Seaside Retailer - May/June 2025

THE BUSINESS MAGAZINE FOR BEACH, COASTAL AND NAUTICAL RETAILERS | MAY-JUNE 2025

What began as a venture to introduce branded Lake Wallenpaupack gear to the Poconos market has rippled into a trio of complementary businesses.

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A RIPPLE

+ Inside:

Sh J op EW s to sha EL bo re R os th Y t s eir T al b IP es es S ,p ta ! . 6 dv 0 ic e

12 Tracking the impact of tariffs 32 Home decor tidal waves 44 Jewelry trends turning heads

CONTENTS MAY/JUNE 2025 | VOLUME 6 | ISSUE 3

In Every Issue 6

EDITOR’S NOTE Be resourceful and take action.

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RETAIL NEWS Oregon Coast Aquarium revamps gift shop.

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CUSTOMERS COUNT Perks of partnering with neighboring shops.

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SEAWORTHY IDEAS Trending boat, drinkware, lake and shark products.

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EVENTS CALENDAR Make plans to attend these future events.

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EVENTS COVERAGE Past and upcoming industry show coverage.

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PRODUCT SHOWCASE Fresh merchandise ideas for your store.

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RETAILER REFLECTIONS Five ways to grow your email list.

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TAKING STOCK Nail the perfect beach gear merchandising.

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COASTAL CONNECTIONS

AD INDEX Easily locate an advertiser’s ad and website.

SPECIAL REPORT: TARIFFS & INDUSTRY IMPACT Coastal retailers and wholesalers respond. PAGE 12

TOPIC: COASTAL JEWELRY

Blue Room Gallery: Bethany Beach, DE ..........................60 Coast Boutique: Lauderdale by the Sea, FL ...................64 Mermaid Ranch: Rockport, TX ...........................................68

Features Cover Story: A ripple effect..........................................26 What began as a venture to offer Lake Wallenpaupack merchandise has evolved into a trio of businesses.

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Style Trend: Trendy vibes and timeless tides ............. 32 A mix of popular decor styles with some ageless coastal elements always sell for seaside retailers.

Retailer Update: A glass half full ................................. 42 Despite facing several big storms, Sea Glass Lane keeps finding ways to adapt and grow its retail business.

Product Focus: Coastal charms .................................. 44 Stacking, layering, personalization and natural elements are some top trends among coastal jewelry makers.

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Starfish Award: Becoming part of the story ............... 82 My Darling Maine in Bar Harbor, Maine, finds ways to give that make it part of the community’s story. www.seasideretailer.com

EDITOR’S NOTE

seaside retailer KAREN CARR Publisher & Creative Director karen@breakwallpublishing.com 800-705-6833, Ext. 701 • Direct: 330-591-2575 KRISTIN ELY Executive Editor & Conference Director kristin@breakwallpublishing.com 800-705-6833, Ext. 702 • Direct: 619-241-4828

Taking action

MEGAN SMALLEY Associate Editor megan@breakwallpublishing.com 800-705-6833, Ext. 704

To say that these last few months have been nerve-wracking is an under-

statement. As brick-and-mortar retailers, you are no strangers to challenges.

You have to deal with competition from neighboring businesses and online retailers on a daily basis. And it wasn’t that long ago, during the COVID-19 pandemic, you had to close your doors for months and greatly revolutionize the way you interacted with customers when you were able to finally reopen.

Then you faced shipping delays as a result of the pandemic to boot.

But you survived. And while things may seem especially stressful now, with proper planning and execution, you will weather this storm too. Being a coastal retailer requires resourcefulness and smarts to attract tourists and locals to your store and to offer attractive merchandise at affordable prices and still make enough to pay the bills and yourself. It’s not always easy, but luckily Seaside Retailer magazine is here to help.

If you ever need some inspiration, this issue’s cover story, “A Ripple Effect” (page 26) should be all you need. Rob Kobrzynski and his wife Christine Pucciarello saw an opportunity to fill a void with souvenirs representing Lake Wallenpaupack and that has led to two other retail business opportunities.

If that isn’t enough to get you motivated, perhaps one of our expert columnists can do the trick. Michael Hale has advice for merchandising beach gear (page 14). Tom Borg shares ways you can collaborate with other businesses in the area to create inviting shopping experiences (page 16), and Cathy Donovan Wagner talks about the importance of email marketing (page 78).

If you are still needing a boost, maybe you’ll want to find out about that next cool item to carry in your store that will be irresistible to your customers. In that case, check out our Seaworthy Ideas beginning on page 18. And if tapping into trends is what you are craving, then you’ll want to check out our home decor coverage (page 32) and our jewelry coverage (page 44).

We are all looking for ways we can be more brilliant in our businesses.

And there’s no better time than the present to get moving on those items that will help ensure your store’s longevity. So get to work, and we’ll keep giving you ideas that will spark positive action.

@seasideretailermag

seasideretailermag

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@seasideretmag

Seaside Retailer

KRISTEN HAMPSHIRE Contributing Editor khampshire@breakwallpublishing.com 800-705-6833, Ext. 710 LARRY WHITE Marketing Director larry@breakwallpublishing.com 800-705-6833, Ext. 708 • Direct: 610-324-2100 KRISTI MASSEY Sales Manager kristi@breakwallpublishing.com 800-705-6833, Ext. 703 • Direct: 209-230-3698 LEE WHITE Sales Manager lee@breakwallpublishing.com 800-705-6833, Ext. 707 • Direct: 215-798-3878 DEBBY CLARKE Ad Production Manager & Graphic Designer debby@breakwallpublishing.com 800-705-6833, Ext. 705 KATIE TURNER Ad Production Coordinator & Products Editor katie@breakwallpublishing.com 800-705-6833, Ext. 709 Columnists: Tom Borg, Michael Hale, Cathy Donovan Wagner Circulation: Greg Wolfe, Russell Marth Business Advisor: Jerry L. Croft

BreakwallPublishing Seaside Retailer (ISSN 3067-3461) is published bi-monthly by Breakwall Publishing, 3593 Medina Road #117, Medina, OH 44256. Periodical postage paid at Medina, OH and at additional mailing offices. POSTMASTER: Send address changes to Seaside Retailer, P.O. Box 3000, Denville, NJ 07834.

Entire contents ©2025 Breakwall Publishing LLC. All rights reserved. Materials in this publication may not be reproduced without written permission from the publisher.

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R E TAI L N E W S

MAKING WAVES  Guy Harvey teams with Pop Ups Brand for collection Guy Harvey Inc. has partnered with Pop Ups Brand to release a line of limited-edition totes and pouches.

The new Guy Harvey Pop Ups Everyday Totes and Essential Pouches feature vibrant, marine depictions of sailfish and sea turtles. Designed for style and function, both products come in two designs: Sailfish Palm and Tropical Turtle.

The Everyday Tote is ideal for carrying daily essentials, while the Essential Pouch offers a compact, versatile solution to organizing smaller items.

Vendor rebrands to Lake Life Metal Maps For the past eight years, Lee Anne Gagnon has provided customers with a variety of lake maps through her Earth Born Traditions business.

This April, Gagnon rebranded her business to Lake Life Metal Maps to better represent its products.

“As we expand and refine our offerings, we felt it was important to refresh our brand to reflect our growing expertise and the new direction we are taking,” says Gagnon.

With the rebrand, Lake Life Metal Maps will focus on promoting its flagship floating metal lake map design. The maps are made from high-quality metal, powder-coated for durability with a polished finish.

The maps are designed to stand off walls by using a stud and spacer system, creating a 3D effect.

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SGN and Seaside Retailer win 2025 Azbee Awards for editorial excellence Medina, Ohio-based Breakwall Publishing has announced that Seaside Retailer and Souvenirs, Gifts & Novelties have each been recognized by the American Society of Business Publication Editors with 2025 Azbee Awards of Excellence.

Seaside Retailer received a regional bronze award in the Group or Company Profile category for its July/August 2024 cover profile, “From Bali to Cali,” written by Contributing Editor Kristen Hampshire. The profile shared the story of how Eileen Burke and Shannon Burke, a mother-daughter team, launched Coco Rose retail business and Bali Queen wholesale busines.

SGN received a regional bronze award in the Group or Company Profile category for its November/December 2024 cover profile, “Dispensing Good Memories,” written by Contributing Editor Kristen Hampshire. The profile featured the story behind the PEZ Visitor Center gift shop in Orange, Connecticut , and included insights from Museum Director Shawn Peterson.

SGN also received a regional bronze award in the How-To Article category for its September/ October 2024 feature article, “Blow Plush Displays Out of the Water,” written

by Associate Editor Megan Smalley. The article shared best practices for setting up aquarium plush displays.

SGN and Seaside Retailer are published bimonthly by Breakwall Publishing.

Vera Bradley sells Pura Vida for $1M Vera Bradley Inc. has announced plans to sell its Pura Vida jewelry brand, which the company acquired in 2019.

Vera Bradley acquired a 75% stake in Pura Vida Bracelets in 2019 for $75 million and purchased the remaining 25% stake in the company in 2023 for $10 million.

With declining sales for the brand, Vera Bradley says it plans to sell the Pura Vida brand for a cash consideration of $1 million with the sale expected to close by the end of the first quarter of the fiscal year. www.seasideretailer.com

R E TAI L N E W S

Oregon aquarium breathes new ‘sea’ life into its gift shop A floor-to-ceiling overhaul in the Oregon Coast Aquarium gift shop involved reimagining the guest experience within the store’s existing footprint and introducing a uniquely Pacific Northwest vibe with curated merchandise designed specifically for this Newport, Oregon, attraction.

Situated at the aquarium entrance, the updated design is capturing longer visits and many wows from guests, says Alexis Stewart, store director.

“Now the shop aligns with the aquarium’s family oriented layout, with a front feature table that caters to adults, youth and young kids,” she says.

At least 20 years had passed since the aquarium gift shop’s last spruce-up, so displays felt tired and stationary fixtures lacked flexibility for adjusting the height or presentation format. Overall, the layout was “flat” and there were opportunities to leverage wall space and reconfigure the layout to maximize space for more products.

Removing a sizable bookshelf display literally opened up a world of space, Stewart says.

The cash wrap was moved to the back of the store with a sight line to the centerpiece feature display. “It’s more accessible and facilitates hospitality and better guest service,” Stewart says, adding that store associates move about the shop to help visitors find items while collecting ideas for products they’d like to see in the gift store.

With the new store layout and modern, flexible displays, Stewart says the shop can manage and present more products, which is especially important during the busy season, spring break through summer.

Liberated Brands files for Chapter 11 bankruptcy Liberated Brands, an outdoor apparel seller that includes brands such as Quiksilver, Billabong and Volcom, filed for Chapter 11 bankruptcy protection in the U.S. Bankruptcy Court for the District of Delaware in early February.

“The Liberated team has worked tirelessly over the last year to propel these iconic brands forward, but a volatile global economy, consumer spending changes amid a rising cost of living and inflationary pressures have all taken a heavy toll,” the company said in a statement upon filing for bankruptcy.

Liberated was founded in 2019 by the former management team of Volcom. The Associated Press reports that Liberated has decided to close all 124 of its U.S. brick-and-mortar stores, close corporate offices and lay off about 1,400 employees. Although these stores are closing, AP says licenses for Quiksilver, Billabong and Volcom will be transferred to Authentic Brands Group to keep making the clothes and accessories.

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Mix Sales acquired

by The Link Cos. The Link Companies, a multiline sales agency headquartered in Atlanta, has acquired Mix Sales, an agency with over 30 years of experience. The acquisition enhances The Link Companies’ reach within The Central Link and The Mid Atlantic Link divisions.

Led by Ben “Bink” Johnson, Mix Sales has a reputation for its sales expertise, creativity and industry knowledge.

The Link Companies says the agency’s vendor portfolio and strong consumer relationships make it a natural fit for its expanding footprint.

“Bink and his team bring dynamic energy and an outstanding line package that will enhance our service to both vendor partners and retailers.

With an expanded sales force, we’re strengthening our ability to provide top-tier support,” says Fred Rosenkampff, CEO of The Link Companies.

Many Mix Sales representatives will merge into The Link Companies’ existing structure, joining The Central Link and The Mid Atlantic Link teams.

The Central Link will also introduce two specialized divisions — the Lifestyle Division and the Landmark Divisions.

