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.

 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.

Our flagship location, Willow + Mercer, in 30Ave is truly where the city meets the beach. Inspired byt the fashion district in New York City, Willow + Mercer is the pennacle of on trend styles and classic wardrobe staples you’ll be wearing on repeat. Mercer is a lululemon authroized retailer with an exclusive assortment of men’s and women’s activewear and accessories for the 30A lifestyle.

Shop With Us

Store Hours

Monday – Sunday, 10 am to 6 pm

Get In touch 



5 Main St 3A, Rosemary Beach, FL

Willow + Mercer


30Avenue 12805 S101, US-98, Inlet Beach, FL

MERIT by Willow


11 North Castle Harbour Drive, Units 3&4, Alys Beach, FL

Willow Headquarters


701 Serenoa Rd

Unit 101 & 102

Santa Rosa Beach, FL 32459