Seaside Retailer - September/October 2026

THE BUSINESS MAGAZINE FOR BEACH, COASTAL AND NAUTICAL RETAILERS | SEPTEMBER-OCTOBER 2026

At Calypso on South Padre Island, Texas, colorful apparel and destination-inspired gifts are curated for vacation and life back home.

ISLAND STYLE that never fades + Inside:

Ge ta H E tr retu LP ad r e n o FU sh n ow in L tr ves TIP av tm el e S! s, nt p. d 56 ur in g

44 Casual looks for the coast 50 Sea-inspired scents that sell 60 A “savvy” new store opening

CONTENTS

SEPTEMBER/OCTOBER 2026 | VOLUME 7 | ISSUE 5

In Every Issue 8

EDITOR’S NOTE Keep customers buzzing this fall and winter.

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RETAIL NEWS Dune Jewelry founder releases new book.

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TAKING STOCK Find your golden items.

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RETAILER REFLECTIONS How to build a million-dollar inventory plan.

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CUSTOMERS COUNT The face behind your store.

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SEAWORTHY IDEAS Get inspiration from themed product ideas.

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

34 LOOKING TO CREATE MORE BUZZ FOR YOUR BUSINESS? Learn about Seaside Retailer’s new digital advertising program for retailers at: www.retailbuzz365.com

Features Cover Story: Island style that never fades.................... 34 Calypso stocks apparel and gifts with staying power.

Business: The booth and beyond................................. 56 Get a return on investment from trade show travels.

Style Trend: Designed for the destination................... 44 Customers want feel-good, destination-specific apparel.

Retailer Update: Coastal, cozy and chic...................... 60 Savvie’s debuts as a coastal store in Solomons, Maryland.

Product Focus: Connecting to the sea.........................50 Customers are clamoring for clean, sea-scented items.

Starfish Award: The circle of giving back ...................74 The Marine Mammal Center promotes gifts that give.

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Explore ocean-inspired products and gifts from leading coastal brands. Visit the Seaside Retailer online Marketplace and discover new products your customers will love. www.seasideretailer.com/marketplace

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seaside retailer PUBLISHER & CREATIVE DIRECTOR Karen Carr karen@breakwallpublishing.com 800-705-6833, Ext. 701 • Direct: 330-591-2575 EXECUTIVE EDITOR & CONFERENCE DIRECTOR Kristin Ely kristin@breakwallpublishing.com 800-705-6833, Ext. 702 • Direct: 619-241-4828 ASSOCIATE EDITOR Megan Smalley megan@breakwallpublishing.com 800-705-6833, Ext. 704 CONTRIBUTING EDITOR Kristen Hampshire khampshire@breakwallpublishing.com 800-705-6833, Ext. 710 SALES DIRECTOR Deborah Marshall deborah@breakwallpublishing.com 800-705-6833, Ext. 711 • Direct: 660-672-4063 SALES MANAGERS Kristi Massey kristi@breakwallpublishing.com 800-705-6833, Ext. 703 • Direct: 209-230-3698 Alan Scott alan@breakwallpublishing.com 800-705-6833, Ext. 706 • Direct: 818-945-9918 Tim Smith tim@breakwallpublishing.com 800-705-6833, Ext. 714 • Direct: 440-465-2901 AD PRODUCTION MANAGER & GRAPHIC DESIGNER Debby Clarke debby@breakwallpublishing.com 800-705-6833, Ext. 705 AD PRODUCTION COORDINATOR & PRODUCTS EDITOR Katie Turner katie@breakwallpublishing.com 800-705-6833, Ext. 709 COLUMNISTS: Tom Borg, Michael Hale, Cathy Donovan Wagner CIRCULATION: Greg Wolfe, Marci Dancy BUSINESS ADVISOR: Jerry L. Croft

BreakwallPublishing Subscriptions: www.seasideretailer.com/subscribe 800-705-6833, Ext. 1 • subscriptions@breakwallpublishing.com Advertising & Sales: 3593 Medina Road #117, Medina, OH 44256 800-705-6833, Ext. 2 • info@breakwallpublishing.com • www.seasideretailer.com/advertise Editorial & Circulation: 1455 Frazee Rd., Suite 500, San Diego, CA 92108 Entire contents ©2026 Breakwall Publishing LLC. All rights reserved. Materials in this publication may not be reproduced without written permission from the publisher. Content contributed by writers, advertisers, and outside sources in Seaside Retailer is presented for informational purposes only and does not necessarily represent the views of Breakwall Publishing LLC or the editorial staff. Inclusion of advertisements or sponsored content does not indicate endorsement of any company, product, or service. Breakwall Publishing LLC and Seaside Retailer cannot guarantee the accuracy or completeness of information submitted by advertisers, agencies, vendors, or contributors and are not liable for any errors, omissions, or claims made therein.

Seaside Retailer (ISSN 3067-3461) is published bi-monthly by Breakwall Publishing, LLC, 1455 Frazee Rd., Suite 500, San Diego, CA 92108. Periodical postage paid at San Diego, CA, and at additional mailing offices. Postmaster: Send address changes to Seaside Retailer, P.O. Box 3000, Denville, NJ 07834.

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EDITOR’S NOTE

TIME FLIES, BUT RETAIL BUZZES How is it September already? I feel like I blinked and summer was over.

My oldest child went off to kindergarten, and instead of summer camps and pool days, I’m now waiting in the school pickup line, sipping something pumpkin-spiced and caffeinated, and brainstorming Halloween costumes that are fun with just the right amount of scary.

Summer always seems to fly by, and if you’re a seaside retailer, I hope it was a busy one for you. I also hope the stories, product ideas and advertisements in Seaside Retailer helped to inspire you and prepare you for the season with a strong assortment of unique coastal products.

Of course, carrying great products is only one piece of the retail puzzle. Bringing more customers through your doors can come down to We’ve taken the digital your store’s atmosphere, a welcoming staff, a well-timed sale, a sip-andadvertising strategies we shop event or an exciting new product line. But knowing what to offer is use to help our wholesale only half the battle. You also have to get the word out to the right customcustomers and tailored them ers — and that’s another area where we’re here to help. specifically to the needs of We’ve taken the digital advertising strategies we use to help our wholesale customers and tailored them specifically to the needs of independent independent retailers. retailers. The result is RetailBuzz 365, a new way for retailers to reach potential customers right on their phones through the apps and websites they already use.

With the busy fall and holiday shopping season ahead, the timing couldn’t be better. RetailBuzz 365 allows you to target potential customers using demographics, keyword searches, geotargeting and more, helping you put your message in front of the people most likely to visit your store.

And you don’t have to figure it all out on your own. Our team can help with everything from complimentary ad design to demographic and keyword selections, along with robust reporting that shows how your campaign is performing. You can learn more at RetailBuzz365.com.

With competition coming not only from other stores in your area but from online retailers everywhere, getting noticed matters more than ever. So, as you enjoy this edition of Seaside Retailer and prepare for the months ahead, I hope you find plenty of ideas to keep your store fresh, your customers coming back — and maybe even a few new ways to get more traffic buzzing through your doors this holiday season.

@seasideretailermag 8 SEASIDE RETAILER SEPTEMBER-OCTOBER 2026

seasideretailermag

@seasideretmag

Seaside Retailer www.seasideretailer.com

R E TAI L N E W S

Dune Jewelry founder releases daily meditation book inspired by the coast

The Link Companies donates $7,500 to Heart on Main Street The Link Companies, a national sales agency serving the gift, home and lifestyle industries, has donated $7,500 to Heart on Main Street, which supports independent retailers through disaster relief, educational programming, recovery resources and initiatives that help Main Street businesses navigate challenges and continue serving their communities.

The company presented the donation to Heart on Main Street during Dallas Total Home & Gift Market in late June. The Link Companies says it made the donation in honor of achieving its goal of logging 1,500 summer appointments this season.

“This donation is really a celebration of our retailers and our team,” says Brad Rosenkampff, chief marketing officer and chief product officer at The Link Companies. “Every summer appointment represents a retailer making time to plan ahead and a member of our team showing up to serve them well.”

Patrick Keiser, executive director of Heart on Main Street, says organization appreciated the donation from The Link Companies.

“The Link Companies has been an incredible advocate for independent retailers and for the work we do at Heart on Main Street,” Keiser says.

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Founder and designer of Dune Jewelry, Holly Daniels Christensen is expanding beyond jewelry with the release of a new book that brings her signature focus on coastal memories and meaningful keepsakes to the printed page.

“Saltwater, Seashells & Sunshine: 365 Daily Meditations Inspired by the Ocean” is a beautifully illustrated collection of daily reflections created for readers who feel connected to the beach and the water. The book encourages mindfulness, gratitude and moments of calm through meditations inspired by the ocean, seashells, salt air, tides and other coastal experiences.

The new release follows Christensen's first book, Happiness Comes in Waves, but takes a different approach by offering readers a resource they can revisit throughout the year.

“After seeing how deeply readers connected with Happiness Comes in Waves, I wanted to create something they could return to every single day,” Christensen says. “Saltwater, Seashells & Sunshine is meant to be opened whenever you need a little ocean energy, calm, and goodness in your day.”

Retailers interested in carrying Saltwater, Seashells & Sunshine can place wholesale orders directly through Dune Jewelry by contacting Sales Director Kate Colozzi at sales@dunejewelry.com or through Hachette Book Group.

Ivystone teams with NY NOW to rebuild Northeast Gift & Home Show NY NOW, a large wholesale marketplace for gift, home, lifestyle and accessories, has partnered with Ivystone Group LLC and its family of agencies to reestablish NY NOW as a preeminent gift and home show for the Northeast.