The Link Companies says this acquisition is a step in its long-term growth strategy. By integrating established agencies like Mix Sales, The Link Companies says it continues to expand its market influence while maintaining its strong service and support.

SPECIAL REPORT: TARIFFS & INDUSTRY IMPACT

BY KRISTIN ELY

Planning for uncertain times

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The gift and souvenir industry is responding to the tariffs impacting their businesses. he ever-changing global trade landscape that has come about as a result of President Donald Trump’s tariffs has had a major impact on the gift and souvenir industry.

Many wholesalers rely heavily on imports to fill the demands of destination retailers, and this winter and spring, the industry was trying to adapt.

Even the threat of tariffs during the winter trade shows prompted action from retailers. Howard Aspinwall, owner of Mellow Monkey, located in the coastal town of Stratford, Connecticut, took the potential for tariffs into consideration while attending Atlanta Market in January to buy for his store for the year ahead and even posted

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reels about it on his social media pages, which got him noticed by national media outlets.

“I just wanted to get the word out because small businesses are disproportionately affected by this,” says Aspinwall. “We don’t have the capital and the flexibility of bigger businesses.”

Aspinwall estimates approximately 80% of the merchandise he carries is made overseas. He does the majority of his buying for the year in January and February and placed orders at Atlanta Market with the understanding that the order may be canceled if surcharges were added.

“I think that for the most part, I’ve been able to get my vendors to commit to the pricing for everything I placed at www.seasideretailer.com

S P E C I AL R E P O R T : TAR I F F S & I N D U S T RY I M PA C T the show, gold hit its highest ever,” she said.

While many exhibitors manufacture in New England, she noted that Read an expanded article raw materials are still often on the tariffs online at sourced elsewhere.

Tariffs were a major www.seasideretailer.com. topic of conversation at The Reunion in Las Vegas, April 8-10.

While some global tariffs that were announced by Trump were rolled back, the tariff rate on goods imported from China was raised to 145% during the show.

According to Evan Shoda, CEO of RedlineXpo, buyers were taking a proactive and collaborative approach with vendors. “Now is the most important time to meet face-to-face,” Shoda said. “We need to figure out how to navigate this together.”

He added that availability and timing of product were currently even more critical to buyers.

EXPANDED COVERAGE:

absorb that cost, you’re going to see some pretty high prices on holiday merchandise this year,” he says.

Toys are another area of concern.

“The Toy Association is aggressively advocating for a tariff exemption for toys,” said Kathrin Belliveau, chief policy officer at The Toy Association, in an April 14 press release.

In response to the tariffs, Steve Oldroyd, owner of the reusable bag company Belvedere, has introduced 100% made in America bags. The company, which exhibited at The Reunion, had been manufacturing its bags in China since 2002.

“We’ve taken our most popular sizes and we offer them from a factory that uses exclusively all American made products and prints it in the Chicago area.”

In addition, the company has a new factory partner in the European Union that is a 10% tariff country.

market, including some orders that I could place now with advanced ship and preserve that pricing through the end of the year,” he says.

TOPIC OF CONVERSATION

At New England Made, which took place in Portland, Maine, in March, Stefa Normantas, show producer, noted that macroeconomic concerns — especially around tariffs and rising raw material costs — were on attendees’ minds. Jewelers, in particular, expressed challenges with surging metal prices.

“The jewelers were really struggling with the price of metals hitting that all-time high. I think the day of www.seasideretailer.com

Some vendors at The Reunion had already taken proactive steps to help reduce the impact of tariffs.

Jay Sada, founder and CEO of Ocean World Imports, said during The Reunion that the factories he works with in China to supply his business with glass, ceramic and polyresin gifts and souvenirs have been willing to work with him.

“I told them we had to work out different prices or I would have to source from somewhere else because it is not going to work with the tariff, and so now I have better negotiating power,” he said.

One of the categories Aspinwall is particularly concerned with for the retail industry is holiday merchandise, which he notes is usually exempt from tariffs, but not this time around.

“If retail stores have to somehow

For Mystic Knotwork, a family business dating back to 1957, tariffs aren’t a threat — they actually give a competitive edge. Matt Beaudoin, who brought back and now runs the Connecticut-based rope goods business, said that most of the company’s raw materials are American-sourced, and the company produces everything in-house.

“Tariffs actually will help my business ever so slightly,” he said, noting that overseas competitors often benefit from lower labor costs and fewer regulatory restrictions.

To Beaudoin, the takeaway for retailers navigating tariffs and uncertainty is clear: American-made alternatives are out there, often with compelling stories and strong regional identities. “There are local, domestic solutions,” he said. “You just have to know where to look.”

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© ADOBE STOCK | KINGPHET

HOMEGROWN ADVANTAGE TAKING ACTION

TAK I N G S T O C K

BY MICHAEL HALE

Be beach ready

Nail the perfect beach gear merchandising by keeping things both playful and customer friendly.

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he call of the ocean is year-round, but when summer rolls in, it’s all about fun in the sun!

Creating a shopping experience that’s as fun as a day on the beach is key when it comes to beach gear.

Seaside retailers can nail the perfect beach gear merchandising by keeping things both playful and customer friendly.

THE ESSENTIALS

Michael Hale, CEO of Retail Rehab, transforms retail spaces and helps drive up profits. michael@retail-rehab.com www.retail-rehab.com

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There are some good strategies for organizing your beach essentials, such as sunscreen, sunglasses, beach hats and water shoes.

Display your sunscreens by SPF from left to right to make it easy for customers to find the perfect option.

Stock a couple of each SPF level, about three per product.

Offering cool shades is also a must! Showcase your shades on a spinner near the entrance or POS for impulse buys. A spinner is also a great way to display beach hats.

Finally, organize your water shoes

or sandals by style and then by size.

Display your smallest sizes in the front, bigger sizes in the back.

THE EXTRAS

You will also want to have “the extras” that customers want to splurge on for their day at the beach, such as games, toys, chairs and more.

You can try using a hammock or net to hold a bunch of inflated beach balls — it’s playful and organized!

Beach chairs and umbrellas can be stacked neatly on the floor or displayed along a wall with sturdy pegs.

With games and toys, group similar items together for easy browsing.

PROMOTE THE FUN

Help your customers understand how to have fun with the beach products in your shop. For example, you can use coolers to merchandise koozies or put out beach games and accessories in oversized buckets.

Focus on easy organization and playful displays so that your seaside store will be the go-to destination for beach gear.

www.seasideretailer.com

CUSTOMERS COUNT

BY TOM BORG

Creative collaboration

By working together, shops can create a more engaging and enjoyable shopping environment.

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ne of the best ways to increase your bottom line is to get creative when enhancing the experience of your gift shop. Sometimes that creativity involves collaborating with competitors in the area.

The goal in this kind of collaboration is to create an enjoyable and engaging shopping environment that is both rewarding for your customers and profitable for your business.

TRY SOME GIFT TRAILS

Work with other nearby gift shops to offer a collaborative gift trail or shopping map that encourages visitors to explore multiple stores. Gift shops involved can offer incentives such as discounts or free small gifts for customers who visit a certain number of participating stores.

Tom Borg is a retail consultant, speaker and author of “True Small Business Brilliance.” Contact him at: 734-404-5909 tom@tomborg.com www.tomborgconsulting.com

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CROSS-PROMOTION

Cross-promotion is a great way to boost your store’s bottom line, both in store and online. Try featuring products from other retailers in

your store through small, dedicated display areas.

HOST THEMED EVENTS

Partner with local gift shops to host seasonal shopping events, such as a “Summer Seaside Stroll” or “Holiday Harbor Market” night. To make the event even more memorable, provide entertainment, refreshments or live demonstrations.

SHARED CUSTOMER PERKS

When you partner with other gift shops, you can also create a universal customer loyalty program where rewards can be redeemed across all participating stores. One idea is to provide a “first-time visitor discount” or VIP program for multiple gift shops. Also try offering bundled gift cards that can be used at participating shops.

Collaboration not only enhances customer experience but also benefits all businesses involved. By working together, shops can create a more engaging and enjoyable shopping environment that encourages visitors to explore multiple locations.

www.seasideretailer.com

S E AW O R T H Y I D E A S | B O AT S

Float your boat Ships and boats give a nautical nod to a boatload of products.

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1. Fancy That Gift and Decor: Large natural sailboat decor, www.fancythatgift.com; 2. New England Bells: Door chimes featuring sailboat theme, www.newenglandbells.com; 3. Caloosa WaterWear: Men’s button-down fishing shirt with custom boat drawing, www.shopcaloosa.com; 4. Kim Hovell Fine Art: Large Race Day melamine platter, www.kimhovell.com; 5. Mud Pie: Sailboat dress, wholesale.mudpie.com; 6. Ocean Jewelry: Sailboat pendant necklace, www.oceanjewelrystore.com; 7. Mill Wood Art: Pastel shrimp boat wall decor, www.millwoodartwholesale.com; 8. Kurt S. Adler: Lake boat with tree ornament, www.kurtadler.com; 9. Shard Pottery: Coastal village large lumbar pillow, www.shardathome.com.

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S E AW O R T H Y I D E A S | D R I N K WAR E

Seaside sips Take in the sights and sips with some of these beach-themed vessels.

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1. American Brand Studio: Flamingo snout mug, www.americanbrandstudio.com; 2. Susquehanna: Insulated stemless beach tumbler, www.susquehannaglass.com; 3. My Bougie Bottle: Nahele insulated tropical water bottle, www.mybougiebottle.com; 4. Barry-Owen: Mermaid Hair ceramic mug, www.barryowen.com; 5. Caskata: Lucy insulated travel tumbler, www.caskata.com; 6. Dragonfly Wood and Resin Designs: Turquoise and black wine glass, www.dragonflywoodandresindesigns.com; 7. Kay Hova Art: Large beach wine glass set of two, www.kaylinhovance.shop; 8. The Queen’s Jewels: Blue seahorse jeweled wine glass, www.thequeensjewels.net; 9. Khen: Stagioni stemmed wine glassware - Hawaii set of five, www.khen.com.

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S E AW O R T H Y I D E A S | L AK E S

Lake love

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Products that capture the love of the lake are available in many forms.

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7 1. Lakegirl: Always on the Lake sign, www.lakegirl.com; 2. Xplorer Maps: Finger Lakes map tote bag, www.xplorermaps.com; 3. Lake Folks Design: Blue lagoon crew sweatshirt, www.lakefolksdesign.com; 4. Buddy by the Sea: Chill Vibes short-sleeve T-shirt, www.buddybythesea.com/buddybythelake; 5. Hangin’ with the Buoys: Great Lakes buoy decor, www.facebook.com/ hanginwiththebuoys; 6. Jilzarah: Lake house keychain, wholesale.jilzarah.com; 7. Pavilion: Life Is Better at the Lake unisex crew socks, www.wholesale.paviliongift.com; 8. Wood Chart: Lake Superior clock, www.woodchart.com; 9. Anchored Soul Designs: I’d Rather Be at the Lake sign, www.anchoredsoulwholesale.com.

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S E AW O R T H Y I D E A S | S H AR K S

Fin-tastic finds

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Don’t be frightened by these shark-themed products that are swimming with popularity.

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1. Uncommon Flame: Sharks soy candle, www.uncommonflame.com; 2. Big Hed Designs: Name drop blue Sam Shark T-shirt, www.bighed.com; 3. Paradise Towelwear Co.: Cotton plush blue shark towel pants, www.paradisetowel.com; 4. Little Critterz: Lemon Shark “Blondie” miniature porcelain figurine, www.littlecritterz.com; 5. 7th & Palm: Blank shark-themed greeting card, www.7thandpalm.com; 6. Cape Shore: 18-ounce emblem shark mug, www.cape-shore.com; 7. 25 Sweetpeas: Whale shark bookmark, www.25sweetpeas.com; 8. Cape Clasp: Great white shark necklace, www.capeclasp.com; 9. Rhode Island Novelty: 13-inch ocean safe whale shark, www.rinovelty.com.

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www.seasideretailer.com

C O V E R S T O RY

effect

A RIPPLE STORY BY KRISTEN HAMPSHIRE

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What began as a venture to introduce branded Lake Wallenpaupack gear to the Poconos market has rippled into a trio of complementary businesses.

ver since he opened Lake Art, Rob Kobrzynski has grown used to being known as “the guy who’s selling Lake Wallenpaupack stuff.” Over the past decade, the business has become a favorite gift shop repping a Pennsylvania lake that once lacked its own merchandise.

