Shopping

The end of the year calls for gathering and celebrating, and whether you prefer a grand feast or a laidback affair, you’ll find everything you need from a bar-away-from-the-bar experience at the WaterColor Inn Package Store.

Consider the Package Store, conveniently located next to the WaterColor Beach access, your one-stop shop for all your festive essentials this season. Cheers!

WaterColor Private Label Wines
Raise your glass(es) and celebrate in true WaterColor style with the resort’s own private label wines, crafted in collaboration with Rutherford Wine Company, a family-owned Napa Valley winery. All WaterColor™ Private Label wines ($35 per bottle) pair exquisitely with the diverse flavors of Northwest Florida’s Gulf Coast and include a Cabernet Sauvignon, Chardonnay, Merlot, Pinot Grigio, Red Blend and Sauvignon Blanc.

Ps: Take advantage of the Package Store’s “Wine Down” special on Wednesdays and enjoy 30% off all wines, including the WaterColor™ Private Label collection!

Fish Out of Water Favorites
Browse a curated selection of favorites from WaterColor Inn’s beloved Fish Out of Water restaurant, including Duckhorn Decoy Flavored Seltzers, Grayton Beer Company Beers, Heathen Wines and Casa Dragones Joven Tequila. Looking to toast with (or gift) something really special? You’ll also find rare items like E.H. Taylor Rye, Eagle Rare and even Louis XIII de Remy Martin Cognac Grande Champagne.

Specialty Items
In addition to all of your at-home bar essentials, including barware and even ice, you’ll also find an array of specialty items to gift or to keep (we won’t tell either way). Local favorites include Carrie Rhea Jewelry, including a Fish Out of Water-inspired line of necklaces, and the beloved “Theo the Stuffed Turtle,” proceeds from which go towards protecting sea turtles in Northwest Florida.

WaterColor Exclusives
Create a classic WaterColor celebration with destination-inspired barware, including glasses, mugs and more – only available at the Package Store. Want to add the optimal WaterColor touch to your festivities? Consider snagging a WaterColor Inn gift card, which can be applied to future stays or dining experiences.

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The WaterColor Inn Package Store is open daily, from 7 a.m. to 10 p.m. (seasonal hours apply). For additional information, visit dinefish30a.com/package-store.

Let’s say it: holiday gift-planning can be stressful, especially when left to the last-minute. We’re here to make holiday shopping both seamless and special for you with this list of 30A essentials. Each is reflective of our 30A lifestyle and also meant to highlight one of our most favorite things: gathering with loved ones.

We have a feeling these are surely to delight everyone on your list. What other 30A gifts would you add to yours?

Destination-Inspired Goodies
Sure, you’ll find plenty of WaterColor-branded essentials at the WaterColor Store, complete with perfectly curated winter essentials like sweatshirts and hoodies a but you’ll also find a variety of holiday-themed goodies, too, including custom-painted ornaments and Christmas-themed WaterColor-branded tees. All this in addition to the store’s expertly curated selection of active wear, locally crafted jewelry and even the ideal drinkware for keeping your winter beverages warm.

Shopping for the little ones on your list? Head to WaterColor Kids at 6 WaterColor Blvd. The newly opened specialty children’s clothing outfitter features baby accessories, children’s clothing from brands like Pepita & Me, Miki Miette, Appaman and more, children’s jewelry by Carrie Rhea, fashion backpacks, toys and a wide selection of beach essentials and WaterColor-branded novelty items, of course! Nearby, at the WaterColor Package Store, you’ll find a small selection of specialty gift items, such as locally beloved “Theo the Stuffed Turtle,” proceeds from which go towards protect sea turtles in Northwest Florida.

