plenty of pendants to suit any budget, cost is a second thought. Anderson says people don’t “bat an eye”when buying multiple cocktails on vacation, so a jewelry splurge can certainly be worth the investment.
She sometimes shares this with customers, who often agree and then splurge on a special find.
FROM ADD-ON TO ANCHOR
Jewelry wasn’t always a focus. Early on, the category consisted of simple, inexpensive accessories. About 20 years ago, however, the sisters began to see its potential as Pandora peaked in popularity.
The store carried this legacy charm line during the
STORY BY KRISTEN HAMPSHIRE
PHOTOS: ASHLEY STEEBY
height of the brand’s popularity, a time when jewelry evolved into a collecting hobby, not just a one-time purchase. Pandora was an early introduction in this sector.
At Bayshore Clothing, the line represented a way to capture beach memories with opportunities to ex-
pand with charms for each visit. The sisters saw jewelry sales increase.
“That was an eye-opener,” Anderson says. “It showed us people will spend more than you think, even on vacation.”
While Bayshore no longer carries
“You have to show it to sell it.”
— TERI CHILDRESS, CO-OWNER
the line, this foray into more giftable, customizable quality pieces was a departure from souvenir sparkle and proved visitors had an appetite for something more.
Childress began expanding the department with more sterling silver, gold, higher-quality materials and broader price tiers.
Introducing gold felt like a risk at first. “You have to show it to sell it,” she says, adding that purchasing one piece at time is too inconsistent and impractical, even if tempting.
There’s risk involved.
“At first, we set out some gold necklaces, but then we realized that aside from backups, displaying a pendant with a necklace sells both,” Childress relates.
Since these initial jumps into jewelry, Childress has taken the lead on expanding the category.
What sets Bayshore’s jewelry section apart is its range.
At one end of the spectrum are $6 Pura Vida braided bracelets. In the middle are best-selling necklaces in
the $48 to $68 range from brands including Nau-T-Girl hook jewelry to a variety of sea glass, sourced locally. At the higher end are diamond-accented conch pendants in 14-karat gold, gold Atocha coin rings and other fine pieces that can run several hundred dollars.
“We can sell a $20 bracelet and a $600 ring in the same day,” Childress says. “Someone might come in for a T-shirt and leave with a necklace they didn’t plan on buying.”
That element of discovery is key. In a traditional jewelry store, customers arrive with intention. At Bayshore, jewelry becomes an unexpected upgrade.
POLISHED APPEAL
Jewelry is visible at every turn at Bayshore. A rectangular checkout area is wrapped on all four sides with jewelry displays, ensuring customers encounter the category whether they’re browsing or paying.
Organizing jewelry by style — sea glass together, hook jewelry together
Bayshore clearly displays many of its necklaces and pendants on neck busts and it has bracelets on bars to showcase what’s available to entice buys.
A spinning rack is stocked with Pura Vida earrings and bracelets.
— encourages add-on purchases. For example, sea glass jewelry is grouped together for visual impact and merchandised on the counter for up-close browsing. “If they see it all together, then they’ll want the necklace, bracelet and the ring,” Childress says.
Sterling silver and 14-karat gold pieces live in cases, while lower-priced and plated styles are displayed out of case but security tagged.
One operational reality: constant silver polishing because of salty Key West breezes. “Keeping the silver polished makes the biggest difference in the world,” Childress says.
A growing category without the labor: waterproof, tarnish-resistant jewelry. These styles often use gold vacuum plating over stainless steel or brass. Customers can wear them without worry.
READY TO WEAR
The sisters continue refining the jewelry selection, balancing fashion and fine pieces, testing new materials and keeping the assortment fresh without straying too far from the coastal aesthetic.
The goal is to maintain jewelry as an integrated part of the lifestyle shopping experience Bayshore Clothing is known for. “That’s what keeps our shop and the jewelry here fun and what keeps it growing,” says Anderson.
Now, the store’s focus is on ready-to-wear jewelry with strong storytelling and impulse appeal — a balance that keeps the department productive without stretching staff too thin and allowing the sisters to give guests the simple purchases they desire.