With deep roots in the Northeast, Ivystone Group offers market intelligence, a loyal buyer network and a 60-year track record of sales expertise. NY NOW provides a stage, with a reimagined show experience, a newly energized leadership team and a vision for what’s next in wholesale gifts.

As part of this partnership, NY NOW is working with design firms to create turnkey booth packages, which will streamline the exhibit design and installation process within a defined and predictable cost structure.

The design integrates multiline agency exhibits, brand-specific exhibits and dedicated order-writing zones within a unified, energized footprint.

NY NOW says this model will be replicated for additional agency partners soon to be announced.

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R E TAI L N E W S

Starboard expands retail partnership with Princess Cruises Starboard Group, a Miami-based company providing retail to vacation brands, has expanded its partnership with Princess Cruises, extending Starboard-managed retail experiences across half of Princess’ global fleet.

The expanded agreement builds on the launch of Starboard’s curated retail experiences aboard Star Princess in the fall of 2025.

“Retail plays a meaningful role in how guests connect with our ships,” says Rodrigo Llaguno, chief operating officer of Princess Cruises.

“Starboard has demonstrated a strong understanding of our brand and our guests, delivering thoughtfully curated experiences aboard Star Princess. Expanding this partnership across half our fleet reflects our

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shared commitment to innovation, consistency and creating moments that enhance every guest journey.”

Under the expanded agreement, Starboard will leverage its global brand relationships, merchandising expertise and operational scale to develop retail experiences that feel authentically connected to each itinerary and region.

“We’re honored to extend our partnership across eight additional Princess ships,” says Lisa Bauer, president and CEO of Starboard. “This expansion reflects the trust we’ve built and the results we’ve delivered in just a few months since our collaboration began. The concepts we introduced onboard Star Princess — from luxury brand partnerships to

destination-inspired assortments to immersive retail events — demonstrate how thoughtful curation can enhance each guest’s journey.”

Starboard says it plans to introduce experiences that emphasize personalization, first-at-sea and exclusive offerings, and interactive activations designed to feel seamlessly integrated with each ship’s identity and itinerary.

SEPTEMBER-OCTOBER 2026 SEASIDE RETAILER 11

R E TAI L N E W S

Guy Harvey expands Shark Collection Guy Harvey Inc. launched new shark-inspired apparel and accessories for Shark Month in July that honor these marine predators while raising awareness for shark conservation. The collection combines performance-driven apparel with a shared commitment to protecting sharks.

The expanded collection includes the Mako Embroidered trucker hat, OG Pocket Mako Lager tee, HaborLite Pocket Mako conservation tee and Kids Eco Cast sun protection hoodie – Dropping Beats.

“This collection allows people to celebrate these incredible animals through authentic Guy Harvey artwork while helping support meaningful shark research and conservation,” says Monica Mirro, senior vice president of the Guy Harvey brand.

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Sea You Boutique tests mini print vending machine At Sea You Boutique in Lake Worth Beach, Florida, shoppers can purchase palmsized collectible mini prints for $1.

The store’s mini print vending machine, a retro teal outfit from the 1970s dishes out exclusive artwork created by local artist Sahily Anais Perez McMillan of Pigmented Press. The machine features six collectible designs, including illustrations inspired by landmarks throughout Lake Worth Beach.

Owner Jennifer Sabugo says the concept taps into the nostalgia of old-fashioned prize machines while making original art accessible to a wider audiences. Customers insert four quarters, pull the handle and discover which design they have received.

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TAK I N G S T O C K

FIND YOUR GOLDEN ITEMS

BY MICHAEL HALE

E

very retailer has what I like to call golden items.

These are the products that customers seem to gravitate toward no matter the season. They may not always be the flashiest or most expensive items in your store, but they consistently generate impressive sales.

Seaside retailers should find ways to let golden items shine in their stores. When done right, these prod-

your bottom line as they are for your top line.

PICK A PRICE

Choose one of your bestselling items and review its gross margin. Has your wholesale cost increased over the past year while your retail price has remained the same? Making even a small adjustment to a high-volume product can have a big impact on annual profits.

When done right, these products quietly contribute a significant portion of revenue year after year. ucts quietly contribute a significant portion of revenue year after year.

FIND WINNERS

Many retailers make the mistake of relying on instinct to identify these products instead of using actual sales data. Run a sales report by SKU and sort the results by total sales dollars or units sold over the past 12 months. You will quickly discover which products are doing the heavy lifting for your store.

You need to also evaluate whether these items are working as hard for

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If the market will support it, a modest price increase may improve profitability without affecting demand. On the other hand, if the item is being used as a traffic builder, maintaining a competitive price may be the right strategy. The key is making a deliberate decision based on data rather than habit.

PERFECT PLACEMENT

Your golden items deserve prime real estate in your store. Place them where every customer has an opportunity to see them. If customers are

already buying these products, increasing their visibility often results in even greater sales.

Don’t be afraid to merchandise the same item in multiple locations.

A bestselling mug can appear in the drinkware section as well as a themed display. Having multiple touchpoints increases the likelihood of additional purchases.

TRACK RESULTS

Finally, get into the habit of tracking the performance of these items.

Monitor its performance for 30 to 60 days. Compare unit sales, revenue, gross margin and inventory turns with previous periods. Your sales reports will tell you whether the strategy worked.

By identifying and repositioning your golden items, you’ll ensure these proven winners continue to generate even greater results throughout the season.

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

HOW TO BUILD A MILLIONDOLLAR INVENTORY PLAN

BY C AT H Y D O N O VA N W AG N E R

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f I had to rebuild my store from scratch tomorrow, I would start by looking at cash flow. Building cash confidence makes everything easier in retail.

But cash flow is only one piece to building a million-dollar store. Second on my list is developing an inventory plan.

MAKE A PLAN

When trying to come up with a million-dollar inventory plan, here are seven things I would do:

For a coastal store, a few of these points are worth slowing down for.

Check your fast sellers weekly during peak season, not monthly.

Running out of a bestselling item during your busiest six weeks doesn’t just cost you that sale; it costs you the customer who won’t be back until next summer.

CURATE WITH INTENTION

PLAN MARKDOWNS EARLY

Choosing what goes on your shelves matters more when your customer is on vacation. Tourists aren’t comparing your prices to five other stores in town. They’re looking for a shop that

If you wait until the season ends to mark something down, you risk competing with every other store’s clearance rack at the same time. A small, early markdown in week six almost always moves more products and protects margin more than a deep cut in week 12.

• Have a clear exit plan early for items that move too slowly.

• Buy less and buy better, instead of trying to stock everything.

Curate inventory with intention, choosing every piece the same way you choose a guest for dinner.

• Develop a sales plan and an open-to-buy plan tied to real numbers, not guesses.

• Treat inventory like an engine that you run on purpose.

• Curate inventory with intention, choosing every piece the same way you choose a guest for dinner.

• Know your initial markup, aiming for a 65% average across the store.

• Protect fast sellers and neverout-of items like your paycheck depends on it.

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feels like it was put together just for this trip.

A shelf filled with whatever was available at market isn’t a strategy.

Conversely, a shop that feels handpicked from the first display to the last is what turns a browser into a buyer and a loyal customer.

PROTECT FAST SELLERS

Every store has a short list of pieces that sell no matter the week. For seasonal stores, the stakes are higher.

None of these practices are complicated. Get these seven things right and you will eventually buy less, sell more of what matters and free up the cash that carries your store the whole year.

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

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CUSTOMERS COUNT

THE FACE BEHIND YOUR STORE

BY TOM BORG

I

f you own a seaside store, chances are you put a lot of thought into your displays, your merchandise mix and the overall atmosphere customers experience when they walk through your door.

But here’s a question many store owners overlook: Does your website show you?

One of the simplest ways to build trust with potential customers is to include a photo of yourself on your website’s “About Us” page.

YOUR PHOTO MATTERS

PEOPLE BUY FROM PEOPLE

SHOWCASE THE TEAM

When someone visits your website, they are subconsciously asking a few questions: Who owns this store? Do they seem friendly? Would I enjoy

If you have a small team, consider including photos of them as well.

Your employees are often the people customers interact with most, and

For many independent store owners, you are a part of the brand. Customers enjoy meeting the owner and hearing the story behind the store.

A professional headshot communicates several things at once: pride in your business, accessibility, authenticity and confidence. It doesn’t need to be a stiff corporate portrait. A relaxed photo — perhaps taken inside your shop or on the waterfront — often works even better.

Showing your face helps visitors to feel like they already know you before they walk through your door. shopping there? A professional photo answers all of those questions in seconds.

Without a picture, your business might feel anonymous. With a photo, it instantly feels more personal.

And in retail, personal connections drive sales.

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introducing them on your website adds another layer of connection.

You might also want to include a few “action” photos, such as one of your team members helping a customer choose merchandise or arranging displays in the store.

These types of images show that real

people stand behind the shopping experience.

SKIP THE STOCK PHOTOS

Most customers can spot generic stock photos. They don’t create trust, and they certainly don’t represent your unique store.

Instead, consider hiring a professional photographer for a short photo session. In just an hour or two, you can capture images of yourself, your team and your store environment that will serve your website for years.

Showing your face helps visitors to feel like they already know you before they walk through your door. And in seaside retail, that sense of familiarity is exactly what turns visitors into loyal customers.

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: 734-812-0526 tom@tomborg.com www.tomborgconsulting.com

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

Simply striped Bold or subtle, these striped favorites prove to be simply timeless for the beach.