Toasting Essentials
Stock up on unique liquors, fine wines and local craft beers at the WaterColor Package Store – perfect for gifting and toasting – at the WaterColor Package Store. The shop’s curated collection includes Fish Out of Water favorites like Duckhorn Decoy Flavored Seltzers, Grayton Beer Company Beers, Heathen Wines and Casa Dragones Joven Tequila, as well as WaterColor-inspired barware and specialty gifts. Looking to gift something really special? You’ll also find rare items like E.H. Taylor Rye, Eagle Rare and even Louis XIII de Remy Martin Cognac Grande Champagne.

Coffee for Life (Kind of)

Give the coffee enthusiast(s) in your life the gift that keeps on flowing with a year-long membership to Scratch Biscuit Kitchen’s “Mug Club.” In addition to major bragging rights, they’ll get their own personal Mug Club YETI, which gets them $1 unlimited coffee with every visit. For good measure, add in a Scratch gift card to complement their fresh cup of Joe with some house-made biscuits. Cheers to that!

Time Well Spent
There’s simply no better gift than that of experiences, and thanks to a variety of gift cards available through our St. Joe Collection, we’ve got everyone on your list covered! Gift the foodies in your life a special dinner at Havana Beach Bar & Grill or Fish Out of Water. Pamper the busy and tired mom with a coastal-inspired treatment at Spa Pearl. Give the ultimate beach experience with gift cards to WaterColor Inn, The Pearl Hotel, WaterSound Inn and, our newest properties, The Lodge 30A and Camp Creek Inn (just remember to work yourself into the vacation, too!).

The Gift of the Outdoors

Send the outdoor lovers in your life on an adventure with gift cards from the BoatHouse Paddle Club at the WaterColor BoatHouse. Gift them a kayaking or standup paddleboard rental for the day or pick from an array of classes on the water, which include everything from a run-and-SUP workout to SUP yoga. They’ll be thrilled with the thoughtful gift and be one step closer to crushing those New Year’s resolutions.

Whether looking for the perfect souvenir, for a memorable gift or for a beach bag essential you forgot to pack, WaterColor Inn offers a variety of shopping options for the littlest beach travelers in your life – each with that touch of our area’s unique style. You may just find these in your size, too!

• Specialty Kids Items. At WaterColor Kids, WaterColor’s own children’s outfitter located at 6 WaterColor Blvd., it’s all about the tiniest travelers and budding fashionistas, thanks to a wide selection of accessories, clothing from brands like Ruffle Butts and Vineyard Vines, children’s jewelry by Carrie Rhea, fashion backpacks, toys and even bicycle bells.
• Camp WaterColor Accessories. WaterColor’s ultimate spot for family-friendly recreation also offers the ultimate in poolside essentials. Here you’ll find Sun Bum® sunscreen, pool toys, drinkware accessories and exclusive Camp WaterColor-branded t-shirts and hats.
• Branded Tees & Hats. WaterColor-branded tees and baseball caps can only be found at The WaterColor Store, which stocks them in a myriad of youth sizes and in all colors of the rainbow. In addition to a colorful selection, you’ll also find a collection of limited-release graphic tees designed by local artists.
• WaterColor Beach Club Goodies. Guests of WaterColor Inn and the WaterColor Community have access to the private WaterColor Beach Club, where in addition to poolside fun, you’ll find a selection of WaterColor Beach Club-branded towels, koozies and hats at Mercantile, the on-site shop.
• “Theo, the Stuffed Turtle.” A gift that’s both adorable and gives back? Find “Theo, the Stuffed Turtle” at the WaterColor Package Store, located at the entrance to Fish Out of Water. Proceeds from the locally beloved plush toy go towards protecting sea turtles in Northwest Florida. While you’re there, browse the shop’s selection of other specialty gift items.
• Beach Accessories. WaterColor also has plenty of accessories to help the kiddos add a little bit of flair to their fun beach vacation – like fun flip-flops!
• Bibs for the Babes. The itty-bitties in your traveling party deserve WaterColor love, too! And with these adorable bibs, they’ll be representing their favorite beach spot well after their vacation is over. The WaterColor Store also has onesies, swim diapers, cozy blankets and sunscreen.