What does Childress love about buying jewelry? “Picturing it in the store,” she says, calling out her own desire to bag baubles on impulse while on vacation.
“Make it rain!” she laughs. “This is vacation and what vacation is for.”
The store’s selection of Dune Jewelry comes complete with sand from the shores of Marathon, Florida.
CARISA PHILLIPS’ PERSPECTIVE ON CoastalJewelry
“People want to feel connected to their story, their travels and each other, and jewelry can do that almost more than anything else.”
WaveCapeCod Sandwich,MA
A WAVE OF BRIGHT CHARM
The forecast is always coastal at Wave Cape Cod, where owner Carisa Phillips has created a sunny, salt-air retreat filled with curated jewelry and gifts. “I wanted this business to feel like my escape,” says Phillips, flipping the work-life narrative. Her shop is a personal destination that welcomes others to step out of their day for a while, unplug and linger. Phillips invites conversation and encourages guests to pick up jewelry, try pieces on and see what ignites a feeling.
“People want to feel connected to their story, their travels and each other, and jewelry can do that almost more than anything else,” she relates.
“I can see it in my customers’ eyes
when they’re picking out jewelry — there’s a why behind it,” she says.
CHARMING CONNECTIONS
“We wear our memories with jewelry,” Phillips says, explaining why selecting jewelry to offer at Wave involves “a sentimentality.”
In fact, jewelry has long been part of Phillips’ own story. She grew up in Massachusetts in a family where jewelry retail was part of daily life. Her father owned Goodrich Jewelry, a shop he ran for 50 years. Phillips worked there through high school, absorbing not just product knowledge but the emotional weight behind each purchase: the milestones, memories and meaning jewelry carries.
Wave Cape Cod is a culmination of her journey, reflected in the shop’s wide range of baubles with a laidback coastal feel. Price points range from $5 for a braided bracelet to a couple hundred dollars for a gemstonestudded sterling silver necklace.
STORY BY KRISTEN HAMPSHIRE
PHOTOS: BRYAN STEARNS
A Charm Bar by Lotus Jewelry Studio allows for customers to create personal pieces.
COASTAL CONNECTION
The selection is centered on pieces that matter — and there’s something for everyone.
“The biggest goal is for someone to come in and find jewelry souvenirs that remind them of the Cape and their trip,” Phillips explains.
“We wear our memories with jewelry.”
— CARISA PHILLIPS, OWNER
For this reason, Phillips focuses on fast-selling motifs such as starfish, mermaids, turtles, oyster shells, ship’s anchors and fashion pieces that integrate seaworthy colorways with an emphasis on blues.
“I try to cover all the bases for my target customer, which is the summer vacationer,” she says.
Wave tells its own story through signature pieces, as well.
A custom wave pendant by Lola & Company designed for the shop combines sterling silver with three color options: alpine white/gold, periwinkle and seafoam. The back of the charm reads, “Live in the sun,
A display complete with coastal-themed necklaces, earrings, bracelets and charms invites customers to create a fun, beachy style with these accessories. dance in the waves.”
Meanwhile, the shop’s Cape Cod (CC) Classic jewelry line, with its delicate ball detail, is designed by a local artist and includes signature stackables sought after by visitors and locals who collect a new one each year. “People come in and add to their stack, and they wear them all the time — day, night, in the ocean, travel, all the things,” Phillips says.
Personalization wins points.
Wave’s Charm Bar by Lotus Jewelry Studio has become a draw for customers who want to design something personal on the spot. Guests choose from a selection of charms and chains to create custom pieces, turning jewelry shopping into a hands-on activity that often unfolds as a group outing.
“It’s all ages,” Phillips says. “Teens and twenty-somethings love it, but we see moms, sisters, families and friend groups doing it together.”
The charm bar builds on another interactive offering at Wave: permanent jewelry. Phillips fits and welds
Wave has its own Cape Cod Classic line of bracelets (top) as well as plenty of bracelet bars to browse (bottom).
custom sterling silver or gold-filled chains directly to the wrist for a clasp-free bracelet meant to be worn all the time.