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1. Scout Bags: Ben pocket tote, www.scoutbags.com; 2. Art Studio Company: Beach pouch, www.artstudiocompany.com; 3. Anju Jewelry: Sachi Warp & Weft collection bracelet, www.anjujewelry.com; 4. Shiraleah Chicago: Cabana stripe cotton visor - orange, www.shiraleah.com; 5. SUNNYLiFE: Striped tube pool ring, www.sunnylife.com; 6. Capsmith: Poly stripe New Smyrna Beach cap, www.capsmith.com; 7. Dock & Bay: Quick Dry lightweight beach and travel striped towel, www.us.dockandbay.com; 8. Bamboo Trading Co.: Striped bamboo half moon clutch, www.bambootradingcompany.com; 9. Emerson and Friends: Sunset stripes reversible bucket hat, www.emersonandfriends.com.

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#1, #4: Ivystone; #5: CMA; #7, #9: Roadrunners

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S E AW O R T H Y I D E A S | H Y D R AN G E A S

Hydrangea hype Hydrangea-inspired finds are blooming with possibilities.

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1. Rifle Paper Co.: Hydrangea clear umbrella, www.riflepaperco.com; 2. Sincere Surroundings: At The Beach hydrangeas sign, www.sinceresurroundings.com; 3. Kim Hovell Fine Art: Coastal hydrangeas 16-ounce wine tumbler, www.kimhovell.com; 4. Peachy Pendants: 15-ounce mug with watercolor hydrangeas, www.peachy-pendants.myshopify.com; 5. Hill & Dale Home: Hydrangea 18-by-18-inch pillow cover, www.hillanddalehome.com; 6. Design Imports: White hydrangea garden printed dish towel, www.designimports.com; 7. Navy Jane: Harper hydrangea clutch, www.shopnavyjane.com; 8. Canvas Style: Hydrangea charm in blue, www.canvasstyle.com; 9. Southern Fried Design Barn: Hydrangea sticker, www.southernfrieddesign.com.

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#1, #4: Ivystone; #2: CMA; #6, #8, #9: Roadrunners

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

Smooth sailing Help customers set sail with these boat-themed gifts inspired by life on the water.

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1. 7th and Palm: You Float My Boat card, www.7thandpalm.com; 2. Beatriz Ball: Vida Sailboats and Stripes reversible placemats, www.beatrizball.com; 3. Rustic Marlin: Sailboat coaster set, www.rusticmarlin.com; 4. Beacon Design: Tall ship 3D ornament, www.beacondesign.com; 5. Gallerie II: Large sailboat figure, www.candfhome.store; 6. Melissa Hyatt: Boater’s Tree boxed set of six coastal holiday cards, www.melissahyatt.com; 7. Peking Handicraft: Coastal sailboat tufted 16-by-16inch hook pillow, www.pkhc.com; 8. Ocean Jewelry: 14K gold vermeil sailboat necklace with cubic zirconias, www.oceanjewelrystore.com; 9. Moby Dick Specialties: Sailboat “sail” figurine, www.mobydickspecialties.com.

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#2, #7: Roadrunners; #3: Ivystone

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

Pinch perfect Celebrate one of the ocean’s most iconic crustaceans with these lobster-themed gifts.

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1. Cape Shore: Lobster camp mug, www.cape-shore.com; 2. Gallery 35: Lobster in Maine handcrafted birch plywood ornament, www.gallery35me.com; 3. Plushology by RGU: 17-inch customizable lobster, www.faire.com/direct/thergugroup; 4. Zoologee: Lobster Lollyplush, www.zoologee.com; 5. Mill Wood Art: Lobster on Aqua wood-framed wall art, www.millwoodartwholesale.com; 6. Stickers Northwest: Lobster sticker, www.stickersnorthwest.com; 7. Karma: Notebook lobster, www.karmagifts.com; 8. The Beach and Back: Kennebunkport silver lobster bangle, www.thebeachandback.com; 9. Lynette Reed Studio: Lobster stripe cotton kitchen towel, www.lynettereedstudio.com.

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#7: Ivystone; #9: Roadrunners

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

Seaside spreads Bring coastal style to the table with serveware designed for beachy occasions.

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1. Mud Pie: Crab Double Dip stoneware, wholesale.mudpie.com; 2. Susquehanna Glass: Seashore five-piece round decanter set, www.susquehannaglass.com; 3. Tableau: Wooden-pineapple medium-sized serving bowl, www.tableauhome.us; 4. Lynn & Liana Designs: Pineapple shaped tray with ocean vibes, www.lynnliana.com; 5. Pavilion Gift: Coastal 11.75-inch-by-7.5-inch glass serving tray, www.wholesale.paviliongift.com; 6. Shard at Home: Aqua shells pottery pitcher, www.shardathome.com; 7. Boston International: Beach Day melamine platter, www.bostoninternational.com; 8. Basic Spirit: Fish pewter salad servers, www.basicspirit.com; 9. Demdaco: Lemon salt & pepper set, www.demdaco.com.

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#1, #5: CMA; #3, #9: Ivystone; #4, #7, #8: Roadrunners

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S E AW O R T H Y I D E A S | J E L LY F I S H

Jelly good joys Go with the flow with these gifts inspired by the mesmerizing movements of jellyfish.

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1. Nature Planet: Chrysaora jellyfish plush key clip, www.natureplanet.com; 2. Urban Charm: You Wish Jellyfish pewter keychain, www.urbancharminspires.com; 3. Mosaico: Crystal & silver medusa pendant in litmus, www.mosaicojewels.com; 4. Grasshopper’s Mermaid: Lagoon jelly sticker, www.grasshoppersmermaid.com; 5. Uncommon Flame: Jellyfish soy candle, www.faire.com/direct/uncommonflame; 6. The Wilusz Way: Underwater Jellyfish decor, www.thewiluszwaywooddesigns.com; 7. Cream Cornwall: Bone china jellyfish dinner plate, www.creamcornwall.com; 8. Charles Products Inc.: Deep-etched sandblasted mug, www.charlesproducts.com; 9. C&F Home: Jellyfish bubbles flour sack kitchen towel, www.candfhome.store.

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#1: CMA

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“When you are on vacation and you go shopping, you want to buy something you can take home that reminds you of your vacation, but also something that you will wear again.”

— ROBYN DIXON

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Robyn Dixon, owner of Calypso in South Padre Island, focuses on apparel that can be worn on vacation or at home. Photos: Iliasis Muniz

C O V E R S T O RY

STORY BY KRISTEN HAMPSHIRE

At Calypso on South Padre Island, Texas, colorful apparel and destination-inspired gifts are curated for vacation and life back home.

ISLAND STYLE

E

that never fades

veryone has a closet full of vacation mistakes, according to Robyn Dixon, owner of Calypso, a boutique on South Padre Island, Texas. She knows because she has one, too.

“I took home a sarong from Hawaii, and I went to wear it when I got home,” she relates.

Somehow, without the vacation setting — or the expert who knew exactly how to tie it — the piece didn’t have quite the same appeal.

It’s a familiar story. You’re on vacation.

You’re relaxed. Something catches your eye.

Then you get home and wonder, “When am I ever going to wear this?”

At Calypso, Dixon wants customers to have the opposite experience.

“When you are on vacation and you go shopping, you want to buy something you can take home that reminds you of your vacation, but also something that you will wear again,” she says.

This philosophy has helped shape Calypso since Robyn and her husband, David, purchased the longtime island store about threeand-a-half years ago. The couple moved to South Padre Island in 2021, thinking ahead to

where they eventually wanted to retire. Within a couple of months, they bought a property.

Then a few more. And when Calypso became available, they jumped at the opportunity.

They already knew the store well.

“We were customers of it ever since we moved to the island,” Dixon says. “We pounced on it pretty quickly because we knew it had a good reputation and we could build on it.”

Calypso also had history. The store was established in 1992 by Gene and Susan Bagley, surfers who had already opened On the Beach, a surf shop that remains an island fixture. Susan saw an opportunity for a store with more fashion flair, and Calypso was born.

Decades later, Dixon saw an opportunity to introduce the store to an even broader customer base while building on what was already working for the store.

She laughs at the idea that running Calypso might eventually become a retirement side hustle. Instead, it became a passion with purpose. “We’ve all gone on vacation,” she relates. “So we work hard to curate items for visitors and for our locals that keep them SEPTEMBER-OCTOBER 2026 SEASIDE RETAILER 35

C O V E R S T O RY

A whimsical airplane hangs above the sales floor at Calypso (left), where the displays pair colorful apparel with stylish drinkware (above).

having to travel across the causeway to the mainland for their needs.”

VACATION STYLE, NO REGRETS

Dixon’s retail background began years before Calypso, when she helped a friend open two stores in Oklahoma — a resale shop followed by an urban boutique. But much of her career was spent in corporate environments, working as a legal assistant, contract manager and executive administrator.

Suits were standard.

Then she found the IBKUL line at Calypso.

The golf, tennis and athleisure brand was unlike anything she had worn during her corporate career.

She became a regular customer, re-

A selection of sun hats are ready to be worn on South Padre Island’s beaches.

36 SEASIDE RETAILER SEPTEMBER-OCTOBER 2026

turning during an island Labor Day sale to buy more pieces.

“I never really had my own style,” she says. “I saw IBKUL and thought, ‘That is me. I’m Sporty Spice.’”

dress how we feel inside, not what society has always told us we should look like in our 60s as a grandparent.”

This means carrying a wide range of price points and styles, from an

“People my age don’t want to dress our age. We want to dress how we feel inside, not what society has always told us we should look like in our 60s as a grandparent.” — ROBYN DIXON She laughs, but the realization stuck. “It gave me an identity I didn’t know I had,” she says.

Today, IBKUL remains an important line at Calypso, and that sense of finding a style that feels like “you” influences the store’s approach to fashion. Dixon saw the brand as an opportunity to broaden Calypso’s customer base beyond the winter Texans who had long supported the store. Today, she buys for customers ranging from their late teens to their 70s, 80s and beyond.

At 62, she understands why age is not necessarily the best way to define a customer.