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Find these items and much more at The WaterColor Store and WaterColor Kids, both located in the WaterColor Town Center or online. Tag us in your photos using #watercolorinn on Instagram, and tell us, what other items would you add to your list?

The WaterColor® beach community has long been beloved for its resort amenities, unrivaled hospitality, luxury and service standards, and its fresh, sophisticated and modern lifestyle. Of course, there are also delectable dining experiences to be enjoyed at WaterColor’s Fish Out of Water®, Gather Kitchen + Bar and Scratch Biscuit Kitchen, just to name a few, and plentiful ways to toast to an unforgettable beach experience.

This summer, there are even more reasons to raise your glasses and celebrate in true WaterColor style, thanks to the resort’s own private label wines! That’s right – while South Walton’s sugar-white beaches may not be conducive to viniculture, the team searched the world over for more than two years to find wines that reflect WaterColor’s essence. The result? A selection of WaterColor wines exclusively crafted by Rutherford Wine Company, a family-owned Napa Valley winery that meticulously sources its grapes from California’s most diverse growing regions. Sophisticated yet easy sips, all WaterColor™ private label wines represent WaterColor in a bottle and are meant to pair exquisitely with the diverse flavors of Northwest Florida’s Gulf Coast. Each wine was carefully and thoughtfully considered by WaterColor’s award-winning culinary team to capture the balance among taste, quality and affordability.

TASTING NOTES

WaterColor™ Cabernet Sauvignon

• Deep ruby color with fruit and spice characteristics; aromas of blackberry, black cherry and caramel
• Pairs With: Fish Out of Water’s Tenderloin Medallions

WaterColor™ Chardonnay

• Bright golden color with aromas of fresh citrus peel and apple, with vanilla and cinnamon
• Pairs With: Fish Out of Water’s Gulf Grouper (Blackened or Grilled); Gather Kitchen + Bar’s Smoked Gulf Coast Fish Dip

WaterColor™ Merlot

• Ruby color with aromas of ripe strawberry, cranberry, vanilla and dark chocolate; luscious flavors of Bing cherry, blueberry, cranberry and gingerbread
• Pairs With: Fish Out of Water’s Cajun Shrimp & Andouille Kebab; Gather Kitchen + Bar’s B.L.T. with Truffle Fries

WaterColor™ Pinot Grigio

• Vibrant aromas of green apples and citrus; bright acidity and flavors of green apple, tutti-frutti and lime zest
• Pairs With: Fish Out of Water’s Catch of the Day or Low-Country Seafood Boil; Gather Kitchen + Bar’s Gulf Fish Sandwich

WaterColor™ Red Blend

• Aromas of blackberry, cherry, anise, French vanilla and dried herbs with berry flavors and a light, rich spiciness
• Pairs With: Fish Out of Water’s Spaghettini Puttanesca; Gather Kitchen + Bar’s Wagyu Burger

WaterColor™ Sauvignon Blanc

• Aromas of grapefruit, lime zest and lemongrass with flavors of pink grapefruit, green apple and line
• Pairs With: Fish Out of Water’s Gulf Oysters on the Half Shell or Grilled Sweet Tea Chicken Breast; Gather Kitchen + Bar’s Gulf Fish Ceviche

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WaterColor™ private label wines are available for purchase by the bottle ($35) or by the glass ($10) at all of WaterColor Inn’s restaurants, including Fish Out of Water, Gather Kitchen + Bar*, Scratch Biscuit Kitchen, The Canteen Restaurant & Bar at Camp WaterColor, and WaterColor Grill, Costa Chica and Beach Cow at the WaterColor Beach Club*. And be sure to stop by The Package Store to stock up on several bottles for gifting or for enjoying yourself (we won’t tell). Tastings are also available at any time; all you have to do is ask!Additionally, take advantage of half-priced bottles and/or $5 glasses during Happy Hour at Fish Out of Water (2-4 p.m. daily) and Gather Kitchen + Bar* (3-6 p.m.).

