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ORLANDO, HERE WE COME
September may still be a few months away, but if you are a coastal retailer, it’s not too early to plan to come to Orlando for what is sure to be an extremely beneficial trip. Maybe you’ve been invited to The Gathering, Sept. 14-17 and are looking to extend your stay. Perhaps you’ve been to Surf Expo before, but this year the event is celebrating 50 years, and the Sept. 16-18 event is your chance to be a part of that milestone.
And for the first time, the Coastal Connections Conference is going to be taking place right after Surf Expo and The Gathering conclude, from the evening of Friday, Sept. 18 until Sunday, Sept. 20. If you’ve never been to the Coastal Connections Conference before and are planning to attend Surf Expo or The Gathering, I encourage you to extend your stay and join us for top-notch education and networking designed specifically for the coastal retail industry.
It’s a chance to meet and exchange ideas with coastal retailers from all over the country, gain actionable takeways to implement in your store immediately, and get some time for buying in an intimate, relationshipdriven setting. If you have been to the Coastal Connections Conference before, then I hope you will consider returning to gain the latest perspectives that will help you stay at the top of your retail game.
If you’ve never been to the Coastal Connections Conference before and are planning to attend Surf Expo or The Gathering, I encourage you to extend your stay…
Eight educational sessions feature top retail experts on topics ranging from profits, inventory, social media, disaster preparedness and more. Meals, receptions, and a welcome bag with products from leading coastal brands are included with registration. It’s pretty amazing when you think about all you are getting for such a great registration price. You can read more about it on pages 20-23.
Seaside Retailer’s goal is to provide resources, information and connections to coastal retailers so they can better navigate their businesses and be more successful. The Coastal Connections Conference expands upon that goal by bringing all of those elements for success into a highly curated in-person event that fosters connection and growth. I know you won’t want to miss it.
Whether you’ve been to Orlando 50 times or it is your first time attending Surf Expo, The Gathering and the Coastal Connections Conference, be prepared to have an amazing time catching up with old friends, making new connections, placing reorders on your old favorites or finding the next new best-seller in your store. We look forward to seeing you there!
The Coastal Connections Conference has announced that Kathy Cruz, founder of the Savvy Shopkeeper, will be the keynote speaker at the 2026 Coastal Connections Conference, Sept. 18-20 in Orlando, Florida.
As the founder of Savvy Shopkeeper, she has transformed her experiences and insights as a retailer and entrepreneur into a valuable resource for fellow shop owners. Through her blog, podcast and social media platforms, Cruz shares practical tips, success stories and industry trends, empowering indie retailers to navigate challenges and maximize their potential.
Connections CONFERENCE
“A Coastal Retailer’s Profit Playbook” will kick off the educational portion of the event on Sept. 19 from 9:15 to 10:15 a.m. This engaging and informative presentation is tailored for coastal retailers, providing them with insights needed to turn waves of seasonal traffic swings, visitor traffic and pressure to make the most out of peak moments and drive steady, predictable profit.
“Coastal retail comes with big swings in traffic and demand,” says Cruz. “This session is about learning how to run your business in a way that stays profitable and cash flow stable through those shifts, not just during the busiest weeks of the year.”
Attendees will walk away thinking differently about how buying, pricing, in-store messaging and day-to-day operations work together to help stores stay profitable year-round, not just when it’s busy.
COASTAL
Blue Butterfly LLC acquires IndERA
Blue Butterfly LLC, a strategic consultancy focused on retail growth, operational optimization and retail real estate advisory, has acquired IndERA (formerly Crystal Media), a leading digital marketing, education and events platform serving independent retailers nationwide.
For more than 13 years, IndERA has delivered digital marketing services, industry education, events and community connection to thousands of independent retailers and manufacturers. Blue Butterfly’s acquisition of IndERA plans to build on that foundation by combining IndERA’s marketing and education expertise with the company’s experience in retail operations, profitability strategy and thoughtful store growth.
Blue Butterfly LLC is led by partners Patricia Norins and Michael Brielmann, who have decades of experience across retail operations, merchandising, sourcing, acquisitions, leasing strategy and store performance optimization.
Crystal Vilkaitis, founder of IndERA, says she will remain actively involved with the company, continuing to support the retailer and vendor community.
“This transition represents an exciting next chapter for IndERA,” says Vilkaitis. “I’m incredibly proud of what we’ve built, and I couldn’t be more excited to see Patricia and Michael take IndERA forward with the experience and vision to serve this community even more deeply.
Patricia has been a trusted advisor to me and the business since its inception, which makes this acquisition especially meaningful.”
Norins adds that Blue Butterfly LLC is honored to build on the foundation that IndERA began.
“IndERA has become a trusted resource in digital advertising, retail education and community building,” Norins says. “Our commitment is to strengthen that platform while continuing to serve independent retailers at the highest level.”
Patricia Norins (left) and Michael Brielmann lead Blue Butterfly LLC.
The Silly Goose opens as coastal children’s store in Cape Cod
The Silly Goose has made its retail debut this spring as a new coastal kids’ boutique in Harwich Port, Massachusetts. Co-owners Calista Pons and Allie Daigle hosted a soft opening for the store on March 14, inviting community members to browse the 1,800-square-foot store, full of coastal-themed kids’ apparel, plush and other gifts.
Pons is also the owner of Sativa and Solis gift boutiques in Harwich Port, while Daigle has served as a manager at both stores.
Drift by Stonington Designs partners with Garnet Hill
“We want this to be the best one-stop toy shop and gift shop for babies and kids in town. There hasn’t been a true toy shop in this part of Cape Cod for a long time,” says Pons, who adds that she hopes to use the new store to host community events.
Drift by Stonington Designs, a handcrafted wooden jewelry line, has formed a partnership with Garnet Hill, a lifestyle brand. The partnership brings Drift’s signature bracelets and earrings — made from reclaimed hardwoods and handwoven by military spouses — to Garnet Hill customers seeking meaningful, design-forward accessories with a human story behind them.
“At its core, this collaboration came from simply sharing who we are,” says Michelle Drake, founder of Stonington Designs.
Garnet Hill selected several Drift styles for its new arrivals for spring, including the brand’s signature clasp bracelets and coordinating hoop earrings.
Event Network opens two resort stores in Hawaii
Event Network has opened two new resort stores in Hawaii, with new stores at Honua Kai Resort & Spa in Lahaina, Hawaii, and Royal Sonesta Kaua’i Resort in Lihue, Hawaii. Craig Obina, Event Network district manager for Hawaii, says the new Honua Kai Resort & Spa store is small but packs in a lot.
“We have some fashion apparel, like Tiare Hawaii and Aggro Pacific beachwear,” he says. “There’s also some T-shirts, magnets, tiki mugs — all the things guests are looking for.”
Guy Harvey and River Collective Co. launch new line of decals
Guy Harvey Inc. has partnered with River Collective Co. to release a new line of decals. The new collection features vibrant marine depictions of a variety of sea creatures, created by artist, conservationist and scientist
Dr. Guy Harvey.
Obina adds that guests have enjoyed modernized store at Royal Sonesta Kaua’i Resort. With these two new stores, Event Network now oversees 20 retail stores at resorts across Hawaii.
“Each decal celebrates the beauty of the vast marine life in our oceans while also contributing to the Guy Harvey Foundation’s efforts to protect marine ecosystems, fund research and expand ocean education programs,” says Alex Harvey, licensing and marketing director for Guy Harvey Inc.
The Guy Harvey decals collection offers 17 unique designs of freshwater and saltwater fish, sharks and sea turtles. The high-quality decals provide an easy and affordable way to showcase a love for aquatic life.
A full, organized display sends a message that the store is well-stocked and worth exploring.
BY MICHAEL HALE
Set the stage for summer sales
Summertime can be a busy season for many seaside retailers. Foot traffic may increase dramatically and purchasing decisions need to happen more quickly.
To make the most of a peak season, the combination of strong visual merchandising and thoughtful store organization can encourage more visitors to make a purchase.
VISUALIZING THE SPACE
The first step is preparing your space before the season begins. A quick floor reset in late spring can dramatically improve store flow. Review which categories perform best during summer and make sure these items occupy the most visible and accessible locations.
and entrance tables showcasing bestselling items can capture the attention of passing tourists.
SIMPLICITY AND SPEED
Tourists rarely want to search for products; they prefer quick visual cues that guide them to what they need. Group products by lifestyle or activity rather than by brand whenever possible.
Seaside retailers should also be prepared to replenish top-selling items quickly during peak season. Keep backstock organized and close to the selling floor so associates can restock quickly.
A CLEAN LOOK
Michael Hale, CEO of Retail Rehab, transforms retail spaces and helps drive up profits.
michael@retail-rehab.com www.retail-rehab.com
Prime retail space should include areas immediately inside the entrance, end caps and high-traffic aisles. Vertical displays are also especially valuable during busy seasons.