For years, Kobrzynski and his wife Christine Pucciarello fled their corporate jobs in New Jersey for respite in the Poconos destination, Lake Wallenpaupack.

The quintessential shape of Lake Wally is now trademarked by Lake Art and a prominent motif in its apparel, accessories, tableware, license plates, wall art and more.

“It’s so rewarding as a graphic designer that my art is going into customers’ homes, I see people wearing Lake Art gear and they express their joy and stories,” he says.

Today, Lake Art has evolved into a trio of complementary businesses, including Three Hammers Winery and Milford Wine & Cheese Co. Diversifying offers guests a variety of places to savor the region, each with a curated retail component carrying custom goods.

Kobrzynski says, “It boils down to being truly inspired by the lake.”

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BRANDING A DESTINATION LAKE

Before Lake Art, Kobrzynski would try to find Lake Wally gear and decor for their Poconos vacation home and main residence in Jersey. But there was nothing to buy.

A couple of outposts sold namedrop that “lacked creative flair.” There wasn’t a focused boutique that offered proud-to-wear Lake Wally products.

Kobrzynski’s graphic design nature kicked into gear and the couple shifted into what-if mode. “Being from New Jersey, we’d go to the boardwalk all the time and there were so many offerings from Cape May hoodies to Seaside Heights mugs and Long Island items,” he says.

“You were proud of wearing or having the souvenir because you visited and had a great time.”

Pucciarello suggested to him, “As a hobby, why don’t we open up a shop where you can use your creative skills to come up with different designs and concepts for T-shirts, mugs, decals and photography?”

After asking around, they confirmed from others the Lake Art concept would fill a gap in the market for characteristically Lake Wally gifts, too.

The couple dove into the venture, first with a 10-by10-foot tent display at the annual Lake Wally Fest, then a www.seasideretailer.com

C O V E R S T O RY

What began as a venture to introduce branded Lake Wallenpaupack gear to the Poconos market has rippled into a trio of complementary businesses that combine experiences and curated retail.

by Kristen Hampshire

www.seasideretailer.com

Lake Art Owner Rob Kobrzynski is always busy developing designs for lake-themed merchandise in his stores, including popular name-dropped wall MAY-JUNE art. Photos: 2025Harmony SEASIDEKlinkiewicz RETAILER 27

People visiting can pick up long-sleeved name-dropped apparel from Lake Art to keep warm while out on Lake Wallenpaupack.

600-square-foot storefront along the lake in Greentown. Lake Art took off quickly among visitors and locals who became fast fans of Kobrzynski’s Lake Wally merch.

The lake-inspired shop eventually relocated to its current location in the Hawley leisure community, where customers can find custom apparel, prints, souvenirs and decorative license plates.

“It boils down to being truly inspired by the lake, whether the photography of beautiful sunsets or moments out on the water boating or fishing,” he says. “It’s a whole Poconos vibe, and its uniqueness has been a driving force for the creative.”

He adds, “We call it, ‘Outfitting your lake lifestyle,’ and people have

a sense of ownership when they visit here or own a home here. They want to return home with a souvenir.”

A curated lake map design available in different wall-sized prints (each signed by Kobrzynski) pinpoints popular surrounding attractions and communities. “The

and pillows, canvas bags, photography and all things Lake Wally are artfully displayed in the shop.

The shop offers an array of custom apparel: T-shirts, hoodies, caps, beanies, relaxed-fit beach sweaters galore and more. Items are designed

by Kobrzynski.

Since opening Lake Art, the business has expanded to include complementary lines and products from vendors including Town Pride, Exist, L2 Brands, MV Sport, Artisans, Candlefish, Comfortwash and Champion among others.

A couple of years ago at Atlanta Market, the couple sat down with Rewined Candles and developed a proprietary line for Lake Art. “We selected four different scents that remind of us the lake and came up with different naming conventions and packaging designs for each, from the box to the candle label to the insert card,” says Kobrzynski.

“It boils down to being truly inspired by the lake, whether the photography of beautiful sunsets or moments out on the water boating or fishing.” — ROB KOBRZYNSKI poster piece can be framed or given as a gift, and it’s one of our really popular items,” he says.

The lake shape is fashioned into metal cut-out artwork. Cheeseboards, platters, dish towels, throws

One of the soy wax candles is called Northwest Winds, honoring “breezy lake days” and “the best boat days ever.”

Every product tells a story that is close to Lake Wally.

Visitors can collect unique, name-dropped Lake Wallenpaupack mugs, license plates and signs from Lake Art. 28 SEASIDE RETAILER MAY-JUNE 2025

www.seasideretailer.com

C O V E R S T O RY PAIRING EXPERIENCES

Lake Art inspired a complementary venture when the couple happened upon an 1820s farmhouse while cruising from Lake Art to the renowned Woodloch Resort, about 15 miles away from their shop. On the way there, they noticed a quaint property tucked into the woods and the couple shared a look.

Kobrzynski had been taking viticulture and enology classes at Central Pennsylvania University as a hobby.

The what-ifs came back.

“We noticed it had come up for sale and we thought, maybe a winery concept would work because the property is surrounded by a touristy area and there were no other wineries around,” says Kobrzynski, again finding opportunity in a market gap.

The couple acquired the property,

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converting the existing farmhouse into an event space and transforming the garage into a tasting room.

Kobrzynski, his father and a friend completed the renovations by hand.

In 2017, they enlisted in a wine consultant to create 485 cases to prepare for a 2018 opening. Meanwhile, Kobrzynski got to work on label design and logos for apparel, glassware, stickers and wine-related decor, along with some of Lake Art’s gear.

Today, Three Hammers Winery produces about 3,500 cases of wine per year and has cultivated a fan base of 650 wine club members who receive quarterly packages shipped to their doorsteps.

Kobrzynski relies on the same vendors he partners with for Lake Art products that include a variety of apparel, coasters and signage bearing

Lake Art offers a variety of lake-themed baseball hats as souvenirs.

the winery’s trade-marked slogan: Pairs well with life.

A THIRD STOP TO SHOP

The trilogy in Lake Art’s story is Milford Wine & Cheese Co., located in a charming, walkable river town just minutes from the couple’s other establishments.

MAY-JUNE 2025 SEASIDE RETAILER 29

C O V E R S T O RY

DID YOU KNOW? The Poconos Mountains region attracts 27 million to 30 million visitors a year.

Again, opportunity knocked.

The couple was already considering how to maximize momentum from the wine business and its retail component, building off the Lake Art flagship. “We love wine — and we also love wine and cheese together,” Kobrzynski quips.

A vacant property on the main drag begged for a remodel and entrepreneurial energy. It was just the spot to carry the brand and its products into another Poconos destination.

The couple selected a staple of cheese varieties, many of them local, and has built its repertoire to more than 100 types plus charcuterie for a robust tasting menu, to-go packages

30 SEASIDE RETAILER MAY-JUNE 2025

and catering options. What’s also in store are displays of jams, sauces and condiments by Blake Hill Preserves, Terrapin Ridge Farms and The French Farm.

The gift shop also offers serving necessities like cheese knives, charcuterie boards and other tableware from brands such as Santa Barbara Design Studio, Mud Pie and Creative Co-Op. With three distinct yet connected social and retail experiences, every spot offers a mix of merchandise and experiences.

What’s next?

Kobrzynski indicates the Lake Art journey is to be continued.

“We’re really into bringing back

Customers thirsty for a memento can find one-of-a-kind drinkware at Lake Art.

Main Street USA and inspiring people to shop local,” he says, emphasizing the education they offer customers about Lake Wally, wine, cheese and the Poconos region. “It’s all so fun, rewarding and very inspiring.”

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STYLE TREND: HOME DECOR

A MIX OF POPULAR DECOR STYLES WITH SOME AGELESS COASTAL ELEMENTS ALWAYS SELL FOR SEASIDE RETAILERS.

Trendy vibes

STORY BY MEGAN SMALLEY

AND TIMELESS TIDES

J

ust like waves roll in and out along sandy shores, home decor trends go in and out of style over time. Bold, vibrant colors may have a moment one year, and then neutral color tones are trending the next year.

And even from region to region, home decor preferences may differ — coastal farmhouse styles may be trending in one area, while coastal grandma styles are popular in another part of the country.

32 SEASIDE RETAILER MAY-JUNE 2025

For success in the home decor category, seaside retailers might want to offer both a mix of trendy pieces as well as timeless classics — with all decor pieces featuring a bit of coastal flair.

DISTINCTIVE DECOR

Whether people are decorating their vacation home on the beach or bringing coastal decor back to their home inland to remind them of the sea, people often gravitate toward one-of-a-kind art and decor that will

make their home stand out.

Mark Sokolowski of Dreamway Trading LLC dba Zeckos, a vendor specializing in home decor, shares that people gravitate toward original and functional home decor. And in uncertain economic times, he says affordability is also important.

“Offering unique, functional decor pieces at good price points is a good start,” he says.

One Amazing Find adds some faux greenery and fish coasters to the center of this tablescape.

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STYLE TREND: HOME DECOR

“

We added a new line of candles that honors nearby towns. We noticed this is popular with both tourists and locals.” — Emily Mills, Coastal Cottage Kelly Knight, owner of Sumthin Beachie in Carolina Beach, North Carolina, says she has noticed more customers wanting to decorate with locally themed art. She says her customers love her shop’s paintings of some iconic landmarks and spots in town, such as a painting of the popular Britt’s Donut Shop or spots on the beach.

“They want to feel part of the community,” she explains.

To make the artwork even more tailored to customers’ needs, Sumthin Beachie can provide a variety of sizes so that no matter the space, people are able to decorate their home with a painting or picture they love.

“We really try to carry various sizes of artwork,” says Knight.

“When people move to the beach, there’s not a lot of places that offer custom sizes on artwork. I want to have fun and help people decorate their living room. That’s my goal 34 SEASIDE RETAILER MAY-JUNE 2025

Coastal Cottage mixes its sea-focused decor in its displays to inspire customers on ways to bring coastal themes into their homes.

— to help customers decorate their place so you feel like you’re really at the coast. When their family comes to visit, they know they’re in Carolina Beach.”

ADDING TO THE AMBIANCE

In addition to offering imagery that speaks to the sea, coastal scents can also help customers set the mood of a coastal space.

Emily Mills, who co-owns Coastal Cottage in Southport, North Carolina, along with her mother Dina Rousset, says candles are always big with customers.

“We added a new line of candles in collaboration with a local candlemaker that honors nearby towns. Those have been a huge hit,” she says.

Mills explains that Coastal Cottage collaborated with the candlemaker to make sure scents matched the names of the communities they would represent. Candles in the

line include Southport Sunset, Oak Island Breeze and St. James Harbor.

“We’ve noticed this is popular with both tourists and locals,” she says, noting that these candles make for great decor in beach homes and as gifts for loved ones alike.

BACK TO BASICS

Less can be more when it comes to home decor. Jade Werth, national sales manager at Mill Wood Art, says she’s noticed a shift toward simplicity with home decor.

“We have noticed that artwork with name drops, sayings or text have been slowing for us, and there has been a significant uptick in general coastal artwork with no words or text,” she says.

Knight says people seem to be scaling back with their home decor a little — instead of splashy displays, people want a simpler look with a single statement piece that pops.

“Minimal can be having a plain www.seasideretailer.com

S T Y L E T R E N D: H O M E D E C O R bedspread that you pop with a statement pillow or rug,” she explains.

“It’s a clean, coastal look.”

Natural-feeling materials are also big with home decor lately.

“We’ve seen natural materials stand out in the market in the past year,” says Lauren Brekke, chief product officer at Mud Pie. “Also oyster shells are having a moment right now, and we’ve introduced a wide variety of products with an oyster motif that is really special. We utilize a lot of real oyster shells in our designs and find that any figural ceramics with an oyster shape tend to sell well.”

Kathy Kuo, the founder and CEO of Kathy Kuo Home, has also noticed that natural materials like “wicker, cane, rattan, reclaimed

36 SEASIDE RETAILER MAY-JUNE 2025

wood and natural stone” are seeing a resurgence.

Kuo is an interior designer and TV personality with an eye for coastal decor. She says, “I love a modern organic spin on the coastal look that really lets the gorgeous nature-inspired elements speak for themselves. Think driftwood furniture, woven rattan storage baskets and decorative elements crafted from stone, shell and seagrasses.”