Sipping WaterColor™ private label wine this season? Raise your glass high; take a photo and tag us (#watercolorinn) so that we can toast with you. Cheers!

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*Gather Kitchen + Bar and WaterColor Beach Club are private amenities available only to WaterColor Inn guests and Watersound Club Lifestyle members.

Guests of The Lodge 30A truly have the best of 30A right at their fingertips – or footsteps, that is! Situated within the newly developed Greenway Station, the hotel is within close proximity to some of the area’s trendiest and newest shops and restaurants.

Centrally located in the heart of Seagrove Beach on 30A, the beautifully designed Greenway Station provides a coastal-chic getaway within one convenient and strollable location. Visitors can shop, savor or stay, thanks to dozens of merchants that offer a sampling of South Walton’s style, flavors and hospitality.

Enjoy breakfast, lunch or dinner at a variety of restaurants and bistros; stock up on unique wines and specialty culinary products; or treat your sweet tooth at a local creamery and candy kitchen. Shop from local brands like Coast Hippie or nationally renowned ones like Free People; buy meaningful, one-of-a-kind gifts and housewares; or wind down at a local coffee spot.

And of course, it wouldn’t be a 30A experience without the outdoors. With the Point Washington State Forest trailhead situated within Greenway Station, you’ll be on South Walton’s renowned hiking and biking trails in no time! Whether you’re a beach lover looking to soak up the sun or an outdoor enthusiast seeking adventure, you’ll find it all within reach.

Guests of The Lodge can explore South Walton’s iconic beach communities and picturesque trails by taking up one of the area’s favorite pastimes with the YOLO Pedal & Explore Package, which includes two bike rentals from YOLO Board & Bike, which was the first local company to offer paddleboard rentals and has been offering bike and board experiences to locals and visitors alike since 2007.

Learn more about Greenway Station’s thoughtfully curated offerings here – and be sure to make time to immerse yourself in this one-of-a-kind experience when you visit.

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Ready to book your Seagrove Beach getaway? Visit TheLodge30A.com to see current offers, explore accommodations and discover all that the boutique hotel has to offer.

You’ve arrived to WaterColor Inn and are just counting down the minutes until you walk down to the beach – so, what items do you bring? What can’t you absolutely live without?

We’ve rounded up the essentials that are sure to make your beach day more enjoyable, fashionable and flexible, so you can just focus on soaking up the sun or soaking in the Gulf. Better yet? You can find all of these items right here in the resort, at the WaterColor Store in the Town Center. And of course, we’d never forget about the kiddos! Plenty of child- (and mom-) approved beach wares await at WaterColor Kids on Watercolor Boulevard.

Happy packing!

• Beach Bag. Nothing is more practical for a day on the sand than a trusty and stylish beach bag, and here in Watercolor, we’re big fans of Bogg® Bags! These durable, washable, tip-proof and sturdy designs are made for a Gulf Coast adventure. Better yet? These adventure-ready bags come in an array of colors and sizes.
• Skin Protection. No accessory can match well-cared-for skin, which is why a trusty SPF never goes out of style as a beach-bag essential. Locals seem to prefer Supergoop!®, but you can’t go wrong with any brand for protecting your skin from the sun.
• Water Bottle. Speaking of taking care of your body, staying hydrated is also a must. Be like the locals and grab a colorful WaterColor-branded one by Yeti or Corkcicle. Consider getting yourself two: one for water and one for a cold beverage of your choice (beachside cold brew, anyone?).
• Sunglasses. Every beach bag needs some stylish items, which is why we’re obsessed with the trendy yet affordable designs by I-SEA, available at the WaterColor Store. With all-day UV protection, you’ll be ready to set your eyes on making the most of your beach plans.
• Hat. For extra sun protection (and, let’s be honest, a very cute look), pack a hat of your choice – whether you prefer a stylish straw hat, a baseball cap or a trucker hat, you’ll be well dressed for the occasion – and you’ll find plenty to choose from at the WaterColor Store, too, including ones treated with SPF. What can we say? We’re always well equipped for the beach here.
• Sandals. Trust us, you won’t want to walk down to the beach barefoot during the hot summer months. Pack some Ipanema sandals for her and Peter Millar flip-flops for him, and you’ll be ready to pound the sugar-white sand in both comfort and style.
• Cold Beverages. On your way out to the beach, be sure stop by the Package Store,  conveniently located on the first floor of Fish Out of Water, to choose from a curated selection of spirits, wines and beers to-go, as well as bagged ice and other specialty beach essentials. And don’t forget to place your Fish Out of Water order to-go for the perfect beach picnic.
• Bonus Item: UV-Protective Clothing. If you’re planning to be out in the sun all day or just need an extra bit of protection, we recommend packing some UV-protective clothing, like these ICW SPF hoodies and tees, also available at the WaterColor Store.

