It’s been a lot of fun,” said entrepreneur and Sandbar Books owner Becky Washam regarding her new adventure — Islamorada Mercantile.
“My husband Michael and I aspired to expand; we kept an eye on the market and saw the listing in Ocean Sothebys. The former owner ran it for 12 years — it was in a great location, and she did a great job,” Washam said.
Washam and her husband celebrated the first anniversary of Sandbar Books in Tavernier in March. They came off a year that saw them winning the 2022 Best of Upper Keys’ Best New Business and Business Professional Women’s 2022 Business of the Year.
“We’ve changed things around at the bookshop since we have had some selling,” she said. “There are some genres that have been in more demand than others. We are increasing adult fiction, such as mystery, romance and general fiction. The Florida Keys history, fiction that takes place in the Keys, and books about fishing in the Keys have also been good sellers.”
Inside the new family member, Islamorada Mercantile, they even created a Sandbar bookstore pop-up shop. The pop-up carries bestsellers and other beach-read fiction for people visiting the area and relaxing at their resort.
Some other changes they made were moving the cash wrap to the south wall, updating the logo, adding screens on the south windows, shifting the space by expanding into the back room and a new point-of-sale system.
“We dressed it up a bit,” she said. “The store carried the brands I liked to wear, but I never thought I would have a store like this — I don’t consider myself a fashionista. But the ladies here have helped and brought me a long way.”
Islamorada Mercantile has a great niche with a target market of 35 and older — a mature customer who doesn’t want to feel dowdy or old. They also try to buy U.S.-made products where available.
“We call it Keys-chic — great for resort wear, cruising, tropical vacation, fun and eclectic.” Betty Pfeifer, associate, said.
Washam said Islamorada Mercantile caters to a professional customer.
“We carry men’s quality shirts, and there are not a lot of places to buy men’s clothes in Islamorada. We are also continuing to bring in larger sizes for women; everyone’s been excited about that, 2/XS up to 3X,” she said.
Patti Biggs, Whimsy Rose, Vera Bradley, Judy P, La Mer Luxe, Lulu-B and HiHo are some of the brands available. Washam also added Brighton jewelry and accessories and said Kahala men’s shirts are best sellers.
“Kahala is not your dad’s Hawaiian shirt. Men are stepping out a bit more with their style — these shirts are boat-to-dinner. My husband and I were out at dinner and saw a man pull up on his boat, step out and was wearing one of the shirts. They are perfect,” Washam said.
La Mer Luxe is semi-custom, based on the style cut and print Washam chooses. So, a resort customer may find her favorite print or style in other options and can add to her wardrobe. It also aids in making boutiques unique to their customer’s tastes.
“We also carry accessories such as eyewear, hats, bags and jewelry. We are looking to increase our jewelry selection. We are proud to carry one of our associate’s jewelry lines, Annette Pali, who has worked here for six years. She is a conchologist and hand-makes all her jewelry,” she said. “Annette collects every shell from her beach in Lower Matecumbe — knows every single shell and where they come from. The pieces are unique and coordinate beautifully with the clothes.”
With their new website, islamoradamercantile.com, people can buy online and pick it up in the stores. In addition, customers who travel north can keep up to date on the brands they like, which may not be readily available where they live. Washam also regularly posts on Instagram and Facebook.
“A challenge is balancing both businesses — they are totally different businesses. I have to focus my mindset and marketing on one or the other. For example, I may promote a book signing in the bookstore, but it may be a fashion show with the boutique. Switching gears can sometimes be a challenge, but on the other hand, it’s nice because I like being busy and am project-oriented,” Washam said.
What’s her favorite part of the boutique? Her face lit up, and she immediately exclaimed, “Favorite part, to be honest, I have the greatest ladies working for me.”
Visit Islamorada Mercantile at MM 81.9, on Facebook or on Instagram @Islamorada_mercantile. Hours are Monday through Friday, 10 a.m. to 5 p.m., and Saturday, 11 a.m. to 3 p.m.
