There’s something to be said for balance and having fun, which makes a friendship — and now a business — work.
The new owners of Islamorada Mercantile, MM 81.9 bayside, Byrne Coles and Elizabeth Shipley have an unparalleled history of 38 years of “retail friendship.”
“I love being with (Coles),” Shipley said. “We laugh a lot.”
The freshly curated resort boutique not only showcases a wide range of perfectly merchandised gifts and clothing, but it also demonstrates how they are paying specific attention to the needs and fit of Keys clients — resort and local.
“We first met when I was working for a store in Lexington, Kentucky and hired Elizabeth at age 17,” Coles said.
“It was my very first job,” Shipley said. “And we have remained friends even long-distance.”
Coles owns a store in Smyrna, Georgia, called Marshmallow Dream Monogram and Gifts, while living in the Keys part-time. She has been coming down to the Keys on and off for years. Coles’ daughter runs the store with her in Smyrna.
When asked if they had talked about it before over the years, Coles said, “Elizabeth stayed in retail and bought for and ran a chain of stores, but I moved to Georgia to become a clothing rep and then opened my embroidery store in Georgia.”
“Then, about a year ago, we talked about purchasing a store down here, which didn’t work out,” said Shipley, who also has come to the Keys on and off. “I was just coming in here (Islamorada Mercantile) and looking. I hesitated to reach out to Becky (the former owner) for a long time, but then sent her an email. It happened pretty quick and at a busy holiday time.”
“We closed within two-and-a-half weeks. However, it was a challenge because we missed all of the shows to buy at for season,” Shipley added.
Coles said Shipley knew so many of the clothing lines, so she was able to get it done.
“I trust her. I trust what she picks, what she does, and her sense of what’s going to sell,” Coles said.
“Byrne has a successful store in Smyrna, and we balance each other very well,” Shipley added.
“And I have always said that. I have always felt we think alike when it comes to this and whatnot,” Coles added. “And she’s really good at telling me ‘no,’ as I am someone who goes with the flow.”
Shipley said both husbands are super supportive of this venture.
“And they pushed for it,” Coles said.
Monogramming and embroidery are some of the new merchandise they have added to the store. The hat that says “Sorry about my Husband” has been a hit. They also added a wreath that can hang on the front door along with an embroidered weather-resistant sash for specific holidays, occasions or everyday decor.
“Brighton has really updated their line of accessories, so we brought in new and it’s getting a great reaction. The Apple watch bands are a top item.” Shipley said.
Need a hostess or teacher’s gift? Customers requested and they listened by adding in well-known Tyler candles and detergent (try the best-seller “Diva”), serving entertainment pieces from Mariposa and the colorful French Bull line, Swig drinkware, a wide variety of snappy cocktail napkins and tasty dips.
They also have you covered for Easter, Mother’s Day and even Father’s Day. Continuing items for men include Kahala and Callaway shirts, hats, gifts from popular lines such as Corkcicle, and fun games for everyone to enjoy.
The new children’s and baby gifts and baby clothing are an “Ah, where did you get that?” stopper and are perfect for an Easter basket or birthday gift.
Shipley’s natural merchandising skill is a gift in itself. The island-vibe displays she creates incorporate all sorts of goodies such as cosmetic travel bags, readers from Peepers, books, conversational trivial games, jewelry and more.
Women’s apparel continues to be a focus, and they added items made from natural fibers like gauze and cotton. A solid linen jacket in bright colors from LuLu B is a best seller, as it’s perfect for chilly Keys mornings or evenings and looks great with any outfit.
Other popular women’s lines they carry are Top It Off, Charlie B, Erin Gray and Honest Cotton. Sizes are extra small to extra large and some plus options. They also added in comfortable platform shoes to complement outfits from Isle Jacobsen, which have been selling very well.
“Everyone in this community has been like family. We had a great grand opening and lots of support; it’s been amazing,” Shipley said.
“It’s been really, really good,” Coles added.
The store is open Monday through Friday from 10 a.m. to 5 p.m. and Saturday from 10 a.m. to 3 p.m. Visit @IslamoradaMercantile on Facebook and @Islamorada_Mercantile on Instagram.