What else will you be adding to your beach bag? Let us know on Instagram by tagging #shopwatercolor Want to pack up your beach bag essentials before your beach trip? Head to shopwatercolor.com to browse the WaterColor Store’s online selection. And don’t forget to stop by the WaterColor Town Center to shop in person!

As summer comes to an end and the families head back to school, there’s a shift in the air along 30A. The air becomes a bit cooler, the sunsets more vibrant and visitors relish in the quieter beaches. In fact, these are just a few reasons why the fall is prime season for girlfriends’ getaways to South Walton.

With a variety of accommodation options, delectable Gulf Coast dining, unrivaled sunsets, outdoor exploration and plentiful ways to relax, the only challenge you’ll have in planning your next escape with your girl gang is figuring out just what you’ll pack into your itinerary.

To get your planning started, we’ve pulled together a few of our top St. Joe resort experiences. Whether you’re seeking a full-service boutique hotel experience or a laidback home-away-from-home vibe, fun or relaxation indoors or outdoors, or simply looking to bask in the simplicities of the Gulf, these will surely have you and your friends covered.

Now, gather the ladies and get your getaway going! We look forward to welcoming you.

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Make Yourself at Home
From full-service elegance to a more laidback, limited-service approach, St. Joe’s portfolio of lodging experiences provides consistent customer service, comfort and coastal style (of course).

Stay at South Walton’s only adult-oriented hotel, The Pearl Hotel in picturesque Rosemary Beach, for a thoughtfully curated boutique hotel experience that’s as distinct as each guest, complete with on-site dining, a spa, complimentary beach setups and more. Enjoy a quintessential and long-beloved 30A tradition at WaterColor Inn, the flagship of the iconic WaterColor community, and indulge in a guest experience that delivers on the extra touches, including a variety of pools and recreational opportunities. Seeking the ultimate in comfort and convenience? Escape to Seagrove Beach’s newest boutique hotel, The Lodge 30A, to enjoy a prime location and home-away-from-home hospitality. If you’re seeking rejuvenation and relaxation, Camp Creek Inn is the ideal location to meet your needs. Enjoy the privacy and serenity of this newly opened boutique hotel’s luxury accommodations and private club amenities.

Toast to Friendship
Cheers to good times spent with even better friends with an unforgettable dinner or cocktail celebration at any of our St. Joe dining establishments. Celebrate the joy of living, eating and drinking well at Havana Beach Bar & Grill, featuring a colorful food and cocktail menu that is equal parts Gulf Coast, equal parts Caribbean; or head to the Havana Beach Rooftop for tapas, cocktails and stunning sunset views. Indulge in a long-standing WaterColor dining tradition at Fish Out of Water, complete with fresh seafood and panoramic Gulf views.

