30A Townsite visitors tend to notice the architecture and the dune lakes first, but spend a few afternoons walking the corridor and you'll notice something else: an unusually high concentration of shops and studios built and run by women. Along an 18-mile stretch where new construction is scarce and every storefront matters, these owners have carved out something distinctly theirs, one boutique and one coastal-inspired brand at a time.
Who They Are
The Mary Ellen DiMauro Shop in Grayton Beach is named directly after its owner and designer, and it sells handmade, artisan-crafted clothing you will not find anywhere else on the corridor. Nearby, Affinity Boutique in Santa Rosa Beach doubles as a showcase for local artists, filling its racks with unique women's clothing and locally made jewelry. Feminine fashion label Disco 30A rounds out the picture, with a stated focus on eco-friendly and female-owned brands.
Their Stories
Running a shop on 30A comes with a particular set of challenges: a fiercely seasonal customer base, tourist-driven rents, and a 50-foot height limit that keeps new commercial space tight. Many of these owners started as designer...