“It’s both a product and a service,” she adds.
OCEAN VIBES
Coastal cues guide much of the assortment at Wave, where color, texture and symbolism are a nod to life by the water.
Ocean Jewelry speaks to Wave’s seaside aesthetic with a collection of necklaces, bracelets and earrings in sterling silver, with blue crystals forming shapes such as whale tails, anchors, sand dollars and waves.
More waves appear in Dune Jewelry bangles, earrings and necklaces, including pendants that can be filled with sand and shells for a literal piece of the shore.
Phillips works with a New York jeweler for much of the shop’s sterling silver and sources sea glass locally from a maker nearby in Sandwich who handcrafts each piece. Larimar stone styles, with blue hues and white marbling reminiscent of ocean tides, carry the theme forward.
Fashion lines bring in playful col-
ors and trends. Massachusetts-based Rain Jewelry is known for statement earrings that “fly out the door,” Phillips says, while Periwinkle by Barlow jewelry adds bright, mix-and-match pieces designed to complement an outfit. Scout Curated Wears offers mixed metals and beaded styles punctuated with gemstones, and casual shoppers gravitate toward Pura Vida’s braided boho bracelets, she says.
Sometimes a mission draws Phillips to a brand. That’s the case with Hang Loose Bands — colorful bracelets that support ocean conservation through donations to Save The Waves.
DESIGNED TO DISCOVER
Merchandising at Wave Cape Cod is equally part of the shop’s over-
all vibe. Phillips mixes traditional displays such as glass cases, neck mannequins, bracelet bars and spinning earring stands with unexpected beach-house touches.
Sterling silver pieces are kept in well-lit showcases near the counter. Fashion jewelry usually lives in branded displays when a line carries a mission or message.
Hang Loose Bands, for example, stay in their signature setup to highlight the brand’s support of ocean conservation.
Beyond that, Phillips leans into creativity. “The goal is for the store to feel homey, like you’re walking into a beach house,” she says.
Jewelry is primarily grouped together for easy browsing, but Phillips also weaves pieces into lifestyle moments: styled on manne-
quins, tucked into window displays or layered into vignettes that tell a coastal story. A necklace might appear alongside a sweater or beachy accessory, helping shoppers picture how it lives beyond the case.
The result is a space where small items feel discovered rather than displayed and where browsing becomes part of the escape, just as Phillips intended. “It’s all about finding a connection,” she relates.
Classy necklaces from Ocean Jewelry sit beside gold and silver clasp bracelets.
SOFT SPOTS FOR
plush
STORY BY KRISTEN HAMPSHIRE
There’s the gigantic Gilbert the Great Blue Whale, who sports his Statement characters, storytelling and smart store flow are presentation wins for the "softies" in store.
They’re TikTok famous and star in Instagram posts. They’re also large and in charge of encouraging visitors to browse a seabed of marine-themed plush. At the New Bedford Whaling Museum gift shop, two prominent Jellycat characters anchor an array of squishy finds.
own employee name badge. Then there’s the apricot-colored Odell the Octopus, a stand-out character in her own right.
Together, they’re a whopping presence in the gift shop, which carries just one of these super-sized softies at a time. Their smaller “twins” are showcased next to the big icons on multi-tier round displays.
“Gilbert is the crown jewel of our plush collection,” says Julie O’Boy, visitor experience supervisor at the New Bedford, Massachusetts, shop.
As for Gilbert and Odell, while not so simple to wrap up and travel home with, they spark conversation and inspire exploration in the shop, where plush is a staple and presented in themed displays that align with museum highlights and special exhibitions.
Relevant and ready to squeeze, plush displays lure in guests of all
One gigantic octopus and oversized whale plushies draw attention at the New Bedford Whaling Museum store.
We try to keep a variety of coastal plush, such as the flamingo, manatee, turtle, dolphin and octopus.”
— AMY MCDERMOTT, TATE & TILLY
ages, and especially the younger set, O’Boy says, relating the importance of positioning plush in ways that allow guests to touch and feel.
After all, plush is a tactile souvenir.
O’Boy says, “It’s about finding different stuffed animals that people will gravitate toward that tie into something they experienced here.”