“People my age don’t want to dress our age,” she says. “We want to

easy tube top to a hand-dyed dress priced around $150 to $180. “If you have a good mix of everything, everyone will find something in here,” she says.

And sometimes, shopping becomes part of customers’ vacation entertainment. “We have groups that will be in here for two hours just having fun,” Dixon says.

Friends pull pieces for each other.

Staff joins in. Fitting rooms fill up.

The atmosphere is casual enough that customers settle in and experiment with something they might not normally try.

But the team is also expected to be candid. Because the objective isn’t simply to make the sale. It’s to make www.seasideretailer.com

C O V E R S T O RY

sure the customer feels good about what goes home in the suitcase.

“If it doesn’t make them look their best, we may say, ‘I’m not sure this flatters you. Let’s try something else,’” says Dixon.

Again, vacation mistakes are not included at Calypso.

WEAR IT WELL

South Padre Island naturally influences what makes the cut at Calypso.

“It’s all about color and the color story,” Dixon says.

Merchandise is arranged so colors flow throughout the store, with coordinated pieces grouped on four-way fixtures to show shoppers how pieces can mix and match.

“I have the colors flow so you almost think of the color wheel,” she

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says. “It feels like a natural pathway.”

Function matters just as much.

Dixon looks for apparel that can handle South Padre Island’s heat, humidity, beach days and active lifestyle without sacrificing fashion.

Columbia is a significant line for men and women, particularly pieces with UPF protection, moisture-wicking properties and quick-dry fabrics. Cabana Life offers similar sun protection with a resort-ready aesthetic. Italian linen from Milio Milano includes easy tops, pants and slip dresses that can transition from a beach day to dinner with a change of shoes.

Footwear has become a powerhouse category.

Birkenstock is Calypso’s No. 1 footwear brand, and the store is the

A bracelet bar features several beachy styles to choose from.

only retailer on the island carrying it, she says. The assortment ranges from premium leather styles to EVA versions made for the pool and beach.

Calypso also carries OOFOS, Columbia footwear and Salt Life,

SEPTEMBER-OCTOBER 2026 SEASIDE RETAILER 37

C O V E R S T O RY

The South Padre Island name drop sells well on towels and other merchandise.

while Robyn watches for styles that appeal to the store’s mix of customers, including visitors from Mexico looking for higher-fashion silhouettes and colors.

Shoes are deliberately located at the back of the store.

Customers who spot Birkenstock

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SEPTEMBER-OCTOBER 2026

signage from outside have to walk through Calypso to reach the footwear department. “Clearly, we do it by design,” Dixon says.

Men get plenty of attention along the way.

The merchandise mix is roughly 60% women’s and 40% men’s — a substantial men’s business in a category where Dixon says shoppers are sometimes surprised to find much selection. Men’s brands include Columbia, Pelagic and Guy Harvey, with colorful patterns and comfortable woven button-ups performing particularly well.

And there’s a little strategy involved in where that merchandise lives, too. Gifts are positioned to the left when customers enter, with menswear behind them. Women’s

apparel is on the right.

“As women, we tend to want to include them so we don’t feel bad about what we want to buy,” Dixon jokes. “‘Oh, there are shirts over there, honey. And shorts.’ And the next thing you know, they’re grabbing a few things as well.”

GIFTING SPIRIT

Calypso’s gift assortment follows a similar philosophy to its apparel: Offer products that feel connected to South Padre Island but elevate the selection beyond what can be found at a traditional souvenir shop.

“We try to carry what you’d want at the beach but a little bit higher quality than you might find at a T-shirt shop,” Dixon says.

Name-drop beach towels and

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C O V E R S T O RY

totes fit the destination, while Corkcicle and Frost Buddy drinkware combine vacation usefulness with everyday appeal. “Anything I can get in name drop will sell,” Dixon says.

Jewelry is another major category.

Dune Jewelry has become a standout because each piece Calypso carries incorporates South Padre Island sand. The Explorer collection, including subtle bars and hearts accented with turquoise or mother-ofpearl, is particularly strong. Robyn says her sales team enjoys selling Dune because “it has a story.”

That same idea — merchandise with meaning — extends into another important part of Calypso’s assortment. Dixon spent seven years working in ministry as a children’s pastor and later as an administra-

www.seasideretailer.com

AN ACTIVE NEXT CHAPTER Calypso’s Robyn Dixon is preparing to bring Laguna Lifestyle to South Padre Island as another retail concept — but it won’t simply be a second Calypso. The new store will center on athletic and athleisure apparel for men and women, inspired in part by what Dixon has learned from performance-driven brands at Calypso.

“Everyone wants to look like they are active,” she says with a laugh.

“Why not give them something that is comfortable and looks sporty and still has a level of fashion to it?”

The location reinforced the concept. Laguna Lifestyle will sit next to a new 8,000-square-foot gym, giving Dixon an opportunity to create a store around the intersection of fashion and function.

Home goods will add another dimension, with coastal bed and bath merchandise intended to fill a gap left when Tuesday Morning closed on the island. The store will also house Calypso’s “last chance” merchandise — clearance pieces presented with the same attention to display as fullprice goods. The strategy creates a reason for Calypso customers to visit the new store while allowing Laguna Lifestyle to develop its own identity.

The new venture follows continued growth at Calypso, where Robyn says revenue increased 13% last year. Laguna Lifestyle is expected to open in late 2026, depending on construction.

SEPTEMBER-OCTOBER 2026 SEASIDE RETAILER 39

tive pastor for a multisite church in Oklahoma. Her faith remains central to her life, and she wanted Calypso to reflect that authentically.

“My faith is really important,” she says. “It leads me every day.”

So alongside coastal gifts, jewelry and souvenirs are books, accessories and other pieces that reflect her Christian faith. The products are integrated throughout Calypso rather than confined to one corner of the store, much like Dixon’s faith itself is naturally woven into how she approaches the business.

The category resonates with customers. Tap to Pray jewelry and accessories use technology that Bright kids’ swim apparel hangs on a wall above some cute plush toys.

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SEPTEMBER-OCTOBER 2026

allows customers to tap a phone to the product and receive a Bible verse without downloading an app. After discovering the line last year, Robyn has already reordered it six times.

“People will buy seven or eight pieces at a time,” she says.

AN ISLAND WELCOME

For the Dixons, South Padre Island was supposed to be where they eventually retired. Instead, it became home — and then a place to build something.

“When you think about beach resort areas, they tend to feel very visitor-driven,” Dixon says. “When we got here, we felt very much a sense of community.”

That surprised the couple. The island has a small year-round pop-

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C O V E R S T O RY

ulation alongside millions of annual visitors, yet the couple quickly connected with the people who live and work there.

Today, Dixon serves on the local chamber of commerce board, and Calypso supports community organizations and events, including Walk for Women, the Ladies’ Kingfish Tournament and SPI Wahoo Classic.

A strong sense of connection carries inside the store.

Dixon currently has a team of eight, including a manager and team lead. Product education is a central part of training, with associates learning the merchandise and the stories behind the brands. “We tell them our story, and we tell them to adopt their own story about the brands,” she says.

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An employee might explain how OOFOS made a difference when their hip hurt, for example. With footwear, staff learns proper fitting.

With jewelry, the story behind a product can help turn an interesting piece into a meaningful souvenir.

Customer service, Dixon says, is nonnegotiable.

That can be especially important in a destination market where a shopper who has a great experience on the first day of vacation may return several times before leaving the island.

“We have visitors who come in one day and go back and grab their friends,” Dixon says. “They’ll be here for two or three days.”

Dixon wants Calypso to be part of the South Padre Island experience, whether customers visit every week,

every winter or once during a vacation they’ll remember for years. She is still learning what they want.

“I learn every single day,” she says. “I try to recognize what people are looking for.”

Calypso has everything from beach bags to menswear for its customers.

SEPTEMBER-OCTOBER 2026 SEASIDE RETAILER 41

S T Y L E T R E N D : C A S UAL AP PAR E L

DESIGNED FOR THE STORY BY MEGAN SMALLEY

W

Coastal customers want apparel that looks good, feels good and suits the destination, with breathable fabrics, sun protection and easygoing styles.

destination

hether it’s a name-drop T-shirt, a soft hoodie or a breezy swim shirt, coastal customers are drawn to apparel for a variety of reasons, from style to location recognition and performance.

Along the Gulf Coast in Rockport, Texas, Goin’ Coastal Outfitters has been growing its assortment of apparel and accessories to reflect both its coastal and Texas roots.

“Our business started with one simple goal — to create T-shirts that truly reflected the Rockport lifestyle instead 44 SEASIDE RETAILER SEPTEMBER-OCTOBER 2026

of feeling like something copied and pasted from another coastal town,” says Sharon Miller, owner and manager of Goin’ Coastal. “We wanted apparel that both locals and visitors would be proud to wear and that celebrated what makes our community unique.”

Apparel vendors are also responding to retailers’ interests in customized T-shirt designs. Xplorer Maps debuted custom map-themed hooded sun shirts this year Goin’ Coastal highlights laid-back, name-drop tees with coastal or Texas themes throughout its store’s displays.

www.seasideretailer.com

S T Y L E T R E N D : C A S UAL AP PAR E L

Sun-protective apparel can be practical like hoodies from Xplorer Maps (left) or stylish sun dresses from Coolibar (above).

that Founder and President Greg Robitaille says have become a hit.

“Most sun shirts are just plain colors,” he notes. “Our map artwork is incredibly unique, detailed, colorful and fun. If you’re going to wear a sun shirt, we could give you something more fun, attractive and unique.”

Custom artwork is also an important value for Rebecca Fordham, president of Caloosa WaterWear.

She says all of the company’s apparel designs are made by a professional graphic artist.