Casey Smith, owner of One Amazing Find in Tarpon Springs, Florida, says natural tones have been big for her shop, such as whites, tans, browns and black.

“Cane has been making a comeback too, showing up in picture frames, candlesticks, and little details that add just the right texture,” Smith

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STYLE TREND: HOME DECOR explains. “Pair it all with a linen runner and some cotton napkins for a look that feels cozy, effortless and pulled together.”

AGELESS ELEMENTS

Some coastal decor themes never seem to go away. Werth notes that crabs, sea turtles and mermaids

Sumthin Beachie shows off some cozy pillows, a candle and coastal name-drop artwork to its customers.

38 SEASIDE RETAILER MAY-JUNE 2025

will never go out of style for seaside retailers looking to sell decor.

“You can never escape ocean color sand tones,” adds Carmen Mendelson, owner of Fancy That Gift & Decor.

Navy-and-white is another popular color scheme for coastal decor, and Kuo says she doesn’t think that will ever fade in popularity.

“I’m a firm believer that you can translate just about any color palette to any design style, but I have to admit that you really can’t go wrong with a classic blue-and-white motif for a coastal home,” Kuo shares.

“Don’t be afraid to mix and match different shades of blue — navy, cobalt, sky — and a variety of warm neutrals — sand, taupe, beige — along with true white.”

While it’s good to pay attention

to changing trends and carry some of what’s in vogue, Kuo says seaside retailers should always have “timeless rather than trendy” decorative pieces and not get too swept up in viral decor trends.

“Pieces that are really going to make a space feel like a safe, loving and nurturing home are going to be the well-designed, beautifully made and versatile anchor pieces that are meant to stand the test of time,” she says. “My advice to any retailer in the home space is to focus on artisan-quality pieces that are sustainably made and that feature timeless silhouettes and design details.”

SHOWCASE FOR SUCCESS

Store displays are critical when it comes to the home decor category, as they can help customers envision

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“

“Don’t be afraid to mix and match different shades of blue — navy, cobalt, sky — and a variety of warm neutrals — sand, taupe, beige — along with true white.” — Kathy Kuo, Kathy Kuo Home what these products might look like in their own home.

For eye-catching decor displays, Mendelson of Fancy That suggests seaside retailers feature a variety of materials in their displays.

“Mix up your displays with different materials,” she says. “Resin looks more elevated when it’s mixed with natural weaved materials, glass and metal.”

Brekke of Mud Pie adds that mixing materials in decor displays adds warmth, texture and interest.

“Opt for a display that incorporates glass, white ceramics, wood-

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en boards and woven trays,” she suggests. “Having this variety creates visual interest and attracts customers to that particular display.”

Mixing and matching different materials within displays can help to keep customers browsing longer as well. “Having a large space, I really want to make the most of it,” shares Smith of One Amazing Find. “I want to create an experience where folks can take their time, mosey around and just enjoy being here. We mix a lot of different products into our displays, and we’re very nontraditional in that sense. Sometimes it doesn’t

Kathy Kuo has found that the classic blue-and-white motif is a timeless theme for coastal retailers.

MAY-JUNE 2025 SEASIDE RETAILER 39

STYLE TREND: HOME DECOR totally make sense at first, but then it just comes together and tells a beautiful story that’s fun to shop.”

Frequently swapping out displays and updating the home decor category with new merchandise has also helped retailers like One Amazing Find to keep customers regularly coming back. Smith says she’s trying to add new products to her shop almost every day.

“That’s something we pride ourselves on,” she says. “If you come in on Saturday, there will be new items on the floor. There’s always new things coming.”

Smith adds that she takes some inspiration for products from her vendor sales reps.

“Developing those relationships is so important,” she says. “Your reps can help guide you. They have the

40 SEASIDE RETAILER MAY-JUNE 2025

Know your customer For the home decor category, it is important that seaside retailers know their customers and their intentions. Emily Mills, co-owner of Coastal Cottage in Southport, North Carolina, shares that customers looking to decorate a primary home will have different tastes from customers who are just visiting town looking to bring some decor home with them, or even from customers who are decorating their vacation home or a rental home for vacationers.

Mills notes that Coastal Cottage has customers from a variety of demographics shopping for home decor, so the store tries to carry items that will meet all their needs. Customers that want decor for their primary residence tend to seek higher quality pieces, says Mills. But she’s also found that durability and cost are bigger factors for customers shopping to decorate a vacation home or rental unit.

experience, and it matters to them that you succeed. They really can be an incredible resource.”

Knight says she’s also frequently updating her home decor merchandise at Sumthin Beachie to keep

things fresh and exciting for customers. She says local customers help give her ideas for products to stock.

“I listen to the locals,” she shares.

“They give phenomenal feedback.

That local feedback is key.”

www.seasideretailer.com

R E TAI L E R U P DAT E

STORY BY MEGAN SMALLEY

A GLASS HALF FULL

Despite facing several big storms, Sea Glass Lane keeps finding ways to adapt and grow its retail business in Sanibel Island and Sarasota, Florida.

I

t’s been a busy few years for Sea Glass Lane, a coastal retailer with storefronts in Sanibel Island and Sarasota, Florida.

About six years ago, Owner Manon Brogan wanted to offer people in Sanibel Island a boutique full of products inspired by the sea.

At that time, Brogan opened her boutique in Sanibel Island with help from her husband Scott.

glass colors,” says Brogan. “That’s where the name comes from, Sea Glass Lane, because of the colors.”

A SERIES OF STORMS

In the fall of 2022, Hurricane Ian hit Sanibel Island, which caused major damage to Sea Glass Lane’s storefront.

“That storm surge brought 12 feet of water,” Brogan recalls. “The bridge to Sanibel Island collapsed, so it took

“We hoped we could salvage some things, but we couldn’t. Mold was everywhere, the walls, the ceilings.

Everything was destroyed.” — MANON BROGAN The couple opened a second Sea Glass Lane boutique about a year later in Sarasota.

“We carry apparel and gifts that have a beach resort style, and all sea 42 SEASIDE RETAILER MAY-JUNE 2025

almost a month before we were able to access the island. When we accessed the island to see the damage, everything was covered with water.

We hoped we could salvage some

things, but we couldn’t. Mold was everywhere, the walls, the ceilings.

Everything was destroyed.”

She adds, “We knew it would take time for business and life to return to normal in Sanibel Island, so we just waited.”

Unsure as to whether she could reopen in Sanibel Island, Brogan says she focused her efforts on managing the Sarasota storefront.

Eventually, Brogan received a call from her landlord in Sanibel Island — he was repairing their shopping plaza and hoped that Sea Glass Lane would want to return.

Brogan says some customers also requested that she return. With that encouragement, she decided to prep that storefront to reopen, in hopes of opening by late 2024. www.seasideretailer.com

R E TAI L E R U P DAT E

“When you take things one day at a time, keep doing things, you won’t be paralyzed.”

— MANON BROGAN

Sea Glass Lane’s old storefront on St. Armands Circle in Sarasota shows off classy coastal apparel styles in its windows to draw in customers.

While prepping to reopen in Sanibel Island, the retailer faced another obstacle — Hurricanes Helene and Milton struck Sarasota, and Sea Glass Lane had to temporarily close its Sarasota storefront as well.

She adds that she was fortunate she was able to salvage some inventory in that instance, but all the store’s fixtures needed to be replaced as well as walls and floors.

After about two months of hard work, both storefronts were ready to reopen just ahead of Christmas.

But just weeks after reopening in late January, Sea Glass Lane faced one more challenge as a fire at the shopping plaza in Sarasota caused some minor damages to that location. The landlord asked tenants to terminate their leases.

So Brogan acted quickly — she called a broker in the area, found an available storefront in Sarasota and moved just five days after the fire.

“All the fixtures were there and it was ready for us to move in,” she says.

Sea Glass Lane’s new storefront in Sarasota is smaller, but Brogan says www.seasideretailer.com

she knows she made the right call in moving to that spot.

“For me, it was important that our employees could continue to work,” she says. “The store is smaller and traffic is not as great, but I think it was the right thing to do.”

MAKE THE MOST OF IT

Brogan admits that Sea Glass Lane had to make some big decisions

Brogan notes that risk is always a part of retail (or any business for that matter), and business owners need to be ready to act upon challenges.

“It’s not that I like challenges, and I hope these challenges never happen again. It was not a peaceful four years. But I had so many challenges that I was able to overcome. I’m proud,” she shares. “With all the difficulty, sometimes you become stronger and more resilient. We know we can get through anything now.”

Sea Glass Lane has adapted to challenges these past few years, but

Pro tip

Seaside retailers can’t predict when or whether a storm or accident will happen, so it’s important to be well-informed of the store’s property insurance policies. Sea Glass Lane Owner Manon Brogan notes that simply having property, rental or other form of insurance won’t ensure that it covers any and all damages.

She says, “The worst thing is if you have a surprise you’re not covered for.”

Brogan advises retailers to read every paragraph of their policies to check what’s covered and what’s not so they can have a better plan ahead of any storm or accident.

these past few years, but she says taking things day by day helped her.

“When you take things one day at a time, keep doing things, you won’t be paralyzed,” she explains.

Brogan says she hopes her Sarasota storefront can move into a larger location soon. In the meantime, she says she’s grateful that both of her locations are open for business.

MAY-JUNE 2025 SEASIDE RETAILER 43

P R O D U C T F O C U S: J E W E L RY

Coastal STORY BY KRISTIN ELY

CHARMS Stacking, layering, personalization, natural elements and more top the trends coastal jewelry makers are fulfilling with their offerings.

B Charming Shark’s new jewelry offerings provide a variety of ways to personalize and accessorize a customer’s love for the beach.

44 SEASIDE RETAILER MAY-JUNE 2025

each and coastal jewelry are among the longest lasting, most expressive and personal keepsakes one can find.

This jewelry, whether casual or elegant, can also add instant beachy fashion to any ensemble.

No matter what your customer is trying to express with their coastal jewelry, you can provide them with beautiful, long-lasting, stylish offerings to help them achieve their desired result.

“Jewelry has always been an important part of our lives as a fun way to stylize, express personality, and connect us to the memories we cherish,” says Mikey Kapica, sales director, Charming Shark. “Our jewelry offerings focus on providing a wide variety of quality pieces at an affordable price for travelers.”

The Charming Shark line has been recently redesigned with a fresh new look that features a diverse mix of anklets, charms, bracelets and necklaces, according to Kapica. www.seasideretailer.com

P R O D U C T F O C U S: J E W E L RY “We have jewelry offerings for men and women including our hand wrapped fossil shark tooth necklaces, stack pack bracelets, sea life charm anklets, leather bracelets and much more,” he says.

“The highlight of this collection is the 14-karat gold vermeil jewelry with turquoise and accented with sparkling with lab created sapphires,” he says. “The mix of gold and turquoise is set to be a big trend,

“Coastal customers are craving jewelry that feels organic yet elevated, something that reminds them of the shore but also transitions effortlessly from day to night.” — HOLLY DANIELS CHRISTENSEN, DUNE JEWELRY & CO. Attachable charms are the company’s newest pieces introduced for 2025. “We wanted to create charms that are stylish yet easily interchangeable,” explains Kapica.

“By design, these charms attach nice and tight allowing for our customers to create their own custom-looking jewelry that fit their personalities.”

STACKING UP

Ocean Jewelry launched its Echoes of Blue collection in 2025. The collection is inspired by the ocean’s beauty and tranquility. According to U.S. Sales Director Alan Clancy, the line is packed with selling points.

making these new pieces both stylish and meaningful.”

The Echoes of Blue collection features an extensive selection of timeless sea life motif pieces including wave, turtle, stingray, crab and starfish. The mini collection offers matching pendants, earrings, rings and bracelets, which Clancy says offer a great up-sell opportunity.

“Our partner retailers are telling us that their customers are actively looking for a more personal and stylized look when it comes to their core pieces of jewelry,” says Clancy.

“Stacking or layering of jewelry facilitates that individual look.”

Dune Jewelry’s teardrop style necklace is enhanced with diamond accents.

MEANINGFUL HEIRLOOMS

Holly Daniels Christensen, founder and designer, Dune Jewelry & Co. says of 2025 trends, “We’re seeing a huge shift toward stackable, statement pieces with a touch of luxury — think bold cuffs, striking rings, and classic silhouettes enhanced with diamond accents.”