Front-of-store merchandising also plays a role during peak season. Outdoor racks, sidewalk displays
During peak season, neatness leads to sales. Displays should be faced, folded and restocked multiple times throughout the day. A full, organized display sends a message that the store is well-stocked and worth exploring.
Summer tourism moves quickly, but with the right merchandising strategies in place, your store can move just as fast.
Understanding your “Goldilocks zone” (not too much, not too little) is the key to freeing up cash.
BY CATHY DONOVAN WAGNER
Find your Goldilocks zone
As a coastal retailer, you know the rhythm of your business is tied to the tides — seasonal tourists rush in, your store buzzes, then quieter months follow. But even with strong sales during peak season, sometimes your cash flow doesn’t feel particularly healthy. Many stores fall into the “buy, sell, restock” cycle without realizing how much cash is tied up on shelves. Even with busy foot traffic, your profits can feel trapped if your inventory isn’t turning fast enough. Understanding your “Goldilocks zone” (not too much, not too little) is the key to freeing up cash, energizing your store and keeping customers excited.
STEP 1: CHECK INVENTORY TURN
seasonal items or higher ticket products may turn slower, while trend-driven items move faster. The goal is a smooth, consistent flow that keeps your store profitable.
STEP 2: MEASURE INVENTORY FRESHNESS
Next, look at how much of your stock is older versus newer. Take your new received goods from the last 90 days and divide by your total inventory at retail. Aim for roughly 70% new inventory at any time. This ensures your displays feel lively, your customers stay engaged and your cash isn’t sitting stagnant.
STEP 3: FREE CASH AND ENERGIZE YOUR STORE
Cathy Donovan Wagner helps store owners scale sales past 7 figures. Check out her Richer Retail Podcast. 847-622-8382 clientcare@retailmavens.com retailmavens.com/richerpodcast
Inventory turn tells you how many times you sold through your stock over a given period. To calculate, inventory turn = annual sales / average inventory.
For many retailers, a turn of around three is ideal. Remember,
Once you know your Goldilocks zone, mark down slow movers, reorder smartly and prioritize items with strong margins. When inventory flows in harmony with your sales, your cash becomes a tool, not a bottleneck.
Strategic buying keeps your store profitable, nimble and ready for every peak and every slow day.
Does something magical or special await your customers on each visit to your store?
BY TOM BORG
Setting positive expectations
Ashort time back, my wife and I were on vacation at a place we have visited numerous times, Mackinaw Island in Michigan. There is something magical about our return visits to that island with all of the horse-drawn carriages and wagons. What makes it even better is walking into the different gift shops and experiencing each store with their different scents, sounds and visual treats.
Does something magical or special await your customers on each visit to your store? A great way to ensure happiness is by setting positive expectations from the start.
A VACATION-FRIENDLY TONE
Tom Borg is a business consultant and writer focused on leadership, communication, customer service and the real-world challenges of small business ownership. Reach him at:
When shoppers walk into your store, the first thing they notice isn’t your product — it’s your atmosphere. A relaxed, welcoming environment immediately lowers stress and encourages browsing.
This doesn’t mean sloppy or unorganized; it means thoughtful touches that make people feel
comfortable. Think soft background music, a smile, a friendly greeting at the door and displays that invite interaction without feeling cluttered.
LITTLE EXTRAS, BIG SMILES
Small touches go a long way in leaving a lasting impression. A handwritten thank-you note tucked into a bag and complimentary gift wrapping can make for a memorable shopping experience. These moments communicate to your customers that you and your team value them.
FOLLOW-UP FOR RETURN VISITS
Thoughtful follow-up can turn a one-time visitor into a loyal patron. Perhaps send a friendly email message, promoting seasonal arrivals or loyalty perks for repeat visits. By creating a gentle, ongoing connection, you encourage shoppers to return and bring friends along next time.
By combining a vacation-friendly atmosphere, thoughtful touches and consistent follow-up, customers can have more positive memories.
“The Coastal Connections Conference is a great opportunity to learn from industry experts and network with fellow retailers who share similar challenges.”
— Sam Chang IBCaribbean, Boca
Raton, FL
“We introduced three vendors in the gift shop that I met at The Boardwalk vendor event. Their product has been a huge success!”
— William Hill, Margaritaville Resort, Orlando, FL
“I have been to other retail conferences over the years, but having one specific to the coastal retail industry made this one a must-attend event. I look forward to the next one!”
— Kim Hannon, Ophiuroidea, The “O”, Stevensville, MD
The perfect place to learn, connect and explore
Fresh ideas, new connections and a coastal setting to match! The Coastal Connections Conference is where the magic happens. Returning Sept. 18-20 at the Margaritaville Resort Orlando, the Coastal Connections Conference is designed specifically for coastal retailers. The event brings together inspiration, education and connection in a setting that feels equal parts productive and refreshing.
Timed just after Surf Expo and The Gathering, the conference offers a seamless way to extend your stay
in Orlando — turning one trip into multiple opportunities to discover products, connect with peers and gain actionable insights.
The conference kicks off Friday, Sept. 18 at 6 p.m. with The Welcome Party, offering a relaxed environment to unwind, share ideas and build relationships with peers from across the country.
Then on Saturday the opening keynote delivered by Kathy Cruz, founder of Savvy Shopkeeper, is designed to deliver immediate, takehome value. Attendees can expect a session focused on driving profit-
The Starfish Awards Ceremony recognizes retailers’ charitable efforts; Kathy Cruz, Savvy Shopkeeper, is the keynote speaker.
ability, streamlining operations and navigating today’s evolving retail landscape with confidence.
From there, the momentum continues with seven more sessions that tackle the challenges and opportunities unique to coastal retail — from merchandising and inventory management, social media, customer experience, disaster preparedness and more.
Throughout the weekend, attendees will have multiple opportunities to connect with attendees and vendors in an intimate setting designed for making lasting connections.
With its combination of targeted education, meaningful networking and a one-of-a-kind atmosphere, the Coastal Connections Conference continues to carve out a niche as a must-attend event for coastal retailers.
Space is limited. Secure your spot, connect with peers and chart a course for a successful season ahead.
Take a stroll on The Boardwalk
This Coastal Connections Conference buying event is designed to build relationships.
While education is an important aspect of the Coastal Connections Conference so are opportunities to connect with wholesalers and brands that can enhance coastal retailers’ store offerings. During The Boardwalk, Saturday, Sept. 19 from 3:30 to 6 p.m., attendees will have the opportunity to explore exciting new products and get to know vendors in a fun, relaxing and casual environment.
With The Boardwalk Chat taking place in advance of The Boardwalk, attendees will get to know vendors even more closely before the doors to The Boardwalk open, giving them a chance to learn about the products being offered in-person from the comfort of their chairs. All vendors will have the opportunity to sit down with Conference Sales Director and Seaside Retailer Publisher Karen Carr Saturday afternoon for a short chat to discuss trends, top-selling product offerings and other pertinent topics.
“It was a great way to learn about each brand and what they offered. It made meeting them at The Boardwalk event more efficient and personable,” said past attendee Cici Davis of Cinnamon Bay Resort, St. John, Virgin Islands.
Boardwalk participants also appreciated the opportunity. Returning exhibitor, Victor Armendariz of Wild Republic, had this to say about the entire experience: “What I found most advantageous was The Boardwalk Chat. Having an opportunity to address a room full of current and potential buyers is fantastic.”
The Sunset at Margaritaville party takes place after The Boardwalk, giving attendees and vendors a chance to continue the conversation.
COASTAL CONNECTIONS CONFERENCE PREVIEW GUIDE
SPEAKERS
REGISTRATION AND RESERVATIONS DETAILS
PRICING:
• EARLY BIRD RATE: $495 (until June 30)
• STANDARD RATE: $695 (until September 4)
• REGISTRATION INCLUDES:
P Eight educational sessions
P Exclusive entrance to the Boardwalk vendor event
P Welcome bag
P Prize giveaways
P Two networking parties, two breakfasts and one lunch
HOTEL ROOM BLOCK:
• Special rate of only $159/night available for conference attendees. Extend your stay before and after and still receive the same great rate!
• For reservations, call 855-995-9099 and mention Coastal Connections Conference or visit www.coastalconnectionsconference.com/hotel
Jennifer Johnson The Confident Entrepreneur
Michael Hale Retail REHAB
Cathy Donovan Wagner RETAILMavens
KEYNOTE: KATHY CRUZ Savvy Shopkeeper
Patrick Keiser Heart on Main Street
Karen Sotomura Joseph K & Co./Waikiki Christmas Stores
Ciara Stockeland The Inventory Genius
Patricia Norins IndERA/Blue Butterfly LLC
Casey Smith Gifted/One Amazing Find
Richard Johnson Bailey’s General Store
AGENDA
FRIDAY, SEPTEMBER 18
Registration and Badge Pick-up................ 3:00 - 6:00 p.m.