And of course, you’ll find plentiful dining options along 30A, all in close proximity to The Lodge 30A, The Pearl Hotel and WaterColor Inn. Additionally, guests of WaterColor Inn also have access to a plethora of delectable offerings of Gather Kitchen + Bar and the WaterColor Beach Club. A stay at Camp Creek Inn affords you access to six private dining venues, including three onsite at the hotel.

Disconnect to Reconnect
Traveling with your friends offers an invaluable opportunity to disconnect and reconnect with one another, making simplicity and relaxation a tenet of the ultimate girlfriends’ getaway.

And there’s perhaps no more relaxing (or analog) 30A amenity than South Walton’s beaches themselves! With sugar-white sand and the emerald-green waters of the Gulf of Mexico, it’s no surprise that our area’s beaches are consistently ranked among the best in the world. And whether you’re a guest of The Pearl Hotel, Camp Creek Inn, WaterColor Inn or The Lodge 30A, you and your girlfriends will have plentiful opportunities to soak in our beaches however you choose. Take in an early-morning dip, lounge in the sun to your heart’s content or indulge in an iconic 30A sunset with your toes in the sand.

For the ultimate R&R experience, book yourselves a service or two at Spa Pearl, where you can all enjoy an invigorating and therapeutic poolside spa escape.

Explore Like a Local
The sky is the limit when it comes to exploring South Walton’s natural wonders. Whether you stay in Rosemary Beach, Seagrove Beach or WaterColor, you’ll find yourself in close proximity to walking, biking hiking, kayaking or standup-paddleboarding your way through 30A’s coastal beauty. Rentals and excursions are available through the WaterColor BoatHouse (WaterColor Inn guests have special access to rentals), and there are plentiful parks and trails to explore on your own, too (we recommend the Watersound Trail, Deer Lake State Park and Western Lake). Guests of WaterColor Inn and The Pearl Hotel have access to complimentary bike rentals, so be sure to add pedaling through South Walton’s distinct beach communities to your itinerary!

Shop ‘til You Drop
We think every girlfriends’ getaway requires some retail therapy, and in 30A, you’ll find yourself in great company. No matter where you stay within the St. JoeÒ portfolio, you’ll find yourself in close proximity to some of the area’s best shops – from the merchants of Rosemary Beach and the stores of the WaterColor Town Center to the variety of amenities at Greenway Station and every beach community in between.

Step out in style with the latest seasonal styles from TheWaterColor Store (including items for the kiddos back home at WaterColor Kids); treat yourself to one-of-a-kind, locally made jewelry from Carrie Rhea Designs; or snag the essentials for recreating a relaxing spa experience at home at Spa Pearl. And because t’s not too early to get your holiday shopping started, our 30A Gift Guide may also come in handy.

Still on the fence on what to pack? We have you covered with our Beach Bag Essentials!  

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Anyone who has visited South Walton’s beach communities is familiar with the area’s distinguishable fresh, sophisticated, comfortable and modern coastal lifestyle. Along 30A, sugar-white, turquoise and emerald-green pastel hues meld into a colorful palette of effortlessly casual elegance. It’s this fusion of South meets Coast that has become an iconic and authentic representation of our beloved beach community.

From breezy, branded shirts to stylish totes and colorful, striped towels, our beach style is equal parts elevated and approachable. Yet, there’s perhaps no more quintessential 30A accessory – for locals and visitors alike – than a piece of jewelry handcrafted by a local maker. Often characterized by natural elements, such as pearls and glass, and vibrant colors, locally made jewelry along our coast is understated and timeless enough for everyday wear but distinctly bold to elevate any occasion, long after your beach vacation is over.

The WaterColor Store is delighted to carry a well-curated selection of 30A-made jewelry and accessories, including pieces by Carrie Rhea Designs, one of our favorite local designers. Just in time for the summer season, we sat down with Carrie to learn more about what inspires her and what recommendations she has for those looking to add a new accessory to their beach haul.