Creating instantly priceless jewelry that captures memories in a tangible, wearable form is the focus of Dune Jewelry.

“Our designs go beyond accessories — they’re meaningful heirlooms

“Our partner retailers are telling us that their customers are actively looking for a more personal and stylized look when it comes to their core pieces of jewelry. Stacking or layering of jewelry facilitates that individual look.”

— ALAN CLANCY, OCEAN JEWELRY

Ocean Jewelry’s new Echo’s of Blue collection features popular sea life motifs.

46 SEASIDE RETAILER MAY-JUNE 2025

handcrafted with your personal sand or earth element, telling your unique story,” says Daniels Christensen.

With the launch of its Luxury Collection, Dune is elevating its bestselling designs with diamond gradients, set in high-quality sterling www.seasideretailer.com

yet elevated, something that reminds them of the shore but also transitions effortlessly from day to night.”

Customers are also leaning into intentional storytelling — selecting sand from future dream destinations, honeymoon beaches, or family legacies to make their jewelry even more meaningful.

“This emotional connection is at the heart of everything we create at Dune,” she says.

The Beach and Back’s seaside-inspired charms feature natural elements.

silver, offering certain designs in 14-karat white or yellow gold.

“This collection speaks to those who crave exceptional quality, timeless elegance, and a deeply personal connection to their jewelry,” Daniels Christensen says.“Coastal customers are craving jewelry that feels organic

50 SEASIDE RETAILER MAY-JUNE 2025

ADDING CHARM

Personalization and layering, reflecting the growing trend for customized jewelry that allows customers to express their unique coastal connection is the impetus behind The Beach and Back’s new charm bar program. It features customizable seaside-inspired charms.

“Coastal customers are embracing personalization and charm-based jewelry that tells a story,” she says.

The Beach and Back is dedicated to creating simple, elegant jewelry inspired by the ocean and coastal adventures. Each piece reflects the beauty of the sea, sand and sun, while layering with existing collections to evoke timeless beach memories, according to Carey Del Buono, founder of The Beach and Back.

The charm bar collection includes natural and metal-cast shells as well as coin shapes with critter motifs in enamel like turtles, pineapples, flamingos, and palm trees. There are also pastel-colored stone charms, pearls, crystal-edged coin charms with initials, and whimsical designs like a wiggly metal fish with cubic zirconia eyes.

www.seasideretailer.com

P R O D U C T F O C U S : J E W E L RY “Bold yet delicate designs with intricate details, such as cubic zirconia accents or textured metals, are especially appealing this year,” adds Del Buono.

cham, owner of aquaculture supply manufacturer, Ketcham Supply.

“Our customers are seeking classic pieces at an affordable price point. They want timeless style that they can carry for years,” she says.

OH BUOY

Patsy Kane | Nautical is a womanowned boutique jewelry design and manufacturing company rooted in the heart of New England known for its classic maritime-inspired pieces.

“We pride ourselves on producing the majority of our products right here in New England, ensuring authenticity and quality in every piece,” says Patsy Kane Wiswell, owner/designer.

This year, Patsy Kane | Nautical introduced the Ketcham Buoy as part of its ongoing collaboration with its design partner Heather Ket-

www.seasideretailer.com

SUSTAINABLE STATEMENTS

Drift by Stonington Designs specializes in creating statement pieces that highlight the intricate grain, texture and warmth of reclaimed woods.

“Sustainability is at the heart of our brand — we use remnant pieces from woodworking shops that would otherwise be discarded or incinerated,” explains Michelle Yozzo Drake, co-founder and creative director of Drift by Stonington Designs based in Connecticut.

“This approach allows us to craft high-quality, heirloom-worthy

jewelry while ensuring that every piece of wood finds a second life in a meaningful way.”

The company’s standout for 2025 is a new weave pattern, which is available in its banister, breakers, boardwalk and beam bracelets, which embody the trend of bold, textural statement pieces.

Drift by Stonington Designs features bold wood elements with elegant metals.

MAY-JUNE 2025 SEASIDE RETAILER 51

P R O D U C T F O C U S: J E W E L RY Whether it’s a statement cuff or a bold earring, designs complement the season’s trend of eye-catching accessories, according to Yozzo Drake.

Yozzo Drake also notes a trend toward layering and mixed materials in accessories this year. “We’re seeing a strong demand for pieces that layer wood with other natural elements like metal and stone,” she says.

“Stacking bracelets with varied textures or pairing bold wood earrings with delicate chains is a key trend.

The focus is on creating depth and dimension through material contrast while keeping the look fresh.”

PROBLEM SOLVED

Monica Delgrosso and Katie Moss co-founded of K’Lani to make trendy an age-old problem that often occurs on the beach.

52 SEASIDE RETAILER MAY-JUNE 2025

“The worry of every girl, especially near the seaside, is not having a hair tie when she needs to pull her hair up,” explains Delgrosso. “K’Lani fuses the cutest trendy bracelet stacks and durable strong hair ties into one product.”

The hair tie bracelets come in sets of five, all coordinated around a motivational theme, and each bracelet functions as a ponytail holder, eliminating the need to store boring black hair ties on your wrist.

There are more than 40 styles to choose from and every season K’Lani releases around 15 on-trend sets to keep customers coming back for more.

“One of our favorite sets launched in 2025 is the Reflect Set that brings the peaceful energy of the beach inspired by sand, waves and sea glass.

K’Lani’s motivational-themed bracelet sets can also be used as hair ties.

The earthy neutral and soothing green colors remind you to calmly go with the flow as you reflect on what really matters,” describes Moss.

The company also released the Anchor Set, which comes in nautical

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PRODUCT FOCUS

Brielle’s Shells’ Mermaid Hair Extensions are a popular new coastal accessory.

colors and stripes. “The white and gold anchor charm reminds us to stay grounded and hold steady through life’s twists and turns,” Moss adds.

SHELLS SELL

Brielle Cenci who calls herself chief mermaid officer for her company, Brielle’s Shells says the company’s products are among the most unique in the coastal accessory market.

“We got tired of seeing the same necklaces and bracelets in every surf and boutique shop, so we decided to change that,” she says.

The company’s Mermaid Hair Extensions are creating a whole new category of coastal jewelry.

Every beach girl dreams of wearing shells in her hair, she insists, and the company’s handmade clip-on accessories are a simple and stylish way to do it. “We make colorful beaded versions that are popular with the kids as well as natural, boho versions that are a big hit with older girls and women. Our Mermaid Extensions are on track to be the next biggest trend in the coastal accessory market,” she says.

Whether your customers appreciate a modern coastal look, boho beachy vibes or classic nautical style, there are plenty of beautiful selections from dedicated makers who are able to fulfill your customers’ every whim.

54 SEASIDE RETAILER MAY-JUNE 2025

SPECIAL SECTION

J E W E L RY B U Y E R S ’ G U I D E COASTAL JEWELRY TRENDS THAT ARE MAKING A SPLASH IN RETAIL STORES.

W

hether it’s the shimmer

makes an ideal impulse buy, and appeals to a wide range

of sea glass, the warmth

of ages and price points. It also offers a perfect way to

of gold sunbursts, or the

diversify your inventory while catering to trends that have

natural beauty of shells

proven staying power.

and pearls, coastal-

This curated guide highlights trending coastal styles

inspired jewelry con-

from top brands and artisans, offering buyers a stream-

tinues to capture shoppers' hearts — and their wallets.

lined look at what’s resonating now. Think turquoise

This season, coastal styles are hotter than ever, merging

tones, nautical motifs, mixed metals, organic textures, and

laid-back beach vibes with elevated, wearable designs that

natural materials that evoke a carefree, sun-soaked life-

customers can’t get enough of.

style. These designs infuse wardrobes with ocean-inspired

From beachy bangles to statement necklaces, these

magic, whether by the beach or inland.

pieces offer a sense of escape and adventure — something

Whether you’re stocking for a seaside boutique or

today’s shopper is craving. For retailers, that’s an opportu-

bringing a coastal flair inland, these pieces offer versatile

nity worth diving into. Coastal jewelry isn’t just beautiful

styling and seasonless appeal. Jewelry inspired by the coast

— it’s also smart business. With a small footprint and

is more than a summer fling — it’s a year-round bestseller

high markup potential, jewelry remains one of the most

with staying power. Flip through the pages ahead to dis-

profitable categories on the sales floor. It’s easy to display,

cover the styles your customers will be reaching for next.

Bamboo Trading Company

The vibrant Laguna Handmade set exudes coastal boho charm, featuring lightweight natural materials and bold colors. Each hand-painted necklace and earring blends modern flair with artisan craftsmanship from the Philippines. See ad on page 52.

800-346-0225 | customercare@bambootradingcompany.com www.bambootradingcompany.com

A.T. Storrs Ltd.

Handcrafted from sustainable abalone shell, the Wild Pearle collection features vivid colors, unique designs, and gift-ready packaging. With free displays and proven top sales, it’s a bestselling collection with stunning shelf appeal. See ad on page 53.

800-561-5800 | info@atstorrs.com | www.atstorrs.com SPONSORED CONTENT

SPECIAL SECTION

J E W E L RY B U Y E R S ’ G U I D E COASTAL JEWELRY TRENDS THAT ARE MAKING A SPLASH IN RETAIL STORES.

Bali Queen

The Kona Kai Necklace is a bold statement necklace featuring wooden beads, natural cowrie shells, and a striking pearl turbo shell pendant, finished with a soft cotton tassel.

Ethically made in Bali, it adds effortless island-inspired style to any look.

See ad on page 61.

760-846-4230 | info@baliqueen.com www.baliqueen.com

MagneHealth

The Sealife Collection combines beauty and wellness. Featuring white-coated magnets, it helps relieve ailments like carpal tunnel, arthritis, and headaches. Enhanced with calming sea blue and sealife-inspired designs for a soothing, stylish experience.

978-683-5657 magnehealth@gmail.com www.magnehealth.com

Brielle’s Shells

Mermaid Extensions™: Clip-on seashell hair accessories available in many colors and sizes.

A best-seller for beach girls of all ages! Created by Brielle.

609-913-7113 Hello@BriellesShells.com www.briellesshells.com

Jilzarah

Discover paradise with Jilzarah’s handcrafted Paradise Island Cobblestone Bracelet. Vibrant exotic flowers and mesmerizing ocean blues capture the essence of a tropical haven, making this artisan piece a must-have for seaside jewelry lovers.

855-545-9272 | customerservice@jilzarah.com wholesale.jilzarah.com

Island Pearl Traders

Offer a unique retail experience with Island Pearl Traders’ DIY Pearl Necklace Program. Customers open real Akoya oysters to discover stunning AAA Akoya pearls and create lasting memories with beautiful, personalized necklaces. Free display included.

870-302-8384 | info@islandpearltraders.com www.islandpearltraders.com SPONSORED CONTENT

SPECIAL SECTION

J E W E L RY B U Y E R S ’ G U I D E COASTAL JEWELRY TRENDS THAT ARE MAKING A SPLASH IN RETAIL STORES.

Dune Jewelry & Co. Cape Cod Chokers

Handmade coastal jewelry featuring real pearls, natural shells, sea glass, and gold-filled, water-resistant designs. Perfect for sun-soaked moments, this stack captures ocean-inspired style that lasts through every salty adventure. capecodchokers@gmail.com www.capecodchokers.com

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 47.

508-333-5307 | sales@dunejewelry.com www.dunejewelry.com

Pink House Imports

Offering beach-inspired styles, each piece is ethically sourced and handmade with high-quality materials. With affordable pricing, low minimums, and great margins, these products are perfect for your customers. Join the Pink House family today!

888-355-6907 | sales@pinkhouseimports.com www.pinkhouseimports.com

Jackie Gallagher

Expertly crafted in the USA, this necklace features a recycled sterling silver pendant with a vibrant turquoise center, paired with a classic sterling silver chain. A sustainable, stylish piece that blends timeless design with eco-conscious craftsmanship.

See ad on page 51.

443-569-9740 jackiegallagherdesigns@gmail.com www.jackiegallagherdesigns.com

Urban Charm

This beaded wrap bracelet comes in assorted colors with charm and dangle image.

The charm can be customized with any image or location. Low minimums. Quality materials.