Welcome Party ................................................6:00 - 7:00 p.m.
Mingle with seaside retailers and Boardwalk vendors at the Coastal Connections Conference Welcome Party!
Coastal retailers face seasonal traffic swings and constant pressure to make the most of peak moments. Learn how to turn those waves into steady, sustainable profit.
Speaker: Kathy Cruz, Savvy Shopkeeper
SESSION II: THE POWER OF VISIBILITY: HOW SOCIAL MEDIA IS REWRITING RETAIL ....................10:30 - 11:15 a.m.
Get inspired by real stories of independent retailers who transformed simple content into national demand, loyal communities, and record-breaking growth. Speaker: Patricia Norins, IndERA/Blue Butterfly LLC
Seaside Retailer honors past recipients of the Starfish Award recognizing each winner for their contributions to charitable causes and conservation efforts.
SESSION III: BE THE CAPTAIN OF YOUR INVENTORY SHIP ...........................1:00 - 2:00 p.m.
Learn practical strategies for tracking, ordering, and managing inventory so you always have the right products at the right time. Speaker: Ciara Stockeland, The Inventory Genius
SESSION IV: THE BOARDWALK CHAT .......... 2:15 - 3:15 p.m.
Get the inside track from top beach, coastal and nautical wholesalers about their latest product offerings, industry trends and buying advice from vendors exhibiting at Coastal Connections Conference’s The Boardwalk event.
The Boardwalk................................................ 3:30 - 6:00 p.m.
Explore exciting new products and get to know some of the industry’s hottest brands in an exclusive buying experience with a fun and laid-back vibe.
Sunset in Margaritaville Party ....................6:00 - 7:00 p.m.
Unwind after a day of learning and product sourcing at the Sunset in Margaritaville party.
Turn your store into a revenue-generating oasis! Learn how to ride the waves of customer engagement, merchandising, and smart promotions to maximize sales and profits. Speaker: Cathy Donovan Wagner, RETAILMavens
SESSION VI: COMING OUT OF THE STORM ............................................ 10:00 - 11:00 p.m.
Retailers share firsthand stories of navigating catastrophic events, the hard lessons learned along the way, and the strategies that helped them recover stronger. Speakers: Patrick Keiser, Heart on Main Street; Casey Smith, One Amazing Find/Gifted; Richard Johnson, Bailey’s General Store; Karen Sotomura, Joseph K. & Co.
SESSION VII: MAKING WAVES ON YOUR SALES FLOOR .................... 11:15 a.m. - 12:00 p.m.
Learn fresh, high-impact merchandising strategies to maximize space and turn your sales floor into a selling opportunity while boosting engagement and sales. Speaker: Michael Hale, Retail REHAB
SESSION VIII: FROM INVISIBLE TO INFLUENTIAL PR MASTERY .................12:15 p.m. - 1 p.m.
Gain the tools to move from invisibility to influence through strategic PR, using media coverage and relationships to build credibility and visibility. Speaker: Jennifer Johnson, The Confident Entrepreneur
One trip, more to experience
Scheduled immediately after Surf Expo and The Gathering, the Coastal Connections Conference makes it easy to turn one trip to Orlando into a full industry experience. Retailers can streamline travel with fewer flights, consolidated lodging, and less time away from their stores. The Coastal Connections Conference will naturally build on the energy of the trade show floor with focused education, peer-to-peer conversation, and a curated vendor setting at The Boardwalk. This is your chance to make your trip to Orlando an even more intentional and valuable experience.
Fin factor
Sharks are revered and feared but always make for a thrilling accent or attention-grabbing find.
1. Giffa USA: 5-inch shark Smyrna, www.giffausa.com; 2. Big Blue by Roland St. John: Whale shark keychain - Sea Life Collection, www.bigbluedive.com; 3. Mutual Sales: Gradient shark towel, www.mutualsales.com; 4. Lantern Press: Shark tote bags, www.wholesale.lanternpress.com; 5. Living Royal: Kids' shark slippers, www.livingroyal.com; 6. House of Talismans: Beaded shark, www.houseoftalismans.com; 7. Owlfeather Watercolor: Galaxy shark greeting card, owlfeatherswatercolor.faire.com; 8. Ocean Jewelry: Mother of pearl shark tooth necklace, www.oceanjewelrystore.com; 9. Rightside Designs: Whale shark pillow, www.cnfei.com; 10. Fiesta Toy: Shark Root Cutie, www.fiestatoy.com.
Over the last 50 years Surf Expo has continued to serve as the epicenter for surf and coastal retail, offering new opportunities and a trusted community.
EXPERIENCE THE EVOLUTION OF COASTAL RETAIL
For 50 years, Surf Expo has been the place where coastal retail comes to life — where brands debut what’s next and buyers come ready to discover, connect and place orders.
What began as a surf-focused gathering has grown into a dynamic marketplace spanning resort, boutique, gift, souvenir and shoreline outdoor categories, reflecting the full spectrum of today’s coastal lifestyle. Since 1976, it has served as the
heartbeat of coastal retail — a place where careers are launched; trends are spotted early; and long-term business relationships are formed.
A COASTAL FOCUS
In response to evolving consumer behavior, Surf Expo has been expanding from its surf roots to become a fully integrated coastal lifestyle marketplace staying uber relevant to all retailers and wholesalers who serve the coastal lifestyle.
“As consumer interests broad-
ened, Surf Expo evolved alongside them, expanding into resort, swim, boutique, gift, souvenir and shoreline outdoor categories,” says Roy Turner, show director.
One of the show’s newest areas is its Shoreline Outdoor category, presenting a curated showcase of lifestyle-driven essentials for life on the water and adventures on land.
Surf Expo’s Boutique and Resort categories are also rapidly expanding to meet the demands of lifestyle and vacation destination shoppers with
elevated coastal gifts, trend-forward apparel and premium swim.
MAKING MOVES
Why retailers can’t afford to miss Surf Expo
Positioned for continued growth, Surf Expo aims to keep buyers and brands engaged with Surf Expo 365 days a year by combining in-person events with digital product discovery, year-round marketplace tools and enhanced connectivity.
“As consumer interests broadened, Surf Expo evolved alongside them, expanding into resort, swim, boutique, gift, souvenir and shoreline outdoor categories.” — ROY TURNER
For coastal retailers, attending Surf Expo means access to new products, emerging trends and the ability to make confident, informed purchasing decisions — all in one place.
What sets the show apart is how easy it is for buyers to maximize their time. The free “Connect with Brands” matchmaking tool allows retailers to search exhibitors, request appointments and plan their schedules before they arrive to the show. In addition, Buyer Relations Manager Brooke Herndon works directly with buyers to ensure they connect with brands that truly fit their stores.
As Tiffani Rothe of Food Pantry in Honolulu shared, “Connecting with vendors face-to-face and seeing products firsthand is so much better than browsing online or through a catalog. We discovered new lines we’re excited to try in our stores.”
“While technology expands the show’s reach, the core focus will remain unchanged: people, relationships and community,” Turner says. “Despite the massive growth and industry changes, buyers and exhibitors still describe walking the show floor as ‘coming home.’ That feeling, built over five decades, is the show’s greatest achievement and the foundation for its future.
He adds, “Surf Expo isn’t just where the industry gathers — it’s where it grows.” ~
“I’ve always believed retail is a little bit like theater. The merchandise matters, but the real magic is the atmosphere you create.”
— SANDRA TUCKWELL
Sandra Tuckwell, owner of Mermaids, brings a relaxed and elevated look to her two stores in Carlsbad Village, California. Photos: Holly Sigafoos
STORY BY KRISTEN HAMPSHIRE
At Mermaids in Carlsbad Village, California, two distinct retail spaces work in tandem, blending coastal style, thoughtful curation and a sense of place.
STATE OF MINDMermaid
At Mermaids, every coastal retail play is orchestrated with intention. “I’ve always believed retail is a little bit like theater,” says Sandra Tuckwell, owner. “The merchandise matters, but the real magic is the atmosphere you create.”
The store is tightly edited, visually cohesive and designed to guide customers naturally through the space. Plush seating beneath a chandelier is arranged to spark conversation.
“I’ve had people stay for a couple of hours, husbands who hang out while their wives shop, and people shopping for a special occasion like weddings,” says Tuckwell. “It’s such a joy!”
Mermaids presents a relaxed, elevated vibe. The brand features two stores just steps away from one another in Carlsbad Village, a coastal enclave north of San Diego known for its walkability, beach access and steady mix of locals and visitors.
At Mermaids Gift Shop, one of the two stores, name-dropped merchandise, accessories, bath and body, children’s items and souvenirs reflect the rhythm of the destination town. Across the courtyard, Mermaids Boutique cen-
ters on apparel, offering an elevated, fashionforward experience.
The separation is intentional, allowing each space to serve a different purpose while reinforcing a shared identity.