When did your interest in jewelry begin?
I’ve been a jewelry lover from a very early age. My mom and grandmother were very creative and stylish women, and they allowed me to admire their jewelry boxes and try pieces on. In fact, I was so inspired by their style that I incorporated “Rhea” (my mom’s maiden name and my middle name) when creating my business. I’ve been creating ever since I can remember, even remaking pieces that I’d purchase and sharing it with others, simply out of enjoyment. After spending a decade working for an accessories company, I started setting up pop-up shops where people could purchase designs they’d seen me wearing. About six years ago, I finally made Carrie Rhea Designs my full-time profession.

What inspires your designs?
I always have women, of all ages, in mind when designing, and I consider how accessories can reflect their unique and individual tastes, personalities and styles. When it comes to designing my pieces, I am inspired by a spectrum of things: colors, fashion trends from around the world, architecture, art, nature and people. Whether it’s a particular shade of blue from Santorini or the tiles and painted artwork in the churches of Rome, I incorporate a variety of inspirations into my designs. I also purchase materials from around the world, including beads, pendants and even blessed religious medals from The Vatican, and reference vintage pieces from my personal collection that further influence my creative process.

What makes your designs so quintessentially 30A?
Well, our beaches are so inspiring! The hues of color in the Gulf of Mexico, the local plants, flowers, shells… A walk on the beach at any time of day can spark inspiration. From the colors of the sunrise and the sunset to the rainbow spectrum of umbrellas set up in the sand. Living here, my creative wheels never stop turning, and I think that shows up in my work. I am proud to create jewelry that reflects this beautiful corner of the world, pieces that can be worn to the beach, then out to dinner.

What are some of the features that distinguish your designs?
You will always see pearls in my collections. They are a favorite of mine. Classic and timeless no matter the design, they also beautifully reflect South Walton. I also incorporate shells and sea glass, as well as starfish, sand dollar and shell charms that add a whimsical touch to my pieces. I have a great sense of pride in being able to represent this area through my creations. When people wear them, I hope they get a sense of the coastal lifestyle, too. I truly believe no outfit is complete without an accessory, so I design mine to be wearable with anything and every day.

How do you describe the 30A style?
The style along our beaches is always comfortable yet polished and effortlessly stylish. Breezy sundresses, linen-cotton separates, stylish coverups and even trendy athleisure are on repeat. We’re also seeing a lot of color this season, as well as gold, which always looks very elegant. Along 30A, there are amazing local retailers who offer a vast selection of these styles in their shops, and I’m honored to have my jewelry available for both locals and visitors alike to create their own take on the 30A style.

What’s your advice when it comes to wearing jewelry?
There are no rules! Wear a necklace on its own or layer it with some of your own personal favorites. Use statement earrings to dress up an outfit for a special occasion or jazz up a casual outfit with a stack of your favorite bracelets. Jewelry gives our wardrobe more options by allowing us to create different looks. Whatever works for you simply works!

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Select jewelry by Carrie Rhea Designs, including WaterColor-branded woven bracelets, can be found at The WaterColor Store and at the Fish Out of Water Package Store at WaterColor Inn. Carrie Rhea Designs are also available at Watersound Club Mercantile and other select retailers along 30A.

The Watercolor® Store is located at 20 Goldenrod Cir. in the WaterColor Town Center. Just across the street at 6 WaterColor Blvd., the recently opened WaterColor Kids features baby accessories, children’s clothing, children’s jewelry, fashion backpacks, toys and a wide selection of kid-approved beach essentials, including WaterColor-branded items.

This spring and summer, step into the WaterColor way of living with the latest styles. From easy, breezy shirts and dresses to totes and towels, our local style is equal parts elevated and approachable and meant to have you 30A-ready from sunrise to sunset.

As the official purveyor of the WaterColor lifestyle, The Watercolor Store features thoughtfully curated lifestyle products by beloved Southern retailers, jewelry by local designers and vacation-essential products by quality brands – all in addition to unique WaterColor-branded merchandise, including t-shirts, home décor, beachwear and even novelty items for your four-legged friends.