“All our artwork is watercolor,” she says. “With AI these days, people are looking for things to be made not by a computer but by real people. I think the homemade and more crafted look will continue to be popular, especially as the use of AI continues to increase.”

FUN IN THE SUN

Many customers stop in Lake Anna Outfitters just before they kayak, paddleboard or enjoy Lake Anna in Mineral, Virginia. Owner Chris McCotter says his store’s sun-protective apparel tends to move quickly, alongside anything with the Lake Anna, VA brand.

“Our UPF sun hoodies are one of our most popular options,” he says.

Anthony Sala, director of wholesale for Coolibar, says the company has recently launched its new Suntect line to provide affordable sun-protective apparel.

“These are sun essentials at a really great price — hats, short-sleeve tops and long-sleeve tops all at $25 and under,” he says.

Demand for sun shirts also prompted Robitaille to develop Xplorer Maps’ new sun-protection hoodies. “People want to protect their neck, and a hood gives more facial coverage,” he says. “There are a lot of sun shirts out there without hoods, but for people spending Sun shirts from Caloosa WaterWear help people wear styles they like while spending time in the sun.

46 SEASIDE RETAILER SEPTEMBER-OCTOBER 2026

hours on the river or on the lake, they want a hood.”

Sun-protective apparel offers extra coverage that people are seeking, according to Fordham. Caloosa WaterWear’s quarter-zip shirt with a cadet collar is one of the company’s newest designs.

“People are wanting a bit more coverage,” she explains. “People realize the damage the sun can do to your skin. They want to take care and cover up.”

SEASIDE STYLES

No matter the changing trends, some classic beach and nautical themes will always perform well on casual apparel in coastal regions.

Lauren Kopal, owner of Navy Jane, says her classic lobster design sells on sweaters and handbags any day.

“I still see a lot of love for the lobster, mostly in the New England area,” she explains. “But I even get a lot of orders for lobster designs from Florida.”

Kopal adds that she is looking into developing a new poncho and jean jacket featuring her signature lobster design. www.seasideretailer.com

S T Y L E T R E N D: C A S UAL AP PAR E L

Classic blue and white designs are also a mainstay on casual apparel in coastal retail. “Anytime we have a blue and white print, it sells,” says Sala of Coolibar.

Classic navy blue sweatshirts and tees are big sellers for The Mustard Seed in Manistique, Michigan, which sits right on Lake Michigan in the state’s Upper Peninsula.

Owner Bristol Snider adds that muted tones like sage green, mauvy pink and cement have also been popular on the UP name-drop sweatshirts and T-shirts this year.

Miller has also seen people shift to earth tones rather than bright, vibrant colors in Rockport.

“Colors like mellow yellow, chambray blue, light orchid, sage green and earthy neutrals have been especially

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popular,” she says. “Overall shoppers seem to be moving away from bright neon and toward colors that feel more timeless and easy to wear.”

FAVORITE FEELS

Comfort is also a high priority with casual apparel. Gregory Gooden, vice president of sales and logistics at Simply Southern, says consumers are looking for comfortable, easy-towear apparel.

“Comfort is one of our highest priorities,” he says. “We primarily use soft cotton and cotton-blend fabrics that offer durability, breathability and all-day comfort. Many of our newer collections incorporate performance fabrics, UPF fabrics, fleece, French terry and lightweight knits to provide seasonal versatil-

A classic lobster handbag from Navy Jane pairs well with a navy sun dress.

ity while maintaining the soft feel customers associate with the Simply Southern brand.”

Breathable fabrics are also ideal for lake and coastal destinations.

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S T Y L E T R E N D : C A S UAL AP PAR E L

Elevated casual apparel options like this sun dress from Simply Southern are trending (left) as well as more muted tones on apparel and bags at The Mustard Seed (above).

“Comfort is everything, especially in the South Texas heat and humidity,” says Miller of Goin’ Coastal.

“Most of our graphic T-shirts are printed on 100% cotton and many customers specifically seek out trusted favorites like Comfort Colors and Gildan Softstyle because they know how those shirts fit and feel.”

MADE TO LAST

When finding sweatshirts for The Mustard Seed, Snider says she always considers quality and durability.

“The price point for sweatshirts is higher than that of T-shirts, but the

An added touch

one thing I focus on with sweatshirts is quality,” she says. “If it’s a good quality, customers know it’s going to last and they are more willing to buy it as their once-a-year souvenir.”

“Our focus is on versatile pieces that transition easily from everyday wear to weekend and vacation activities while maintaining the comfort and value our customers expect.” — GREGORY GOODEN, SIMPLY SOUTHERN Gooden says Simply Southern is introducing new coordinated sets, updated fleece and outerwear, fashionable layering pieces and performance-inspired styles to pro-

Hats, bags and jewelry all make great add-on items near apparel.

Bristol Snider, owner of The Mustard Seed in Manistique, Michigan, says handbags and totes sell very well when placed by apparel.

“Tote bags are a big thing this year,” she adds.

Lauren Kopal, owner of Navy Jane, adds that she’s also seen a rising interest in tote bags this year.

“That’s part of why we started selling totes this year,” she notes.

She advises retailers try setting up displays mixing outfits together with some accessories to encourage add-on sales.

“I think it’s great when you pair things that all have the same vibe,” she says. “It’s important to display products how they’ll be worn so that people can envision themselves wearing it.”

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vide elevated casual apparel options.

“Our focus is on versatile pieces that transition easily from everyday wear to weekend and vacation activities while maintaining the comfort

and value our customers expect,” he explains.

Miller adds that more people ask about quality, fit and longevity when purchasing apparel. Offering moderate prices has also helped Goin’ Coastal to provide people with quality brands and unique designs that feel attainable, whether it’s a new beach tee or stylish shirt.

“We’ve definitely seen customers become more intentional with their purchases. They want pieces they’ll wear for years rather than just one season,” she says. “Fortunately, that’s always aligned with our philosophy. We’d rather sell someone one shirt they absolutely love than three they’ll never wear.” www.seasideretailer.com

P R O D U C T T R E N D : H E ALT H & B E A U T Y

The Grecian Soap Co. Island Citrus olive oil soap www.greciansoap.com

Roxy Sun Drift body mist www.roxy.com

Connecting

True Ocean Coastal foaming mineral bath www.mytrueocean.com

TO THE SEA Ocean-inspired health and beauty products bring refreshing coastal sensations home, with the benefits of clean ingredients.

The Smelly Sasquatch Piña Colada aromatherapy spray thesmellysasquatch.com

P

STORY BY KRISTIN ELY

eople visit the coast for relaxation, recharging and feeling good. Health and beauty products can give coastal shoppers a way to take those good vibes home with them.

Offerings range from sun and skin care to fragrance and wellness, and many of them reflect the coastal lifestyle while tapping into growing interest in clean ingredients, self-care and uplifting scents.

“This category resonates with coastal travelers and sea lovers, offering captivating scents that transport them back to their beach day after returning to everyday life,” says Darin Trimble of True Ocean.

The company’s products use the ocean’s natural minerals, and its Body Spray, Perfume and Beach Hair —

Inis the Energy of the Sea Sea Mineral shampoo www.inis.com

SUNMUD Tinted mineral sunscreen www.sunmudsunscreen.com

Oyst-Her Skin Care Awaken sugar body scrub www.oyst-herskincare.com 50 SEASIDE RETAILER SEPTEMBER-OCTOBER 2026

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P R O D U C T T R E N D : H E ALT H & B E A U T Y

True Ocean products use the ocean’s natural minerals to cleanse, soothe, exfoliate, texturize and moisturize both skin and hair, while SUNMUD’s reef-safe tinted sunscreen uses compostable packaging.

Sea Salt Spray are coastal bestsellers in its Ocean Water Body Care line.

The company will soon be expanding the line to include shampoo and conditioner as well.

Oyst-Her Skin Care uses recycled oyster shells as a natural exfoliant in its products such as its shell and sugar exfoliating scrub.

“A visit to the Cape or any coastal community is about making memories. It’s a mindset,” Erin MacKirdy, Oyst-Her Skin Care founder, says.

Incorporating recycled oyster shells into her formulas she says “brings awareness to the ecosystem in our own backyard, and it’s a beautiful natural exfoliant straight from the ocean.”

CLEAN AND CONSCIOUS

Steve Stamatis, CEO and co-founder of The Grecian Soap Co., sees growing interest in clean beauty soaps and lotions made with pure essential oils and no artificial ingredients. The company’s coastal bestsellers include

“A visit to the Cape or any coastal community is about making memories. It’s a mindset.”

— Erin MacKirdy, Oyst-Her Skin Care

turtle, conch shell, clamshell, ocean and starfish soaps and 2-ounce organic goat’s milk lotions.

The company also recently launched 16-ounce Soak Ritual bath salts in three varieties from its Lumena Home by Grecian Co. subsidiary.

Maricruz Carrillo, PhD, co-founder and CEO of SUNMUD, says shoppers are also paying attention to the companies behind their personal care products.

“We often hear from our retailers that customers increasInis’ signature scent is designed to be a fresh, clean and uplifting experience. ingly look to support 52 SEASIDE RETAILER SEPTEMBER-OCTOBER 2026

responsible companies that stand for something,” Carrillo says. “They want to know their local coastal shop supports businesses doing good for people and the planet.”

SUNMUD’s Tinted Sports Stick is its top seller near the beach, which

Carrillo attributes to its ease of application, compostable packaging and mineral formulation.

“Our coastal customers love the mud because they want something that they can trust to stay on in the water but also don’t want the white cast that usually comes with a mineral (zinc) sunscreen,” she says.

SUNMUD also recently launched Zinc Lip Balm containing non-nano zinc that applies with a pink color that blends in and appears clear. A spreadable sunscreen lotion is also in development for next year.

WELLNESS ON THE GO

Personal care is also increasingly connected to how consumers feel.