PLUSH PAIRINGS
Gathered in a just-soft-stuff display or dispersed among similar themed toys and games, plush presentation
strategies vary across retailers — and within a single store’s footprint. At Tate & Tilly in Tampa, Florida, owner Amy McDermott creates some brand-exclusive displays and other combination presentations, such as propping up plush with books, games and baby apparel.
It’s all about “gifts, gifts, gifts,” says McDermott, explaining Tate & Tilly’s goal to inspire customers’ curiosity so they travel from one display to the next, bagging items at each.
Jellycat stands alone. So do Warmies, and McDermott switches up this wearable storyline for different seasons. “During the holidays, we carry penguins, Santa and snowmen, and in the spring the display might include bumblebees or dogs,” she says.
Coastal-themed plush are perennial sellers, says Hollie Perkins, buyer for baby and kids at Tate & Tilly. Alligators and sharks move quickly from the shelves. “We try to keep a variety of coastal plush, such as the flamingo, manatee, turtle, dolphin and octo-
pus,” she relates. “They all continue to sell really well, especially when there is a book paired with the plush.”
As for stand-alone displays, Warmies also have a dedicated display at Lazy Days of Longville, where owner Carrie Jorgensen says the microwaveable plush spark an instant connection at the Longville, Minnesota shop. “They’re a soothing, sensory experience and people seem to know and recognize the brand,” Jorgensen says.
With a brand-centric approach, retailers can leverage store positioning to lure customers from the entrance to displays in farther-reaching spots to create a buying journey.
Because Tate & Tilly fields at least one call daily about the shop’s Jellycat inventory, which is touch-and-go with supply — a reality for retailers across the country — she opts for a back-of-store home for this line.
“It’s not just the younger kids, we have college kids and high-school boys buying them for their girlfriends,” McDermott relates.
Tate & Tilly showcases a shark plush alongside a sea-themed book.
Tate & Tilly carries an assortment of coastal plush, including pirates, fairies and flamingos.
Tate & Tilly also employs a stuffed octopus that retails for about $800 as a display fixture. It hovers over a display of plush, books and related products from the brand, with a cubby system making finding a stuffie super convenient.
Mixing up displays also inspires more purchases. “I love remerchandising and making a display seem
and Wild Republic are reminders to guests of the marine life they visited at the museum.
Jorgensen shapes some displays based on local happenings in Longville. For example, during the annual Turtle Fest, a main display combines plush turtles of all sizes and styles with other gifts in a turtle motif such as stickers, cards and
We put plush on lower shelves or in baskets on the floor so they not only see it, but they can also grab it and hold it to make sure it’s the one they want.”
— CARRIE JORGENSEN, LAZY DAYS OF LONGVILLE
new just by moving a product to a different spot,” says McDermott.
STUFFING IN MORE SALES
Plush tells a conservation story at The New Bedford Whaling Museum shop with offerings such as Call For The Wild sets that group animals with accessories such as an air lift mimicking how marine biologists would help a stranded sea creature.
Across the board, displays featuring plush by brands like Douglas
notepads. A year-round loon display gets the same treatment.
At the same time, turtles and loons are positioned in the children’s toy area at the back of the shop. Jorgensen also maintains a consistent stock of popular mermaid plush that sell alongside other lake motif plush.
“You can find plush in both places,” says Jorgensen. “We put plush on lower shelves or in baskets on the floor so they not only see it, but they can also grab it and hold it to make
sure it’s the one they want.”
A section of Tate & Tilly that’s centered on baby and tween is where most of the shop’s plush is arranged. In this way, plush becomes a suggestion. “Plush is timeless and a great gift — or a great add-on gift,” McDermott points out. “A customer might buy a cute bumblebee onesie and then they can grab the coordinating stuffie that’s right next to it.”
Plush mingle with puzzles, playsets, books and crafts at Pebbles Toys & Gifts in New Haven, Connecticut, plush. Store Manager Lauren Coleman focuses on sourcing specialty products that veer away from big-box and major online retailers and she applies the same filter when inviting plush to Pebbles’ displays.