Handmade in PA. 610-790-3244 | kim@urbancharminspires.com www.urbancharminspires.com SPONSORED CONTENT

SPECIAL SECTION

J E W E L RY B U Y E R S ’ G U I D E COASTAL JEWELRY TRENDS THAT ARE MAKING A SPLASH IN RETAIL STORES.

Stonington Designs

Stonington Designs handcrafts each piece of DRIFT, their nature-inspired unisex jewelry line, using premium upcycled wood. The beautifully stackable bracelets, earrings, and necklaces support military families, blending artistry, quality, and purpose with every piece. See ad on page 59.

860-460-1689 | hello@stoningtondesigns.com www.stoningtondesigns.com

ShipShapeStyles

LOLA

LOLA & Company designs beautiful, high-quality 925 sterling silver and gold-plated jewelry. Each meaningful piece features an inspirational message on the back, celebrating life’s special moments.

978-304-4760 customerservice@lolacompany.com www.lolacompany.com

ShipShapeStyles nautical seaglass jewelry line features ocean-inspired designs hand crafted from machine tumbled sea glass. Each piece reflects coastal elegance and maritime charm using nautical accents perfect for those who love the sea. See ad on page 67.

860-605-6750 shipshapestyles@gmail.com www.shipshapestyles.com

Jasmine Sol

Jasmine Sol Jewelry creates artisan, handmade coastal jewelry featuring ocean colored gemstones, natural rare shells and high quality metal accents. Custom sizes and quantities are available. jasminesoljewelry@gmail.com faire.com/direct/jasminesoljewelry

3U Designs

Discover designs that speak to your soul with seamless artisan bangles. Choose from over 100 patterns and sizes, all handmade with jewelers’ brass and finished in sterling silver. Custom lines available. USA made.

508-695-2551 www.3UDesignStudios.com SPONSORED CONTENT

C O A S TAL C O N N E C T I O N

CLARE CONLEY’S PERSPECTIVE ON

CoastalJewelry Encourage guests to treat themselves by sharing a bit of information about jewelry and offering a variety with a balance between affordability and quality.

llery a G Room op Blue d Gift Sh an h, DE c a e any B Beth

STORY BY KRISTEN HAMPSHIRE PHOTOS: LAURA NAVARRE

SURF AND SPARKLE

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hat began as a surfing themed cafe called Point Break has evolved into today’s Blue Room Gallery and Gift Shop in Bethany Beach, Delaware, where proprietor Clare Conley brings a fine arts eye to jewelry selection, offering a range of pieces within reach for vacationers.

At first, the gallery consumed a loft in the cafe and Conley introduced fine art pieces. The shop grew a following, so when Conley found a kitschy storefront two blocks from Bethany Beach, she jumped at the opportunity to expand — and eventually rebrand, following the recession.

“I had to reinvent the shop, so I went Semaki & Bird takes inspiration from nature with its jewelry, which comes on artfully designed cards.

60 SEASIDE RETAILER MAY-JUNE 2025

toward a high-end gift shop and took out the fine art,” says Conley, adding that Blue Room’s top-selling pieces include vintage Beach Town Posters. Jewelry is No. 2.

“Jewelry is a big seller,” adds Conley, relating that about 70% of guests are buying pieces to treat themselves and the rest are hunting for gifts. The target demographic for this category spans the ages, starting with teens.

Teens go for nature-inspired earrings featuring turtles, snakes, horses and crabs. Beaded friendship bracelets by Pink House go fast.

Proximity to the beach and the walkable downtown main drag draw in guests. Conley capitalizes on the location by creating a whimsical surfer vibe. (Blue Room is when surfers are in a barrel, tube-like wave.)

“All ages love the shop,” she says of the store, adding that there’s always some kind of Cajun, blues and reggae music playing in the background.

She says, “My store is welcoming, bright, fun, whimsical and we always have a good time here.” www.seasideretailer.com

C O A S TAL C O N N E C T I O N BUBBLING WITH BAUBLES

Blue Room Gallery and Gift Shop features many American-made jewelry lines including Semaki & Bird, which offers nature-themed sterling-silver earrings. “The artist

“My store is welcoming, bright, fun, whimsical and we always have a good time here.” — CLARE CONLEY puts them on cards that describe what the earring is along with the drawing,” she explains.

While Conley generally gravitates toward coastal motifs for jewelry, some customers want to mix it up, so she includes some florals, as well.

Also, a pair of dainty stainless-steel rose studs by Semaki & Bird is mounted to a fold-over illustrative card with educational information about the flower on the back.

The Crossroads line Blue Room carries includes beaded choker necklaces, some in vibrant rainbow colors and others in subtle sea hues such as mint, oyster and a glistening white.

Each features a motif charm.

Sterling silver and gem earrings

by Baked Beads are mostly in shades of blue. They include star designs, a tree of life motif and zany bumblebees. Other jewelry offerings include mixed-metal sterling silver cuffs from Pink House and the brand’s complementary rings. Conley also

Blue Room uses space-saving displays to showcase its popular jewelry offerings.

carries dichroic (color changing) glass rings.

“We try for items that strike a balance between quality and affordability,” Conley says, adding, “It’s tricky.”

This season, the gift shop will push its price ceiling higher while continuing with mainstay brands like Seaglass by White Light Productions. The spinning racks of colorful, ocean-inspired baubles are a perennial favorite, Conley says.

Meanwhile, a glass case will hold new jewelry pieces from an artist who produces silver and gold vermeil pieces in the $200 range.

The Potomac-based brand The Silver Root pieces are “very elegant and stylish,” says Conley.

A SUMMER SPACE

Summer is prime time at Blue Room Gallery and Gift Shop. Wake-up calls

Coastal colors and sea glass themes are popular on jewelry at Blue Room.

62 SEASIDE RETAILER MAY-JUNE 2025

are at dawn so Conley can neaten up the shop, restock and place orders if needed. “We are 100% a summer resort, though fall is picking up more,” Conley says.

With 500 square feet of shop floor to maximize, Conley leverages space-saving displays and likes to keep jewelry presentation looking “full” but not cluttered.

Where Conley places jewelry in the shop stays consistent year to year — and she has many return vacationing guests who make a tradition of stopping to see what’s new.

When guests show interest in pieces, Conley likes to share some information about the brand or artist while giving customers space to shop on their own. Just as with providing a variety of value and treat-yourself items, “There’s a balance between providing insight about the products without being too pushy,” she says.

As Conley approaches her 31st season of business, she’s inspired by new products in the market and her customers, who she listens to when they ask for something so she can offer what’s in demand.

She says, “Our longevity definitely brings people in, and so does the coastal surfer vibe — we just have fun!” www.seasideretailer.com

Supporting military families one strand at a time Stonington Designs’ sustainable, woven jewelry gives military spouses a way to provide for their families.

W

hen husband and wife Rich and Michelle Drake decided to put their woodworking and artistic talents together to create sustainable wood jewelry, they didn’t realize that their unique Stonington Designs founders Michelle and Rich Drake started the Military approach would be a skill that could also Spouse Weaving Program to provide opportunities for military spouses. benefit military families.

Stonington Designs launched in 2021 as an online retail London in Connecticut, so she decided that would be a business and quickly expanded into wholesale. Michelle good place to start. Military Spouse Weaving Program parknew she needed to ramp up production to keep up with ticipants are taught how to weave the different designs, then demand but wasn’t sure how. Then a discussion around the they are ready to get started. kitchen table changed everything.

They pick up their weekly kits at the shop, which include the brass core and bent wood crafted in the shop, along with “I think a lot of people that aren’t in the the bamboo strips, which they weave around it creating the service don’t know that these families design. The weavers decide how many pieces they can make in a week and appreciate the flexibility. are struggling, so this was a way I knew

that I could give back.” — MICHELLE DRAKE Her son Michael is a U.S. Air Force pilot based in Massachusetts. His wife Donna mentioned that many young families on the base are struggling financially.

Military spouses are taught how to weave gorgeous designs.

OPPORTUNITY KNOCKS. “The fact that these families are sacrificing so much and giving so much, it just seemed like a logical place for me to figure out how this might look — to create a program that would train these spouses in something new and would give them an opportunity to earn some money,” she says.

Michelle lives near the Naval Submarine Base New

A WIN-WIN. “It’s been nice to create a flexible environment for them.

They don’t have to be apologetic about the unique flow of military life and being the spouse of someone serving, because really the whole family serves. They handle everything back at home,” explains Michelle.

Before her son joined the military, Michelle didn’t have much experience with military family life and the challenges that come along with it. “I think a lot of people that aren’t in the service don’t know that these families are struggling, so this was a way I knew that I could give back. I knew that as we grew as a company, we would help them also. It was a win-win.”

SPONSORED CONTENT

Contact us to learn more! www.stoningtondesigns.com Sales@StoningtonDesigns.com 860-460-1689

C O A S TAL C O N N E C T I O N

INA MARJAKANGAS’ PERSPECTIVE ON

CoastalJewelry “Stay true to your brand, location and environment” with a focus on offering high-quality coastal jewelry.

ue utiq o B t Coas le-by a d r e Laud Sea, FL the-

STORY BY KRISTEN HAMPSHIRE PHOTOS: JACQUELINE MARIE PHOTOGRAPHY

CURATED ON THE COAST

W

hen it comes to jewelry, Ina Marjakangas is a real gem.

She opened Coast Boutique a decade ago after an illustrious career in this sector, from managing retail operations for Diamonds International, the world’s largest tax- and duty-free player, to a role at now JTV (Jewelry Television).

The Montreal native grew up in the Caribbean and began working for a Canadian designer at age 19. Marjakangas immediately got hooked on being surrounded by beautiful things. When she moved to Florida shortly after, her goal was to explore the duty-free luxury market, which meant extensive cruise line travel.

“I learned a lot and saw a lot of shops, and I always knew at some point that being on the road was going to take its toll,” she says.

During her travels, she says she would find herself being drawn to independent, local shops that carried interesting and unique items and would think to herself, “One day, I’m going to do that.”

Life circumstances prompted Marjakangas to gravitate to land, and Lauderdale-by-the-Sea was where she followed her dream. Her shop is a platform for talented jewelry artists to showcase their work and a space for known brands like Inis intermingled with curated vendors offering home decor, apparel, art and keepsakes.

“Jewelry is my wheelhouse,” says Marjakangas of Coast Boutique’s largest category.

ON BRAND

Brightly colored sea glass jewelry easily stands out on displays at Coast Boutique.

64 SEASIDE RETAILER MAY-JUNE 2025

When Marjakangas decided to open a shop, her friends wanted to know, “Will it be fancy?” www.seasideretailer.com

C O A S TAL C O N N E C T I O N

Sea themes abound in Coast Boutique’s jewelry, from sea glass pendants to elegant pearl necklaces.

“I came from a really high-end luxury background and there was no way I was going to do that,” she says.

Marjakangas didn’t want a safe in the back, a security guard or a buzzer to admit customers. Plus, there are two other longtime fine jewelers in town.

Instead, she set out to create a boutique experience that is decidedly coastal with themes that speak to the tourist destination, presented in artistic handmade displays in a hospitable environment. Price points she aims for are $500 or less for quality crafted, expertly finished pieces.

Because the region is known as a turtle nesting capital, “turtle jewelry sells all day long,” says Marjakangas.

The shop’s logo is a pelican, so those are also popular. Starfish, sand dollars, wave motifs, seashells, crabs, dolphins and fish also top the list of jewelry themes.

When buying jewelry, Marja-

kangas stays in the coastal lane.

She learned this after introducing a New England-based line to the store that she thought would cater to the Northeast crowd. The jewelry company created a private label piece for the shop. It was a pendant with the

Marjakangas’ eye for elevated jewelry is an asset for introducing a curated mix of artisanal, creative brands.

One of Coast Boutique’s highest volume sellers is Charles Albert’s Sea Glass line of adjustable rings,

“I thought people would want to come here and buy something they were familiar with, but in reality they don’t. They want to buy something they can’t get back home.” — INA MARJAKANGAS town logo: an Adirondack chair with a pelican on top.

“Those sold well, but the regular product did not,” relates Marjakangas. “I thought people would want to come here and buy something they were familiar with, but in reality they don’t. They want to buy something they can’t get back home.”

Marjakangas focuses on Coast Boutique’s proven lines that are memory pieces preserving vacation moments. “This is the formula that has worked,” she says. “Stay true to your brand, your location and your environment.”