Tuckwell says, “The stores are carefully curated, but also meant to feel warm and welcoming rather than intimidating. We want people to slow down, browse and discover something new, and this is something we’ve tried to protect as the business has grown.”
A CURATED CONCEPT
Tuckwell opened Mermaids in 2010 as a small co-op, born out of necessity and instinct after she had closed her interior design business during the recession.
Describing a meant-to-be moment, Tuckwell recalls walking by a store window in Village Faire, where the only display was a simple sign: “Occupy now.”
“I couldn’t shake the feeling that it was exactly where the idea for Mermaids belonged,” Tuckwell relates.
The light-filled retail space in the heart of Carlsbad Village, even empty, already felt like
home. The location was ideal, but the cost was daunting. Instead of walking away, Tuckwell assembled a group of about a dozen women to create a shared retail concept.
hours and a bit of faith,” she says. “But that scrappy beginning really shaped the spirit of Mermaids and the way we’ve continued to grow the business ever since.”
With just $5,000 and fixtures repurposed from her previous business, she opened Mermaids, working six days a week and gradually expanding her footprint. Within a year, she and her husband, James,
Ultimately, Tuckwell’s discerning eye for quality, client-centric nature and contagious energy set the stage for Mermaids’ next chapters and the experience guests discover when they shop there.
“Retail changes quickly, and you have to stay aware of customer needs, but you can’t lose the personality that has made your store special in the first place.” — SANDRA TUCKWELL
took full ownership and transitioned it into a boutique.
“Looking back, those early years required a lot of creativity, long
Through the years, Mermaids has evolved while staying true to the original vision, Tuckwell says. “Shop owners need to constantly be
taking the temperature and paying attention to shifts in the industry,” she says. “Retail changes quickly, and you have to stay aware of customer needs, but you can’t lose the personality that has made your store special in the first place.”
A COASTAL BALANCE
Locals treat Mermaids as part of their neighborhood, stopping in regularly to see what’s new. Visitors arrive looking for something to take home. These distinct customer preferences inform the assortment of products across categories.
“One of the biggest evolutions has been refining our product mix to recognize the demand for namedrop gifts and apparel,” Tuckwell says. “And we learned that our cus-
Mermaids combines complementary products in its displays like mugs with decor, and pillows with sweaters.
tomers love items that feel personal, coastal and a little elevated — things that belong in a beach town but still feel stylish and thoughtful.”
In the early years, home decor played a larger role. But as tourism increased, Tuckwell adjusted, leaning into products that are lighter, softer and more travel friendly.
“People want something that reminds them of where they’ve been,” Tuckwell says.
That thinking is evident throughout the gift store, where name-drop apparel, hats and accessories anchor the assortment alongside giftable items. Children’s categories have expanded as well, with plush from Mary Meyer and OB Designs and colorful accessories from Pink Poppy performing strongly.
Tuckwell has also sought out souvenir lines that bring a softer, more elevated aesthetic. Brands like Little Birdie and Sincere Surroundings, known for their muted palettes and customizable, name-drop designs, help bridge that gap.
“I had a strong aversion to the typical tourist product,” she says. “We had to find things that fit our aesthetic.”
In the boutique, the focus shifts to apparel that is timeless rather than trend-driven — linen, silk and loungewear pieces selected for how they feel, drape and move.
“We’re really known for how soft our fabrics are,” she says, adding that beach-inspired cruise and resort wear dominate the selection. “Our pieces can go from a pool party to dinner
or from a brunch to evening out, so it’s all transitional. You can dress it up or dress it down, and we’ve become a destination for this kind of apparel."
While most pieces are sourced
Some loveys, plush and board books are part of the store's growing kids' category.
directly from Los Angeles manufacturers or developed under private labels, a few recognizable lines, such as Liverpool and XCVI, complement the mix.
Maintaining the Mermaids aesthetic is key. “We try not to fall into the trap of being everything to everybody,” says Tuckwell. “Do we miss some sales, perhaps? Maybe. But I don’t want to sacrifice the overall cohesiveness.”
Jewelry remains a strong category as well, from higher-end pieces by Holly Yashi to accessible, everyday options from K’lani to Lumiela and LeightWorks Jewelry.
These lines join others including Spartina, Julie Vos and Susan Shaw, along with soaps by Simplified Soap and Michel Soaps, and fragrances by True Ocean and Coast + Salt.
The result is an assortment that feels curated rather than branded, inspiring impulse buys from customers who realize they might not find the piece in stock if they wait.
DESIGNED FOR DISCOVERY
Inside the boutique, apparel is organized entirely by color, forming
On brand, a boutique method
Sandra Tuckwell’s passion for retail doesn’t stop at Mermaids.
After more than two decades building and evolving her Carlsbad Village boutiques, she’s channeling that experience into a new venture: Coastal Retail Consultants, a consultancy designed to help independent retailers bring their own concepts to life.
The focus is practical and hands-on, from store layout and merchandising to branding and customer experience.
“I genuinely love the process of creating new retail spaces,” she says. “That part of the journey has always been incredibly exciting to me.”
Alongside the consultancy, Tuckwell is also preparing to release a book, The Boutique Method, a guide for aspiring and early-stage boutique owners. The book outlines common challenges in launching a retail business and offers insight into the strategies that have shaped Mermaids’ success.
a continuous spectrum that moves from soft neutrals into ocean blues, periwinkles, pinks and deeper tones. Each section graduates from light to dark, creating a visual rhythm that guides customers naturally through the space.
The layout forms a horseshoe around a central cash wrap, allowing shoppers to move easily while staying within a color story that resonates with them.
“If someone is drawn to blues, they can stay within that palette and build an entire outfit,” Tuckwell says. Tops, bottoms and accessories are layered within each color grouping, making it easy to assemble looks without assistance — even during peak hours.
In the gift store, the strategy shifts toward discovery. Smaller items and impulse purchases are placed where customers naturally pause along
At Mermaids, customers can sample bath and body fragrances or try on a chic name-drop sweatshirt.
walkways, near the register and within curated groupings. Larger displays create moments that draw attention and invite exploration.
While apparel is the anchor that creates a visual statement, gifts and accessories are layered into displays.
“Instead of presenting items individually, we try to create small lifestyle moments,” she says. “For example, we’ll pair jewelry with a beach hat and a bag so customers can imagine how everything works together.”
Across both spaces, consistency is critical. “If you deviate too much from your vision, you start to lose the plot,” Tuckwell says.
A PLACE TO LINGER
Purpose extends beyond product to the people at Mermaids, with a
close-knit staff of longtime associates ranging in age from 18 to 83. They bring to the store a level of warmth and continuity.
Many have been with the business for a decade or more, creating relationships that span years and, in some cases, generations.
“One of the most meaningful examples for me is when I hired one of my longtime employees, Heather,
she works here as part of our team. Seeing that full-circle moment has been incredibly special.”
Outside the shop, Mermaids is deeply embedded in the Carlsbad Village community, contributing to school fundraisers, local events and seasonal celebrations that bring residents and visitors together.
“Of course we want people to love what they buy,” says Tuckwell. “But
“Of course we want people to love what they buy. But more than that, if someone leaves the store feeling a little happier than when they walked in, then we’ve done our job.” — SANDRA TUCKWELL
she had a daughter who was about six years old at the time,” Tuckwell relates. “Over the years, I watched that little girl grow up, and today
more than that, if someone leaves the store feeling a little happier than when they walked in, then we’ve done our job.”
WHERE PLUSH MEETS POSSIBILITY
Zoologee is more than just a name change, it is the transformation of an engaging, story-driven brand that helps retailers connect with families.
For over 30 years, The Petting Zoo has built a strong reputation in plush, particularly within zoos, aquariums, resorts and attraction-based retail. Founded with a passion for creating playful, accessible animal plush, the company has grown significantly in recent years — expanding its reach, assortment and customer base.
As that growth accelerated, so did the need for a rebrand that more fully reflects the company’s identity.
“We wanted to evolve into a vision-driven brand with a purpose,” says Rich Dusky, who is part of the leadership
team, which includes John Lizewski, the founder, who brings immense passion for the industry, and his brother JoRoy Lizewski, master of toys.
That evolution led to Zoologee, a rebrand designed to better align with the creativity, scale and long-term vision behind the company’s product offering.
MORE THAN PLUSH — A STORY TO TELL. Zoologee, a playful take on the word zoology, the study of animals and their habitats, introduces a more cohesive and experience- driven framework to the collection. The Zoologee
name is paired with a thoughtfully developed visual identity, including a logo centered around what the management team describes as not only an animal you can imagine, but a parent and child connecting through nature.
Together, the name and logo help unify the assortment under a brand that feels both playful and purposeful. It’s the imaginative discovery of animals and their habitats through joyful, nature-based experiences.
“We want to connect families through those nature experiences — whether it’s a trip to a zoo, a national park or beyond,” Dusky says. “We want our products to be an experience to that child, that mother, that family, and for Zoologee to build a relationship with those consumers.”