Displays are curated to guests’ interests and seasonally relevant gifts. Coleman’s theme-based presentation strategy throughout the store extends to plush selections, which are curated to align with the time of year. “We are firm believers in giving beautiful things to children,” says Coleman.
Turtle plush help to accent display tables with related turtle-themed merchandise at Lazy Days of Longville.
STORY BY ERIC S. YOUNGSTROM
Coastal retailers can connect with customers long after they leave with a strong online store and some strategic marketing efforts.
6 WAYS TO GROW ONLINE SALES
Tourists visit your store to bring home a piece of their trip — whether it’s a handcrafted ornament or a locally inspired candle. But what happens when they leave and realize they want to buy something else? Or when a friend asks where they got the unique nautical themed decor because they want one for themselves? A strong online store ensures that visitors can continue shopping long after their trip ends. Whether you run a coastal boutique or a souvenir shop, here are six ways to grow your online presence and turn one-time visitors into repeat customers.
1
Make your website feel like an extension of your destination. Your store is tied to a location — and your website should reflect that. Connect people to your destination by using imagery that reflects your location on your website. Beach gift shops should highlight coastal themes, while boutiques in New England might want to use more nautical themes to set the tone. Beyond imagery, write product descriptions that tell stories. Instead of just listing “Handmade Pottery Mug,” offer a more colorful description, such as, “A handcrafted ceramic mug made by local artisans in Cape Cod, inspired by the rocky shores.”
“Make mobile shopping seamless for people by ensuring that your website loads quickly and is easy to navigate on mobile devices.” — Eric S. Youngstrom
You may also want to include a “Best Sellers from [Your City]” section on your website to showcase your most popular regional gifts. By creating a sense of place on your website, you invite visitors to shop online and stay connected to their experience long after their trip.
2
Optimize for mobile Most tourists won’t be sitting at a desktop computer browsing your store. Make mobile shopping seamless for people by ensuring that your website loads quickly and is easy to navigate on mobile devices.
Also, make store hours, address and shipping details clearly visible on your homepage.
Additionally, highlight “ship to home” options so tourists can buy now and have their gifts and souvenirs delivered home later. This capability is helpful for travelers who may prefer shipping their purchases rather than carrying them home.
3
Offer custom souvenirs online. Many tourists want something special, whether it’s an ornament with their family name or a custom T-shirt to commemorate a trip. If you offer personalization instore, extend that service online. Feature a “Personalized Gifts” section on your website to make it easy for customers to find. Offer monogramming or name engraving on select products, like ornaments, keychains or jewelry. Some retailers might also want to include a “Create Your Own” option where customers can customize souvenirs with destination photos or sayings.
4
Promote online reorders. Some products are meant to be used and repurchased. If you sell consumable items like locally made jams, scented candles or regional coffee blends, remind customers to reorder online before they run out.
“To encourage repeat orders, send reminder emails to customers one month after purchase. ” — Eric S. Youngstrom
To encourage repeat orders, send reminder emails to customers one month after purchase.
5
Connect with social media and email. A tourist might only visit your store once, but that doesn’t mean they can’t shop with you again. Social media and email marketing help to keep your brand top of mind long after a customer has returned home.
To stay connected, encourage shoppers to follow you on Instagram or Facebook for travel inspiration and new product updates. Since Facebook and Google allow you to advertise to people who recently visited your area, you might want to try geo-targeted ads to reach past visitors.
You could also offer incentive programs for customers who sign up to your email list, such as “10% off your first online order.”
6
Simplify online checkout and shipping. Many tourists hesitate to buy large items because they don’t want to carry them home. Make it easy for people to purchase products online so product size and packability is less of a concern.
To simplify online checkout for tourists, offer a “Buy Now, Ship Later” option so customers can place an order while traveling and receive the product once they return home. Also, display shipping costs upfront to avoid any surprises at checkout.
For seamless transactions on mobile devices, be flexible and accept multiple payment options, such as Apple Pay and PayPal.