Beaded necklaces and bracelets with a similar style hang on the same display.

66 SEASIDE RETAILER MAY-JUNE 2025

DECIDEDLY COASTAL

bracelets and pendants. Marjakangas also carries his Alchemia collection that includes mother of pearl rings and necklaces in themes such as starfish, sea turtle, sunshine and simple drops.

Zany octopus earrings by Lauren G Adams are 18-karat gold plated and feature hand-painted enamel and crystal accents. “She uses super funky Florida colors on enamel and it’s made like fine jewelry,” says Marjakangas.

Alamea Hawaii jewelry includes sterling silver and larimar gemstone pieces like stand-out wave hook earrings of sterling silver, larimar and cubic zirconia. The same design is available in a bracelet and pendant. www.seasideretailer.com

The Caribbean Hook Bracelet with its horseshoe design is an old islander tradition. Visitors appreciate the authentic bracelets with meaning behind them, Marjakangas says.

Coast Boutique also carries some “purchase with a purpose” jewelry, namely tracking bracelets in partnership with Save The Elephants, with proceeds benefiting the Kenyan nonprofit.

Marjakangas keeps an eye on hot sellers by running sales reports so she can decide which products to backstock. One challenge when carrying extra jewelry inventory is the cost per piece. “It’s not like T-shirts.

You pay a higher price to backstock,” she says, relating why sales reports are so important.

A tip for ring buying: “Choose self-sizing designs so you don’t have

www.seasideretailer.com

to stock a ring style in every size,” Marjakangas advises.

SHOW OFF

“Jewelry tells a story,” Marjakangas tells her staff of four, noting that presentation sets the stage. “Coming from the jewelry industry, I don’t like the look of ‘little soldiers in a showcase’ where pieces are all lined up. We try to make it interesting.”

Most displays are handmade, such as a shadowbox frame Marjakangas lathered with hot glue before pouring rice in it to mimic sand and show off sea glass bangles and rings.

Showcases are curated with starfish and other beach finds, and repurposed display tables are painted in the shop’s signature color, Pantone’s Moroccan Blue. Every bit of Coast Boutique’s experience was

Simplistic gold chain necklaces and earrings dangle on display.

crafted intentionally.

“The store is beautiful to look at, it smells nice when you come in, we play Bob Marley or Jimmy Buffet because that’s what people expect, and we offer them a rum punch so the get a taste of the Caribbean,” Marjakangas says. “The shop is part of people’s vacations every year and they love to bring their friends.”

MAY-JUNE 2025 SEASIDE RETAILER 67

C O A S TAL C O N N E C T I O N

SUSAN GERHARDT’S PERSPECTIVE ON

CoastalJewelry Jewelry is eye candy and leveraging its visual appeal invites customers to see and spend.

h Ranc d i a Merm t, TX r o p Rock

STORY BY KRISTEN HAMPSHIRE PHOTOS: MARK MARQUEZ

COASTAL MEETS COUNTRY

I

sland blues, sea-green hues and a side of ranch make for a complementary mashup of coastal and Texas-proud finds at Mermaid Ranch in Rockport, Texas, where “island girl” and owner Susan Gerhardt curates beach-inspired displays that hook tourists and lasso locals.

“I think we invented the coastal cowgirl theme before it was a thing,” quips Gerhardt, who grew up in Aruba and has spent most of her adult life in Texas.

Mermaid Ranch is a natural fusion of her waterfront and Lone Star state influences — and her arts and display background.

“I was an art major in college and I started working in retail doing visual displays in Houston for many years, working my way up to most of the top These dangly earrings at Mermaid Ranch feature fun yet calming coastal colors.

68 SEASIDE RETAILER MAY-JUNE 2025

stores there,” Gerhardt says.

She shifted gears to mural painting and coordinating decor for children’s rooms, along with painting furniture and creating coastal home accessories out of found pieces like driftwood, shells and repurposed antiques.

These collective experiences culminated into opening Mermaid Ranch in 2014 — a sea-swept home for the decor and wearables she and her husband Harper had been creating for years.

Mermaid Ranch has evolved and expanded into a thoughtfully merchandised boutique with an array of coastal jewelry, apparel, tableware, gifts and accessories that include local artists’ work and ZIP code protection from brands such as Spartina.

How do coastal and western mesh so seamlessly?

Gerhardt arranges the shop so it’s a sea of beachy products with a ranch room that carries on a decidedly blue-green motif with jewelry such as turquoise and silver, rustic furniture that has a driftwood vibe and items www.seasideretailer.com

with a “farmhouse feel.”

At Mermaid Ranch, sea glass meets cowhide and the combo works.

Gerhardt says, “I go to market and get what I love.”

MERMAID STYLE

When scouting for baubles to sell at the shop, Gerhardt focuses on seaworthy selections like oyster shells, sea glass, mother of pearl, starfish, seashells — and of course, mermaids.

“Our whole store is pretty much a turquoise beachy vibe,” she says, leaning heavily toward pieces that suit the Mermaid Ranch color wheel: blue, green and sandy tones.

“Our coastal section has lots of turquoise, shells and freshwater pearls that make you think of the ocean, and our western side is more

www.seasideretailer.com

A mix of necklaces, earrings and more is like eye candy in the middle of the store.

turquoise and silver,” she describes.

Gerhardt seeks out carefully finished pieces, such as oyster jewelry by Kathryn Papasan. Some are decoupaged, others lined with vermeil. The shop offers a selection of oyster pieces — earrings, bracelets and necklaces. “Some are decorative pieces like something you might drape over a wine bottle if you are

giving a gift,” she relates.

Mermaid Ranch also carries Sadie Green’s sea glass line, from rings to bangles, anklets and pendants. The tumbled, recycled glass pieces are hand-wrapped in silver-plated wire and appeal to visitors and locals.

“Sea glass is always a draw in a coastal town,” says Gerhardt.

A dedicated display of Spartina

MAY-JUNE 2025 SEASIDE RETAILER 69

C O A S TAL C O N N E C T I O N 449 jewelry includes gold-plated pieces in shell and oyster motifs.

“Their logo is a mermaid, so we love that!” quips Gerhardt.

Also, she appreciates the brand’s “ZIP code protection” as an exclusive Spartina 449 seller in the area. “We feel fortunate because it’s important to keep our shop different than others

Starfish, pearls and other coastal themes are big sellers at Mermaid Ranch.

70 SEASIDE RETAILER MAY-JUNE 2025

along the main street,” Gerhardt says.

“I try to keep the items we offer interesting and to find new lines to carry,” she says. “There are lots of gift stores here that carry a little bit of everything, and we want our shop to be a destination. If I see someone carrying a line we have here, I may say, ‘OK. Let’s move forward and get something else.’”

By no means is Gerhardt fickle with brand representation. The shop’s longtime lines earn repeat customers and artists’ jewelry is always evolving, giving guests reason to check back to see what’s new.

“Keeping prices reasonable has allowed us to do a great jewelry business,” Gerhardt adds. “We have ladies buying for themselves all the time, and customers tell us our prices are fair.”

Price point span between $12 to $65. Gerhardt says customers splurge on more pieces this way.

“I do think our pricing increases bag size,” she says.

So does offering a “side of ranch” in the jewelry category, such as Texas-shaped pendants and earrings.

Gerhardt says, “Tourists love them because they get to take home a piece of Texas and locals love them because they are Texas proud.”

BEST OF SHOW

Jewelry at Mermaid Ranch isn’t stowed behind locked, glass counters or displayed only at the cash wrap.

“I feel it’s important for customers to hold the jewelry and try it on,” Gerhardt says. “They are more likely to buy it if they can touch it.”

Gerhardt, a beachcomber at

www.seasideretailer.com

“I feel it’s important for customers to hold the jewelry and try it on.

They are more likely to buy it if they can touch it.” — SUSAN GERHARDT heart, incorporates seaside finds from nearby and the Bahamas. Then, she pours her visual merchandising talent into the shop’s inviting window and product displays.

Conch shells become vessels for rings. Driftwood is a natural display for necklaces and bracelets.

On the western side of the shop, Gerhardt might set her grandmother’s antique silver serving pieces on a display table. She fills them with sparkly gravel and sets jewelry on top.

“Presentation is everything and you have to keep displays sparkling to capture customers’ attention,” Gerhardt emphasizes.

Jewelry is located in the center

www.seasideretailer.com

of the shop and close to coastal apparel. Gerhardt notices as her clothing offering and sales have expanded, jewelry is moving swiftly, too. “People will buy an outfit and they want earrings or a necklace to go with it,” she says, adding that Mermaid Ranch’s associates mingle with customers to answer questions and offer ideas.

The team assists with displays, too.

“We have a joke in the store — if you touch it or move it, it sells the next day,” Gerhardt says of keeping the presentation fresh. She adds, “I couldn’t do it without my great group of loyal salesgirls who keep the store looking great. It gives them pride in the store, too, when displays

Mermaid Ranch incorporates conch shells and driftwood to display jewelry.

are looking fluffed and pretty.”

Gerhardt says she picks colors that create a feeling of coastal calm.

“Almost daily, someone comes in and says what a relaxing feeling they get when they are here,” she explains.

“I’m touched when I hear that my happy place generates a happy feeling for them, too.”

MAY-JUNE 2025 SEASIDE RETAILER 71

E V E N T S C AL E N DAR

SA VE

TH

E

DA TE

July 15-21 Atlanta Market Atlanta www.atlantamarket.com July 21-25 Seattle Mart Summer Show Seattle www.seattlemart.com July 22-23 Collective Shows West Huntington Beach, California www.collectiveshows.com

JULY 15-21

July 22-24 The ASI Show Chicago Chicago www.asishow.com

Atlanta Market

June 3-6 Atlanta Apparel Atlanta www.atlanta-apparel.com June 8-10 Miami International Mart Miami www.martofmiami show.com June 8-10 Minneapolis Mart Home & Gift Show Minnetonka, Minnesota www.mplsmart.com June 10-13 Dallas Apparel & Accessories Dallas www.dallasmarket center.com

Aug. 4-6 CMC LA Market Week Los Angeles www.californiamarket center.com Aug. 5-8 Atlanta Apparel Atlanta www.americasmart.com

June 18-24 Dallas Total Home & Gift Market Dallas www.dallasmarket center.com

July 25-27 GTS Greensboro Expo Greensboro, North Carolina www.gtshows.com

Aug. 8-12 Minneapolis Mart Home & Gift Show Minnetonka, Minnesota www.mplsmart.com

June 20-22 CARV Expo San Diego www.carvexpo.com

July 27-31 Las Vegas Market Las Vegas www.lasvegasmarket.com

Aug. 17-20 Las Vegas Apparel Market Las Vegas www.lasvegasapparel.com

June 23-24 TMC – The Merchandise Center Chicago www.tmcexpo.com June 23-24 Midwest Market Days Chicago Chicago www.midwestmarket days.com

DA TE

JUNE

Aug. 3-6 ASD Market Week Las Vegas www.asdonline.com

E

May 21-23 Las Vegas Market - Spring Sample Sale Las Vegas www.lasvegasmarket.com

July 23-24 Mid-Atlantic Merchandise Mart Philadelphia www.midatlanticmart.com

Aug. 3-5 NY NOW New York www.nynow.com

TH

May 16-18 GTS Greensboro Expo Greensboro, North Carolina www.gtshows.com

June 16-18 CMC LA Market Week Los Angeles www.californiamarket center.com

Aug. 2-5 Shoppe Object New York www.shoppeobject.com

SA VE

MAY

AUGUST

JULY July 15-17 Casual Market Atlanta Atlanta www.casualmarket atlanta.com

JULY 27-31

Las Vegas Market

72 SEASIDE RETAILER MAY-JUNE 2025

www.seasideretailer.com

EVENTS COVERAGE

Great Lakes Gift Show attracts 400-plus attendees

Great Lakes Promotions debuted the Great Lakes Gift Show Feb. 25-27 at the Kalamazoo Expo Center in Kalamazoo, Michigan, attracting around 400 attendees from Michigan, Ohio, Indiana, Illinois and Wisconsin. According to the show organizer, attendees came from a variety of businesses, including boutiques, book stores, campgrounds, florists, gift shops, museums, resorts, zoo shops and more.