DESIGNED
WITH
PURPOSE AND CREATIVITY.
Zoologee continues to build on what has driven its success: strong, consistent product development led by JoRoy Lizewski. With hundreds of new items introduced each year, the company balances speed to market with a clear creative direction. “Build the line. Build a vision, and customers will buy into that vision,” Dusky says.
The rebrand brings that vision into sharper focus — creating a more cohesive collection that appeals across
“We want to connect families through those nature experiences — whether it’s a trip to a zoo, a national park or beyond.”
— RICH DUSKY
a wide range of customers, from children to gift-givers looking for something meaningful and memorable.
WHERE WONDER COMES TO LIFE.
While the name has changed, the foundation remains rooted in the same entrepreneurial spirit established by its founders — one centered on creativity, accessibility and a deep appreciation for animal-inspired design.
Looking ahead, Zoologee represents the next chapter: a brand built not just around plush, but with other products and around the experiences and emotions those products inspire.
Zoologee is where wonders await. For retailers, it’s an opportunity to offer a collection that goes beyond product — bringing storytelling, imagination and a sense of discovery into every assortment.
STORY BY KRISTEN HAMPSHIRE
Coastal home decor trends are grounded by the sea, relaxed and relevant without being too bold.
CUESCoastal
Coastal home decor trends are anything but boring.
The appealing style continues to evolve, blending familiar seaside influences with a more elevated, versatile aesthetic. Blue in every shade, paired with soft whites that drift into cream and linen or easy-care cotton still tend to define the category.
Classic motifs also remain part of the mix, from lobsters and oyster shells to whales, but they no longer carry the entire story — anchors aren’t doing all the heavy lifting any-
more. Today’s interpretations feel more refined than traditional, creating a look that resonates not only in seaside shops but also with inland visitors looking to bring a touch of the coast home.
Describing the decor scene at New England Trading Co. in Wells, Maine, Karen Marsh says, “It’s coastal, but it’s not screaming coastal. It’s a nod to the heritage, the culture, but elevated.”
The business she owns with her husband, Jeff, started as a cottage industry by creating Wicked Good Lobster Rope Doormats (as seen on The Today Show). Those expanded to baskets, reclaimed pieces and eventually a shop that has expanded twice this year in anticipation of a robust summer.
COASTAL LIGHT
Coastal decor is decidedly stepping away from the obvious and more toward a mood. Cream Cornwall is a U.K.-based wholesale coastal decor company
White and blue color schemes are dominant with decor at New England Trading Co., with some pops of gold and green accents.
that has made deep strides into the American coastal market. Proprietor Allison Hughes says the seaside foundation has always been rooted in classic coastal design.
Ongoing are blue and white palettes paired with sea life motifs. But even as the brand introduces new collections, that core identity remains intact.
Buyers want traditional coastal, but they’re also interested in tweaks.
A recent launch inspired by Cornish gardens expands the offering into the garden without abandoning the coastal lens. “You can still have that coastal feeling, even if you’re not by the sea,” Hughes explains.
Versatility is increasingly important. Customers want products that translate across environments, and seaside retailers are responding by focusing on design elements that feel universal with color, material and pattern rather than strictly thematic.
At the same time, there’s a growing comfort with contrast. Kim Hovell sees it in how customers approach tabletop and decor pieces in her Annapolis, Maryland-based shop, Kim Hovell Fine Art, where classic elements are often paired with something more playful.
It’s a coastal decor edit.
“It’s fun to mix in something a
little kitschy with more classic tableware,” she says. “That balance keeps displays from feeling overly polished or predictable. A refined base with neutral linens, painterly artwork and simple ceramics can handle a touch
at the cash register selling and making slip covers or drapes,” she says, noting the design adjacencies that lead to home decor sales in the shop.
She adds of the draw of unique home decor, “It’s a breath of fresh
“It’s a breath of fresh air when visitors walk in, and I hear them say, ‘Buy it. Where else will you find it?’”
— Sharon Corbett, Coastal Treasures
of whimsy, whether it’s a patterned pitcher, a novelty accessory or a small pop of unexpected color.”
This is the case at Coastal Treasures in Bodega Bay, California, where owner Sharon Corbett has merged an interior design career into a distinct stop that prompts visitors to impulse buy because they won’t find these goodies elsewhere.
Textiles range from pillows and throws to tea towels. Glassware is plated together with matching sets amid prints and beach-themed artwork, mostly created in house.
Corbett still runs her interior design firm and finds that fabricating the works in the shop inspires purchases. “I have a little spot I’ve turned into a workshop so I can be
air when visitors walk in, and I hear them say, ‘Buy it. Where else will you find it?’”
NATURE ABOUNDS
Lately, nature leads, especially in soft and organic forms. We’re seeing pops of garden, especially hydrangeas, and citrus vibes. Cue the lemons and oranges.
Hovell is also noticing strong demand for bird imagery, from herons to migrating species like snow geese, reflecting a broader shift toward wildlife motifs that feel calm and observational rather than decorative.
“I’m painting more birds right now. They’re really resonating,” shares Hovell.
Sea life is a stable seller, but with a
Lobster rope baskets act as a nice accent alongside navy throw pillows and whale print linens at New England Trading Co.
Cream Cornwall combines garden and coastal themes on many of its products.
more stylized or artistic approach. At Cream Cornwall, the classic octopus and seahorse designs continue to perform across categories, particularly in tabletop items like mugs and textiles.
“The octopus has always been one of our strongest sellers,” Hughes notes, pointing to its distinctive, almost playful movement in the wholesaler’s designs.
Shells are also seeing renewed interest, offering a familiar coastal reference that can be easily integrated into a range of aesthetics.
Color plays an equally important role. While blue and white domi-
nate, retailers are introducing subtle variations to keep assortments dynamic. Soft greens, sandy neutrals and seasonal accents like citrus tones are popping up in layers, often as highlights rather than focal points.
“I’ll bring in a hint of lemon or orange, but it’s always grounded in our core palette,” Marsh says.
FLEXIBILITY RULES
As customers become more intentional in their purchasing, they’re also looking for flexibility and ways to refresh a space without committing to a full redesign.
That’s fueling demand for what retailers might think of as “entry point” decor that includes pieces that are relatively accessible, easy to change and impactful in small doses.
For Hovell, tabletop textiles are a clear example. Table runners and napkins allow customers to shift the look of a dining space with minimal effort, making them both practical and expressive.
“It’s not a huge commitment,” she says. “You can change it depending
on your mood or the season.”
Hughes is seeing a similar dynamic with lampshades, which offer an opportunity to introduce pattern or scale without altering the foundation of a room.
“I’m painting more birds right now. They’re really resonating.”
— Kim Hovell, Kim Hovell Fine Art
“You can be a bit more experimental with a lampshade,” she says. “It’s a great way to change the feel of a space.”
The smallest items take weight.
“We’re playing with cushions, throws, decorative accessories and selling a lot of paperweights,” she says of the glass desk fixtures embodied with jellyfish and octopus that fly off the shelves.
Highly functional items are taking on a more design-forward role. Marsh’s Lobster Rope doormats, for example, serve as both a practical necessity and a visual statement.
Kim Hovell shows off sailboat-themed serveware and oyster artwork.
Kim Hovell’s coastal-themed napkins and table runners are simple accents.
She laughs, “I never thought I’d be so obsessed with doormats, and here I am.”
Indeed, there is a following that has branched out to baskets of all sizes and their other homemade brands, including American Farmhouse Bowls.
She partners with lines like Maritime Tribes, Salty Cottage and Center Street Soap Co.
“They have great products that match my story,” says Marsh.
SHOW IT OFF
Storytelling elevates simple product displays and creates must-buy moments that invite customers to imagine how items will live in their own spaces.
Vignettes include layered ar-
rangements that combine multiple product categories into a cohesive scene. A chair paired with a throw and cushion, set beside a small table and lamp, framed by artwork or a mirror, offers a visual narrative.
For Hughes, these setups do more than inspire — they drive sales.
That effect extends to both individual items and overall basket size. When customers can see how pieces work together, they’re more confident in their selections and more likely to purchase multiple items at once.
Marsh approaches merchandising with a similarly immersive mindset, viewing her store as a sequence of connected moments.
Coastal Treausres layers decorative beachy pillows for a comfy display.
This philosophy encourages consistency across the store while still allowing for variation and discovery. Each vignette stands on its own while contributing to a larger narrative that defines the brand.
a thoughtful mix of products and price points.
Rather than relying on volume, retailers are focusing on how items relate, pairing statement pieces with smaller, complementary products.
“Every display is a chapter. It has to support the whole story.” — Karen Marsh, New England Trading Co.
Visual layering plays a key role here as well. Incorporating height like propping canvases behind tabletop displays or mixing wall art with mirrors adds dimension and interest, helping products stand out.
“Every display is a chapter,” Marsh explains. “It has to support the whole story.”