FINAL THOUGHTS
Having a strong online presence ensures customers can continue shopping long after their trips end. By optimizing your website, offering personalized gifts and using digital marketing to stay connected, you can turn onetime shoppers into lifelong customers — no matter where they live.
Eric S. Youngstrom is the founder and CEO of Austin, Texas-based Onramp Funds, a funding provider that supports the growth of e-commerce businesses.
SAVETHEDATE
SEPT. 18-20
Coastal Connections Conference
MARCH
March 3-5
Atlanta Spring Market Atlanta www.atlantamarket.com
March 3-5
Great Lakes Gift Show
Kalamazoo, Michigan www.greatlakesgift show.com
March 8-9
Cape Cod & Islands Gift Show
Falmouth, Massachusetts www.ccgiftshow.com
March 8-11
Minneapolis Mart Minnetonka, Minnesota www.mplsmart.com
March 9-11
CMC LA Market Week Los Angeles www.californiamarket center.com
March 14-16
New England Made Giftware & Specialty Food Shows
Portland, Maine www.nemadeshows.com
March 17-19
ASD Market Week Las Vegas www.asdonline.com
March 22-24
Northstar Fashion Exhibitors
St. Paul, Minnesota www.northstar fashion.com
March 22-24
Wisconsin Gift Show West Bend, Wisconsin www.wisconsingift show.com
March 24-27
Apparel & Accessories Market + Gift & Home Market
Dallas www.dallasmarket center.com
March 25-28
Impressions Expo
Atlantic City, New Jersey www.impressions expo.com
March 30 – April 2
Atlanta Apparel
Atlanta www.atlanta-apparel.com
APRIL
April 12-14
Northern Michigan Show Gaylord, Michigan www.nmgiftshow.com
April 14-16
The Reunion Las Vegas www.thereunionexpo.com
April 12-15
Minneapolis Mart Minnetonka, Minnesota www.mplsmart.com
April 19-21
Trendz
Palm Beach, Florida www.trendzshow.com
April 25-29
High Point Market
High Point, North Carolina www.highpointmarket.org
MAY
May 4-5
Seattle Spring Buying Event
Seattle www.seattlemart.com
May 13-15
IFJAG
Charlotte, North Carolina www.ifjag.com
SAVETHEDATE
May 14-15
CARV Expo
San Diego www.carvexpo.com
May 29-31
GTS Greensboro Expo Greensboro, North Carolina www.gtshows.com
JUNE
June 9-14
Atlanta Summer Market Atlanta www.atlantamarket.com
June 9-14
Atlanta Apparel Atlanta www.atlanta-apparel.com
June 16-19
Dallas Apparel & Accessories Market
Dallas www.dallasmarket center.com
June 24-30
Dallas Total Home & Gift Market
Dallas www.dallasmarket center.com
Atlanta Summer Market
Las Vegas Market Winter edition wraps up with strong buyer engagement
The Winter 2026 edition of Las Vegas Market, held Jan. 25-29 at World Market Center Las Vegas, concluded on a high note. With strong order writing, a notable increase in buyers and a renewed sense of community, ANDMORE said the event reinforced its position as a major sourcing hub for home, gift and lifestyle industries on the West Coast.
Revamped branding also set the stage for deepening industry connections at the show. Exhibitors from across the show floor said they appreciated the show’s refreshed branding and market layout.
“You could feel the buzz right from the setup — the new entrance and social hub created an energy that carried through the entire week,” said Anna Ursini, owner and artist at Sea and Soul Charts. “I connected with a tremendous number of new customers — about 90% new and 10% reorders — and the way the market was designed really amplified that momentum.”
Las Vegas Market returns for its Summer edition, July 26-30 at World Market Center Las Vegas.
Surf Expo kicks off 50th year with vibrant show floor
Surf Expo, the leading marketplace for watersports, coastal and outdoor lifestyle brands, began its landmark 50th year with a busy January show. With a 15% increase in attending retail companies, many leading brands and retail buyers converged for three days of commerce, signaling a strong market fueled by ongoing innovation and consumer demand.
“Surf Expo January reflected a market that is confident and ready to do business,” said Roy Turner, show director. “Buyers weren’t just browsing — they came with plans shaped by strong holiday performance and a clear vision for the year ahead.”