Shawna Bebbling, co-owner of www.seasideretailer.com

PRODUCT TREND

The Smelly Sasquatch, says consumers are paying attention to both internal and external wellness.

“People care about feeling good and taking care of their internal health as much as their external health,” Bebbling says. “Wellness and having tools that work for our mental and physical health is a hot trend because it is so important.”

The Smelly Sasquatch’s traveler’s essential oil line includes Calm, Happy, Belly, Head and Muscle + Joint blends, while its coastal assortment includes sun relief products and its Ocean and Piña Colada collections.

“People are looking for something easy to use, that actually works,” Bebbling says. “That is why we created these roller essential oils — it’s like a lipstick, take it with you, apply when needed and feel beautiful inside.”

Karen Foley, North American sales manager for Inis the Energy of the Sea, is also seeing continued interest in wellness, self-care and products inspired by nature and the outdoors.

“With the stresses of modern life, consumers are more interested than ever in products that can enhance their mood and bring a sense of calm and positivity to their everyday routines,” she says.

The company’s bestseller is Inis Cologne, a unisex fragrance Foley describes as fresh, clean and uplifting.

“For many of our customers, it evokes a sense of calm and clarity, like standing by the ocean on a clear day,” she says.

Body and hand care products allow customers to layer the Inis scent, while the company recently expanded into a new category with its Inis Hair Care range. Foley says consumers are looking for complete lifestyle experiences rather than individual products.

“Our fragrance, body care and new hair care range

The Smelly Sasquatch’s coastal offerings promote mental and physical health.

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P R O D U C T T R E N D : H E ALT H & B E A U T Y

can work together to create a complete sensory experience, allowing customers to enjoy the feeling and energy of the sea throughout their daily routine,” she says.

A LIFESTYLE CONNECTION

The opportunity in personal care is also attracting established lifestyle brands. Broken Top Brands is developing licensed personal care collections for Roxy and Billabong, with assortments designed around each brand’s audience.

Affton Coffelt, CEO and founder of Broken Top Brands, says developing the lines starts with understanding the identity behind each brand.

“What does Roxy mean? What is the heartbeat of Billabong?” Coffelt says of the brands.

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Roxy’s collection is geared toward a younger demographic and includes body mists, while Billabong’s men’s offerings include cologne, solid fragrance and a versatile body and space spray.

“We’re trying not to have a lot of overlap between all the brands and the companies, as far as what we offer,” Coffelt says. “It’s been really fun developing their own personality.”

Foley says health and beauty products can appeal to visitors looking for gifts and vacation purchases as well as locals incorporating self-care into their everyday routines.

MacKirdy sees a similar opportunity. “A locally made, oyster-shellbased product does something a national brand can’t. It’s a souvenir,

Roxy’s new personal care line is designed for the younger demographic.

a self-care ritual, and a gift all at once, and a great story all in one,” she says.

www.seasideretailer.com

B U S I N E S S: T R AD E S H O W S

STORY BY MELISSA STEADMAN

THE BOOTH AND BEYOND:

real ROI from trade shows

H

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ere’s a little trade show secret for retailers: exhibitors attend with a serious plan.

Long before the banners are put up, the products are packed or the travel is booked, vendors exhibiting have defined what they want their success to look like. They know their sales goals, which buyers they want to meet, which products they want to showcase, and what return they

hope to get on their investment.

Those things are key to growing their business.

Yet many retailers arrive with only a general idea of what to look for. If brands build their business by planning for a return on investment, then retailers can do it, too.

THE PROMISE OF A TRADE SHOW

Trade shows are designed to bring buyers and brands together in one place. For brands, it means exposure to new buyers and opportunities www.seasideretailer.com

© ADOBE STOCK | NATALIYA

Retailers can get a real return from their trade show travels if they know how to go after it and tackle the trade show like it counts.

B U S I N E S S: T R AD E S H O W S

PRE-ATTENDING CHECKLIST P Determine what products and services your shop needs P Set a realistic budget for the show P Review online exhibitor profiles and catalogs P Prioritize booth visits with a list or map P Secure what you need first P Be open to unexpected discoveries P Take notes immediately P Follow up on orders and timelines the week after you get home P Follow up with new industry contacts to keep the connection going

Trade shows are one of the few places where buyers, brands, founders and industry partners gather under one roof for a symbiotic exchange.

There are often informal networking events and industry education sessions that serve both sides of the booth.

In theory, it’s a win-win. In reality, there are rows of booths, bright lights and displays and hundreds if not thousands of products all in one place. Every day you attend can be overwhelming. The best attendees do their homework and learn to balance intention with openness.

WHAT ROI REALLY MEANS

Most people think of a return on their investment (ROI) as a sales term, but your “return” can take more than one form, measured in different ways.

58 SEASIDE RETAILER SEPTEMBER-OCTOBER 2026

For brands, this is an easy metric to measure: the number of orders placed or badges scanned. They count industry connections and/ or new relationships with service providers. Even though they look stuck at a booth, many start making connections during setup itself, looking at other booth designs and meeting potential collaborators.

For retailers, the metrics are a little different. You might be more interested in: • new products • new vendors • show specials • industry trends • connections with fellow retailers However, there is another big difference between retailers and brands in measuring the success of a trade show: Timing.

Brands measure much of their success from the show through orders they write at the show. Retailers, however, usually do not know the true ROI of a show until months later, when those new products are on the shelf and they see the results in their sales data.

RETAILER ROI STARTS EARLY

Your journey for ROI begins before you even leave home. First you need

to know what you need, and that planning will make all the difference.

How to choose a show: Trade shows usually list their exhibitors well before the show. Look for your current vendors, highlighted newcomers, range of categories and how organized it appears. Your choice should support your buying strategy.

Before attending: There is a good chance you are looking for something besides merchandising inspiration if you are planning to attend a show. Know what you need in your business for the upcoming buying season, such as your budget for the show, categories that need attention in your shop and product gaps you need to fill.

RISKS OF GOING UNPREPARED

Arriving around all the energy, there is an obvious uptick in both excitement and a potential for anxiety.

Not only can you get overwhelmed walking past the booths at the show, ROI could easily turn into “Regret Over Inventory” when you return home and do not meet your goals.

Mistakes might include: • Wasting time and money on a show that is not a good fit • Missing show specials • Spending too much time in the wrong booths www.seasideretailer.com

© ADOBE STOCK | NATALIYA

they might not otherwise have a chance to reach. For retailers, it means access to products, founders, show pricing specials, and inspiration that would be difficult to pull together under one roof otherwise.

BUSINESS

• Buying products that do not fit what you need • Skipping the opportunity to build relationships with current and future vendors • Coming home with ideas but not the orders you needed to place At that point, it will not be about just being tired from the trip, it will be about having missed opportunities for future revenue.

PLAN YOUR BEST SHOW

Show organizers work hard to bring the right exhibitors and buyers together for every show. However, factors like weather and economic conditions do not always cooperate and can have a big impact on the perception of a show’s success.

So you focus on what you can control. Make a plan that fits your company’s needs, with flexibility to be open to new items. The goal isn’t to see everything. The goal is to find what fits.

Trade shows are one of the few places where buyers, brands, founders and industry partners gather under one roof for a symbiotic exchange. They can be energizing and profitable.

However, the businesses that get the greatest ROI are not necessarily the ones who attend the most shows; they are the ones who choose the right shows and have a plan that — when executed — can absolutely seed their future.

Melissa Steadman is a strategic growth advisor and founder of Moonbridge Consulting. She helps retailers and founder-led brands make smarter decisions about growth, operations and revenue so they can build stronger, more profitable businesses.

SEASIDE RETAILER 59

R E TAI L E R U P DAT E: S AV V I E’ S

STORY BY MEGAN SMALLEY

Savvie’s Blue Shell Boutique opens as a new coastal gift shop in Solomons Island, Maryland, with chic styles and cozy finds.

COASTAL, COZY AND CHIC

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ickie Kite Milburn found a special way to celebrate her birthday this year: She opened Savvie’s Blue Shell Boutique as a new coastal gift shop in Solomons Island, Maryland.

“Instead of a traditional birthday celebration, I spent the day welcoming customers into the new store,” she recalls.

Savvie’s made its soft debut on April 30 to the Solomons Island community, with fixtures fully stocked with resort-inspired fashion, unique handbags and accessories, thoughtfully curated gifts and a large selection of Solomons name-drop apparel, souvenirs and seasonal items.

“We welcome visitors discovering Solomons for the first time, along with many local residents who stop in 60 SEASIDE RETAILER SEPTEMBER-OCTOBER 2026

regularly to see what’s new,” says Milburn. “Since we’re always bringing in fresh merchandise and seasonal collections, there’s usually something new to discover with every visit.”

The new store is Milburn’s second in Solomons Island — she has been running Blue Shell Gifts & Decor inside her sister’s business, Jacqueline Morgan Day Spa since November 2021. The spa store has much more than traditional spa-themed finds, as it’s full of coastal decor, jewelry, candles and thoughtfully curated gifts.

“I wanted that gift shop to be filled with beautiful things that I would love to receive or give as a gift,” says Milburn.

But as the store grew, so did customer requests. Many people came into the spa store asking for apparel and accessories. To meet the growing demand, Savvie’s opened www.seasideretailer.com

C O V E R S T O RY

earlier this year on a memorable birthday for Milburn.

EMBRACING OPPORTUNITIES

Milburn describes her foray into retail as a bit of an accident. She had worked as a mortgage loan officer for a long time and had spent more than 25 years publishing Southern Maryland This Is Living magazine.

When her sister announced she would be opening a second Jacqueline Morgan Day Spa location in Solomons, she asked if Milburn would create and operate a gift shop inside the new spa.