This more intentional approach to merchandising naturally supports
In Hovell’s shop, that might mean combining painted glassware, linens and candles with easy grab-and-go items like salt and pepper shakers or small decorative accents.
“There are a lot of little things you can mix in,” she says, calling out Annapolis Candle and their relationship that introduces custom offerings, a win for customers.
Small statements in home decor
matter. They provide entry points for customers, encourage impulse purchases and help build a layered, collected look.
At the same time, inventory strategies are shifting to support flexibility. Hughes emphasizes the value of buying in smaller quantities and refreshing more frequently, allowing retailers to test new products and keep displays feeling current.
“You can buy into something, see how it goes, and then change it up,” she says.
That approach also aligns with how buyers shop. As Marsh observes, customers are prioritizing quality and cohesion over quantity.
“It’s about bringing the feeling of the beach into your home,” says Marsh.
STORY BY KRISTIN ELY
WITH PUR POSE MAKING WAVES
ECO-FRIENDLY PRODUCTS CONNECT COASTAL RETAIL TO WHAT MATTERS MOST.
The connection between products and their tie-in to the coast has always been an essential part of a coastal-retailers’ offerings.
And as consumers become more aware of the impact their decisions have on their environment, eco-friendly merchandise is no longer a niche, it’s an expectation. Shoppers want to feel a direct relationship to the oceans they visit. And seaside retailers play an important role.
“Seaside retailers are uniquely positioned to tell a conservation-focused story,” says Abby Lizewski, digital marketing, Zoologee. “Customers visiting coastal destinations aquariums, and marine attractions already feel a natural connection to ocean life and environmental protection.”
SOFT, BUT SUSTAINABLE
Plush remains one of the most accessible and effective entry points into eco-friendly retail, combining emotion-
al appeal with a clear sustainability story.
At Zoologee, that story starts with materials and extends through the entire product lifecycle. “Our eco-friendly plush incorporate materials such as recycled plastic bottle fiber filling, recycled threads, soy-based inks, and recycled paper packaging components,” says Lizewski. “These choices reduce waste while giving materials a second life in products designed to last.”
Collections like Earth Keeperz and Wild Onez continue to perform strongly, particularly in coastal stores where marine life is front and center. Sea turtles, dolphins and sharks not only reflect the environment but also reinforce conservation messaging.
That combination of education and engagement is also central to Call For The Wild. “Our goal is to fundraise for wildlife, educate the next generation and push our industries into a new era of sustainability,” says Billy Campisciano, executive director, Call For The Wild Foundation.
The brand’s baby sea turtle hatchling eggs — plush
made from recycled bottles and packaged in compostable sugarcane resin — offer an interactive experience that goes beyond a simple purchase, encouraging kids to learn about marine ecosystems and conservation efforts.
At RGU Group, sustainability is paired with bold, contemporary design. “Our two eco-focused product lines are made from 100% recycled plastic and are GRS (Global Recycled Standard) certified,” says Connor Atkins, brand and creative manager, RGU Group. “As of late 2025, we’ve reclaimed more than 27 tons of plastic — equivalent to approximately 2.5 million half-liter bottles.”
All of Fiesta plush use recycled materials. “While Fiesta is not the only company working towards a
more sustainable line, we like to push ourselves daily to ask how can we get better,” says Coral Reynolds, president of Fiesta.
For example, instead of a traditional disposable hang tag, the new
giftable,” Connelly adds.
At Señor Lopez, sustainability is built into the production process.
“All [products are] crafted on pre-consumer, 100% recycled threads,” says Gary Crane, president/
“As of late 2025, we’ve reclaimed more than 27 tons of plastic — equivalent to approximately 2.5 million half-liter bottles.” — CONNOR ATKINS, RGU GROUP
Root Cuties' hang tags are embedded with wildflower seeds for planting.
CONSCIOUS COMFORTS
In apparel and accessories, eco-friendly innovation is being driven by material choices, durability and multi-use functionality — without sacrificing the style coastal shoppers expect.
Shaka Love is leaning into that balance with its collection of Turkish towels, beach blankets and wearable pieces made from recycled cotton.
“Our products are crafted using recycled cotton fibers, which significantly reduce water usage and textile waste compared to conventional cotton production,” says Amy Connelly, founder and owner, Shaka Love.
These products also align with broader consumer trends. “Customers want eco-friendly products that still feel beautiful, functional and
owner, Señor Lopez. “We source scrap trim from T-shirt production, gather by color and craft new yarns for our custom weave.”
The result is a line of Baja blankets, hoodies and accessories that feels both authentic and environmentally responsible, offering retailers a product that stands out visually while supporting waste reduction.
PERSONAL CARE CONNECTION
For Coconut Smuggler, sustainability starts with function, offering haircare designed specifically for sun, salt and surf.
“All Coconut Smuggler products are designed with sustainability in mind,” says owner Brittany Jones. “We focus on ocean-proof haircare and coastal lifestyle essentials, including our pre-ocean protectant, post-ocean repair leave-in, and signature fragrance.”
Call For The Wild (top left) and Zoologee (top right) ensure sustainability is woven into every product.
RGU Group’s 100% recycled, graffitiinspired souvenir teddies have been a big hit with retailers and consumers.
Sustainability extends to packaging and ingredients. “Our bottles are aluminum, our perfume rollers are glass with bamboo components, and we minimize plastic wherever possible,” she says. “We prioritize reef-safe ingredients and thoughtfully sourced oils that support both hair health and ocean health.”
That approach aligns with shifting consumer expectations.
“Shoppers are asking not only ‘Does this work?’ but also ‘Where does it come from?’ and ‘What impact does it have?’” Jones says.
SUSTAINABLE STYLES
Eco-friendly home goods are also gaining traction for their ability to combine sustainability with everyday functionality.
Wet-it! has found success with its Swedish dishcloths, which replace disposable paper towels with reusable, biodegradable alternatives.
“Made to replace paper towels, these reusable, biodegradable, compostable cloths help keep single-use products out of our oceans and off our beaches — something every coastal customer cares about,” says Mathilda Davies, owner and founder, Wet-it!
Their compact size, affordability and coastal-themed designs make them easy to merchandise and highly giftable, while their functionality encourages repeat purchases.
Xplorer Maps emphasizes responsibly sourced materials like Forest Stewardship Council certified birchwood in its trays and other home products.
“Choosing FSC-certified products helps drive demand for ethical forestry practices that protect ecosystems and reduce deforestation,” says Greg Robitaille, president and founder, Xplorer Maps.
He also points to a shift in consumer expectations: “Store owners seem to be sharing increased feedback from their customers who are looking for (and expecting) higher travel gifts. Finding smaller ‘craft’ businesses with a vision and mission similar to ours is becoming increasingly important.”
MORE THAN A TREND
Eco-friendly products carry particular significance in coastal environments, where the impact of environmental challenges is often visible.
“Seaside retailers are among the
For companies like Shaka Love (left), Señor Lopez, (center) and Coconut Smuggler (right), sustainability is at the forefront of product development and contribute to consumer appeal to the brands.
Responsibly sourced materials like FSC-certified birchwood is used in Xplorer Maps’ products, including this serving tray.
Wet-it! offers biodegradable, compostable cloths in coastal prints. first to feel the consequences when we fail to maintain an eco-friendly relationship with the seaside,” says Call For The Wild’s Campisciano. By offering products made from recycled materials, reducing reliance on single-use items and supporting brands with conservation-focused missions, coastal retailers can play a meaningful role in shaping consumer behavior.
Beads of impact
The ability to express yourself with jewelry that makes an impact is a huge selling point on the coast. Anju Jewelry recently introduced its Aasha Collection, which transforms discarded materials into lightweight, beach-ready pieces with global impact.
The pieces, which include a variety of colorful bracelets, earrings and necklaces, are made using recycled sarees that were once worn by women in India. They are sorted by color, not dyed, and wrapped around recycled wooden beads. Coastal colors like teal, blue and sand are among the varieties.
“So it’s all upcycled and sustainable. And it gives it a nice, delicate, very lightweight look,” says Anju Jewelry founder Gaurav Agarwal.
The social impact behind the collection is equally compelling. Aasha means “hope” in Hindi. Around 200 economically disadvantaged women from villages near Dehli, India, have been given the opportunity to make the jewelry through Anju Jewelry’s Fair Trade Certified partner in India.
STYLED FOR THE Shore
When seaside retailers accessorize and update apparel displays, customers are more likely to take notice and make a purchase.
STORY BY MEGAN SMALLEY
On Fort Myers Beach, Florida, The Islander is known for its wide selection of coastal gifts and decor. The 3,800-squarefoot space is filled with everything from apparel to jewelry, drinkware, personal care items and home decor.
“It’s almost like a mini department store,” describes owner Anita Cereceda.
