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Merit by Willow

Willow + Mercer is the newest addition to the Willow Boutique family. Carefully curated by owners Celia Roberts Tucker and Cindy Krutz, the Willow brand has been making a name for itself on 30A, bringing beach chic styles and in-demand designers to the area since 2007.

Willow + Mercer embodies confident, savvy style that is street-chic and on trend. Shoppers will experience a glamorous atmosphere with an aesthetic fused from Ibizan elements, urban texture, glossy details and coastal luxury. The expansive space features a Shoe Salon, Clean Beauty bar, and one of a kind furniture and artwork; in addition to its wide array of women’s clothing, fine jewelry and accessories.

Shoppers can discover new designers and leave with a style that works just as easily along 30A as it does in the cities from which they travel. Lines include: Isabel Marant, Iro, Raquel Allegra, MadeWorn, Xirena, A Golde, Citizens of Humanity, Frame, Golden Goose, Loeffler Randall, Paris Texas, Westman Atelier, Augustinus Bader, Janessa Leone and more.

Explore Alys Beach

Alys Beach is immediately recognizable and totally unforgettable. This beach neighborhood boasts striking all-white architecture, boutique shopping and delicious dining – all of which are perfect accompaniments to the white sand and turquoise water just steps away.


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