“It sounded like a fun new adventure, so I said yes,” Milburn shares.

Then COVID hit, and plans for the store got delayed. But by the fall of 2021, the new spa gift shop

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was opened for business. The store became a spot for locals and tourists alike to find the perfect gift, souvenir, seasonal item or beautiful piece for their home.

“Looking back, I probably should have done more research before opening a retail store, but sometimes the best lessons come from just jumping in and learning as you go,” Milburn relates. “I realized everything I had done before prepared me for this. Publishing taught me marketing, photography, storytelling and building relationships. Those skills have been invaluable.”

And over the last few years, Milburn has noticed changing interests among customers at The Blue Shell.

Since a popular dress shop in Solomons closed recently, more custom-

“I wanted that gift shop to be filled with beautiful things that I would love to receive or give as a gift.”

— VICKIE KITE MILBURN

A table is filled with coastal-inspired jewelry and accessories.

ers had been searching for resortinspired apparel at The Blue Shell.

When Milburn learned that new store space was opening in town near the spa earlier this year, an idea for a new store sparked. She signed

SEPTEMBER-OCTOBER 2026 SEASIDE RETAILER 61

R E TAI L E R U P DAT E: S AV V I E’ S

“I had a vision in my head of what I wanted the store to become — I’m a very visual person,” she says. “I want-

build her a display table from an old door she had been saving for years.

Her husband, Scott, also helped in

“I wanted Savvie’s to feel coastal, cozy and chic — a place where people would enjoy wandering through the store and discovering something around every corner.” — VICKIE KITE MILBURN

Savvie's highlights some sun hats along with beachy tees and sweaters.

a lease for her second Solomons storefront in late February.

ENVISIONING THE SPACE

After she received the keys to her new storefront, Milburn quickly began preparing for what would become Savvie’s.

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SEPTEMBER-OCTOBER 2026

ed Savvie’s to feel coastal, cozy and chic — a place where people would enjoy wandering through the store and discovering something around every corner.”

Milburn painted the walls navy and white to remind customers of the water surrounding Solomons.

She adds that she painted much of the furniture in the store herself, repurposing some fixtures from The Blue Shell and having a friend

picking out furniture and arranging it in the store.

“Almost every piece of furniture has a story,” says Milburn. “Some came from my own home, while others came from my sister and niece, Facebook Marketplace, antique shops and generous friends.”

The new store’s name is also significant to Milburn.

“When my great niece Maura was little, I thought she might call

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R E TAI L E R U P DAT E: S AV V I E ’ S

me ‘Gavi,’ for Great Aunt Vickie. Instead, she called me, ‘Savvie,’ and the nickname just stuck,” she says. “The name has always made me smile, so when I opened the new boutique, it felt like the perfect name.”

With fixtures in place, Savvie’s is carefully organized in a way that each area focuses on a different element or theme.

A GROWING PRESENCE

Savvie’s hosted a ribbon-cutting and grand opening celebration on May 8 with the whole community. Since then, Milburn says she has been excited to see customers shop her stores on Solomons Island.

“Many of our customers shop both stores, and that’s been especially rewarding to see,” she says.

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“They’ll start in one store, then stroll over to the other because each offers something a little different. Together, they’ve become a fun shopping experience for both locals and visitors.”

Milburn also hopes to see both The Blue Shell and Savvie’s grow while also staying true to their roots, with Savvie’s serving as a coastal fashion boutique and The Blue Shell being a coastal gift shop.

“Each store has its own personality, and together they offer a much larger shopping experience than either one could on its own,” she describes. “More than anything, I want to continue making both stores places where people enjoy spending time. Whether someone is looking for the perfect gift, a new outfit or simply wants to stop in and say

One display is full of gifts with fish, crabs and other beach life themes.

hello, I want them to feel welcomed.

If they leave smiling, inspired and feeling just a little happier than when they walked in, then I know we’ve done our job.”

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Nov. 3-5 IGES – Sevierville Sevierville, Tennessee www.iges.us Nov. 4-7 IGES – Pigeon Forge Pigeon Forge, Tennessee www.iges.us Nov. 4-7 Smoky Mountain Gift Show Gatlinburg, Tennessee www.smokymtngift show.com

OCTOBER Oct. 4-7 Minneapolis Mart Minnetonka, Minnesota www.mplsmart.com Oct. 5-6 Seattle Fall Buying Event Seattle www.seattlemart.com Oct. 6-9 Atlanta Apparel Atlanta www.atlanta-apparel.com Oct. 6-9 Las Vegas Souvenir & Resort Gift Show Las Vegas www.lvsouvenirshow.com Oct. 12-14 CMC LA Market Week Los Angeles www.californiamarket center.com

Oct. 18-19 Northstar Fashion Exhibitors St. Paul, Minnesota www.northstar fashion.com Oct. 17-21 High Point Market High Point, North Carolina www.highpointmarket.org Oct. 20-23 Dallas Apparel & Accessories Market Dallas www.dallasmarket center.com Oct. 21-23 Panama City Beach Gift Show Panama City, Florida www.pinnacle-shows.com

Nov. 15-17 Ocean City Gift Show Ocean City, Maryland www.oceancitygift show.com

DECEMBER Dec. 4-6 GTS Greensboro Expo Greensboro, North Carolina www.gtshows.com

Jan. 12-17 Atlanta Market Atlanta www.atlantamarket.com Jan. 24-28 Las Vegas Market Las Vegas www.lasvegasmarket.com Jan. 31 - Feb. 2 NY NOW New York www.nynow.com

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

Oct. 16-19 JIS Miami Beach, Florida www.jisshow.com

Jan. 6-12 Dallas Total Home & Gift Market Dallas www.dallasmarket center.com

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SEPTEMBER

Jan. 6-8 Surf Expo Orlando, Florida www.surfexpo.com

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Panama City Beach Gift Show

Nov. 7-9 Fall Cash & Carry at AmericasMart Atlanta www.atlantamarket.com

JANUARY 2027

SA VE

OCT. 21-23

Dec. 6-9 Grand Strand Gift & Resort Merchandise Show Myrtle Beach, South Carolina www.grandstrand giftshow.com

NOVEMBER Nov. 1-3 Trendz Show Palm Beach, Florida www.trendzshow.com

NOV. 15-17

Ocean City Gift Show

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EVENTS COVERAGE

Las Vegas Souvenir & Resort Gift Show to host educational sessions The Las Vegas Souvenir & Resort Gift Show will offer educational sessions covering data, product development, team building and sustainable store design during its Oct. 6-9 show in Las Vegas. Sessions will take place at the Connection Corner, Booth #4100.

“How to Use Your Data in Your Decision-Making Process,” taking place Oct. 6 from 11 a.m. to noon, will explore how retailers can use business data to make smarter decisions about inventory, merchandising, marketing, staffing and purchasing. Kristin Ely, executive editor of Seaside Retailer and Souvenirs, Gifts & Novelties, will moderate a panel featuring Daniel Shoemaker of Feel Good Solutions; Angela Dalby of Charles Products Inc.; Kelly Jones of Great Escapes RV Resorts; and Nick Vieno of Cumberland Farms.

“Building a High-Performing Team,” scheduled for Oct. 6 from 2-3 p.m., will offer strategies for hiring, developing and retaining employees while creating a culture that encourages engagement and productivity.

Speakers include Shannon Sparks of Paradies; Mary Nickelson of Mall of America; Brad Smithling of Biltmore House; and Tommy Brown of Saint Louis Zoo. “Creating Products with Purpose: Aligning Development to Values-Driven Demand,” scheduled for Oct. 7 from 11 a.m. to noon, will explore how retailers and product developers can respond to consumer interest in merchandise tied to sustainability, local makers, charitable causes, cultural authenticity and responsible sourcing. Ely will moderate the discussion featuring Melissa Lew of Melissa Lew; Brown;

Courtney Todd of Spirit Jersey; and Teresa Inman of Smith-Western.

“Design Upcycling — Make the Scene with Green!” will take place Oct. 7 from 2-3 p.m. Brown will share ideas for using repurposed fixtures, thrifted finds and unexpected materials to create engaging merchandising displays.

More information is available at www.lvsouvenirshow.com.

NY NOW summer edition delivers increased traffic and order writing NY NOW has concluded its first edition under the leadership of Rockview Management Group.

Show organizers reported that buyer attendance increased 5% compared with last year at the Summer edition of NY NOW. Buyers came to the show from 49 states and 40 countries, and the show also featured 460 exhibitors.

“We are so proud of what we accomplished since acquiring the show just three months ago,” said

66 SEASIDE RETAILER SEPTEMBER-OCTOBER 2026

Dorothy Belshaw, CEO of NY NOW. “The energy, excitement and positive feedback from both buyers and exhibitors was overwhelming, and we are so grateful to the industry for supporting our vision.”

The Summer edition of NY NOW offered buyers a cross-section of brands across major categories, including home decor, wellness, tabletop, stationery, personal accessories, children’s goods, gourmet, fine jewelry and emerging lifestyle brands. New exhibitors joined returning brands to create a dynamic assortment for buyers.

The Summer 2026 edition of NY NOW reflected the organization’s commitment to investing in the future of the wholesale marketplace while building on NY NOW’s legacy.

Across three days, retailers, design-

ers, specialty stores, museum stores, department stores and independent boutiques gathered to source new products, strengthen partnerships and discover emerging brands.

Sarah Rubin, owner and designer of Rubyzaar, said her brand had over 60% new orders from both small shops and large institutions at the Summer edition of NY NOW. “This has been by far the most successful show we’ve had in a very long time and reached pre-pandemic levels,” she said.