The show featured a broadened exhibitor lineup with robust representation across apparel, accessories and lifestyle products. The show also expanded its Shoreline Outdoor category, which show organizers said was an intentional move in response to demand from today’s consumer who blends surf, travel and outdoor recreation into a seamless lifestyle.
“The Shoreline Outdoor segment performed strongly, with buyers actively looking to expand and refine their assortments,” Turner added. “It’s a clear indicator that outdoor remains a resilient and evolving category at Surf Expo.”
The event also celebrated the culture and community that defines these industries. The 50th anniversary milestone also brought a renewed sense of fun to the trade show floor, blending commerce and celebration.
As Surf Expo celebrates five decades of connection this year, the January show underscores its continued relevance as a trusted, evolving marketplace. Surf Expo returns to the Orange County Convention Center Sept. 16-18. Show organizers said the industry is looking forward to the show’s September event.
Philadelphia Gift Show highlights 250-plus vendors at 30th annual event
The Philadelphia Gift Show concluded its 30th anniversary show, which took place Feb. 1-3 at the Greater Philadelphia Expo Center in Oaks, Pennsylvania. According to show organizers, Clarion Events, the show delivered an energized marketplace experience, providing retailers with a mix of fresh products, emerging brands and on-trend merchandise across hundreds of categories.
Retail buyers came from Pennsylvania, New Jersey, New York, Maryland and Delaware to meet with vendors, discover new lines and place orders.
Over 250 exhibitors showcased products, including established brand names and some first-time exhibitors. Made-in-America merchandise and handcrafted products were a focus this year as the U.S. celebrates its 250th birthday.
Atlanta Apparel brings new trend insights
and brand showcases
Atlanta Apparel Market, held Feb. 3-6 at AmericasMart Atlanta, opened the 2026 buying season with a showcase of new products, fresh trend perspectives and a vibrant market atmosphere.
The show welcomed retailers, designers and buying teams from across the U.S. seeking Spring/Summer 2026 women’s trends, immediate resources and Children’s Autumn/Winter 2026 collections, reinforcing the show’s cross-category buying opportunities.
Atlanta Apparel offered nonstop networking opportunities, programming and brand activations across the show floor. Beyond the exhibits, experiences such as the New & Now Vignette and Product Category Lounges spotlighting Mommy & Me and Athleisure apparel trends added depth to the show.
Show organizers said daily touchpoints kept conversations moving, including product demos, giveaways and after-hours gatherings like the Atlanta Apparel Maximalist Garden Party and Atlanta Apparel x Colony Square. Several companies also hosted ribbon-cutting celebrations, including Bisous Bisous by Tina, Little Monsters and MonAmi.
Dallas Total Home & Gift Market reports strong attendance
Tens of thousands of buyers from across the U.S. attended the Dallas Total Home & Gift Market from Jan. 7-13 to browse hundreds of permanent showrooms in three buildings along with hundreds of temporary exhibitors in four locations.
According to Dallas Market Center January's Total Home & Gift Market was the best attended January show in multiple years.
The attendance increase also included a wider geographic reach, attracting retailers and interior designers from across the U.S. and from around the globe.
“The energy on the floors this January was unmistakable,” said Cindy Morris, president and CEO of Dallas Market Center. “Strong attendance showed a renewed sense of confidence, with engaged retailers ready to invest in new product for the year ahead.”
Attendance at the show reflected year-over-year gains for every region of the U.S. as well as internationally. The number of buyers attending the show for the first time saw an increase of more than 70%.
The next Total Home & Gift Market takes place March 24-27 and runs concurrently with the Apparel & Accessories Market and KidsWorld.
Atlanta Market Winter edition demonstrates strong commercial momentum
Atlanta Market, held Jan. 13-19 at AmericasMart Atlanta, concluded its Winter edition marked by strong order writing, high buyer satisfaction and a renewed sense of community across the gift, home and lifestyle industries. Organized by ANDMORE, the seven-day market reinforced its position as a sourcing destination and business catalyst for the industry.