By far, apparel is the store’s largest category. For the kids, the store has plenty of stylish dresses, sweaters, shirts and pants. For men, there are shirts from popular brands like Guy Harvey and Bamboo Cay, along with resort-style shirts and pants that don’t require ironing.
“The apparel is geared toward an easy resort lifestyle,” Cereceda explains.
There’s no shortage of women’s apparel, with many stylish, one-of-a-kind resort outfits displayed throughout the store, from washed gauze pants with open-knit crochet tops to Judy Blue jeans and bright floral dresses.
The visual merchandising and displays are what do most of the selling for The Islander.
Neat yet inviting tables and racks of clothes entice customers at The Islander in Fort Myers Beach, Florida.
Becky Tyre, owner of Retail Details, has helped offer visual merchandising and retail management
phasizes the importance of frequently updating apparel displays to keep customers intrigued.
“If a category is merchandised well, you will sell more, and there’s no doubt that good displays sell more than displays that don’t have much thought to them.”
— BECKY TYRE, RETAIL DETAILS
solutions for independent retailers across the country for many years. She notes that visual merchandising is often the key to selling more, no matter the category.
“If a category is merchandised well, you will sell more, and there’s no doubt that good displays sell more than displays that don’t have much thought to them,” she says.
Since apparel can be a big seller for locals and tourists alike, Tyre em-
“There’s no reason to wait for a season change to update apparel displays,” she says. “If an apparel item sells well, then that display will require updating as soon as stock sells down.”
At The Islander, Cereceda is always coming up with new ways to show off apparel.
She says, “Not only do you need to display your shirts with a pair of jeans, but maybe add a necklace to
it, a scarf or sandals. That’s the power of suggestion.”
ALWAYS ACCESSORIZE
If used well, mannequins and bust forms can make great “salespeople” for seaside retailers. They showcase
The Islander uses signage to call out the Oh My Gauze! clothing brand in its store.
what outfits work together and give customers ideas they might not have thought of on their own.
Tyre is a big proponent of fully accessorizing mannequins and bust forms with all kinds of products from around the store. In addition to a classic tee and pants, Tyre suggests retailers try dressing up their mannequins and bust forms with hats, jewelry, scarves or tote bags to promote add-on items available.
“It should never be just one dress on it. That will look unfinished and unprepared for selling,” she says.
No matter the number of mannequins, these makeshift salespeople should tell a story with their outfits, whether that’s a seasonal story, a denim story or a color story.
Two mannequins draw attention of passersby in the windows of Happy Place Gift Boutique in Rehoboth Beach, Delaware. Owner Heather Napolitano dresses one up to showcase the store’s popular name-drop sweaters with some accessories draped on the shoulder and another with the store’s growing selection of stylish tween apparel.
While just carrying a small selection of apparel, Napolitano makes sure the store’s popular high-quality
Boutique branding
Some apparel brands can draw a crowd, and that’s the case with Simply Southern at Elly’s Gifts in Emerald Isle, North Carolina.
Manager Susan Johnson says the Simply Southern brand has been big with its customers for a while, from the brand’s popular apparel and handbags to other accessories such as makeup bags and drinkware. This spring, she says Elly’s Gifts decided to dedicate a 400-square-foot section of the store to the Simply Southern brand.
Elly’s Gifts painted the walls of the section with pink and white stripes to match the Simply Southern branding and added signage to draw attention to the spot.
Johnson says, “We added the Simply Southern Boutique, trying to bring something new to the area with a lot more selection.”
sweatshirts stand out up front in the store. She has also carved out one section of the store for tween girl apparel, recognizing a need for that in the community. That section has plenty of shirts, sweaters, dresses and jackets for girls in the 7-14 age range, but Napolitano says she also sprinkles in fun impulse items girls might love.
“We have a brand called Sunshine & Glitter sunscreen, and a couple of books we got through a Compendium vendor known for tween ages,” she shares. “There are also some cute purses with shell designs on them and bags that say ‘sleepover’ on them.”
Tyre says having related items near apparel is always a great strategy to boost a store’s add-on sales. She adds, “If a customer
purchases apparel, what else might they be interested in? Those are the impulse items.”
ADD SURPRISE
Personality should shine through in a store’s apparel displays, easily attracting attention through elements that tie to the merchandise and vibe of the store.
At The Islander, Cereceda is often considering how to add a personal touch to her store displays.
“In the kids’ section for Easter, I had some big Easter bunnies and I dressed them in kids’ clothes,” she recalls. “You do something like that and it’s an instant attention getter.”
New styles also regularly come in at The Islander, and Cereceda says she often shops for new apparel styles with perhaps a dozen regular customers in mind.
“I’m always thinking about my return customers,” she says. “One woman who works for me is a perfect example of my customer. Elaine is 80, but she’s a style icon. She dresses
Happy Place Gift Boutique places complementary totes near its tween apparel.
beautifully, carries herself beautifully and always looks perfect from head to toe. So when I go to a trade show, if I don’t say, ‘Elaine would love this,’ then I’m probably not buying it.”
Employees like Elaine also can do a great job of showcasing popular styles featured in store. Cereceda says she encourages her employees to wear their favorite finds from The Islander as a selling point.
“Give your employees enough enticement or benefit to be wearing the clothes that you sell in the store,” she says. “If they like it and wear it, they’re going to sell it and people are going to see it and buy it.”
A WELCOME SETTING
The ambiance of a store matters almost as much as displays and
merchandising, encouraging stores to stay and linger. Sometimes having some simple elements such as mirrors and dressing rooms can entice shoppers to make a purchase they were questioning.
Napolitano says she’s really glad she added a dressing room at Happy Place Gift Boutique.
dressing room stalls for customers to try on their finds. Cereceda says she also intentionally added a small space outside the dressing rooms for guests to sit if they need to rest.
“People sit on those chairs all day long!” she says. “Open space has tremendous value. Your store needs to breathe. People need to be able to
“Give your employees enough enticement or benefit to be wearing the clothes that you sell in the store. If they like it and wear it, they’re going to sell it and people are going to see it and buy it.” — ANITA CERECEDA, THE ISLANDER
She says, “At first, we thought we mostly just sell sweatshirts so does this make sense? But we’ve found that people still like to pop in and try them on.”
The Islander features four
walk around without hitting their arms on racks or tables. They need to see how beautiful the store is. If everything is jammed up, they can’t possibly see that. You have to carve out your spot.”
SAVETHEDATE
SEPT. 18-20
Coastal Connections Conference
MAY
May 13-15
IFJAG Charlotte, North Carolina www.ifjag.com
May 14-15
CARV Expo
San Diego www.carvexpo.com
May 29-31
GTS Greensboro Expo
Greensboro, North Carolina www.gtshows.com
JUNE
June 9-14
Atlanta Summer Market
Atlanta www.atlantamarket.com
June 9-14
Atlanta Apparel
Atlanta www.atlanta-apparel.com
June 16-19
Dallas Apparel & Accessories Market
Dallas www.dallasmarket center.com
June 24-30
Dallas Total Home & Gift Market
Dallas www.dallasmarket center.com
JULY
July 21-22
Collective Shows
Huntington Beach, California www.collectiveshows.com
July 25-27
GTS Greensboro Expo
Greensboro, North Carolina www.gtshows.com
July 26-30
Las Vegas Market
Las Vegas www.lasvegasmarket.com
AUGUST
Aug. 2-4
Northstar Fashion Exhibitors St. Paul, Minnesota www.northstar fashion.com
Aug. 2-4
NY NOW New York www.nynow.com
Aug. 4-7
Atlanta Apparel Atlanta www.atlanta-apparel.com
Aug. 3-5
CMC LA Market Week
Los Angeles www.californiamarket center.com
Aug. 9-12
Las Vegas Apparel Las Vegas www.lasvegas-apparel.com
Aug. 9-12
Minneapolis Mart Minnetonka, Minnesota www.mplsmart.com
The OC Apparel Show has announced its newest venture, the Cali Gift Show. The show debuts as a fresh, highly curated marketplace designed to connect today’s retailers with the most in-demand gift, lifestyle and resort products.
Taking place, Sept. 9-10 at the Embassy Suites by Hilton in Palm Desert, California, the Cali Gift Show will bring together an elevated mix of brands across gift, home decor, accessories, resort wear, coastal lifestyle, wellness and more.
“The launch of the Cali Gift Show is a natural evolution for us,” show organizers say. “This show delivers a vibrant, California-inspired assortment that reflects how and where people shop today.”
Atlanta Market and Atlanta Apparel to co-locate Summer 2026 markets
For their Summer editions, Atlanta Market and Atlanta Apparel will co-locate at AmericasMart Atlanta, marking the first major buying opportunity of the summer. The Summer 2026 Markets will be held in a new date pattern from June 9-14, with Temporaries open June 9-13, offering access to over 6,500 brands spanning gift, home, lifestyle, apparel and accessories.
