NEW IN STORE
Fall Has Arrived
Welcome to Willow
Since 2007, Willow has been a beacon of style and sophistication along 30A. Through our three boutiques and online store, we offer an exquisite collection of clothing, jewelry, and skincare.
Rosemary Beach
Nestled in the heart or Rosemary Beach you’ll find feminine touches and fashion must haves on every rack. Shop cult favorite brands like Aviator Nation, Xirena, CHUFY, Natalie Martin, Mother, Citizens of Humanity and more.
Willow + Mercer
Our flagship location, Willow + Mercer, in 30Ave, is truly where the city meets the beach. Inspired by the fashion district in New York City, Willow + Mercer is the pinnacle of on trend styles and classic wardrobe staples you’ll be wearing on repeat. Willow + Mercer is a lululemon authorized retailer with an exclusive assortment of men’s and women’s activewear and accessories for the 30A lifestyle.
MERIT by Willow
At the heart of Alys Beach you’ll discover the true treasures of 30A in MERIT by Willow. Brimming with exquisite jewels and designer clothing, MERIT will be your must-shop spot in Alys for every trip to 30A.
Sunday Skin
Sunday Skin is our clean beauty bar located within our Willow + Mercer store. We see Sunday as a day of rest – for your mind, body and soul. The same should be said for your skin! When you switch to clean beauty, your skin gets a boost of good-for-you ingredients EVERY DAY.
Elegance In Everyday
Each piece in our collection is thoughtfully chosen to embody timeless elegance, ensuring that every Willow addition becomes a treasure in your wardrobe.