The show welcomed attendees representing independent retailers, national chains, designers and buying groups from across the U.S. and international markets. Show
organizers reported that this show was its largest in two years, drawing in increased buying power with a 5% increase in stores attending and a 15% increase in first-time buyers. The show also had a 7.3% increase in buyers from the Southeast.
Exhibitors shared that they experienced strong order writing during the seven-day market.
“This is only our second show, but we’ve nearly doubled our sales from the last market and continue to learn more about how to improve our business from the buyers we’ve met,” said Nicole Northway of Emer-
son and Friends.
Atlanta Market will have a strategic date shift for summer in response to the FIFA World Cup and will co-locate with Atlanta Apparel June 9-14 at AmericasMart Atlanta, with temporaries opening June 10.
On our radar
Looking for something new to offer? Here are some fresh ideas.
1. Kim Hovell: Large acrylic serving tray - oyster design, www.kimhovell.com; 2. BOTE: Inflatable hangout shade shelter, www.boteboard.com; 3. Designs by Heidi B: Sand dollar dish, www.coastalcreationsbyheidib.com; 4. Cape Shore: Cove Mug - turtle, www.cape-shore.com; 5. Xplorer Maps: Chesapeake Bay wooden serving tray, www.xplorermaps.com; 6. The Grecian Soap Co.: Lumena Home Sea Drift - 14-ounce luxury candle, www.greciansoap.com; 7. Inis the Energy of the Sea: Sea mineral shampoo, conditioner and sea salt spray, www.inis.com/us; 8. Beadworx by Extol: Blue crab figurine, www.beadworx.us; 9. The RGU Group: Color Me Plush mermaid, www.thergugroup.com.
Have a product you would like featured? Send a high-res image and description to: katie@breakwallpublishing.com
Our readers aren’t just browsing — they’re buying, curating, and planning their next season. Advertise in Seaside Retailer and be part of the decisions shaping the coasts. Contact us today for more information.
Yes! Gallery in the historic Wickford Village of North Kingstown, Rhode Island, is known for handcrafted gifts and artisan-made finds, but for owner Julie Beebe, the shop serves a larger purpose.
“I’ve always seen owning my business in this village as a platform to do good,” says Beebe, who owns the gallery with her husband, Palmer. The pair are second-generation owners of the business, which was founded in 1980.
Winner: Yes! Gallery
Location: Wickford Village, RI
Owners: Julie and Palmer Beebe
Beebe’s community fundraising began about 15 years ago after learning that the local food pantry struggled most in the summer when children no longer received school meals. Beebe created an in-store campaign where customer donations translated into future shopping discounts, raising more than $5,000 in just weeks.
“People were thrilled to help,” she says. “That’s when I realized what we could do together.”
JUST THE BEGINNING
Since starting the campaign for the local food pantry, Yes! Gallery has been on a giving streak. Over the
SPONSORED BY:
years, Beebe and her team at Yes! Gallery have repeatedly mobilized Wickford Village’s close-knit business community to help individuals and organizations in need.
MAGICAL EXPERIENCE
Beebe has found value in serving her community more than just handcrafted gifts and artisan finds.
“I’ve always seen owning my business in this village as a platform to do good.” — JULIE BEEBE
When a local child faced a serious illness, Beebe and her team organized a school’s-out block party with food, music and raffles, bringing in $13,000 in just a few hours.
Then after an electrical fire destroyed the boat house and livelihoods of a longtime father-and-son wooden boat-building team, she helped lead a large-scale fundraiser that doubled as a community reunion.
“When neighbors show up for neighbors, it’s magic,” she says. “The money matters, but the connection and support matter just as much.”
Today, Beebe and Palmer coordinate weekly food pickups for the MAE Organization, which serves homeless people in Rhode Island.
The couple has also invited customers to bring in coats and blankets to the store to serve people experiencing homelessness.
“I have the network, the location and the customers who care,” Beebe says. “When there’s a need, I can connect the dots — and people show up.”
Yes! Gallery owner Julie Beebe fills her Rhode Island store with handcarfted decor that include coastal and nautical themes. Photo: Rich Powers