Building on the momentum of the Summer show, NY NOW will return to the Javits Center Jan. 31-Feb. 2, 2027, with a refreshed market experience designed to make product discovery easier for buyers and to help offer increased visibility for exhibitors. www.seasideretailer.com

EVENTS COVERAGE

Las Vegas Market wraps up with strong buyer turnout

Dallas Total Home & Gift Market draws fresh wave of buyers for June event

Dallas Market Center closed out its June Total Home & Gift Market, held June 24-30 alongside KidsWorld and The Temps at Total Home & Gift Market, with an increase in new buyers. New company registrations rose 14.5% year over year, with registrations for Total Home & Gift Market up 15.9% year over year.

“Retail has shown remarkable resilience, and the businesses that are thriving are the ones staying connected to trends, to vendors and each other,” said Cindy Morris, president and CEO of Dallas Market Center. “This June market told an encouraging story. Buyers came back, and just as many came to Dallas for the first time. New retailers from the Midwest, the Southwest and the West are choosing Dallas because they can source across categories on one campus, and that kind of growth tells us we’re building the right market for where retail is headed.”

The Dallas Total Home & Gift Market and The Temps will return to Jan. 6-12, 2027, to Dallas Market Center.

68 SEASIDE RETAILER SEPTEMBER-OCTOBER 2026

The Summer 2026 edition of Las Vegas Market wrapped up July 26-30 at World Market Center Las Vegas with preliminary numbers showing buying accounts up 7% year over year across all categories. The debut of the First Finds temporary exhibitors brand and a full slate of educational programming and networking events, the Summer 2026 event reinforced the show’s role as a destination for cross-category sourcing for the West Coast.

Attendees also participated in a variety of events and educational programming. Expert-led seminars covered AI, design innovation, color strategy, social media and business growth, with sessions from industry voices.

Las Vegas Market also partnered with the City of Las Vegas on a Market in the Alley pop-up, featuring a group of 10 locally based makers, including Alissi, Art of Sze Jones, At the Root, Daria’s Soap, Gem Jaxx Art, Glass Reshaped, House of Geb, Mist Art Studio, Recycled Propaganda and ViVero Jewelry.

Additionally, the Best Booth Awards honored a variety of exhibitors, including Tru-Tone (Best of Show), Luzia Leather Home Collection (Best Product Merchandising), Oh My Mahjong (Best Branding Display), Trovolore (Best Use of Color) and Icinco Studio (Best Storytelling). Market Snapshot Winners were also recognized, including The Darling Effect, Azzurro Living, Chala Handbags, Vincent Sheppard and Icinco Studio.

The next Las Vegas Market takes place Sunday, Jan. 24 to Thursday, Jan. 28, 2027. To learn more and register, visit www.lasvegasmarket.com.

Shoppe Object sets records with summer attendance and exhibitor roster

Shoppe Object’s Summer Edition Aug. 2-4 at the Starrett-Lehigh Building in New York set two records: its highest-ever attendance and largest exhibitor roster, underscoring the impact of its intentional growth strategy by creating new opportunities for companies while strengthening its community.

Attendees visited with over 900 exhibitors, with international brands making up 55% of all exhibitors. The latest Shoppe Object also drew an increase in traffic of almost 10% year over year, with attendees coming from 42 countries. Show organizers said the growth reflects a strategy to expand the show’s international reach and exhibitor mix while keeping the experience itself at the center of every decision.

Shoppe Object New York will return to the Starrett-Lehigh Building for its Winter Edition Feb. 7-9, 2027. www.seasideretailer.com

PRODUCT SHOWCASE

On our radar

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

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1. Charles Products Inc.: Illustrated ocean backpack, www.charlesproducts.com; 2. Dune Jewelry: Heart Bayview Ring, www.dunejewelry.com; 3. Briarwood Lane: Flamingo pair lantern, www.briarwoodlane.com; 4. American Brand Studio: Toucan by Snout Mugs ceramic mug, www.americanbrandstudio.com; 5. My Bougie Bottle: Ecodrive edition insulated bottle, www.mybougiebottle.com; 6. Blank Tag Co.: Waterproof lemon sticker, www.blanktag.com; 7. The Cottonseed Marketplace: Sea turtle sand keepsake ornament, www.cottonseedmarketplace.com; 8. Stephen Joseph: Sea Monster bucket hat, www.stephenjosephgifts.com; 9. Sea & Soul: Jersey Shore tide clock, www.seaandsoulcharts.com.

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

70 SEASIDE RETAILER SEPTEMBER-OCTOBER 2026

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AD INDEX A.T. Storrs Ltd. — www.atstorrs.com................................ 25 American Gift Corp. — www.agiftcorp.com.....................21 Art Studio Co. — www.artstudiocompany.com............. 23 AGM Retail — www.agmcertifications.com.....................73 Bali Queen — www.baliqueen.com............................. 42-43 Bamboo Source Tropical Decor — www.bambootropicaldecor.com...................................19 Big Blue by Roland St. John — www.bigbluedive.com........................................................... 38 Caloosa WaterWear — www.shopcaloosa.com.............47 Cape Shore — www.cape-shore.com..................................5 Charles Products — www.charlesproducts.com.......... 33 Dune Jewelry & Co. — www.dunejewelry.com...............11 Fiesta Toy — www.fiestatoy.com..........................................3 First & Main — www.firstandmain.com..............................7 Gallery 35 — www.gallery35me.com................................ 38 Impulse Souvenirs — www.impulsesouvenirs.com..........................................75 Inis the Energy of the Sea — www.inis.com...................51 J.D. Yeatts/Chesapeake Bay — www.jdyeatts.com......17 Jack Be Nimble Candles — www.jackbenimblecandles.com...................................12 Jackie Gallagher Designs — www.jackiegallagherdesigns.com................................61 Joseph K. Coastal — www.josephk.com.......................... 59 Kurt S. Adler — www.kurtadler.com..................................31 LaserGifts — www.lasergifts.com.......................................13 Lighthouse Keeper’s Pantry — www.lighthousekeeperspantry.com...........................40 Moby Dick Specialties — www.mobydickspecialties.com.................................... 49 Moonbridge Consulting — www.moonbridgeconsulting.com................................57 Mosaico LLC — www.mosaicojewels.com..........................2

North American Bancard — www.nynorth.com.............37 Ocean City Resort Gift Show — www.oceancitygiftshow.com/srmag.......................... 69 Ocean Jewelry — www.flaircraftportal.com/ocean..................................27 RetailBuzz 365 — www.retailbuzz365.com....................... 9 Retail Mavens — www.retailmavenspc.com/seaside............................ 55 Sadie Green’s Jewelry — www.sadiegreens.com......... 62 Sassy Talkin’ — sassytalkin.faire.com.............................. 39 Seaside Retailer — www.seasideretailer.com................................... 62, 71, 72 ShipShapeStyles — www.shipshapestyles.com...........40 Simply Southern — www.simplysouthernwholesale.com......................... 45 Smart Glass Jewelry — www.smartglassjewelry.com......................................... 59 Smoky Mountain Gift Show — www.smokymtngiftshow.com........................................67 Stickers Northwest — www.stickersnorthwest.com........................................... 6 Stonington Designs — www.stoningtondesigns.com........................................ 54 Surf Expo — www.surfexpo.com........................................ 65 The Beach and Back — www.thebeachandback.com .........................................41 The Grecian Soap Co. — www.greciansoap.com.......... 54 The RGU Group — www.thergugroup.com...................... 76 True Ocean — www.mytrueocean.com............................ 53 Tom Borg Consulting — www.tomborgconsulting.com....................................... 63 Woodchart Wholesale — www.greatcoastwholesale.com..............................14-15 Zoologee — www.zoologee.com........................................ 29

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S TAR F I S H AWAR D

The circle of giving back

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STORY BY MEGAN SMALLEY

very year, about 50,000 people visit The Marine Mammal Center in Sausalito, California, which is the world’s largest marine mammal hospital.

“We rescue sea lions, harbor seals and sea otters up the California coastline,” says Michelle Honath, retail and marketing operations manager.

She adds, “The store is an extension of The Marine Mammal Center’s mission. Every purchase helps fund marine mammal rescue, rehabilitation, research and education while supporting businesses that share our values.”

Winner: The Marine Mammal Center Gift Shop Location: Sausalito, CA Retail Manager: Michelle Honath Michelle Honath, retail and marketing operations Manager finds popular and missiondriven merchandise to fill The Marine Mammal Center gift shop. Photo: Gina Risso

a really cute way for kids to feel like they’re taking an animal home.”

to have these voices in the store all year long.”

GIFTS THAT GIVE

INCLUSIVE IN NATURE

CARE AND COMPASSION

All proceeds at the store go back to support animals and causes at The Marine Mammal Center. Honath

Honath and her team at the gift shop also find creative ways to incorporate diversity, equity and inclusion

Honath says she first got involved with The Marine Mammal Center many years ago out of compassion for the animals. Many visitors also have a heart for the animals and want to help any way they can — even if it’s by purchasing something from the gift shop.

“People who shop with us want to give back and want to make a difference,” says Honath. “They know they aren’t just buying something but they are supporting our mission.

It’s rewarding.

She adds, “Customers are giving back, and I’m giving back. It’s a fun circle of giving back.”

“People who shop with us want to give back and want to make a difference.” — MICHELLE HONATH, RETAIL AND MARKETING OPERATIONS MANAGER says the store’s popular Adopt-ASeal rescue kits both support animals at the center and help customers take the memory home.

“We partnered with Call For The Wild on that,” she says. “They developed the plush, and we created a custom cardboard crate that says ‘Adopt-A-Seal’ on it and our logo. It’s SPONSORED BY:

in the store as a way to promote smaller vendors and artists from the area. Several times a year, the store displays DEI merchandise for various groups, from Pride Month to Asian American and Pacific Islander Heritage Month.

“It’s important to celebrate different voices,” Honath says. “We want

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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