The new regional show introduced an assortment of new gift lines, bath & body, home decor, holiday products, resort apparel, souvenirs and more. The show organizer said exhibitors had great buyer interactions, with many forging new business partnerships during the three-day event.

Exhibitors andSales!, Sun Your Soul and Buddy by the Sea & Buddy by the Lake all expressed optimism about having a trade show in the Great Lakes region, according to Great Lakes Promotions. The show organizer said exhibitors have also started to reserve booths for the 2026 Great Lakes Gift Show on March 3-5.

The Great Lakes Gift Show will also return to the Kalamazoo Expo Center Oct. 14-16 for a fall event.

New England Made spotlights fresh brands

The New England Made Giftware and Specialty Food Show wrapped up its spring edition in Portland, Maine, with a positive vibe according to Stefa Normantas, show producer, New England Made Shows.

This year’s March 15-17 show hosted 60 new exhibitors among the aisles of vendors showcasing their products.

The show draws buyers from approximately 20 states, ranging from major retailers like L.L. Bean and Whole Foods to independent gift shops, museum stores and local country stores.

Normantas said the show is known for spotlighting emerging talent and for being especially supportive of small businesses transitioning into wholesale. Partnerships with small business development centers and other local business organizations help provide educational resources and a welcoming environment for first-time exhibitors.

“At its core, the New England Made Show is about helping businesses grow,” said Normantas. “From connecting with new buyers to gaining exposure and industry feedback, this event is designed to support New England makers at every stage.”

For both new vendors just starting out as well as established brands, Normantas said the show offers a platform to grow. “We’re proud to see our exhibitors not only showcase incredible products but also take meaningful steps forward in building their businesses,” she shared.

The next show is Sept. 9-10 in Boxborough, Massachusetts.

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CARV Expo to feature mix of legacy and emerging brands

CARV Expo, a new board sports and adventure industry trade event taking place June 20-22 at the San Diego Convention Center, has announced a mix of both legacy brands and emerging brands that will be on the show floor.

CARV (California Action Retailer + Venture) says it is committed to curating a diverse and representative trade show community.

Some pioneering legacy brands that will be on the show floor include Quiksilver and Rip Curl.

“We’re stoked to be part of the first-ever CARV Expo,” says Quiksilver Senior Vice President Ryan Mangan.

“With the long absence of a major trade show on the West Coast, CARV is filling a much-needed gap, bringing the industry together to connect, inspire and push the culture forward. Quiksilver is proud to be part of this new chapter.”

CARV Expo also plans to spotlight a newer generation of influential apparel brands, welcoming Finisterre, a leader in renewable materials and wetsuit design; Jetty, an eco-forward clothing manufacturer; and Brixton, which has roots in surf, skate and music.

The CARV Expo team also continues to grow its list of non-endemic attendees, including leaders in binocular tech, Nocs Provisions and Chums.

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PRODUCT SHOWCASE

On our radar

Looking for something new to offer? Here are some fresh ideas.

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1. Town Pride: Baby + Kids Knit Collection lobster sweater, striped pants and blanket set, www.townpride.com; 2. The RGU Group: Color Me plush manatee, www.thergugroup.com; 3. The Beach Rooster: SPF 50 tinted mineral sunscreen, www.thebeachrooster.com; 4. Glimmer Wish: Paraben-free Mermaid shampoo, www.glimmerwish.com; 5. Cape Shore: Flamingo wine tumbler, www.cape-shore.com; 6. Joseph K. & Co.: Name-drop Palm Springs ornament, www.josephk.com; 7. Capsmith: Blue cap with crab icon, www.capsmith.com; 8. Inis: Voyager gift set, www.fragrancesofireland.com; 9. Pearls & Camo: New England anchor sweater, www.pearlsandcamo.com.

Have a product you would like featured? Send a high-res image and description to: katie@breakwallpublishing.com.

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R E TAI L E R R E F L E C T I O N S

Your email list is your best tool for staying connected with customers and bringing them back in.

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mail marketing is hands down one of the best ways to connect with your customers. An email list isn’t just a bunch of names — these lists give you direct access to customers.

Unlike with a social media post where you can’t be certain if customers see your posts, emails go straight to customers’ inboxes.

Email delivers one of the highest returns on investment of any marketing channel. Since many of your customers may only visit your shop a few times a year, your email list is your best tool for staying connected with customers and bringing them back in.

POWER OF CONSISTENCY

Growing your email list should be an ongoing effort that pays off big time when you stick with it.

Don’t stress if your list seems small. Every single subscriber is a chance to build a strong relationship.

It’s not about size — it’s about how you engage with your audience.

GROWING YOUR EMAIL LIST

If you’re ready to get more people on your email list, start with these five simple strategies: • Track your growth: Set a goal and check on it monthly. Knowing where you stand keeps you motivated and helps you tweak your strategy as needed.

MAKE IT HAPPEN

Want real results? Start by setting a simple goal. Write down how many email subscribers you have now and then set a number that you want to hit in 30 days. Then pick just one strategy from this list and commit to making that happen.

Your email list is a direct line to the people who love what you do.

When you focus on growing and nurturing your email list, you’re building a stronger, more profitable business that can weather any storm, even in the off season.

CATHY DONOVAN WAGNER helps store owners scale sales past 7 figures. Check out her Richer Retail Podcast: www.retailmavens.com/richerpodcast.

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© ADOBE STOCK | NIROWORLD

5 WAYS TO GROW YOUR EMAIL LIST

• Offer a lead magnet: Give people a reason to sign up! Consider providing them with a discount they can use before they leave town or a digital “Coastal Insider” guide for their next trip.

• Loyalty programs: Encourage repeat visits by offering perks such as early access to next season’s products or special discounts for returning customers.

• Form partnerships: Partner with hotels, restaurants or attractions in the area to cross-promote and capture more visitors.

• Simplify sign-up: Make it effortless for customers to connect with you by having a sign-up sheet at checkout, a QR code that links to your sign-up page and reminders on receipts.

AD INDEX ADVERTISERS: A.T. Storrs Ltd. — www.atstorrs.com ............................................. 53 American Gift Corp. — www.agiftcorp.com ..................................21 ASD Marketweek — www.asdonline.com/august-25............... 79 Association of Golf Merchandisers — www.agmgolf.org .......69 Atlanta Market — www.atlantamarket.com/gift........................75 Bali Queen — www.baliqueen.com.................................................61 Bamboo Source Tropical Decor www.bambootropicaldecor.com .............................................. 33 Bamboo Trading Co. — www.bambootradingcompany.com ........................................ 52 BB Candles — www.bbcandles.com ...............................................11 Butler Hill & Co. — www.butlerhill.net .........................................50 Cape Shore — www.cape-shore.com .............................................. 5 Capsmith Inc. — www.capsmith.com .............................................. 9 CARV Expo — www.carvexpo.com ...................................................71 Charming Shark — www.charmingshark.com ............................ 65 Country Home Creations — www.chcdips.com .........................30 Dune Jewelry & Co. — www.dunejewelry.com ........................... 47 Evelyn & Kate — www.evelynandkate.com .................................40 Exotic Sea Images — www.exoticseaimages.com.....................38 Fancy That Gift & Decor — www.fancythatgift.com ................. 36 Fiesta Toy — www.fiestatoy.com ...................................................... 3 First & Main — www.firstandmain.com ........................................ 25 GarmentGear — www.garmentgear.com ......................................17 Impulse Souvenirs — www.impulsesouvenirs.com .................83 Jackie Gallagher Designs — www.jackiegallagherdesigns.com ............................................51 JD Yeatts/Chesapeake Bay — www.jdyeatts.com .................... 35 Joseph K. Coastal — www.josephk.com ....................................... 36 Kurt S. Adler — www.kurtadler.com .............................................. 19 Las Vegas Market — www.lasvegasmarket.com.........................77 Lighthouse Keeper’s Pantry — www.lighthousekeeperspantry.com .......................................40 Melissa Lew — www.melissalew.com ........................................... 67 New England Gold ........................................................................48-49 Ocean Jewelry — www.oceanjewelrystore.com......................... 45 Patsy Kane — www.patsykane.com ............................................... 54 Pearls & Camo — www.pearlsandcamo.com ..............................31 Powder Pouch — www.powderpouch.com ................................. 39

Providence Wholesale Jewelry Co. — www.providencewholesalejewelry.com ................................69 Retail Mavens — www.retailmavens.com.................................... 70 Seaside Retailer — www.seasideretailer.com ........................7, 81 ShipShapeStyles — www.shipshapestyles.com........................ 67 Souvenirs, GIfts & Novelties — www.sgnmag.com ..................80 Stonington Designs — www.stoningtondesigns.com .............. 63 Surf Expo — www.surfexpo.com ......................................................73 The Beach and Back — www.thebeachandback.com ............. 59 The Beach Rooster — www.faire.com/direct/thebeachroosterllc .......................... 54 The RGU Group — www.thergugroup.com ....................................15 Town Pride — www.townpride.com ................................................. 2 TownWear — www.mytownwear.com ........................................... 29 Wild Republic — www.shop.wildrepublic.com...........................84 Xplorer Maps — www.xplorermaps.com.......................................41 Zeckos — www.zeckos.com ...............................................................37 Zizo USA Inc. — www.zizousa.com.................................................. 23 JEWELRY BUYERS’ GUIDE ADVERTISERS: 3U Designs — www.etsy.com/shop/3udesignstudios ..................................58 A.T. Storrs Ltd. — www.atstorrs.com ............................................. 55 Bali Queen — www.baliqueen.com................................................ 56 Bamboo Trading Co. — www.bambootradingcompany.com ........................................ 55 Brielle’s Shells — www.briellesshells.com ................................. 56 Cape Cod Chokers — www.capecodchokers.com ......................57 Dune Jewelry & Co. — www.dunejewelry.com ............................57 Island Pearl Traders — www.islandpearltraders.com ............. 56 Jackie Gallagher Designs — www.jackiegallagherdesigns.com ............................................57 Jasmine Sol — faire.com/direct/jasminesoljewelry ................58 Jilzarah — wholesale.jilzarah.com ................................................. 56 LOLA — www.lolacompany.com ......................................................58 MagneHealth — www.magnehealth.com..................................... 56 Pink House Imports — www.pinkhouseimports.com ...............57 ShipShapeStyles — www.shipshapestyles.com........................58 Stonington Designs — www.stoningtondesigns.com ..............58 Urban Charm — www.urbancharminspires.com ........................57

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S TAR F I S H AWAR D

Winner: My Darling Maine Location: Bar Harbor, Maine Owner: Victoria Conner

Becoming part of the story

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STORY BY KRISTEN HAMPSHIRE

mall steps to give back can make a big, collective impact, relates Victoria Conner, who owns My Darling Maine. Her business is a quintessential Bar Harbor boutique with a big heart.

The shop is a platform for making connections, a natural way of doing business and life for Conner. Her giving nature is the essence of My Darling Maine. (The name honors her late mother’s doting sentiment, my darling daughter.)

“One of the biggest ways of giving back is by building community — participating in the process whenever and however we can,” says Conner.

My Darling Maine gives supportive scoops to the Hancock County

“One of the biggest ways of giving back is by building community — participating in the process whenever and however we can.” — VICTORIA CONNER SPCA, Bar Harbor Historical Society, Bar Harbor Pride and the town’s food pantry, along with dedicating time and donations to the annual Sea of Blue autism walk.

The list goes on and every little bit counts, Conner says. “Flip the script,” she quips. “What if I needed help? Wouldn’t I want to know that my community would provide support in a time of need?”

The Bar Harbor varsity sweater displayed with other goods supports the local historical society. Photos: Brian Aquadro

SPONSORED BY:

ALIGNING FOR CAUSES

When storms damaged the town’s Shore Path, Conner launched a candle and relabeled it to Save the Shore Path, with proceeds benefiting a path restoration project.

The historical society also approached Conner when it obtained a 1950s Bar Harbor varsity sweater, wondering if she could recreate and sell it to benefit the group’s educational outreach fund. Conner partnered with a vendor and stocked the sweaters. The initiative prompted lots of storytelling and support.

“The shop is an environment where we interact with people in a meaningful way in a trusted space,” Conner relates. “They share their stories with you, and you become part of the story.”

Starfish Awards recognize retail stores in our industry that are making a difference through charitable donations and efforts. Is your store worthy of an award? We’d love to hear from you! Complete an entry form at www.seasideretailer.com/starfish-award.

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