This season, it’s all about retro prints and understated vibrancy, thanks to swimwear, breathable shirts and dresses and hats by Rhythm, an Australian surf-wear lifestyle brand. In true 30A style, The WaterColor Store’s women’s styles for the spring and summer months focus on versatility, making it easy to go from the beach to a nice dinner with the same lightweight yet elevated look. Contemporary brands like CRESCENT and By Together combine elegant yet breathable fabrics with relaxed yet sophisticated shapes meant to be worn all day long. Men’s styles also blend everyday wearability with elegance, thanks to a wide selection of golf and athleisure items by Peter Millar, Travis Mathew, Johnnie-O, Turtleson and lululemon, as well as swimwear and accessories.

Certainly, the WaterColor style wouldn’t be complete without a nod to this idyllic stretch of beach. The Watercolor Store is the official retailer of all WaterColor-branded merchandise, including eye-catching beachy tees and tanks, beach accessories and so much more.

From now through August, be on the lookout for exclusive drops by Boat House Apparel, a women-owned brand built on a shared love of fashion, travel, water and an easygoing lifestyle. In addition to a small selection of Boat House Apparel graphic tees, The WaterColor Store has also partnered with the brand to offer limited runs of WaterColor-branded women’s clothing. Stay tuned to The WaterColor Store’s Instagram page for the latest releases – and special sales!

Long after your vacation is over, keep the WaterColor vibes going with a beautiful selection of signature home items, like candles, towels and pillows. After all, WaterColor is meant to be enjoyed year-round.

Now, get ready, set and go enjoy a stylish summer!

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The Watercolor® Store is located at 20 Goldenrod Cir. in the WaterColor Town Center. Just across the street at 6 WaterColor Blvd., the recently opened WaterColor Kids features baby accessories, children’s clothing, children’s jewelry, fashion backpacks, toys and a wide selection of kid-approved beach essentials, including WaterColor-branded items.

The Watercolor® Store and WaterColor Kids are open daily, from 10 a.m. to 6 p.m. For updates and more information, call 850-534-5004 – or visit shopwatercolor.com to shop online.

After nearly two decades as the official purveyor of the WaterColor style, The WaterColor Store has moved to a larger space within the WaterColor Town Center, expanding its collection of thoughtfully curated lifestyle products, including the store’s popular WaterColor-branded merchandise.

With a short move from 6 WaterColor Blvd. to 20 Goldenrod Cir., The WaterColor Store has now expanded into more than 3,000 sq. ft., providing plentiful space for the best retail therapy in WaterColor! The shop’s expansion will allow it to not only add more products to its existing offerings but also feature larger interior-décor items inspired by Northwest Florida’s modern coastal lifestyle. And of course, The WaterColor Store’s new location will continue to sell vacation-essential products by renowned brands like lululemon, Peter Millar, Johnnie-O, Travis Mathew, Vineyard Vines and Supergoop!®, styles by Southern designers and jewelry by local makers, as well as a variety of WaterColor-branded t-shirts, beachwear, candles, gift items and much more – allowing you to take the iconic WaterColor lifestyle home, long after your beach vacation is gone.

Thanks to this expansion, the little ones will also find plenty to shop for, as The WaterColor Store’s former location is now WaterColor Kids! The newly opened specialty children’s clothing outfitter at 6 WaterColor Blvd. features baby accessories, children’s clothing from brands like Ruffle Butts, Vineyard Vines, Travis Mathew, Johnnie-O and more, children’s jewelry by Carrie Rhea, fashion backpacks, bicycle bells, toys and a wide selection of beach essentials and WaterColor-branded novelty items.

With more reasons to shop than ever before, we have a feeling you’ll be taking plenty of vacation “souvenirs” home with you this year. Happy shopping!

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The shops are open daily, from 10 a.m. to 6 p.m. For updates and more information, call 850-534-5004 or visit shopwatercolor.com.