Atlanta Market traditionally occurs in July but has moved to June for 2026 due to the FIFA World Cup schedule that will take place from mid-June through late July. By co-locating and moving to June, Atlanta Market and Atlanta Apparel will offer buyers more value for their visit. The co-located shows will also allow for an expanded and more affordable hotel block.
ANDMORE is rebranding its temporary exhibits this summer, with a new name at both Atlanta Market and Las Vegas Market later in the summer. The show organizers are rebranding the temporaries to First Finds to celebrate them as discovery-driven destinations for emerging brands and new products. First Finds offers buyers early access to emerging brands and under-theradar products in a more approachable, flexible environment. Thousands of lines will be organized into curated neighborhoods, organized by product category and aesthetic. ANDMORE says it hopes the rebranded section will help more buyers and exhibitors to make connections.
Registration is open for both Atlanta Market and Atlanta Apparel, with details available at www.atlantamarket.com and www.atlanta-apparel.com.
Atlanta Apparel and Formal Markets provide trend momentum at spring event
ANDMORE’s co-located Atlanta Apparel Market and Formal Markets delivered an energizing sourcing experience March 30-April 2, showcasing contemporary apparel, footwear, accessories, bridal, homecoming, quinceañera and social occasion. Buyers explored more than 2,000 brands across permanent showrooms and temporary exhibits, discovering both Fall/Winter 2026 collections and Spring/Summer immediates.
Across both markets, buyers experienced a vibrant and interactive environment, with nonstop pro-
gramming and themed activations designed to spark connection and trend discovery.
Beyond the booths, the market floor offered curated brand experiences and debuts, such as contemporary showroom Vaccarelli inviting buyers to its ribbon-cutting ceremony.
“Atlanta Apparel delivers a consistently strong market experience, offering a wide range of highly commercially strong product across better sportswear, dresses, accessories and emerging brands,” said Lisa Caruso Jantzen, owner of Fashion
Express Buying II LLC. “What truly sets it apart is the sense of community — from the collaborative buyer meetings to the thoughtful hospitality and convenience of the connected campus — creating an environment where both buyers and brands can succeed, connect and grow.”
Registration opens for Summer 2026 Las Vegas Market
Registration has opened for the Summer 2026 edition of Las Vegas Market, returning July 26-30 to World Market Center Las Vegas. Building on the momentum of the show’s newly launched brand refresh in winter, the Summer Market will feature over 3,500 brands in furniture, home decor, gift, lifestyle and seasonal categories.
The show will also feature rebranded temporary exhibits.
ANDMORE has rebranded its temporaries to First Finds to highlight early-access buying opportunities.
“Buyers come to market to discover what’s next — and First Finds puts that experience front and center,” says Amory Wooden, executive vice president and chief marketing officer of ANDMORE.
Permanent showrooms will be open July 26-30 from 9 a.m. to 6 p.m., closing at 4 p.m. on July 30. Gift and Home Temporaries will be open July 26-29, from 9 a.m. to 6 p.m., closing at 4 p.m. on July 29. Home Furnishings will be open July 26-30 from 9 a.m. to 6 p.m., closing at 2 p.m. on July 30.
For more details on Las Vegas Market, visit www.lasvegasmarket.com.
Las Vegas Apparel and WWIN offer high-impact sourcing at Winter event
Las Vegas Apparel, co-located with Womenswear in Nevada (WWIN) and The Men’s Edit at The Expo at World Market Center Las Vegas, offered four days of commerce Feb. 16-19 where a refreshed, high-energy atmosphere allowed boutique owners and major retailers to secure Spring/Summer 2026 collections and immediate inventory.
Exhibitors noted the importance of networking opportunities, noting that the ability to showcase product quality in person remains a critical driver for the wholesale fashion industry.
This season’s programming centered on real-time insights and buyer-led education. Buyers experienced a Boutique Hub Trend Tour, providing a curated walkthrough of the show floor, key items and merchandising strategies for the season ahead. Buyers said the hands-on, actionable format helped them with making informed buying decisions.
“The market was an incredibly successful and energizing experience, offering the perfect environment to discover new brands, forecast emerging trends and build valuable relationships,” said Rosemarie Ursua, senior merchandise manager at Apricot Lane Boutique.
Las Vegas Apparel and WWIN will continue to focus these efforts and return for their next event Aug. 9-12 at The Expo at World Market Center Las Vegas.
CARV Expo builds momentum for second annual show
CARV Expo, a West Coast trade show for the action sports and outdoor lifestyle industry, has announced new exhibitors, a key team addition and expanded partnerships as it prepares to return to the San Diego Convention Center May 14-15.
CARV’s inaugural show in June 2025 brought together more than 115 brands and 1,250 attendees for a weekend of order writing and industry connections. The second annual show will feature new exhibitors, including OluKai, Salty Crew, Hydro Flask, goodr, Howler Brothers, Free Fly, Xtratuf, Sand Cloud, Former, Pyzel Surfboards, Vast and Mid Fin.
CARV Expo has also expanded its team with the addition of Jimmy Mendillo as key accounts manager to lead buyer outreach for 2026. Show organizers are also expanding their attendee outreach for 2026 to include more outdoor, resort and hook-and-bullet retailers, broadening the range of retailers on the floor.
CARV Expo kicks off May 14-15 in San Diego, with more details available online at www.carvexpo.com.
On our radar
Looking for something new to offer? Here are some fresh ideas.
1. Dune Jewelry: Tropical Paradise cuff bracelet, www.dunejewelry.com; 2. Melissa Hyatt: The Crab watercolor greeting card, www.melissahyatt.com; 3. Stuffed States USA: Florida state plush with sea turtle, www.stuffedstatesusa.com; 4. First & Main: Under the Sea pelican plush, www.firstandmain.com; 5. Impulse Souvenirs: Wild Florida bucket hat, www.impulsesouvenirs.com; 6. Bali Queen: Shell charm necklace, www.baliqueen.com; 7. The Wilusz Way: Whale Tail Splash shelf sitter, www.thewiluszwaywooddesigns.com; 8. Tangico: Custom cork coasters, www.tangicousa.com; 9. Mutual Sales: Midnight Tide tote bag, www.mutualsales.com.
Have a product you would like featured? Send a high-res image and description to: katie@breakwallpublishing.com
A.T. Storrs Ltd. — www.atstorrs.com 17
American Gift Corp. — www.agiftcorp.com ..........................................................19
Big Blue by Roland St. John — www.bigbluedive.com ....................................................
Buddy by the Sea — www.buddybythesea.com
Caloosa WaterWear — www.shopcaloosa.com
Cape Shore — www.cape-shore.com
Where coastal retail connects.
Our readers aren’t just browsing — they’re buying, curating, and planning their next season. Advertise in Seaside Retailer and be part of the decisions shaping the coasts. Contact us today for more information.
At Half Full Gift Boutique on Kent Island, Maryland, every thoughtfully selected offering on display has a backstory and most also carry the mission, and that’s really the shop’s reason for being.
For co-owners Stacie McGinnes and Laurie Mastroberti, Half Full Gift Boutique was built on a shared belief that retail can do more than delight customers. It can make a difference.
Winner: Half Full Gift Boutique
Location: Stevensville, MD
Owners: Laurie Mastroberti and Stacie McGinnes
“This was always the dream,” says McGinnes, who opened the boutique in 2018 after spending many years working in retail and having a lifelong entrepreneurial influence from her father. “I wanted it to be uplifting and encouraging, where everything you buy has meaning behind it.”
“If they leave a little lighter, then we’ve done our job.” — STACIE MCGINNES, CO-OWNER
RETAIL BY PURPOSE
“If we’re going to sell something, we try to find products that also help others,” Mastroberti says, noting how the pair intentionally curates products that align with their values.
One line is jewelry from Starfish Project, which supports women escaping human trafficking by providing housing, education and job
SPONSORED BY:
training. Another is Thistle Farms, which supports women survivors of trafficking, addiction and exploitation. The women create many of the bath and body products, also gaining job skills and a pathway toward long-term independence.
As for product sourcing, Mastroberti says, “We really strive to find that two-fold purpose.”
ROOTED IN COMMUNITY
Beyond the sales floor, Half Full is committed to living local. The shop donates to organizations and hosts fundraising events, from private shopping nights to give-back days
that spotlight area nonprofits.
Partnerships with groups like Tides of Grace, Bosom Buddies and the Chesapeake Bay Environmental Center reflect the boutique’s deep local ties and ongoing commitment to giving back.
Twice a year, the shop also hosts celebratory events tied to giving, where a portion of sales benefits a selected nonprofit while introducing customers to new causes and organizations.
But just as meaningful is the atmosphere inside the store. “We want people to walk in and feel cared for,” Mastroberti says.
McGinnes says, “We’ve had people come in just to feel better. If they leave a little lighter, then we’ve done our job.”
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.
Half Full Gift Boutique co-owners Laurie Mastroberti (left) and Stacie McGinnes seek to carry products that give back and align with their values. Photo: Molly Humphrey
