A new women’s swimwear store is making waves in Islamorada.
“I first thought of the idea because, over and over, women walked in and walked out empty-handed. So many women were not finding what they need,” said Shana Walsh, owner of Amber Waves and co-owner of Otherside (Boardsports) with her husband Mike in Islamorada. Shana grew the women’s swim section at Otherside, albeit junior brands.
“I have a tiny bikini section at Otherside and mostly little tiny bikinis, which were not serving the Keys population,” Walsh explains. “I wanted to offer more modest or mature options. So, the inspiration and idea was to have a shop with something for everyone — swimwear for everybody.”
Walsh was thinking about her idea for close to a year and started looking for spots last summer. After reviewing many spaces, she noticed the Purple Pineapple moved to Morada Way from another location.
“I knew there was space here, but this spot was empty and had been for a long time,” she said. “When we came into Otherside, I couldn’t do all the things I wanted to do. So, some construction went into that, but nothing like this.”
Walsh had a fresh, sophisticated vision for the space: one big, open room. You can see her initial notebook sketch on her Instagram, everything from the moon jelly light fixtures upon entry to the textured walls and modern concrete floor.
“(It was) a lot of work … and my husband is handy and wonderful. He hand-built the arch wall units, floating shelves and counter. My dad came down and helped, so it was very much a family affair,” she said. “Mike told me, ‘Whatever you want, I’ll make it happen.’ And for the arch wall units, ‘like building a skate ramp, I think I can do it.’”
Walsh signed the lease for space located at 200 Morada Way in October. The work began in December and April 17 marked the grand opening.
Walsh said the name Amber Waves originated from a store her mom owned many years ago.
“She sold handcrafted American gifts and jewelry. She passed away last year. I thought it would be a great way to honor her. I think she’d be proud,” Walsh said.
Popular items in the shop include Sea Level Australia. With a power mesh lining, which is similar to shapewear, Walsh said women have been buying one swimsuit only to come back for a second color.
“It is a line that is a bit more mature and higher end.” Walsh said. “Other best-sellers have been the $25 separate bikini tops and bottoms. They are affordable, fun, soft and of great quality.”
In general, Amber Waves offers a variety of options, from tiny tops and thongs to full coverage. In addition to swimwear, Amber Waves carries other merchandise categories, including lightweight, beachy, casual wear for covering up or lunch by the pool.
“I put it out there to the public, ‘What do you want in swimwear?’ and heard back tall, extra-long torso, and full coverage. Also high-neck, so it covers the neck,” Walsh said.
Rip Curl is another California-based swimwear line that is more performance-based. This line is made from compression fabric and comes in many colors and styles.
Amber Waves also has jewelry and hats to compliment the beach look. For jewelry, Walsh carries two gold lines — Salty Cali (a surf industry brand) and Etoile. Both are gold-plated and tarnish resistant from saltwater, fragrance and sweat. She also carries a sterling silver line called Bazaar.
For the hats, she offers a fun line of ball caps with sayings such as “Bikinis and Martinis” and “Dogs Forever Boys Whatever.” Sunhats from Brookstone are UPF 50 and some have an internal adjustment so people can cinch them down.
Walsh said her new sun protection line, Project Reef, is a small business based out of Hawaii. She became aware of the product after a representative from the company came into the Otherside last year.
“Their sunscreen doesn’t run into your eyes, and it’s hands down the best brand they have tried in a long time,” Walsh said. “Sunscreen spray, after-sun cooling mist, lip balm and face stick. It’s zinc-based but doesn’t make your skin white.”
Walsh said she also loves beach bags from the Florida-based family-run bag company Marloru.
“They are splash-resistant and lightweight; you can roll them up and fit them in your suitcase,” she said. “The XL tote has long shoulder straps, and most also purchase a pouch to go with it — a big seller.”
Her biggest challenges were the “trust the process moments” and inventory timelines due to construction versus what was available. As to what she loves most, Walsh said 100% the people and the community.
“It never ceases to amaze me how much support is here when you need it. From friends showing up to paint late at night, from spreading the word on Instagram — it’s just so positive,” she said.
Amber Waves is open seven days a week from 10 a.m. to 6 p.m. The store is open until 9 p.m. every third Thursday for the Morada Way Art Walk. Follow Amber Waves on Instagram @amberwaves_islamorada.
